Czechia Sees Surge in Tourism: Unprecedented Achievements, Dynamic Marketing, and Fresh Collaborations
Strong State Support: Investment in Tourism Development
Tourism plays a crucial role in the Czech economy, and in 2025, the Ministry of Regional Development is committed to supporting destinations, entrepreneurs, and strategic projects. This support includes marketing campaigns and investment in infrastructure development, digital services, and innovations to enhance Czechia’s competitiveness globally.
“This year, tourism funding is set to increase significantly. The Ministry of Regional Development is investing nearly double compared to previous years, largely as a response to the COVID-19 pandemic. This year’s budget amounts to 1.48 billion crowns, with 360 million crowns allocated to national subsidy programs. This funding focuses on tourism infrastructure development (250 million), revitalizing tourism in the flood-affected Jeseníky Mountains (20 million), and supporting destination management organizations (90 million),” states Minister for Regional Development Petr Kulhánek.
Additionally, 423 million crowns will be directed towards modernizing the Mountain Service, which includes station reconstruction and purchasing new emergency equipment.
“Beyond developing hiking, biking, and skiing trails or information systems, we are also supporting local businesses that provide services for tourists. I am excited about the launch of the second wave of vouchers for stays in the flood-hit Jeseníky Mountains, available this autumn at a discount of CZK 300 per night, under the same conditions as last time. Moreover, we are introducing the eTurista portal to help hoteliers streamline their bureaucracy and improve tax collection efficiency,” adds the minister.
Czechia in Numbers: Current Standing
In 2023, tourism accounted for 2.36% of GDP, amounting to CZK 180 billion. This sector employs 224,000 people and serves as a vital economic pillar in regions like the Karlovy Vary Region, Prague, and South Bohemia.
Visitor numbers at mass accommodation facilities (HUZ) are on the rise. Last year, 22.8 million guests visited domestic hotels and guesthouses, occupying a total of 57.3 million nights. Domestic tourists made up 54% of the visitors (12.3 million), while international visitors comprised 46% (10.5 million). The average stay lasted 3.5 days, marking the highest level of arrivals since 2012, with nearly a 10% increase in foreign visitors year-on-year.
“Our main goal is to maintain and boost visitor growth, especially from key source markets. We’re also focused on extending tourist stays and increasing their spending. Currently, Germany, the USA, the UK, Northern Ireland, and Italy rank as the highest creditworthy markets. However, we’re also targeting more distant locations like China, Canada, and the Arab states,” says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
CzechTourism’s Successful Campaigns in 2024
Last year, several marketing campaigns were implemented in selected countries to promote Czechia as an appealing destination. The main global campaign, worth CZK 37 million, achieved 820 million ad impressions, nearly 2 million clicks, and reached 19 million people, demonstrating the effectiveness of online promotion. Conversion campaigns aimed at generating specific actions, such as bookings, further helped lengthen tourist stays. For instance, the UK and Spain campaigns increased the average stay from 2.7 to 3.8 nights. In the USA, a campaign under V4 cooperation attracted 28,605 tourists who stayed for a total of 20,882 nights, achieving a 104-fold return on an investment of EUR 25,000. The promotion of direct air links to distant destinations like Canada and China, along with Google search campaigns and partnerships for prestigious events (like the Ice Hockey World Cup and Prague Spring Festival), also played significant roles in promoting Czechia.
Record Traffic to Portals and Growing Social Media Reach
CzechTourism’s VisitCzechia and Way from Boredom portals reached record visitor numbers last year. Kudy z nudy celebrated its 20th anniversary with a new design and saw 38 million visits, with over 100,000 daily users, doubling in the summer. This portal became the leading travel website in the Czech Republic. Regular updates to both portals enhance user convenience. Besides tourists, hundreds of tourism entrepreneurs actively utilize these platforms.
Social media also flourished, with CzechTourism reaching hundreds of thousands of followers on Facebook and Instagram. Kudy z nudy has about half a million subscribers, while foreign accounts total nearly one million. These high numbers can be attributed to new graphic templates that enhance post appeal. Seasonal themes like Christmas have proven particularly successful in boosting engagement.
B2B Events to Promote Inbound Tourism
Last year, B2B activities also showed positive results. The largest event, Czechia Travel Trade Day 2024 in Hradec Králové, attracted 76 buyers from 30 countries, resulting in 1,700 B2B meetings. Similarly, the Events Club Forum 2024 in Prague facilitated 2,400 B2B meetings in the MICE sector, and the Inspirational Afternoon conference gathered over 160 professionals.
In 2025, CzechTourism and the MMR plan to enhance marketing efforts, digitalization, and strategic partnerships. CzechTourism has a larger budget this year, with up to CZK 450 million available.
“The year 2025 will be crucial for maintaining our growth momentum and attracting new visitor segments. Our focus will be on enhancing active tourism, promoting the spa industry, and encouraging visitors from creditworthy markets to extend their stays. Our initiatives yield measurable results and bolster Czechia’s image as an attractive destination. I extend my gratitude to the Ministry of Regional Development for the increased funding, which allows us to promote our beautiful country further,”František Reismüller emphasizes.
Active Tourism and Focus on Asia
A global campaign focusing on active tourism and the spa industry is planned for 2025, with a total budget of 30 million crowns, running in two phases across ten countries. Conversion campaigns will target undecided travelers, highlighting golf and spa experiences. Additionally, within the V4 cooperation, there will be efforts to promote the Central European region to Chinese travelers by showcasing shared history, cultural ties, and gastronomy, with a focus on sustainability. CzechTourism secured EUR 100,000 for this initiative thanks to a grant from the European Travel Commission, and the CzechTourism office in Beijing is now operational again.
“China remains a vital market for Czech tourism. With the reopening of our Foreign Representative Office in Beijing, we can enhance inbound tourism promotion. Negotiating the renewal of direct air links between Beijing and Prague is a significant achievement that will further stimulate interest from Chinese tourists and encourage longer, more meaningful stays,” reflects Director of the Czech Tourist Authority – CzechTourism.
Contract Signed with Michelin: A New Era for Czech Gastronomy
The Czech Republic and Michelin
This year marks the beginning of a three-year collaboration between the Czech Republic and Michelin, aiming to establish the country as an attractive culinary destination. Michelin will create an electronic guide featuring top domestic restaurants and manage the Czech section on its website. The partnership encompasses content creation, including articles and videos showcasing Czech gastronomy, along with targeted social media campaigns. Over the three years, this collaboration is valued at EUR 1,350,000.
“The Michelin award represents culinary excellence globally, and its presence in the Czech Republic will elevate international awareness of our cuisine and attract a clientele that values quality, innovation, and local ingredients,” emphasizes František Reismüller.
Further Key Activities in 2025
This year’s initiatives will be complemented by various other activities. Another Czechia Travel Trade Day 2025 is planned for April in Ostrava. CzechTourism will also seize significant promotional opportunities, such as the release of a new Dan Brown book, the second series of the gaming phenomenon Kingdom Come: Deliverance, participation in the world exhibition EXPO 2025, and supporting traditional Czech gastronomy through the Czech Specials project.
