Czechia Shines at Major Scandinavian Trade Fair Ferie for Alle: Discover the Regions, Culinary Delights, and Exciting New Train Links!
The Czech stand at the recent event was a hit! Alongside CzechTourism’s representation in Scandinavia, ten partners showcased the beauty of our country: the Central Bohemian Tourism Centre, the Liberec Region Tourism Centre, the North Moravian Destination Centre, South Moravia’s Tourism Centre, the City of Brno, Živý kraj, Ensana, the Pilsen Region Tourism Centre, and the Destination Company for the Krkonoše Mountains and DMO Lužické hory.
Danish visitors are keen on active leisure and uncovering hidden gems. This year, car travel, camping, and hiking were particularly popular. It’s the blend of stunning nature, regional experiences, and great accessibility that makes Czechia appealing in the Nordic market.
“Danes seek authentic experiences, quality gastronomy, and a responsible approach to travel. Czechia stands out with its diverse regions, accessible nature, and an evolving culinary scene. The reinstatement of the direct train link between Prague and Copenhagen not only ensures comfortable travel but also emphasizes sustainability. These elements are central to our message this year,” says Lucie Vallin, Director of CzechTourism’s Foreign Representation for Scandinavia and Finland.
Train Travel Brings Czechia Closer to Scandinavia
One of the key highlights this year was the return of the direct train service between Prague and Copenhagen. This line is making a comeback after 12 years, starting in May, in response to the demand for convenient and eco-friendly transport.
The fair was followed by a press conference on February 23, 2026, in Copenhagen, organized by CzechTourism’s Foreign Representation in collaboration with Czech Railways, JLV, and the Danish carrier DSB. Representatives from CzechTourism and the Czech regions presented exciting updates to the Danish media, including the success of Czech gastronomy, recently recognized by the prestigious MICHELIN Guide, and thematic inspirations drawn from Dan Brown’s books. The conference garnered considerable media interest, highlighting the new transport link and the offerings from Czechia.
B2B Program: Over 200 Meetings in Just 90 Minutes
On the same day, a B2B workshop took place, bringing together travel agencies and tour operators from Denmark and southern Sweden. Thirteen Czech entities participated, attracting 35 business partners. Within just 90 minutes, over 200 meetings occurred, reflecting strong interest in Czechia.
“CzechTourism connects the promotion of the Czech spa industry in Scandinavia with sustainability and the convenient train transport between Prague and Copenhagen. For Nordic clients, this presents a clear and attractive view of Czechia as a modern and responsible travel destination,” highlights Patrície Irlveková, Cluster Director of Sales & Marketing, Ensana Hotels.
“The enthusiasm from professionals, media, and business partners underscores the significant potential of the Copenhagen-Prague train route and the ComfortJet services. Launching the direct line in June symbolizes a gateway to Central Europe and Czechia, emphasizing sustainability, partnership, and professionalism. We value this collaboration and believe in fostering effective, sustainable partnerships,” shares Elen Mátéová, Head of Commercial Department for ČD.
Denmark: A Stable and Growing Market
The Ferie for Alle trade fair kicked off this year’s marketing efforts by CzechTourism, targeting the Danish market, which shows steady growth and potential.
In 2025, about 107.5 thousand Danish tourists visited Czechia, staying for nearly 298 thousand nights. On average, they spent 3.8 days in the country. Most Danish visitors prefer Prague as their main entry point. They are eager to explore, with 84% visiting cultural sites, 45% seeking entertainment, and 30% indulging in gastronomy. Personal connections are also significant, with one in five visitors coming to see family or friends. Interestingly, more than half of these tourists are first-time visitors, relying on their own experiences (40%), recommendations from friends (31%), and online resources (34%), showcasing a blend of personal references and inspiration. Travel preferences are unique too, as Danes predominantly travel with friends (52%), followed by couples (28%).
Danish tourists represent some of the most economically beneficial visitors, spending about CZK 3,500 per person per day, with expenditures being nearly equal before and during their trip. Their enthusiasm for active holidays, gastronomy, and sustainable travel presents a promising outlook for Czechia in the years ahead.
