Explore the Rising Appeal of Czechia: Record Tourism Growth and Exciting Prospects for 2026!

Tourism: A Key Economic Pillar
Tourism plays a vital role in the Czech economy. In 2023, it contributed to 2.36% of the country’s GDP, amounting to CZK 180 billion. Approximately 224,000 people are employed in this sector, making it a significant source of jobs—about one in every twenty-four citizens in Czechia benefits from tourism. This sector fosters employment and entrepreneurship across the nation, particularly in regions like Karlovy Vary and Prague. Tourists spend nearly 400 billion crowns each year while visiting.
“Tourism is essential for Czechia. It creates jobs, supports businesses, and aids regional development. Our goal is to enhance this potential while ensuring sustainable tourism that respects local needs,” shares František Reismüller, Director of the Czech Tourist Authority – CzechTourism. “We welcome over 10 million international tourists each year, plus nearly 13 million domestic visitors. Every crown invested in tourism returns 3.2 times, so we collaborate with various stakeholders to maximize its economic benefits.”
A Surge in Tourism
The year 2025 proved that Czech tourism is thriving. Overnight stays reached nearly 60 million, with arrivals nearing 24 million. Notably, foreign visitors are extending their stays, leading to a significant increase in overnight accommodations. The average length of stay holds steady, with regions aside from Prague growing in popularity, thereby benefiting local businesses. Additionally, visitors from farther markets are spending more; included in the top 15 are countries like the USA, South Korea, and Israel.
“We’re witnessing robust interest from international visitors and steady demand from locals. Importantly, travelers are spending more time exploring beyond major tourist hubs, supporting our sustainable tourism efforts,” notes František Reismüller.
Effective Marketing Strategies
In 2025, CzechTourism ramped up its marketing, launching impactful campaigns. The global initiative “Unexpected Wellbeing” positioned Czechia as a prime destination for active relaxation. It rolled out across ten countries, generating almost 300 million impressions and over 800,000 clicks. The autumn phase included a TV campaign on Eurosport that reached nearly 25 million viewers globally.
Conversion campaigns proved successful, including a collaboration with eDreams that resulted in 35,000 hotel room bookings and an increase in the average stay for European visitors. Performance-driven campaigns attracted over 1.5 million clicks, focusing on niche offerings like spa or golf experiences.
“Our campaigns are data-driven and yield measurable results. Marketing investment pays off not only in visitor numbers but also in expenditure,” emphasizes František Reismüller.
Improved Accessibility and Visibility
Easy transport access is essential for tourist growth. CzechTourism collaborates with Václav Havel Airport and international partners to promote direct flights, such as the Philadelphia-Prague route, which garnered impressive engagement of over 62 million impressions.
Major events also enhance Czechia’s visibility abroad. Involvement in 21 renowned cultural and sporting occasions, like the Biathlon World Cup and MOTO GP, has reached over 2.7 billion people globally. Other notable projects include collaboration for EXPO 2025 in Osaka and features in popular media, such as Dan Brown’s new novel.
Culinary Tourism on the Rise
Gastronomy increasingly influences travel decisions, with Czechia making significant moves in this area. The first-ever MICHELIN 2025 Guide for Czechia recognized 79 restaurants, boosting visitor traffic and garnering extensive media attention.
“Czechia is positioning itself as a destination that combines tradition with modern culinary experiences. The MICHELIN Guide places us among the top 16 culinary destinations worldwide. Projects like CzechSpecials promote authentic flavours, and gastronomic themes will feature prominently in our 2026 communication,” adds František Reismüller.
Digital Marketing and Travel Inspiration
Last year, online portals VisitCzechia and Kudy z boredy achieved record visitor numbers. The latter accrued over 43 million visits, establishing its position as the leading travel website in Czechia. Social media has become crucial in travel choices, prompting CzechTourism to utilize video content and influencer partnerships, as well as hosting the podcast Sbaleno, which features interviews to inspire exploration of Czechia.
B2B Initiatives to Boost Tourism
B2B activities yielded strong results in the past year. The Czechia Travel Trade Day in Ostrava attracted 70 buyers from 22 nations and facilitated over 1,600 business meetings focused on inbound tourism.
Plans for 2026: New Campaigns and Data-Driven Marketing
Building on a successful year, CzechTourism plans to launch a new global campaign “Feel Free,” showcasing Czechia’s well-being, authenticity, and unique experiences. This campaign will emphasize cultural heritage, accessibility, and quality, portraying the distinctive essence of Czechia. It will leverage modern formats, targeting international audiences.
With the help of Mastercard data, CzechTourism aims to analyze visitor behavior for better management of tourist flows and destination planning.
“Our detailed insights will help us understand visitor patterns, enhancing marketing efficiency and positively impacting local communities,” states František Reismüller.
Additional Key Activities for 2026
The upcoming year will bring further marketing opportunities, including participating as a guest of honour at the Frankfurt Book Fair and hosting significant cultural events like the World Figure Skating Championships. Czechia will also join the prestigious Virtuoso network, catering to high-end travelers.
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