The development of film tourism in Croatia began with the launch of the program called Filming in Croatia. After successfully completed projects such as the television series Game of Thrones and the film Diana, Croatia has become an ideal destination for shooting foreign films, series and shows. Therefore, the aim of this paper was to investigate the potential of film tourism in image creation and impact on marketing activities in Croatian tourist destinations, specifically how the Game of Thrones series contributes to the overall image of Dubrovnik and Croatia. For the purposes of the research, an in-depth interview was conducted with five stakeholders from the tourism and film sector of the Republic of Croatia. The research found that the government supports film tourism sufficiently, but the cooperation of tourism sector with the Ministry of Tourism and the CNTB should be much better. Thanks to the incentive program, the Game of Thrones series was filmed in Dubrovnik and Croatia, which increased the awareness of tourists and the attractiveness of destinations. A higher number of tourists, a higher number of overnight stays and a higher total consumption of tourists were recorded. The series has become part of the image, but research participants point out that the popularity of the series is temporary and that it will not remain part of the Croatian image for a long time.