The thesis of this paper analyses the role of food festivals in the branding of the city of Zagreb. Following theoretical analysis the results of empirical research are given. In the past few years the city of Zagreb has noted a large increase in tourism with an especially large focus on it being a popular destination during advent, in which festivals consisting mainly of food and drinks play a key role. The recognition of the rise in the number of food festivals in Zagreb throughout the year combined with their grand number of visitors, as well as the positive outlook the citizens of Zagreb have on similar open-air events has given rise to the question of how food festivals are making an impact on the brand of the city of Zagreb along with whether it should have more of a focus on food festivals. The results of the research within this paper show the respondents have a lack of a strong position on the subject of what the brand of the city of Zagreb is, as well as what the city is known for. Without a doubt the population plays a crucial role in the presentation and growth of a city thus should have a clear understanding of what its strengths, uniqueness, and falts are in order to be able to sucessfully take part in its branding. At the very end of the paper the results of the research are given, that is, the persectives of the respondents on the subject along with final thoughts about impact of food festivals on the brending of the city of Zagreb.