Events have a significant role in developing the motivation of domestic and foreign tourists to visit a tourist destination. Every year a large number of events is organized in Zagreb, which can contribute to the recognition of the city. The importance of branding and promotion of Zagreb as a tourist destination has become one of the key factors in attracting foreign tourists to the city. Branding aims to attract a customer to product consumption, and in tourist sector it is to attract guests to participace in events and to create an emotional connection between the host and the guest. It is essential to send a clear and quality message if we are to create a loyal guest. A loyal guest is the guest who keeps coming back and thus participates in creating a brand destination. In this work the author aims to explore the possibilities of using events and their fuction in branding the capital city as a tourist destination. Advent in Zagreb has been chosen as a good example of how an event may be a major factor and motivator in attracting both foreign and domestic visitors to Zagreb. This study explores the effects of branding Zagreb as a desirable tourist destination. There is a large number of small and inadequately publicized events in Zagreb that with good organization have the potential of becoming big international events. Tradition, cultural and tourist events serve not only as a part of cultural policy, the preservation of cultural heritage and cultural tourism of a city, but should also much more efficiently be used as an instrument in the process of branding. Cultural and artistic activities combined with tourist attractions and events are powerful instruments in branding of a city. It is important that the city council realizes the importance of creating the city brand and presents a better image of the city. To sum up, it may be concluded that the development of Zagreb as a brand destination in synergy with other advantages of the city will have a vital role in the development and promotion of tourism in Zagreb.