The subject of this thesis is to define the main elements of the marketing plan of the Advent events in Karlovac. Since no ticket revenue is planned for the visitors, the main source of income for the event should be the lease of 11 wooden houses to interested caterers and stall keepers. That is why the marketing strategy was formulated with a view to successful lease realization. Therefore, market research encompassed potential leaseholders, entrepreneurs dealing with catering and trade. Research findings suggest that the entrepreneurs' intentions to participate in the event are closely related to the desire to be additionally promoted, and only then to generate additional revenue. Furthermore, this thesis indicates the justification and possible sustainable model of organizing Advent events in Karlovac. Competitive analysis has shown that competing events are primarily held during the summer period. Since the event is organized for the first time, it has been established that for successful realisation the image of the organizer that is able to successfully prepare and realize a comprehensive and diverse program will be of utmost importance. On this basis, as an integral part of this work, the key elements of the marketing mix for Advent events in Karlovac were defined.