Czech Republic Shines as a Premier Congress Destination, with Prague in the Top Five!
Growing Interest in Regions
Beyond the capital city, other Czech cities are increasingly catching the eye of congress and incentive event organizers. Notably, Brno has climbed over 30 spots in the global rankings, landing at 112th place. The data from the International Congress Association (ICCA) clearly indicates a rising interest in destinations outside of Prague, highlighting a decentralization trend gaining traction in the congress sector. This shift offers new opportunities for enhancing infrastructure and services across the country. Regions that can adapt swiftly to the evolving needs of organizers and participants stand to gain significantly from this growing demand for professional facilities beyond the capital.
“Congress tourism is vital for Czechia. It boosts the local economy, creates opportunities for local entrepreneurs, increases the demand for specialized services, enhances employment, and contributes to the long-term stability of the tourism sector. Moreover, it helps establish Czechia’s brand as an attractive destination for business and innovation,” states František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He further notes that this trend will likely benefit various domestic locations, aiding in a more balanced distribution of tourism throughout the country.
Prague: A Leader in Technology Events
According to ICCA’s annual rankings, which track association conferences and meetings with at least 50 delegates held in multiple countries, Czechia hosted 175 such events last year—18 more than the previous year. This increase underscores the significance of the MICE segment, not just from an economic standpoint but also as a vehicle for innovation, international collaboration, and community development.
“As ICCA’s analysis reveals, staying attuned to current trends is essential for the continued growth of convention and incentive tourism. Destinations now need to showcase their expertise, capacity for innovation, and academic resources, going beyond mere infrastructure. Partnerships have taken on a deeper significance, rooted in shared values. Additionally, Prague ranks 3rd globally for technology-focused events and remains in the top 5 for medical conferences,” explains Tereza Hofmanová, Director of Product Management, Research, and B2B Cooperation and Senior Manager of the Czech Convention Bureau.
Sustainability: A Key to Success
Alongside the decentralized trend, sustainability is becoming increasingly important in the MICE sector. Emerging, lesser-known locales are gaining attention, providing opportunities for regions that can quickly adapt to changing client needs and values. A focus on responsible practices is becoming standard; destinations implementing sustainability principles into their strategies and planning can greatly enhance their competitiveness. Moreover, successful destinations are increasingly seeing partnerships as collaborative efforts that extend beyond merely providing space.
“Successful destinations are offering partnerships that transcend venue provision. The topic of sustainable convention tourism has long been a focus for the Strategic Alliance of European National Convention Bureaus, of which the Czech Convention Bureau is a founding member. Recent projects and collaboration opportunities were presented at the 3rd Global Forum of National Convention Bureaus, held before the IMEX Frankfurt. Our aim is to unify practices and share best practices across our networks,” adds Tereza Hofman.
Data Shows Growing Interest in MICE Events
According to the Czech Statistical Office, Czechia hosted 12,000 conferences in 2024, attracting nearly 1.2 million attendees. About 35.4% of these events occurred in Prague, while the South Moravian Region hosted a significant 2,213 events. The Vysočina, Olomouc, and Central Bohemia regions each held approximately 900 events, with one-day gatherings making up 70% of the total.
“Available data shows that 67% of conferences take place in four-star hotels, which also accommodate most participants. Notably, there’s a growing trend of smaller MICE events with fewer than 50 attendees, making up more than half of all gatherings, predominantly consisting of corporate and business meetings. A key benefit of MICE events is their occurrence during off-peak tourist seasons, namely from May to June and from September to November, helping to balance seasonal tourism fluctuations,” states Petr Janeček, Head of the Institute of Tourism at the Czech Tourism Centre.
International Partnership for Responsible Events
The Czech Convention Bureau is also influential on the European stage, actively participating in the Strategic Alliance of European National Convention Bureaus, which is celebrating its 11th anniversary this year. Among the Alliance’s key initiatives is the SHE – Sustainability Hub for Events, aimed at promoting responsible event organization. This platform harnesses European expertise, sharing best practices and offering practical guidance on integrating sustainability into event planning and execution across various countries and sectors.
MICE: A Catalyst for a New Era in Tourism
Today, the convention and incentive segment serves not only an economic function but increasingly acts as a driver for innovation, facilitating the exchange of expertise and serving as a gateway to international opportunities. ICCA’s findings from the past year highlight Czechia’s substantial offerings in terms of advanced technical facilities, professional expertise, and the growing regional interest in advancing MICE tourism.
