Join Us in Prague for the CzechTourism Forum 2026: Where Global Experts Meet Local Innovation in Tourism!

One Day, Two Perspectives on Tourism

This year’s CzechTourism Forum is unique as it combines two previously standalone events: the Tourism Forum and the Czech Convention Bureau Inspirational Afternoon.

The morning will focus on leisure tourism, mainly for destination management organizations, tourism professionals, and businesses. In the afternoon, the spotlight shifts to the meetings industry, covering congresses, conferences, and corporate travel (MICE). All sessions will be conducted in English.

“Tourism is evolving faster than ever. This brings changes in visitor expectations, technologies, and how destinations engage with guests. To maintain Czechia’s strong position internationally, we must keep up with trends, learn from the best, and share knowledge within the industry. The CzechTourism Forum is a platform for representatives, businesses, and experts from Czechia and beyond to exchange ideas that will help shape the future of tourism. For the first time, we are uniting leisure tourism and business events in a single program, reflecting their increasing interconnection and mutual benefits,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.

Leading Experts from Across Europe Gather in Prague

The conference will feature notable experts in tourism, economics, data analytics, marketing, and the organization of professional events. It aims to discuss current trends and best practices that help manage tourism effectively.

Highlighted speakers include Steen Jakobsen, CEO of GainingEdge and former Director of convention bureaux in Copenhagen and Dubai; Chloe Parkins, Lead Economist with the Tourism Economics team at Oxford Economics; Ciara Gallagher, Manager of the Business Events team at Fáilte Ireland; and Martin Boisen, an expert in place marketing and branding.

The keynote will be presented by Matt Garman, an internationally-renowned speaker who shares his unique insights on leadership, resilience, and team potential through his experiences, including swimming the English Channel.

The program will also highlight Marco Pizzio, Head of Accessible Tourism & MICE at the Italian Multiple Sclerosis Society, and Magdalena Janečková, Director of Mastercard Czech Republic and Slovakia, along with other distinguished speakers from Czechia and abroad.

“We’ve crafted the program to provide the latest insights from Europe and beyond—covering topics such as destination marketing, data-driven decision-making, and best practices from international markets. Our goal is to go beyond general trends and present proven solutions that can benefit Czech regions and tourism businesses. By merging these two conferences, we’re enhancing opportunities for knowledge sharing and inspiration across the tourism sector,” states Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation at CzechTourism.

With increasing international interest in Czechia, the need for knowledge sharing continues to grow. An Amadeus analysis for UN Tourism shows that flight bookings to Czechia grew by 18% year-on-year from May 2025 to April 2026, highlighting Czechia as one of Europe’s fastest-growing tourism destinations.

Business Events Tourism Strengthens Czechia’s Position

The afternoon session will follow the successful Czech Convention Bureau Inspirational Afternoon, a platform for MICE sector experts to explore trends, share best practices, and discuss key issues shaping the future of business events in Czechia and beyond.

This focus comes as business events tourism is one of the fastest-growing and most economically valuable sectors in tourism. It attracts visitors during off-peak seasons, supports regional economies, and contributes significantly to local development. Conference attendees typically stay longer, utilize local services, and tend to return as leisure travelers.

Czechia’s importance in this sector is underscored by the latest ICCA Country & City Rankings, where it placed 23rd globally with 172 international association meetings. Prague ranked an impressive 6th among cities, alongside renowned business destinations like Lisbon, Paris, Barcelona, and Vienna. Furthermore, more international event organizers are considering other Czech cities for their conferences.

Registration is Now Open

Attendance at the conference is free, but registration is required. Participants can sign up for the morning, afternoon, or full-day sessions. Space is limited.

Details on the full program, speaker profiles, and registration can be found on the CzechTourism Forum website.