Czechia Embraces Luxury Travel: CzechTourism Joins the Prestigious Virtuoso Network!
Virtuoso is one of the fastest-growing segments of the travel industry. For instance, in the first half of 2025, bookings over $50,000 increased by 63% year-on-year, while network revenue grew by 12%. This segment has shown remarkable stability over time, even during uncertain economic periods.
“We are not about bringing more people to Czechia at any cost. We want to target visitors who add real value to the regions, stay longer, and spend more while seeking quality over mass tourism,” explains František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He adds:
“A destination must show it has something to offer this type of traveller—quality service, a compelling story, and the capacity to engage this clientele over the long term. CzechTourism played a crucial role in the approval process, and thanks to a clear strategy, Czechia is now part of this esteemed global network.”
CzechTourism aims for a specific return on investment. If, through Virtuoso’s initiatives, we reach approximately 2,000 travel advisors each year and 5–10% include Czechia in their offerings, this could translate into dozens of new products in key markets. Even with a conservative estimate of each advisor attracting 5–10 clients per year, this could bring hundreds to thousands of high-value visitors annually.
According to Virtuoso data, its clients spend, on average, $10,000 more per person than other tourist groups. They are nearly five times more willing to spend compared to non-advised travelers. Furthermore, research from Skift Research in 2023 reveals that 73% of high-income travelers plan a luxury trip within the year, with over a third expecting four or more trips. They heavily rely on their travel advisor’s recommendations for choosing destinations, making Virtuoso a powerful influence in luxury travel. Notably, 73% of typical Virtuoso clients have a net worth exceeding $2 million, and about a third have higher education degrees.
“At the flagship event, Virtuoso Travel Week in Las Vegas, more than 4,800 professionals from over 100 countries meet each year, with over 100,000 business meetings happening. It’s here that specific itineraries are decided and destinations added to travel agents’ portfolios. Given the consistent growth of this segment, it’s crucial for Czechia to participate in these meetings and to systematically engage travel advisors who influence high-value clientele in North and South America and the UK,” adds Michaela Claudino, Director of CzechTourism’s Foreign Representation in the USA.
Strategic investment yielding returns for the state
Czechia’s membership in the Virtuoso network is a strategic investment aimed at enhancing tourism quality and sustainability with a clear economic impact. The annual membership fee is $119,120, which includes participation in major Virtuoso events, training programs, targeted marketing campaigns, and continuous collaboration with high-spending travel markets.
This year marks the first time Czechia joins the global Virtuoso network, facilitating access to top industry events where luxury travel recommendations are made. CzechTourism plans to attend 10–15 key international meetings each year, reaching 1,500–2,000 luxury specialists. Alongside this, targeted online campaigns will further engage hundreds to thousands of additional travel advisors. The membership provides concrete tools for promoting travel to Czechia, featuring expert meetings, training sessions, and thematic campaigns to ensure Czechia’s offerings are available within the Virtuoso portfolio.
Source: Virtuoso, Preferred Partner Production, Leisure Only – data as of January 1, 2024 vs. 2025 for travel in June, July, and August).
“This year alone, in Latin America, we will reach approximately 300 travel advisors through online activities (e-learning, webinars) and more than 250 additional agents through presentations in Brazil, Mexico, and Argentina. At the prestigious Virtuoso LAC Forum, which gathers agency owners and directors, we will connect with nearly 90 key decision-makers,” states Petr Lutter, Director of the CzechTourism Foreign Office in Mexico, covering Brazil, Argentina, Colombia, Peru, and Chile.
Virtuoso’s partnership model is structured based on the level of involvement of the destination in the network’s activities. Virtuoso membership provides access to data and analytics on client behavior in each market. This allows CzechTourism to target its activities more effectively, evaluate their performance, and strategize future actions based on real data instead of mere estimates.
The model revolves around direct cooperation with travel advisors who customize trips for their clients. Their recommendations significantly influence not only destination choices but also trip duration and itinerary design. The return on investment is based on the added value of individual trips rather than just visitor numbers.
With an average spending significantly higher than ordinary tourists, membership investments can be recouped by attracting hundreds of high-value visitors. If we can attract around 1,000 to 2,000 new luxury visitors each year, the benefits for the Czech economy will far exceed the initial investment.
“Even a relatively small number of high-paying trips can quickly justify the annual membership cost. Once travel advisors recommend the Czech Republic, the benefits are often realized within one or two seasons,” warns František Reismüller, adding:
“Membership includes training programs, webinars, and face-to-face interactions with advisors in key markets across the US, Canada, the UK, Ireland, and Latin America. These activities build destination knowledge and expand the offerings in advisors’ portfolios, cultivating steady demand that translates into regional and national revenue.”
“Virtuoso advisors require specific stories, extensive context, and thorough destination knowledge. These factors determine whether they recommend Czechia to their clients. Our goal is to showcase that exceptional experiences are available not only in Prague but throughout the entire country,” explains Jana Štumpová Konicarová, Director of CzechTourism’s Marketing and Foreign Representations Department.
Benefits for regions beyond the main centers
Award-winning travelers are often drawn to spa towns, smaller historic centers, or unique experiences that naturally support local economies and regional development.
Previous collaborations in Latin America suggest that consistent engagement with the Virtuoso platform increases destination interest. Surveys among network members indicate a significant year-on-year increase in interest in Czechia as a luxury travel destination, confirming that a sustained presence in the network directly impacts demand.
“Luxury nowadays encompasses more than just five-star accommodations. It involves peace of mind, spaciousness, personalized service, security, and authentic experiences. This is precisely what Czechia offers,” concludes Jana Štumpová Konicarová.
Membership in Virtuoso
- Annual Cost: $119,120
- Membership includes:
- Participation in key international Virtuoso events
- Targeted marketing campaigns in high spending markets
- Education and workshops for travel advisors about the Czech Republic
- Direct access to over 21,000 elite travel advisors
- Involvement in 10–15 international events per year (USA, Latin America, UK)
- Engagement with 1,500–2,000 travel advisors per year in-person and hundreds more online
- Creation of numerous new products and itineraries tailored for high-net-worth clientele
- Objective: to attract more high-net-worth visitors to Czechia who stay longer and spend significantly more than average tourists
