ABSTRACT
This chapter analyses film as a public relations tool for creating destination global recognizability, and as important element of destination branding process. Focus is on the analysis of the impacts of institutional incentives on the film tourism and film industry itself using example of Croatia as a tourism destination. This interdisciplinary field is connecting public relations and film as a part of destination branding process and destination image as an outcome of destination branding process. The key question is to what extent does the fact that a destination has become a film location contribute to its popularity and the development of tourism.
