News
Experience the Excitement of Holiday World 2026: Explore Global Travel Trends, Culinary Delights, and Inspiration in Prague’s Letňany!
Fair Offers Inspiration from All Over the World
The HOLIDAY WORLD & REGION WORLD fair is celebrating its 34th year, making it one of the key tourism events in Czechia. This year, visitors will find an array of tourist destinations from Europe and beyond, as well as nearly all domestic regions, showcased in Letňany. It’s a chance for attendees to symbolically journey across continents in a single day—exploring everything from European countries to exotic locales and hidden gems. The program features expert conferences, networking opportunities, regional presentations, and travel lectures. Additionally, there will be a cycling fair, FOR BIKES, along with the SPORT EXPO. A travel festival called Around the World is also set for March 14 and 15.
An integral part of the event is the professional program. On the fair’s first day, an inspiring meeting titled “Gastro Under the Magnifying Glass: When Gastronomy Creates the Travel Experience” will focus on the intersection of gastronomy and tourism. This will be supplemented by discussions on current tourism trends, such as the TTG Talk and a panel hosted by the Czech Tourism Union, featuring representatives from the Czech Tourism Centre.
Tourism as an Engine for Regions
Tourism plays a vital role in the Czech economy, contributing 2.5% to the gross domestic product in 2024—equating to CZK 202 billion. It also employs over 233,000 people, representing approximately one in every twenty-three Czech residents. In regions such as Karlovy Vary, South Bohemia, South Moravia, Liberec, and Hradec Králové, tourism is a key sector. Its significance is evident in regional development, supporting local businesses, creating jobs, and enhancing services and infrastructure nationwide.
Year 2025 confirmed that tourism in Czechia not only rebounded but also continued to grow dynamically. The number of overnight stays hit nearly 60 million, with arrivals nearing the 24 million mark. This positive trend is also reflected in visitor statistics, as foreign tourists are staying longer, with overnight stays outpacing new arrivals.
“Tourism is essential for Czechia and ranks among the priorities of the Ministry for Regional Development. It serves as a powerful economic growth engine in the regions while contributing significantly to the state budget. This fair shows that Czechia offers more than just traditional tourist destinations; the diversity of our regions and the emergence of new trends and authentic experiences—gastronomic ones included—are becoming increasingly prominent. This year’s motto, “Gastro Under the Magnifying Glass: When Gastronomy Creates the Travel Experience,” highlights the role gastronomy plays in attracting tourists to return to Czechia,” states Filip Endal, Deputy Minister of Regional Development for Housing, Regional Development, and Public Investment.
Gastronomy as a New Visitor Magnet
As highlighted, one of the main themes of this year’s HOLIDAY WORLD & REGION WORLD is gastronomy. Traveling to experience authentic regional flavors is a growing global trend that significantly influences destination choices.
“Czechia is increasingly establishing itself as a destination where tradition, local ingredients, and a modern culinary approach converge. This is underscored not just by the inaugural MICHELIN Guide to Czechia, which has ranked us among the 16 Most Interesting Culinary Destinations in the World, but also by recognition from other prestigious sources like Gault&Millau and TopLife Czech. These accolades demonstrate that premier gastronomy is flourishing all across Czechia. The CzechSpecials project, which blends traditional Czech fare with modern concepts, plays a crucial role in helping visitors uncover the authentic tastes of the regions. Thus, it’s not surprising that attendees will find a dedicated stand for this project at the fair. Gastronomy is rightfully one of the focal themes this year at HOLIDAY WORLD & REGION WORLD, reflecting current tourism trends,” explains František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Gastronomy as a Tourism Experience and Strategy
This year, the CzechTourism Agency is ramping up its initiatives focused on gastro and wine tourism. For instance, they are organizing press trips centered on Czech gastronomy and leveraging the MICHELIN Guide in presenting Czechia at international fairs. Additionally, in collaboration with the National Wine Centre, they are hosting the “Masters of Wine” incoming mission to Czechia. The agency is actively participating in the international conference IWINETC, a significant gathering for wine tourism professionals. Last year’s event took place in Mikulov, while this year it will be hosted in Krakow, Poland.
The promotion of gastronomy is also reflected in various specific projects. CzechTourism is involved in initiatives such as Culinary Bridges, participates in the Makro Czech Gastro Fest, and develops thematic gastro itineraries that showcase the culinary highlights of different regions. Activities also include press trips focused on gastronomy and, of course, the MICHELIN Guide. The agency collaborates with the Czech Geographical Indications Association to promote the European regional product protection system and partners with the Gault&Millau gastronomic guide to support the CzechSpecials project.
CzechTourism’s SBALENO podcast further adds to the visibility of Czech gastronomy. The podcast features discussions with guests from tourism, culture, sports, and gastronomy, sharing their experiences of discovering Czechia. Recent episodes have included interviews with chefs, actors, writers, and sports personalities. The latest episode features a conversation with Jan Knedla, the chef at Restaurant Papilio, the first in Czechia to earn two stars in the premium MICHELIN Guide to Czechia.
MICHELIN and Marketing Strengthen the Image of Czechia
The launch of the first standalone MICHELIN Guide for Czechia has significantly boosted the nation’s gastronomy profile. Within just one month of its release, an analysis by CzechTourism showed that the 20 awarded restaurants experienced a notable increase in guest interest and foot traffic. By the end of 2025, media reach related to this topic surpassed 15.3 million contacts, generating media coverage valued at CZK 9.3 million.
Other international guides also play a role in developing Czech gastronomy. The Gault&Millau guide evaluated 421 restaurants in the country, with 334 receiving at least one chef’s hat. The TopLife Czech guide also published its selection of the best restaurants, featuring 126 establishments throughout Czechia this year.
Simultaneously, CzechTourism is enhancing awareness of the #VisitCzechia brand this year with the Feel Free campaign, portraying the Czech Republic as a destination brimming with culture, active relaxation, spa offerings, and quality gastronomy. The campaign will reach audiences in the USA, the UK, Italy, France, and Spain and includes a broader presentation of Czech cuisine—spanning traditional recipes to contemporary fine dining, as well as highlighting wine and beer experiences and gastronomic trails linked to active travel.
Slovakia with Record Exposure
This year, Montenegro is the partner country showcased at the fair, presenting its cultural and natural attractions to travelers and professionals during a national workshop. Slovakia is the general partner, featuring its largest-ever exhibition with strong regional representation.
“The Czech market is essential for Slovakia—almost a third of all foreign visitors come from Czechia and remain among our most loyal guests. We are joining HOLIDAY WORLD & REGION WORLD 2026 with our largest stand and a robust representation of 16 regions. Gastronomy is a crucial theme this year, especially for younger travelers seeking unique, local experiences. Slovakia presents not just nature and spa relaxation, but also authentic regional flavors and innovative experiences. Particularly noteworthy is “Trenčín European Capital of Culture 2026,” offering hundreds of cultural events with a distinct European flair. This initiative enhances Slovakia’s offerings and fosters cross-border relationships with Czechia,” remarks Marta Kučerová, head of the Slovak Foreign Tourism Representation.
“This year’s 34th edition of this unique event reflects current tourism trends and developments. The fair continues to showcase some of the most attractive tourist destinations from Czechia and abroad while introducing several new features. We’ve shifted the fair’s schedule to start on Thursdays to provide more accompanying programs than in previous years. University students have also played a larger role in shaping this year’s event, reflecting their activities, visions, and projects. Another debut will be the Taste of Travel festival, emphasizing the connection between gastronomy and tourism that resonates throughout the Czech industry this year. In collaboration with the CzechTourism agency, we will also hold discussions focused on this relationship,” concludes Martin František Přívětivý, general director of the event organizer, ABF.
HOLIDAY WORLD & REGION WORLD 2026 will be held at PVA EXPO PRAGUE in Letňany from 12 to 14 March 2026.
Presentation of CzechTourism Agency
Ministry of Local Development Presentation
The HOLIDAY WORLD & REGION WORLD fair is celebrating its 34th year, making it one of the key tourism events in Czechia. This year, visitors will find an array of tourist destinations from Europe and beyond, as well as nearly all domestic regions, showcased in Letňany. It’s a chance for attendees to symbolically journey across continents in a single day—exploring everything from European countries to exotic locales and hidden gems. The program features expert conferences, networking opportunities, regional presentations, and travel lectures. Additionally, there will be a cycling fair, FOR BIKES, along with the SPORT EXPO. A travel festival called Around the World is also set for March 14 and 15.
An integral part of the event is the professional program. On the fair’s first day, an inspiring meeting titled “Gastro Under the Magnifying Glass: When Gastronomy Creates the Travel Experience” will focus on the intersection of gastronomy and tourism. This will be supplemented by discussions on current tourism trends, such as the TTG Talk and a panel hosted by the Czech Tourism Union, featuring representatives from the Czech Tourism Centre.
Tourism as an Engine for Regions
Tourism plays a vital role in the Czech economy, contributing 2.5% to the gross domestic product in 2024—equating to CZK 202 billion. It also employs over 233,000 people, representing approximately one in every twenty-three Czech residents. In regions such as Karlovy Vary, South Bohemia, South Moravia, Liberec, and Hradec Králové, tourism is a key sector. Its significance is evident in regional development, supporting local businesses, creating jobs, and enhancing services and infrastructure nationwide.
Year 2025 confirmed that tourism in Czechia not only rebounded but also continued to grow dynamically. The number of overnight stays hit nearly 60 million, with arrivals nearing the 24 million mark. This positive trend is also reflected in visitor statistics, as foreign tourists are staying longer, with overnight stays outpacing new arrivals.
“Tourism is essential for Czechia and ranks among the priorities of the Ministry for Regional Development. It serves as a powerful economic growth engine in the regions while contributing significantly to the state budget. This fair shows that Czechia offers more than just traditional tourist destinations; the diversity of our regions and the emergence of new trends and authentic experiences—gastronomic ones included—are becoming increasingly prominent. This year’s motto, “Gastro Under the Magnifying Glass: When Gastronomy Creates the Travel Experience,” highlights the role gastronomy plays in attracting tourists to return to Czechia,” states Filip Endal, Deputy Minister of Regional Development for Housing, Regional Development, and Public Investment.
Gastronomy as a New Visitor Magnet
As highlighted, one of the main themes of this year’s HOLIDAY WORLD & REGION WORLD is gastronomy. Traveling to experience authentic regional flavors is a growing global trend that significantly influences destination choices.
“Czechia is increasingly establishing itself as a destination where tradition, local ingredients, and a modern culinary approach converge. This is underscored not just by the inaugural MICHELIN Guide to Czechia, which has ranked us among the 16 Most Interesting Culinary Destinations in the World, but also by recognition from other prestigious sources like Gault&Millau and TopLife Czech. These accolades demonstrate that premier gastronomy is flourishing all across Czechia. The CzechSpecials project, which blends traditional Czech fare with modern concepts, plays a crucial role in helping visitors uncover the authentic tastes of the regions. Thus, it’s not surprising that attendees will find a dedicated stand for this project at the fair. Gastronomy is rightfully one of the focal themes this year at HOLIDAY WORLD & REGION WORLD, reflecting current tourism trends,” explains František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Gastronomy as a Tourism Experience and Strategy
This year, the CzechTourism Agency is ramping up its initiatives focused on gastro and wine tourism. For instance, they are organizing press trips centered on Czech gastronomy and leveraging the MICHELIN Guide in presenting Czechia at international fairs. Additionally, in collaboration with the National Wine Centre, they are hosting the “Masters of Wine” incoming mission to Czechia. The agency is actively participating in the international conference IWINETC, a significant gathering for wine tourism professionals. Last year’s event took place in Mikulov, while this year it will be hosted in Krakow, Poland.
The promotion of gastronomy is also reflected in various specific projects. CzechTourism is involved in initiatives such as Culinary Bridges, participates in the Makro Czech Gastro Fest, and develops thematic gastro itineraries that showcase the culinary highlights of different regions. Activities also include press trips focused on gastronomy and, of course, the MICHELIN Guide. The agency collaborates with the Czech Geographical Indications Association to promote the European regional product protection system and partners with the Gault&Millau gastronomic guide to support the CzechSpecials project.
CzechTourism’s SBALENO podcast further adds to the visibility of Czech gastronomy. The podcast features discussions with guests from tourism, culture, sports, and gastronomy, sharing their experiences of discovering Czechia. Recent episodes have included interviews with chefs, actors, writers, and sports personalities. The latest episode features a conversation with Jan Knedla, the chef at Restaurant Papilio, the first in Czechia to earn two stars in the premium MICHELIN Guide to Czechia.
MICHELIN and Marketing Strengthen the Image of Czechia
The launch of the first standalone MICHELIN Guide for Czechia has significantly boosted the nation’s gastronomy profile. Within just one month of its release, an analysis by CzechTourism showed that the 20 awarded restaurants experienced a notable increase in guest interest and foot traffic. By the end of 2025, media reach related to this topic surpassed 15.3 million contacts, generating media coverage valued at CZK 9.3 million.
Other international guides also play a role in developing Czech gastronomy. The Gault&Millau guide evaluated 421 restaurants in the country, with 334 receiving at least one chef’s hat. The TopLife Czech guide also published its selection of the best restaurants, featuring 126 establishments throughout Czechia this year.
Simultaneously, CzechTourism is enhancing awareness of the #VisitCzechia brand this year with the Feel Free campaign, portraying the Czech Republic as a destination brimming with culture, active relaxation, spa offerings, and quality gastronomy. The campaign will reach audiences in the USA, the UK, Italy, France, and Spain and includes a broader presentation of Czech cuisine—spanning traditional recipes to contemporary fine dining, as well as highlighting wine and beer experiences and gastronomic trails linked to active travel.
Slovakia with Record Exposure
This year, Montenegro is the partner country showcased at the fair, presenting its cultural and natural attractions to travelers and professionals during a national workshop. Slovakia is the general partner, featuring its largest-ever exhibition with strong regional representation.
“The Czech market is essential for Slovakia—almost a third of all foreign visitors come from Czechia and remain among our most loyal guests. We are joining HOLIDAY WORLD & REGION WORLD 2026 with our largest stand and a robust representation of 16 regions. Gastronomy is a crucial theme this year, especially for younger travelers seeking unique, local experiences. Slovakia presents not just nature and spa relaxation, but also authentic regional flavors and innovative experiences. Particularly noteworthy is “Trenčín European Capital of Culture 2026,” offering hundreds of cultural events with a distinct European flair. This initiative enhances Slovakia’s offerings and fosters cross-border relationships with Czechia,” remarks Marta Kučerová, head of the Slovak Foreign Tourism Representation.
“This year’s 34th edition of this unique event reflects current tourism trends and developments. The fair continues to showcase some of the most attractive tourist destinations from Czechia and abroad while introducing several new features. We’ve shifted the fair’s schedule to start on Thursdays to provide more accompanying programs than in previous years. University students have also played a larger role in shaping this year’s event, reflecting their activities, visions, and projects. Another debut will be the Taste of Travel festival, emphasizing the connection between gastronomy and tourism that resonates throughout the Czech industry this year. In collaboration with the CzechTourism agency, we will also hold discussions focused on this relationship,” concludes Martin František Přívětivý, general director of the event organizer, ABF.
HOLIDAY WORLD & REGION WORLD 2026 will be held at PVA EXPO PRAGUE in Letňany from 12 to 14 March 2026.
Presentation of CzechTourism Agency
Ministry of Local Development Presentation
