This paper examines the attitude of visitors to the Advent in Zagreb event and possible improvements from the visitor's perspective. Over the past ten years, Christmas fairs have become increasingly common events, and their intense growth has been noticed. The Advent in Zagreb is the largest and most famous Advent in Croatia. It is recognized as one of the best advent fairs/events in Europe, and it is also known outside Europe which is proven by a large number of visitors from Asia and America. In order to keep the Advent in Zagreb successful and visitors satisfied and eager to return every year, as well as to pass on their satisfaction to other people who haven’t visited the Advent in Zagreb yet, it is necessary to carry out quality preparation that includes a plan for the organization of the event. This paper also defines the term Christmas market and all the challenges and effects it brings. Empirical research has been conducted that shows the necessary changes to improve the event. Although there have been only a few scientific researches on Christmas markets, it is evident that Christmas markets affect tourism, image, finances and the general population of a certain destination. It has been established that the respondents' opinion about this year's Advent in Zagreb is mostly positive. Also, the majority of visitors think that the organization of certain segments is bad or extremely bad. The aim of this paper is to examine what are the possible improvements of the Advent in Zagreb, i.e. what are the visitors satisfied or dissatisfied with. Dissatisfaction is never good because it discourages people from the event and affects their future decisions and attitudes.