Consumption generated by the 'Advent' is a result of an appropriate offer at the ‘Advent’ event, i.e. spending that would not occur if there is no 'Advent'. Consumption generated by the 'Advent' is a sum of (1) consumption of all visitors at the ‘Advent’ sites and (2) consumption outside 'Advent' locations (accommodation, shops, restaurants and bars outside 'Advent' location, culture, local transport etc.) for those visitors whose arrival in Zagreb was motivated by visiting the 'Advent'. In order to estimate the total consumption generated by the 'Advent' two primary research (surveys) were conducted and several relevant and reliable secondary sources of information were used. Total consumption generated by the 'Advent' in Zagreb is estimated from 390 to 438 million Kuna (52 to 58 million Euro). The results indicate the importance of the 'Advent' for Zagreb tourism and city economy overall, primarily through realized consumption of visitors. It also provides base for calculation of the overall effects of 'Advent' on the economy of the city, including an indirect positive effects on the image of the city and new and / or repeated arrivals. Furthermore, the results provide a tool for improving the overall ‘Advent’ offer and increasing the visitors’ spending.