Diplomatic protocol is a set of rules and customs about behavior in interstate relations, diplomatic treatment, ceremonial and courtesy. Diplomatic relations prescribe a minimum of rules, non-observance of which can cause not only diplomatic misunderstandings, but also serious disputes between states. Many issues from diplomatic protocol, such as ceremonial, order of priority and privileges, are not regulated by international treaties. Diplomatic protocol is used as a tool for mutual communication in order to minimize the possibility of diplomatic mistakes. High government officials visit foreign countries in order to maintain good and quality international relations and achieve their own goals. Each country plans all state, official and other visits well in advance, both those outside the country and those in the country, in accordance with foreign policy interests. The paper presents the role of state visits and examples of ceremonies and diplomatic protocols during state visits in the Republic of Croatia. Good diplomacy will best build a positive image of the country in the world and create a successful brand and recognition on the international market. This is why protocol, especially diplomatic protocol, plays an extremely important role in building the image of a country. The paper will present the extent to which Croatian diplomacy is successful in promoting its own country, and what the image of the Republic of Croatia is in the international environment.