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Many authors consider the event as an important tourist attraction. Events are very different both in content and purpose. Events are held in many parts of the world, in large and small cities, and metropolitan areas. Some have a long history and many are visited by large numbers of people. In spite of this, the event has, until recently, been subject to very little research. Generally accepted definitions have yet to be formulated. Research into the visitor is a new area. It is concluded that events are prepared in accordance with production concept principles. Market techniques are still not applied. For many events, this has not, however, prevented them from becoming well known and attractive, and probably for many participants, not hindered the realisation and viability of the event. For many destinations which develop mass tourism, the event can be an attraction for widening the market. It is necessary, however, to analyse and determine the compatibility of existing events with visitors, to enable the event through changes to become a product for wider market segments. Applied to Croatia, which is passing through a process of transition, and where there still exist deep embedded remains of non-market economy orientation, the paper outlines the necessary changes which have to be implemented for further tourism development. If our understanding of the event is as a new attraction, then, it is necessary to create a development strategy at state level which offers measures of encouragement to various bodies and both regional and local authorities with the aim of creating improved relationships and investment opportunities, and the application of marketing principles which will help participants in realising the event and make greater profit in all areas.