The subject of this paper is the image of Croatia on the market of the United States of America and its position as a tourist destination. The definition of the image is that it is a belief, idea, impression and thought that someone has about a particular subject and it is important to note that it is a subjective assessment. The formation of the image is influenced by numerous factors, it is a long term process and once already formed image is very difficult to change. The image of the tourist destination is a very important item for the success of tourist destinations, therefore its management is pretty complex. In the first part of this paper covered topics are: what makes the image of the country and tourist destination, the factors that affect its formation, image management and lastly, the current image of Croatia. In the second part, the selected market of the United States is described more in detail, also characteristics and habits of US tourists and their current demand for traveling to Croatia. After two theoretical chapters, the next is the research conducted as a part of this paper. The results show the main motives influencing the choice of Croatia as a destination, emotions and opinions over certain tourist products. Primary and secondary data sources are used in the paper, as well as scientific and professional literature and finally, research in the form of a survey has been conducted.