Today’s world we are living in is characterized by an accelerated lifestyle with a multitude of daily commitments. People often do not have free time and live under high levels of stress. Therefore, a modern man wants to use his free time in the best possible way. In addition to the standard motive of relaxing and "escape from everyday life" that encourage people to travel, a new motive appeared. Tourists want to create memories, learn something new and get to know different ways of life. That is the main reason why event tourism is getting so much attention last few years. It allows tourists to visit music concerts, exhibitions, gastronomic events, sports events, carnivals, dance and acting performances and many other fun and educational events where they can create quality memories. Event tourism actually enriches the tourist offer of the destination and increases the quality of life for the local population. For this reason, destinations are increasingly planning and holding a number of events to stand out and segment the market against the competition. This paper will explore the notion of event tourism on the example of the widely popular Dubrovnik. The paper deals in detail with the positive and negative effects of event tourism on the destination and how the events affect the branding of the destination and the quality of life for the local population.