Discover Central Europe in the Heart of the Middle East: Join Us for Exciting Roadshows in Dubai and Riyadh Highlighting a Premier Tourist Destination!
Roadshow Follows Arabian Travel Market
The Discover Central Europe B2B Roadshow took place in Dubai and Riyadh on 30 April and 4 May 2025, right after the prestigious Arabian Travel Market. This annual event attracts key players from the travel industry across the Middle East and beyond. By participating in the follow-up roadshow, the Visegrad Four countries aimed to leverage the presence of these experts to highlight their potential in Central Europe.
The collaborative efforts of these four countries are part of a long-term strategy to enhance the region’s brand in the global marketplace, showcasing Central Europe as an accessible, diverse, and quality destination for both individual and group travel.
Czech Representatives Address More Than 200 Professionals
Each stop of the roadshow featured a thematic workshop aimed at connecting local B2B partners with national tourism hubs and inbound tourism representatives. In Dubai, eight Czech partners – including hotels, spas, carriers, and DMC agencies – were showcased. In Riyadh, they were joined by four additional representatives from the domestic tourism industry. During both events, they successfully established connections with over 200 tourism professionals.
“The interest of local professionals and the active participation of Czech partners confirm that targeted B2B activities in Middle Eastern markets yield clear business benefits. The joint Discover Central Europe brand allows us to better promote the offerings of the Central European region and stimulate inbound tourism. We are expanding these activities to the United States, and we also have a joint marketing campaign planned for the Chinese market this year,” says Martin Poul, Communications Manager of the Marketing and Foreign Representations Department of CzechTourism, who oversees cooperation with the V4 countries.
Targeted Campaigns in the US and China
The Middle East Roadshow was a key element of the V4 countries’ marketing plan for the year. More initiatives will follow under the Discover Central Europe brand, with additional focus on the United States this year. In this promising market, Discover Central Europe has formed a strategic partnership with Signature, a consortium of hundreds of US travel agents specializing in luxury and individual travel. The upcoming marketing campaign, led by Czechia, is designed to raise awareness of Central Europe among US customers and encourage visits to the region.
The Chinese market is also significant, where the four countries will collaborate with the European Travel Commission to launch a joint marketing campaign aimed at welcoming back tourists from this key area.
Middle East Remains a Strategic Priority
The Middle East is a long-term priority for CzechTourism, focusing on building relationships with key partners and enhancing awareness of Czechia as an attractive and safe tourist destination.
“In addition to participating in trade fairs like the Arabian Travel Market, we implement targeted campaigns in Middle Eastern countries focusing on spa, family, and luxury travel. Moreover, in April, we organized a separate VisitCzechia Roadshow in Qatar, Kuwait, and Oman. We regularly conduct fam trips, press trips, and influencer trips for media representatives and travel agents heading to the regions, making our collaboration within the Visegrad Four a valuable addition to CzechTourism’s existing activities in the area,” summarizes Barbara Andelová, International Marketing Manager for New Markets at CzechTourism.
Common Presentation as a Guarantee of Success
Experience from Dubai and Riyadh demonstrates that collaborating to promote Central Europe in distant markets yields tangible results. Discover Central Europe continues to position itself as an effective tool for international promotion, strengthening its status as a highly sought-after tourist destination.
