Czech Spas: A Growing Favorite Among Poles – Discover the OPEN POLSKA Initiative for Extended Getaways!

Selected Hotels Confirm Poles’ Interest in Domestic Spas

Seven hotels in Karlovy Vary, Mariánské, and Františkovy Lázně have prepared a limited number of discounted seven-night packages, offering discounts ranging from 30% to 50%. CzechTourism’s foreign office in Poland presented this special offer to local media, partners, and the public, with individual hotels managing reservations and guest experiences.

This initiative wasn’t just another run-of-the-mill discount promotion. Although Western Bohemia is renowned for its spas, the number of Polish visitors significantly declined after 1989. This project aimed to tackle the lingering stereotypes and lack of awareness around the modern offerings of Czech spas. The main question posed was: Are today’s Czech spas attractive enough to entice Polish guests to spend an entire week?

The goal was to attract guests with special rates, encourage them to try week-long wellness-focused stays, and gather genuine feedback for future marketing by CzechTourism. The entire journey—from initial inquiry to reservation and overall hotel experience—was closely monitored.

“Our northern neighbors are close to us and have a fondness for Czechia. It’s vital we continually reveal more aspects of our country and enhance its reputation internationally. The OPEN POLSKA program beautifully exemplifies the benefits of a solid idea paired with hard work. We thank our colleagues at our foreign office in Poland, the Živý kraj Destination Agency, and all participating hotels,” stated František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He added, “Longer stays, especially off-peak, benefit both the spa towns and their surrounding areas. A guest spending an entire week contributes economically not just to the hotel but also to restaurants, sights, shopping, and local excursions, thereby supporting regional businesses and sustaining jobs.”

Satisfaction with Not a Single Negative Response

A total of 89 guests took part in the project, completing 50 individual stays. After returning home, they filled out 36 questionnaires—typically one per couple. This resulted in evaluations for 36 of the 50 stays, which amounts to a 72% response rate.

All participants gave positive feedback about their week at the spa. About 47% reported being absolutely thrilled, while another 47% were very satisfied, and the rest expressed satisfaction. None found the week dull, even though most visits took place from January to April, outside of peak season. An impressive 87% stayed the full seven nights, while 11% left slightly early, and one individual even extended their stay.

The basic package included a medical consultation and one treatment. Interestingly, 59% of guests opted for additional treatments—averaging one per day—while 8% indulged in three or more treatments daily. Guests also had ample time for relaxation, cultural experiences, and exploring the surrounding regions.

It’s crucial to note that a week-long stay can’t replace traditional spa treatments lasting several weeks. Therefore, these packages combined prevention, relaxation, and exploration. According to self-reports, 58% of all guests felt healthier during their stay, with that number climbing to 78% among those aged 50–70. These assessments reflect personal feelings rather than clinical evaluations.

Most guests participated in at least one excursion, frequently recommending Karlovy Vary, along with Cheb, Mariánské Lázně, Loket, and Františkovy Lázně. Recommendations extended to surrounding attractions like the SOOS Nature Reserve and Kladská. They rated nature experiences an impressive 5.72 on a six-point scale. Within the hotels, guests mainly appreciated the staff, spa facilities, the comfort of beds, breakfast, and treatments, all receiving scores over 5.60. The project also successfully attracted younger individuals and first-time spa visitors, with a quarter of respondents under 50 and 36% visiting a spa for the first time.

Neither Distance nor Language Deterred Guests

Before launching the project, many Poles expressed concerns regarding the distance to West Bohemian spas. However, 97% of respondents found the journey hassle-free or acceptable. Only one person described it as difficult but noted the stay made the longer trip worthwhile.

While three guests acknowledged some communication challenges, they all managed to communicate successfully in the end. Only one person identified language as a genuine barrier. Most used a mix of Polish, Czech, English, or German to get by. Importantly, Polish plays a vital role even before departure, with one-third of guests unsure of what to expect from Czech spas. The findings reveal that a lack of awareness regarding Czech spa offerings is a larger obstacle than distance or language.

The Decision to Book Was Based on Overall Offer

The campaign generated a total of 268 inquiries for the participating hotels, leading to 58 bookings, of which 50 were completed. This means roughly 20% of inquiries turned into actual bookings, with individual hotels converting between 13% and 65% of inquiries.

“We were thrilled by our guests’ high satisfaction levels, particularly as the discount size wasn’t the deciding factor for booking. The hotel with the smallest discount—30%—performed best in converting inquiries into reservations. Polish guests seek attractive market prices, clear offers, and prompt, helpful communication—preferably in Polish. Czech spas offer world-class facilities that deserve a diverse international clientele. Opening up new markets isn’t easy, and we’re pleased to see these initial positive results,” added Tomáš Zukal, director of the CzechTourism foreign office in Poland.

“We’ve been focusing on the Polish market for years, and the increasing number of Polish visitors indicates our efforts are effective. Until now, most Poles visited for sightseeing and active vacations. We wanted to reach those interested in spa tourism, wellness, and shorter stays in our spa towns. Thanks to excellent collaboration with CzechTourism International Office in Poland and regional partners, we’ve made significant strides in this direction. Activities included familiarization trips for Polish doctors to experience spa care firsthand and learn about modern spa tourism trends,” summarized Petr Židlický, chairman of Destination Agencies “Živý kraj.”

The evaluation of the survey is just the beginning. Next, participating partners will create clear weekly packages for Polish travel agencies and jointly assess their commercial potential. Sales will continue—without discounts—supported by media presentations, influencer collaborations, and familiarization trips for journalists and travel agency representatives.

About the OPEN POLSKA Program

The pilot program, initiated by CzechTourism and the Živý kraj Destination Agency, started in November 2025. Hotels accepted reservations until the end of January 2026, with stays concluding by May. Feedback was collected through mid-July. Participating hotels included ASTORIA, IMPERIAL, and THERMAL in Karlovy Vary; DĚVÍN, ENSANA CENTRÁLNÍ LÁZNĚ, and FALKENSTEINER in Mariánské Lázně; and MONTI in Františkovy Lázně. A total of 36 questionnaires were received from guests regarding the 50 completed stays, resulting in a response rate of 72%. The reported health improvements are based on respondents’ subjective assessments and do not constitute a clinical evaluation of the effects of the stay.

COMPLETE REPORT ON THE QUESTIONNAIRE SURVEY