Czechia Takes Center Stage in Global Tourism: Discover Exciting New Possibilities at ITB Berlin!
Czechia: A Destination of Experience and Innovation
Czechia showcases itself at ITB Berlin as a blend of tradition and modern trends. Visitors can explore iconic landmarks alongside hidden gems, enjoy active holidays, indulge in the spa industry, or dive into the rapidly evolving gastronomy scene. The focus on sustainability and innovation is also becoming prominent in travel. The Ministry for Regional Development prioritizes active promotion of Czechia at international trade fairs to foster tourism growth.
“Tourism is a key area for our Ministry. It can generate hundreds of millions of crowns annually for Czechia while also aiding regional development. Thus, I find it crucial to draw inspiration from abroad. I’m thrilled to participate in the ITB Berlin fair and look forward to gathering intriguing suggestions with my colleagues,” says Minister for Regional Development Zuzana Mrázová.
“At ITB Berlin, we present Czechia as a country that offers much more than traditional tourist spots. We highlight the diversity of regions, authentic experiences, and modern trends like sustainable tourism and the farm-to-table concept. Our goal is to encourage visitors to explore all that Czechia has to offer and to return for new adventures,” adds František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He will also participate in a panel discussion with the European Travel Commission (ETC) to address current global tourism challenges.
The Czech stand at the fair spans 180m² and hosts 27 co-exhibitors from various sectors, including regional tourism, hotels, carriers, and destination companies. For the first time, Czechia is launching its new campaign concept, Feel Free – Spirit of Czechia, which portrays the country as a place of well-being, authenticity, and unparalleled experiences. This concept is built on four pillars: cultural heritage, accessibility, quality, and unique atmosphere, emphasizing the freedom to experience Czechia at one’s own pace.
Beyond business meetings, the Czech stand features an engaging program including networking events like “Get Together,” the traditional “Happy Hour” for Czech beer tastings, and demonstrations of Rückl glass craft. These gatherings have fostered new relationships and cooperation with international partners. The informal meet-ups around draught beer from Plzeňský Prazdroj have become a popular highlight in Hall 11.2, where the Czech stand is located.
Germany: A Key Market for Czechia
Germany has consistently been one of the most important and stable source markets for Czechia. In 2025, over 2.3 million German tourists visited, contributing nearly 6.5 million overnight stays. On average, they spend almost four days in the country. The most popular destinations include Prague, Karlovarsky, Plzeňsky, and Jihočeský regions. Spa regions, particularly Karlovy Vary, are favored for longer stays, along with the domestic mountains.
Data indicate a shift in the types of visitors from Germany. As interest grows in active holidays, regional cuisine, and authentic experiences outside major tourist hubs, Germans are increasingly seeking gastronomy (38%), cultural sights (36%), hiking (31%), and natural attractions (30%). A distinguishing characteristic of the German market is a high proportion of repeat visitors; over half return more than once a year, with 14% visiting at least once a month. A significant 68% rely on their own experiences, demonstrating strong loyalty to the destination. Most travel as couples (52%) or families (18%). Moreover, German tourists represent an economically vital group, spending an average of CZK 2,119 per person per day during their stays.
“German tourists are among our most loyal visitors. Their importance to Czech tourism is immense. Many come from neighboring Saxony and Bavaria, which is why we’re planning several cross-border projects this year—from joint outings for journalists and bloggers to activities focused on gastronomy,” adds Markéta Chaloupková, Director of CzechTourism’s Foreign Representation in Germany.
ITB Berlin: A Global Meeting Point
ITB Berlin has long been recognized as a pivotal meeting place for professionals worldwide. The organizers anticipate over 100,000 industry experts and about 3,000 journalists and content creators, with only a fraction of exhibitors hailing from Germany, underscoring the fair’s international character and the significance of Berlin as a global tourism hub.
The program emphasizes digitalization, travel tech, and responsible travel—key topics that resonate with today’s travelers and the industry’s future direction. For Czechia, ITB Berlin represents a crucial opportunity to bolster its presence in foreign markets, foster business collaborations, and reaffirm its allure as a destination that offers a rich variety of experiences from historical insights to natural wonders and modern gastronomy.
