Discover Czechia: A Hotspot for Dutch Adventure Seekers! Fiets en Wandelbeurs Kicks Off in Utrecht
Specialized Trade Fair for Key Audiences
Fiets en Wandelbeurs is a highly regarded trade fair in Europe dedicated solely to active travel. Each year, it attracts tens of thousands of visitors seeking inspiration for cycling and walking adventures across Europe and beyond. Events like this are increasingly important for showcasing various destinations.
“Interest in attending this event has been on the rise for some time now. Many destinations are shifting from general trade fairs to themed events. Utrecht draws in visitors who have a clear idea of what they want. The focus on active vacations makes Czechia a standout choice in the long term,” states Petra Palečková, Director of CzechTourism’s Benelux Representative Office.
Active Dutch Travelers Heading to the Czech Republic, Even in Low Season
The fair primarily attracts the target demographic that the Czech Republic has been focusing on in the Netherlands: the active 55+ generation. These travelers tend to visit during off-peak times and typically spend longer on holiday than the average tourist.
“The Dutch are some of the most active travelers in Europe. They look for quality infrastructure, safe routes, and authentic experiences in nature. The Czech Republic offers a mix of well-marked trails, diverse landscapes, and easy accessibility, allowing for comfortable travel without excessive distances,” adds Petra Palečková. She further remarks: “There are about six million cyclists in the Netherlands, with more than half of those over 65 using bikes as their primary mode of transport. Increasingly, they go on holiday straight from their homes, covering hundreds of kilometers during their trips.”
Research by CzechTourism last year confirmed the growing interest in Czechia among foreign tourists, including Dutch travelers, along with a rising trend in active vacations.
The Netherlands: A Stable and Promising Market
There has been a long-term growth in interest for Czechia among Dutch tourists. In 2025, 240,237 visitors from the Netherlands traveled to the country, spending a total of 661,553 nights. They stayed an average of 3.75 days, which is above the overall average for foreign visitors.
The most popular regions include Prague, South Bohemia, Karlovy Vary, Královehradecky, South Moravia, as well as Liberecky Region. In addition to cultural attractions, social events, and cities, Dutch tourists are also drawn to the quality cycling facilities and extensive networks of marked walking paths.
Czechia: An Ideal Destination for Exercise and Relaxation
Participation at Fiets en Wandelbeurs aligns with CzechTourism’s strategy for promoting sustainable travel and developing regions outside the main tourist hubs. The combination of nature, accessibility, and authentic experiences makes Czechia a destination that visitors enjoy returning to throughout the year.
The presentation in Utrecht continues the communication style that CzechTourism has been developing in other European markets, highlighting Czechia as a place where tourists can engage in active adventures while also enjoying peace and tranquility.
Strong Czech Participation
This year, the Czech stand is one of the most prominent at the fair. A dozen co-exhibitors are showcasing their offerings in an area of 48 square meters, reflecting the growing regional interest in the Dutch market and the targeted promotion of active tourism products.
Alongside representatives from CzechTourism, Destination Czechia features the South Bohemia Tourism Centre, South Moravia Tourism Centre, Hradec Kralove Regional Tourism Centre, Liberec Regional Tourism Centre, North Moravia Tourism Centre, Pilsen Regional Tourism Centre, Central Bohemia Tourism Centre, City of Ústí nad Labem, Vysočina Tourism, and Živý kraj.
