This paper describes the role and importance of the image of a tourist destination for the development of tourism and provides an overview of the current situation in Croatia as a tourist destination. Tourism is one of the most important drivers of the Croatian economy, but it is also a very complex industry that is not only based on physical products, but also wants to meet the emotional needs of visitors by offering them unique and authentic experiences. That is why the image of the destination is important, because it represents the mental perception that a tourist has before visiting the destination, and then upgrades it as part of the experience they gained while visiting the destination. The image of the destination is important to measure and analyze because it is one of the decisive factors that define the decision to buy in the tourism sector. Destinations that are perceived as safe, rich in culture and as destinations that offer good value for money - have a higher chance that a potential tourist will choose it compared to destinations that either do not have a defined image, or it is mostly negative. Secondary data sources were used to write the paper, and their collection was done using the desk research method. Analysis of secondary sources involves the collection of data from the relevant scientific and professional literature. The basic theoretical concepts and models are described by the method of description, and the results of the analyzed literature data are presented by the method of analysis and synthesis.