Czechia Draws Chinese Tourists and Filmmakers: Thanks to Direct Flights and a Hit Reality Show!
Czechia is set to captivate millions of Chinese viewers with the filming of Divas Hit the Road: Bond of Hearts. In this popular format, renowned Chinese celebrities explore different parts of the world, and this time, they’re coming to Prague! The show’s creators are highlighting the unique atmosphere of the Czech capital, showcasing cultural landmarks like Prague Castle, the Astronomical Clock, and Old Town Square. Expect a deeper look into Czech heritage, with Český Krumlov also featured in the program. The seven-member cast includes star-studded names like singer Na Ying and actors Chen Shu, Ma Sichun, Li Qin, Gong Jun, Zhang Wanyi, along with moderator Zhang Yaqi.
“A strong media presence, such as filming a successful reality show with high ratings, is extremely valuable to our domestic tourism industry. These formats allow us to reach a massive audience, present Czechia as an attractive destination, and inspire Chinese tourists to visit,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Divas Hit the Road is one of the biggest TV shows in China this past decade, boasting up to 860 million viewers in prior seasons and frequently ranking among the most-watched shows, according to China Vision Big Data. The show is also generating significant discussions and trending topics on social media platforms like Weibo and Xiaohongshu.
Past seasons have consistently received high ratings and positive feedback. For instance, the fifth season, titled “Silk Road Journey,” filmed in Saudi Arabia, led to a remarkable 772% increase in online searches for the country. In Czechia’s case, the show promises not just famous sights but also an authentic glimpse into the cultural atmosphere and everyday life. Authenticity and heartfelt narratives are central to this new season, produced by Li Chao from Hunan TV and Cai Xi from Mango TV. The series brings a youthful perspective on the natural and cultural beauty of Czechia and beyond.
“Shows like this have a vast reach in China and significantly influence travel decisions. Experience from previous seasons indicates a strong potential for increased interest in specific destinations. We’re thrilled that the creators chose Czechia,” explains Lukáš Pokorný, Director of CzechTourism’s Foreign Representation in China. He added, “Later this month, we will bring a group of journalists to showcase what summer vacations look like across the country. In August, we’re planning an influencer trip focused on sustainability and gastronomy in collaboration with ETC.”
Long-Haul Flights Help Boost Inbound Tourism
A significant boost for attracting tourists to Czechia comes from the recent resumption of direct flights between Beijing and Prague in June 2024. Accessibility from distant markets is crucial for developing inbound tourism from Asia.
“Restoring the direct route between Beijing and Prague was a major step for welcoming tourists back from China. This route simplifies travel and renews Czechia’s position as an attractive gateway to Europe. The growing numbers indicate that our investment in long-distance routes is paying off. It’s not just a tourism opportunity but also a chance to strengthen cultural and business ties,” says František Reismüller from CzechTourism. He added, “Tourists from far-off destinations, including China, often continue traveling within Europe. This makes sense—after a long flight, they want to explore more. A direct connection ultimately benefits European tourism as a whole.”
In 2024, Czechia welcomed 173,839 Chinese tourists, nearly doubling the 2023 figure of 89,628. However, there’s still potential for growth; in 2019, before the pandemic, a total of 609,727 visitors from China traveled to Czechia.
Chinese tourists typically stay less than three days, primarily for leisure, focusing on cultural attractions and local cuisine. There’s a growing interest in smaller groups, longer stays, and authentic experiences beyond the main tourist routes. Many visitors come based on recommendations from friends, often accompanied by a partner. About half of these travelers are aged 30-44, with an average daily expenditure of nearly CZK 4,000.
Goal: Czechia as a Stand-Alone Destination
Historically, Czechia has often been viewed as a stopover in Europe. CzechTourism is actively working to position the country as a primary destination for Chinese tourists. This strategy includes direct flights, partnerships with local businesses, and innovative promotional methods such as collaborations with influencers and high-rated TV programs.
