Explore the Rise of Active Tourism in Czechia

According to the latest data from CzechTourism, 2024 has seen a positive trend in inbound tourism. Germany, Poland, and the Netherlands are key source markets, with visitor numbers from these countries surpassing the record levels of 2019. Targeted campaigns and the promotion of natural destinations have motivated foreign travelers to explore the beauty of Czechia. The data indicates that while German visitors still favor spas and cultural sites, the Dutch are discovering Czech campsites and cycling trails, and Polish tourists are enjoying the Giant Mountains and South Moravia.“Our latest data confirms the increasing popularity of Czechia among foreign tourists and highlights regions with the greatest potential. Active holidays are trending. We aim to emphasize the combination of sports, nature, and cultural experiences in our campaigns. We are focusing on promoting lesser-known regions to present Czechia as a destination for those seeking active leisure time. The increase in visitors from Germany and Poland indicates that this strategy is effective,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.

Visitor Numbers and Shifts in Tourist Preferences

The year 2024 confirmed a steady growth in inbound tourism while also showcasing changing traveler habits. The latest data from CzechTourism reveals that the agency’s campaigns in key markets are yielding positive results:

• German tourists: 2,377,682 visited Czechia last year, marking a 4.1% increase year-on-year and a 14.6% increase compared to 2019.
• Polish tourists: In 2024, 841,541 visitors arrived in Czechia, up by 10.8% year-on-year, and an increase of 25.3% compared to 2019.
• Foreign tourists: 256,789 people visited the country last year, a slight decrease of 1.9% year-on-year, but still a 3.2% increase compared to 2019.

Germany continues to be the strongest source market, with Poland experiencing the largest percentage increase, and the Dutch maintaining stable visitation levels.

Czechia Is More Than Just Prague – Active Tourists Exploring New Regions

• Beyond traditional hotspots like Prague and Karlovy Vary, Germans are also venturing to the Giant Mountains and Šumava. They enjoy wellness, hiking, water sports, and cycling, typically visiting during summer or early autumn. Average length of stay: 3.72 days.
• Polish visitors mainly go to Prague, Hradec Králové, and South Moravia, but also explore the Jeseníky Mountains. They prefer hiking, including mountain trekking, winter sports, and local cultural sights, most often visiting in the summer. Average length of stay: 2.97 days.
• Dutch travelers favor Prague, South Bohemia, and the Kralovehradecky region, while also considering Liberec and Vysočina for their trips. They commonly engage in hiking, water sports, and camping, with summer being their preferred time to visit. Average length of stay: 3.81 days.

“The key to success lies in presenting regional tourism even more effectively. People are seeking authentic experiences, and Czechia offers tremendous potential in this area. The rise in visitors from Poland and Germany indicates that our campaigns are resonating with the right audiences,” adds Petr Janeček, Head of the CzechTourism Institute.

“Recently, we have concentrated on promoting specific activities and experiences. Our efforts have increased awareness of lesser-known destinations, attracting tourists to regions that previously had lower visitor numbers. More foreign travelers are choosing Czechia not just for cultural trips but also for active holidays,” adds Jana Štumpová Konicarová, Director of the Department of Marketing and Foreign Representations of CzechTourism.

CzechTourism plans to enhance its digital campaigns in Germany, Poland, and the Netherlands, alongside other global markets, including remote areas. The strategy includes collaborating more closely with outdoor influencers and promoting active tourism further. They also aim to highlight sustainable travel options, including eco-friendly accommodation and regional train connections, taking into account the preferences of tourists from different countries.