Tourism has been undergoing drastic changes in recent decades, primarily driven by changes in tourist demand. It comes to the time when tourist needs no longer adapt to tourist offer, but the tourist offer is adapted to tourist needs. Tourists become more eco-friendly, more refined, more educated and are eager to gain new experiences and knowledge about local traditions and cluture. The destination is the goal of travel and tourism market places its entire tourist product that is made up of attractiveness, accessibility and receptive capacity. The tourist destination is a spatial unit that must attract its potential attractions and attractions to potential tourists to meet their tourist needs. In order for potential tourists to find out about the tourist products the destination offers, it must be promoted and presented on the tourist market. In this final paper, it will be written about the city of Zagreb and Tourist Board of Zagreb as an example of a good tourist destination that conducts a good marketing strategy for attracting and bringing tourists to the city. Tourist destinations like the city of Zagreb play a significant role when tourists create a holiday for themselves. Recognizing and maintaining the image of a destination is important for effective marketing as promotion promotes the design of tourist identity in the tourist's awareness. The City of Zagreb is the best tourist destination in Europe in December, especially during advent and winter holidays. In order to reach potential buyers and in order to respond to their needs, it is necessary to develop custom images for different targeting of a group of consumers or tourists.