Experience the Joy of Active Relaxation in Czechia: Join the Autumn Chapter of the #VisitCzechia Campaign!
This year, CzechTourism is emphasizing active tourism and wellness. The campaign highlights hiking, cycling, mountain bike trails, golfing, and spas. The autumn focus showcases the unique accessibility of Czechia and its stunning natural beauty, demonstrating that visitors can savor a blend of sports, gastronomy, and relaxation within just a few hours.
“With our themed active holiday circuits, we aim to showcase Czechia as a destination where you can hike through beautiful scenery, sample local brews at a brewery, visit a castle, and unwind in a spa—all in a single day. With a vast array of activities, a welcoming atmosphere, and a strong commitment to safety, our country is truly exceptional. We continually assess feedback to tailor our campaigns to what resonates in each market,” explains František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Two Phases, Ten Markets, Tens of Millions Reached
This year’s campaign boasts a total budget of CZK 30 million, including VAT, divided into spring and autumn phases:
- Germany, Poland, United Kingdom, Slovakia
- France, Spain, Netherlands, Italy, Austria
- Denmark
The spring phase occurred in May and June, with nearly 15 million crowns allocated (excluding VAT), reaching over 50 million internet users through social media, banners, and videos. Now, the autumn wave is underway.
Regional Visuals and Social Media Targeting
The newly launched campaign features seven video spots and fourteen different visuals—each region showcasing its unique thematic focus. It highlights various ways to enjoy active holidays alongside relaxation in Czechia. The campaign is live on Facebook, Instagram, and YouTube, supported by banner ads and thematic landing pages on VisitCzechia.com. In Slovakia, it can also be seen on Kudy z nudy.cz.
“Our campaign appeals to a wide range of travelers—from sports enthusiasts to families with children. We want to showcase Czechia as accessible and full of opportunities for active recreation, aligning with current tourism trends,” adds Jana Štumpová Konicarová, Director of Marketing and Foreign Representations of CzechTourism.
A Campaign That Surprises and Inspires
The Unexpected Wellbeing campaign aligns with CzechTourism’s long-term goals of presenting Czechia as a country rich in cultural monuments, breathtaking nature, and easy access to activities. The friendly Czech landscape caters well to recreational athletes and families—offering a mix of enjoyable experiences without demanding exertion.
But that’s not all! This year, additional campaigns, such as conversion initiatives, aim to attract more international visitors. Notably, there is a promotion focused on China as part of V4 cooperation, highlighting the shared history, culture, and gastronomy of Central Europe. The campaign emphasizes sustainability and connects the four countries through a themed itinerary. A consortium led by CzechTourism secured EUR 100,000 for this initiative, thanks to a grant from the European Travel Commission. This strategy is bolstered by the reactivation of the CzechTourism Foreign Representative Office in Beijing.
Sweden – Golf in High Season
Alongside the global campaign, a specific campaign focusing on golf is currently running in Sweden until September 6. It targets active audiences aged 35+, primarily in Stockholm, Gothenburg, and Malmö, encouraging golfers to extend their season in Czechia where favorable weather allows for longer play. Beyond the game, they can enjoy scenic views, engage with cultural sights, and sample local culinary delights. The campaign’s budget is CZK 500,000, including VAT.
The promotion features videos and banners on social media (Facebook, Instagram), YouTube, and a dedicated landing page on VisitCzechia.com, showcasing courses, accommodations, and local attractions.
Interim figures indicate strong engagement:
- YouTube videos: 1,745,009 impressions
- Meta banners: 7,692 clicks
- Banners and videos on Meta: 1,580,950 impressions
This successful campaign solidifies Czechia’s status as an attractive golf destination while also encouraging an extended season. By pairing golf with quality accommodations, fine dining, and a wealth of leisure activities, Czechia appeals to discerning travelers seeking more than just a round on the green during their getaway.
