Discover the Radiance of Czech Spa Culture in Kazakhstan: A Special Roadshow for Travel Professionals
The series of events took place in the strategically important cities of Astana, Almaty, and Shymkent, attracting over 150 representatives of local travel agencies, government institutions, and tourism partners. Each meeting provided opportunities for networking, presentations, and establishing new business contacts.
Spa Power Across Regions
The Czech delegation included representatives from leading spa facilities and the business center in Prague: ASTORIA Hotel & Medical Spa, Olympic Palace, Františkovy Lázně AQUAFORUM, SPA Hotel THERMAL, Royal Spa, Lázně Poděbrady, AXXOS HOTELS & RESORTS, and Fashion Arena Prague Outlet.
The event was strongly supported by SCAT Airlines, a Kazakh airline that played an active role in the program implementation in Shymkent, its headquarters. The direct air link significantly enhances the attractiveness of the destination, making it easier for travelers to plan their trips. SCAT Airlines operates direct flights to Prague twice a week, with plans to increase this to four flights per week during the summer season.
Spa Industry: The Heart of Czech Tourism
The Roadshow unfolded in each city in a similar format. Following introductory speeches by representatives from the embassy, professional associations, or partners, CzechTourism presented a focus on the Czech spa industry. The exhibitors then had the opportunity to present their offerings to potential Kazakh partners. Additionally, there was a raffle featuring vouchers for stays at Czech spas.
“Interest in Czech spas in Kazakhstan has been strong for a long time,” stated Anna Birkovská, Key Account Manager – Spa & Wellness from the CzechTourism agency. “Local people are well aware of our rich spa tradition and enjoy returning to Czech spas. The Karlovy Vary Region ranks just behind Prague in visitor numbers, showcasing the popularity of the spa area. However, we know the competition is fierce, so we must remain proactive. Events like this significantly enhance the profile and prestige of our spa industry. We successfully showcased key spa regions of Czechia, and for some representatives, it was their first presentation in Kazakhstan. I believe this initiative will help expand the interest of Kazakh tourists and attract new visitors to our spa towns.”
Great Atmosphere and Concrete Outputs
The Roadshow also received positive feedback from the Czech participants. They appreciated the professional background, the high level of organization, and the quality selection of partners from Kazakhstan, all contributing to a friendly atmosphere at every stop.
“The entire event was perfectly prepared, from the rehearsals to the actual execution. Thanks to the organizers’ attitude, there was a very pleasant and motivating atmosphere throughout,” concluded Andrej Barsukov from Fashion Arena Prague Outlet. “This roadshow allowed us to not only present Czechia as a destination but also to establish valuable contacts for future collaboration.”
