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Beyond Numbers: The CzechTourism Forum Unveils the True Impact of Tourist Visits on Regional Development
One Day, Two Perspectives on Tourism
The CzechTourism Forum brought together two previously distinct formats for the first time—the traditional Tourism Forum and the Czech Convention Bureau Inspirational Afternoon. The morning focused on destinations, tourists, and data, while the afternoon showcased conventions and corporate events. Together, these two programs complemented each other throughout the day, exploring subjects that are becoming increasingly intertwined—from data analysis to regional development and convention tourism.
“Tourism is of fundamental economic and social importance to Czechia. It creates jobs, brings revenue to the regions, and supports local businesses, services, and the development of urban and rural areas. For Czechia to fully capitalize on this potential and maintain a competitive edge internationally, the industry requires long-term support, collaboration, and the commitment to learn from the best. That’s precisely why events like the CzechTourism Forum are vital. They unite representatives from destinations, businesses, and experts from both Czechia and abroad to share experiences and collaboratively explore paths to growth,” says Tereza Hofmanová, Director of the Czech Tourist Authority – CzechTourism. “This year, we welcomed over two hundred representatives from regions, convention bureaus, hotels, travel agencies, and tour operators, with eight inspiring presentations by international speakers,” she adds.
When Numbers Alone Aren’t Enough
The morning session illustrated that tourism cannot rely only on advertising and visitor statistics. Martin Boisen, a marketing expert and vice president of the International Place Branding Association, pointed out common pitfalls in managing tourist destinations. He suggested that cities and regions should prioritize not just visitor numbers but also the quality of life for residents, partnership engagement, and ensuring that value remains within the local area.
Marco Pizzio, a specialist in accessible travel and board member of the European Network for Accessible Tourism, emphasized that accessibility is a cornerstone of a competitive, sustainable, and inclusive tourism sector. He noted that meeting the needs of diverse travelers involves more than just barrier-free access. With demographic shifts, digital services, climate challenges, and rising traveler expectations, accessibility has become a crucial issue for tourism and presents opportunities for new customer bases.
Magdaléna Janečková from Mastercard shifted the focus from mere visitor counts to their actual economic contributions. She highlighted that knowing the total number of visitors does not explain where they travel in Czechia, how they spend their money, or which areas benefit the most from their presence. By linking this data, regions can better plan their offerings and promotional strategies.
Erik Wolf, founder of the World Food Travel Association and a pioneer in gastronomic tourism, drew attention to the richness of Czech gastronomy. He emphasized that with its local products, unique wine varieties, and strong culinary traditions, food can become more than just a pleasant complement; it can be the central reason for visitors to travel to the Czech Republic.
A conference isn’t just about the number of delegates
The afternoon segment of the forum showed that a conference’s value goes beyond counting delegates, hotel occupancy, and immediate expenditures. Keynote speaker Matt Garman discussed the concept of hidden talent within organizations. He pointed out that employers often focus on resumes and can overlook the valuable skills of current team members.
“I think we’re missing out on numerous talents and capabilities that may not be evident on a resume. There are hidden gems in many companies—individuals who might not stand out. Sometimes, the next leader could already be on the payroll,” emphasized Matt Garman.
Steen Jakobsen, CEO of GainingEdge and former head of convention bureaus in Copenhagen and Dubai, identified resilience as a new competitive edge. He noted that both organizers and destinations must prepare for geopolitical uncertainties, climate variations, cyber threats, and rapid technological shifts before they occur.
Ciara Gallagher, who heads the Business Events team at Ireland’s national agency Fáilte Ireland, discussed an approach that not only evaluates events for immediate impact but also considers their long-term benefits. It’s essential to assess what advantages a conference will provide to local businesses, research institutions, and communities, and what will remain after the last attendee departs.
Chloe Parkins, chief economist at the Tourism Economics team of Oxford Economics, positioned domestic tourism within a broader economic framework. She explained how shifts in the economy and traveler behavior will influence leisure and business travel demand in Czechia and across Central and Eastern Europe. Parkins presented an outlook to 2030, highlighting key trends that will shape tourism decisions and offerings in the years ahead. Remarkably, despite expectations of decline across most European nations, Czechia stands out with an anticipated increase in business travel and its share of total visitor spending.
History That People Want to Share
The venue for the conference, The Lobkowicz Palace at Prague Castle, further underscored the importance of history as an integral part of the visitor experience. William E. Lobkowicz, founder and chairman of the House of Lobkowicz, expressed why historical sites like this captivate guests from around the globe.
“Czechia is one of the most beautiful countries in the world, and Prague is one of its most stunning cities. The people take pride in their history, wanting to showcase and share it,” concludes William E. Lobkowicz, who hosted the CzechTourism Forum 2026.
The CzechTourism Forum brought together two previously distinct formats for the first time—the traditional Tourism Forum and the Czech Convention Bureau Inspirational Afternoon. The morning focused on destinations, tourists, and data, while the afternoon showcased conventions and corporate events. Together, these two programs complemented each other throughout the day, exploring subjects that are becoming increasingly intertwined—from data analysis to regional development and convention tourism.
“Tourism is of fundamental economic and social importance to Czechia. It creates jobs, brings revenue to the regions, and supports local businesses, services, and the development of urban and rural areas. For Czechia to fully capitalize on this potential and maintain a competitive edge internationally, the industry requires long-term support, collaboration, and the commitment to learn from the best. That’s precisely why events like the CzechTourism Forum are vital. They unite representatives from destinations, businesses, and experts from both Czechia and abroad to share experiences and collaboratively explore paths to growth,” says Tereza Hofmanová, Director of the Czech Tourist Authority – CzechTourism. “This year, we welcomed over two hundred representatives from regions, convention bureaus, hotels, travel agencies, and tour operators, with eight inspiring presentations by international speakers,” she adds.
When Numbers Alone Aren’t Enough
The morning session illustrated that tourism cannot rely only on advertising and visitor statistics. Martin Boisen, a marketing expert and vice president of the International Place Branding Association, pointed out common pitfalls in managing tourist destinations. He suggested that cities and regions should prioritize not just visitor numbers but also the quality of life for residents, partnership engagement, and ensuring that value remains within the local area.
Marco Pizzio, a specialist in accessible travel and board member of the European Network for Accessible Tourism, emphasized that accessibility is a cornerstone of a competitive, sustainable, and inclusive tourism sector. He noted that meeting the needs of diverse travelers involves more than just barrier-free access. With demographic shifts, digital services, climate challenges, and rising traveler expectations, accessibility has become a crucial issue for tourism and presents opportunities for new customer bases.
Magdaléna Janečková from Mastercard shifted the focus from mere visitor counts to their actual economic contributions. She highlighted that knowing the total number of visitors does not explain where they travel in Czechia, how they spend their money, or which areas benefit the most from their presence. By linking this data, regions can better plan their offerings and promotional strategies.
Erik Wolf, founder of the World Food Travel Association and a pioneer in gastronomic tourism, drew attention to the richness of Czech gastronomy. He emphasized that with its local products, unique wine varieties, and strong culinary traditions, food can become more than just a pleasant complement; it can be the central reason for visitors to travel to the Czech Republic.
A conference isn’t just about the number of delegates
The afternoon segment of the forum showed that a conference’s value goes beyond counting delegates, hotel occupancy, and immediate expenditures. Keynote speaker Matt Garman discussed the concept of hidden talent within organizations. He pointed out that employers often focus on resumes and can overlook the valuable skills of current team members.
“I think we’re missing out on numerous talents and capabilities that may not be evident on a resume. There are hidden gems in many companies—individuals who might not stand out. Sometimes, the next leader could already be on the payroll,” emphasized Matt Garman.
Steen Jakobsen, CEO of GainingEdge and former head of convention bureaus in Copenhagen and Dubai, identified resilience as a new competitive edge. He noted that both organizers and destinations must prepare for geopolitical uncertainties, climate variations, cyber threats, and rapid technological shifts before they occur.
Ciara Gallagher, who heads the Business Events team at Ireland’s national agency Fáilte Ireland, discussed an approach that not only evaluates events for immediate impact but also considers their long-term benefits. It’s essential to assess what advantages a conference will provide to local businesses, research institutions, and communities, and what will remain after the last attendee departs.
Chloe Parkins, chief economist at the Tourism Economics team of Oxford Economics, positioned domestic tourism within a broader economic framework. She explained how shifts in the economy and traveler behavior will influence leisure and business travel demand in Czechia and across Central and Eastern Europe. Parkins presented an outlook to 2030, highlighting key trends that will shape tourism decisions and offerings in the years ahead. Remarkably, despite expectations of decline across most European nations, Czechia stands out with an anticipated increase in business travel and its share of total visitor spending.
History That People Want to Share
The venue for the conference, The Lobkowicz Palace at Prague Castle, further underscored the importance of history as an integral part of the visitor experience. William E. Lobkowicz, founder and chairman of the House of Lobkowicz, expressed why historical sites like this captivate guests from around the globe.
“Czechia is one of the most beautiful countries in the world, and Prague is one of its most stunning cities. The people take pride in their history, wanting to showcase and share it,” concludes William E. Lobkowicz, who hosted the CzechTourism Forum 2026.
