A Week of Connections: Czechia Dazzles at Three Major Events in the UK
The week kicked off with WAYPOINT London, a prestigious event for select UK content creators, influencers, and bloggers. In collaboration with the Statutory City of Brno, the South Moravian Region, Budweiser Budvar, and the National Wine Centre, Czechia was showcased to a British audience as a destination rich in flavours, stories, and a distinctive atmosphere.
The programme included a guided tasting of Moravian wines, led by Patrik Kubát from the National Wine Centre (NVC).
“Three events in one week allowed us to introduce Brno to both professionals and the general public. The gastronomic experiences, Brno’s underground, unusual accommodation, and Christmas markets were particularly interesting. It confirms that Brno definitely has a lot to offer the British market,” says Jana Pelikánová, Tourism Project Coordinator at Brno City Hall.
During the two days, more than 60 individual meetings with content creators took place, paving the way for concrete collaborations.
“Targeted work with influencers is proving effective not just in the UK. Personal connections, authentic experiences, and strong visual content make the Czech Republic a destination that attracts visitors and presents itself as a country that truly has something to offer, even through social media,” explains Katarína Hobbs, Director of CzechTourism’s Foreign Representation in the UK.
Workshop at the Embassy: Czechia as a Tailor-Made Offer
The second major event was the A Journey Through Czechia workshop hosted by the Embassy of the Czech Republic in London. Over seventy representatives from British travel agencies and tour operators attended this evening B2B meeting, where they were introduced to the diverse offerings of Czech regions and cities.
The Statutory Cities of Plzeň, Olomouc, and Brno, along with the Olomouc and South Moravian Regions, Ensana Europe’s Health Spa in Mariánské Lázně (also representing the Karlovy Vary Region), and the National Wine Centre were all represented.
“It was an exceptional opportunity to introduce South Moravia to three different market segments in one week. The British are increasingly interested in exploring Czechia beyond Prague. We showcased South Moravia as a wine-growing region with an authentic character and less tourist load, which clearly resonated with British travellers,” describes Tereza Křížová from the Tourism Centre – South Moravia, z.s.p.o..
There was significant interest in the Olomouc region as well.
“At the embassy, we met with dozens of representatives from travel agencies and media. Their interest in our region—spas, historical towns, the nature of Jeseníky, and gastronomy—made us incredibly happy. I believe this event will open new collaboration opportunities and attract more visitors who will appreciate our region’s uniqueness. Thank you to everyone who participated in the organization; it was a great step toward strengthening our region’s international image, and we’re already looking forward to the next edition,” emphasizes Svatopluk Binder, Deputy Governor for Education, Tourism, and External Relations of the Regional Office of the Olomouc Region.
“We participate in several international events each year, but this particular one in London, organized in cooperation with CzechTourism, the Embassy of Czechia, National Geographic, and other partners, was exceptional. The perfect organization, precise B2B targeting, and inspiring discussions with participants thrilled us. We were delighted to meet the winner of the quiz, Ms. Rashma, a CEO working in tourism who wants to focus on undiscovered places in Czechia. We were pleased to award her a voucher for a stay in the Olomouc region,” adds Žaneta Jančaříková from the Department of Foreign Relations of the Olomouc Region.
The atmosphere of the evening was both informal and professional. Guests departed not only with contacts and promotional materials, but also with a fresh perspective on what Czechia has to offer.
“For the city of Olomouc, the workshop at the Embassy was a unique opportunity to engage in direct negotiations with British travel agencies and tour operators, allowing us to offer specific products and experiences (e.g., the Olomouc tvarůžkový festival and stay packages),” emphasizes Miloslava Šinclová from the Department of Culture and Tourism of the Olomouc City Council.
“Many participants took away a new perspective on Czechia as a diverse and authentic destination outside of Prague. They often spoke of inspiration, originality, and surprise,” adds Katarína Hobbs.
National Geographic Traveller Food Festival: When Czechia Tastes and Inspires
The highlight of the week was attending the prestigious National Geographic Traveller Food Festival held at the Business Design Centre in London. The two-day event brought together the worlds of gastronomy, travel, and culture, attracting thousands of discerning visitors, experts, and journalists. The fair and the workshop were part of the PROPED project.
The Czech stand was one of the most visited, featuring products and specialties from various regions that impressed in both flavor and presentation. Visitors sampled wines, beers, cocktails, and regional products from the Olomouc, South Moravia, and Karlovy Vary regions.
“Olomouc and the entire region showcased themselves as an attractive destination with a rich gastronomic tradition. Direct contact with thousands of visitors helped raise awareness of the city and the region, strengthening interest in visiting,” praises Miloslava Šinclová.
Pilsen was represented by the Raven Brewery.
“We came to London with one mission: to teach the British that all pils or pilsner beers are named after the fourth largest city in Czechia, where the very first beer of this type was brewed in 1842. It’s certainly worth making at least a day trip from Prague to visit us. Many were surprised but also very interested—and we’re glad about that,” says Plzeň tourism spokesperson Helena Mařanová.
There was also a presentation of spa and relaxation holidays by ENSANA, showcasing the Karlovy Vary Region through the offer of Mattoni mineral water and traditional spa wafers.
“It was a fantastic week filled with inspiration and activities, an opportunity to present our hotels to the British market. We saw great interest in new destinations in Czechia and had fruitful meetings with business partners. We look forward to next year’s event,” evaluates Patrície Irlvekov, Sales and Marketing Director of Léčebné lázně Mariánské Lázně, a. s., from Ensana.
The Brno mixologist offered cocktails made exclusively from local ingredients, and Brno itself impressed with a variety of experiences.
A key moment of the festival was the event at the main Wine Theatre, where a guided tasting of Moravian wines was held in collaboration with the National Wine Centre and the South Moravian Region for over 160 participants. The audience actively participated, discussing and many admitted they were tasting Czech wine for the first—and certainly not the last—time.
“From the initial one presentation and tasting for the public, we ended up with two due to huge interest—150 visitors attended. Many were surprised to learn that Czechia is a wine country, which they did not know. They were even more pleased with the quality and variety of our wines. I want to thank everyone who contributed to this great opportunity to present the country as a wine tourism destination,” says Patrik Kubát, Project Manager for Wine Tourism NVC.
The tasting and the entire Czech presentation received positive feedback, not only from visitors but also from the media and professionals. This resulted in hundreds of personal interactions, strong media attention, and quality feedback that confirmed the strategic benefits of participating in this event.
Visible Results and a Strong Message
Three events in seven days—each with a specific focus but a common goal: to present Czechia as an authentic, diverse, and visitor-friendly destination. The emphasis on gastronomy, local produce, and personal contact demonstrated that Czechia can engage the British audience on multiple levels.
The media outputs received, hundreds of personal interactions, and high-quality feedback confirm the effectiveness of our chosen strategy. The visibility of Czechia in the UK market continues to grow, providing regions with new opportunities to reach international visitors.
