The thesis analyzes the significance of events for the development of tourism in the Kvarner region, emphasizing their role in attracting tourists and creating additional value for the local community. Events such as cultural and sports activities, festivals, concerts, fairs, and other events play a key role in increasing the number of visitors, preserving cultural heritage, and promoting regional identity. Through case studies, thesis explores how these events contribute to the sustainable development of tourism by attracting various groups of tourists throughout the year. The thesis also highlights the challenges faced by event organizers, including issues related to financing, logistics, infrastructure, and promotion. Although events can significantly enhance the tourism offering and economically benefit the local community, the thesis emphasizes the need for strategic planning and coordination among all tourism stakeholders to fully realize their potential. Measures are proposed to improve event organization, such as better cooperation between local authorities, communities, and the private sector, increased financial investments and innovative promotional strategies that would ensure greater visibility and attractiveness of events. Through a comprehensive analysis, the thesis demonstrates how events can be a key factor in strengthening the tourism competitiveness of Kvarner.