In everyday speech, many people equate image with the notion of perceptions. Perception enables the acquisition of information about important properties of surrounding objects, phenomena, about their spatial and temporal location. On the other hand, an Image is an image, feeling, or association that a person creates in their head when in contact with a subject or object. Image creation is influenced by stereotypes that are part of everyday communication. Some have been set since ancient times given the events that took place in certain parts of the world in the past. Thanks to globalization and technological progress, the media are becoming more widespread and their influence is increasing. Stereotypes play a big role in shaping the image of peoples and states. Usually stereotypes appear in negative connotations, but the positive side of stereotyping cannot be ignored. According to her, Croatia is known in the world as a beautiful tourist country rich in beautiful islands, cultural heritage, natural beauty, excellent gastronomy, etc. A nice word that is transmitted between tourists to Croatia brings not only a positive image but also profit. Media, sports and political circumstances have a great influence on image creation. After tourism in the world, Croatia is also known for sports. On several occasions, she has achieved great success at extremely large and globally monitored sports competitions. People in the world recognize Croatia by the famous names of our top athletes. Some research has shown that Croatia has a far more positive image than analysts and citizens believe. What is very important is that our neighbors consider Croatia positive. Croatia enjoys the most positive image in Macedonia. As expected, given the war, Croatia has the most negative image in Serbia,