CzechTourism chief: Fast-growing tourism is only part of the success story

Czechia has been named Europe's fastest-growing tourism destination in a major international study, a result that CzechTourism sees as confirmation that its efforts to reshape the country's image abroad are paying off. Rather than simply attracting ever larger crowds, the agency says its goal is to encourage visitors to stay longer, explore more of the country and bring greater benefits to local communities.

A strategy focused on quality rather than quantity

READ ALSO

Director of CzechTourism on 2024 summer season and beyond

For the head of CzechTourism, František Reismüller, the findings are less a surprise than a welcome confirmation that the agency's long-term strategy is beginning to bear fruit. "We were not really surprised, but we were, of course, very pleased," he told Radio Prague International. "We take it as confirmation that our long-term work is bringing its results."

According to František Reismüller, CzechTourism has gradually changed the way it promotes the country abroad. Instead of relying primarily on Prague's historic centre, the agency now presents Czechia as a destination where visitors can enjoy a wide variety of experiences, from UNESCO-listed towns and castles to national parks, spa resorts, gastronomy and outdoor activities.

"Our goal is not to bring the highest number of tourists to Czechia, but to build a strong brand for our country," he says. "We want to reach visitors who are willing to spend more time here and explore more regions, not only the highlights and the most famous places."

That approach reflects a broader shift in thinking about tourism. Rather than measuring success solely by the number of arrivals, CzechTourism is increasingly focused on the overall value visitors bring to the country. Travellers who stay longer, visit several regions and make use of local accommodation, restaurants and attractions are seen as generating greater economic benefits than those who spend only a short time in Prague.

The agency's strategy also aligns with broader travel trends identified in the Amadeus report, which suggests that international travellers are increasingly looking for authentic experiences, local culture and destinations that allow them to avoid the crowds associated with some of Europe's best-known tourist hotspots. As a relatively compact country offering historic cities, mountains, spa towns and countryside within easy travelling distance, Czechia believes it is well placed to benefit from those changing preferences.

Photo: CzechTourism

Looking beyond Prague

Despite efforts to promote the regions, Reismüller has no illusion that Prague will lose its appeal. On the contrary, he says the Czech capital remains one of Europe's great tourist destinations and an essential gateway to the rest of the country.

Prague|Photo: Barbora Navrátilová, Radio Prague International

"Prague is and will always be one of the most visited and most attractive European cities," he says. "We're glad that most people travelling to Czechia want to visit our beautiful capital."

Around ninety percent of international visitors begin their trip in Prague, making it the country's natural entry point. The challenge, Reismüller says, is encouraging them to continue their journey beyond the capital.

"What we want to show is that the journey doesn't end in Prague. It goes much further—to spa regions, wine-producing areas in South Moravia, beautiful mountains and natural reserves, and historic towns with UNESCO World Heritage sites."

The issue is closely connected to the debate over overtourism, which has become a growing concern in many European destinations. But Reismüller believes the Czech situation is different.

"Of course, this is a topic for Czech tourism," he says. "But at the same time, this is not a problem for the whole of Czechia. It affects only some of the most visited places, and not even throughout the year."

For that reason, CzechTourism increasingly prefers to talk about "uneven tourism" rather than overtourism. The problem, Reismüller argues, is not simply the number of visitors but the fact that they tend to concentrate in a relatively small number of places and during the busiest months of the year.

The Czech Republic attracts Chinese tourists|Photo: CzechTourism

The agency therefore wants to attract what Reismüller calls "the best tourists"—people willing to travel outside the main season, venture off the beaten track and engage with local culture.

"We're trying to bring the best added value of tourism, not only the actual numbers of tourists," he says. To achieve that goal, CzechTourism increasingly relies on detailed data about visitor behaviour, analysing where travellers go, how long they stay and how their habits change throughout the year. The information helps the agency identify opportunities to promote lesser-known destinations and spread tourism more evenly across the country.

Ultimately, Reismüller says, the aim is to ensure that tourism benefits both visitors and local communities.

"We really want tourism in Czechia to be a big asset—not only for the visitors themselves, but also for local communities." That philosophy is reflected in CzechTourism's international Feel Free campaign, which presents Czechia as a country where travellers can easily combine different experiences during a single holiday.

František Reismüller|Photo: Martin Čuřík, Czech Radio

"The message is that in Czechia you can create your own story," Reismüller explains. "You can wake up in the morning and decide whether you want to spend the day in a spa, go hiking or visit a castle. Because the country is relatively compact, you can do all of that within one trip."

For CzechTourism, the latest international ranking is therefore more than just a reason to celebrate. It is also an indication that promoting Czechia as a destination offering diversity, flexibility and authentic experiences may be proving increasingly attractive to travellers looking for something beyond Europe's traditional tourist trail.