Linguistic landscape refers to the study of language on private and public signs in public spaces, which can help us „understand the motives, uses, ideologies, language varieties and contestations of multiple forms of ‘languages’ as they are displayed in public spaces” (Gorter, 2019: 41-42). The aim of this study is to explore the linguistic landscape in the center of Zagreb, guided by questions of who shapes the linguistic landscape and for whom, and lay the groundwork for such research in Croatia from a sociological perspective. The results revealed a high prevalence of both Croatian and English in the public space, with Croatian predominating on both private and public signs. Various other foreign languages were also observed, but all were significantly less present. There were more private signs than public ones, suggesting that private actors have a greater influence on the linguistic landscape. It was noted that English is often used in names and for simple and familiar words or phrases, while important information is presented in Croatian, indicating that local residents are predominantly the intended audience. Nevertheless, the number of signs aimed at tourists is significant, clearly demonstrating that both public and private actors rely on tourism. For a more comprehensive understanding of Zagreb's linguistic landscape, further research should be conducted in other parts of the city, employing different methods and perspectives mentioned in this paper.