It's a month after the devastating floods. The most affected localities are slowly recovering from the devastation brought by the water. But this disaster has the potential to do even more damage. Another threat, brought by the great water, is hanging over the tourist destination of the Jeseníky Mountains. The crisis of the local tourism industry. You can help reverse it. Your visit makes sense.
Tourists are more welcome than ever
„A month ago, the media intensively ran the news that you can't get to Jesenicko completely standard and you will have to register. This measure had its legitimate reasons in the first days after the floods. Unfortunately, this information was translated into the unfortunate interpretation that we do not want newcomers. We needed people who wanted and want to contribute to the reconstruction, people who love the Jeseníky Mountains, then and we need them now. We cordially, and perhaps with more open arms than before, invite all those who want to spend their holidays in Jeseniky,“ introduces a new, pressing problem of Jeseniky connected with the September events Tomáš Rak, director of the Jeseníky – Tourism Association.
Secondary Damage: Dead Season for Jeseníky
At the time, the swollen rivers caused damage to physical property in the hundreds of millions of crowns. However, other, secondary consequences are already being attributed to them. Tourism in the Jeseníky Mountains generates a multiplier effect of around 6,000 to 7,500 full-time equivalent jobs, thus making a significant contribution to employment in the area. Now those who have not been physically affected by the water but are currently facing essentially a dead season are rightly beginning to worry about their activities.
„Yes, we are now facing major losses that the water has realistically caused. For example, it has fatally damaged one of the most significant tourist destinations in Zlatohorsko – Zlatokopecky open-air museum,“ summarizes the biggest pain for tourism in Zlatohorsko Jiří Juráš, director of Zlatohorsko Kraj Treasures, o.p.s.
Reserve closures threaten even unaffected areas
The area, which was virtually wiped out by a devastating storm in late 2020 and has recently undergone a challenging restoration and hosted the World Gold Panning Championships in August, is once again in a devastated state. The gold-bearing river Olesnice, which usually brings shimmering gold nuggets from the bosom of the surrounding hills, this time brought total destruction. It has also taken its heavy toll on the operators of other attractions and accommodation. In Mnichov near Vrbno pod Pradědem, only a rocky riverbed remains of the popular holiday trout farm, the Helios resort in Lipová-lázní is temporarily closed, the Lipovské trails in its vicinity are fatally damaged and the Černý potok cyclo-camp in the Rychlebské hory mountains is basically totally destroyed.
„At the same time, unfortunately, we are beginning to face another, very treacherous problem. The local accommodation facilities are experiencing daily mass cancellations of reservations and stays, and restaurants and functioning tourist destinations, which are normally bursting at the seams, are empty. And it's not just areas that were directly affected by the high water, but unfortunately also locations that were completely avoided by the flood. This effect of the floods can be fatal even for these primarily water-damaged entities, agree Radek Stojan, director of the Regional Tourism Centre of the Olomouc Region and Peter Koudela, director of the Regional Tourism Centre of the Moravian-Silesian Region.
Interactive map shows safe places in Jeseníky
The Jeseníky Tourism Association has thus created an www.jeseniky.cz interactive online map of tourist spots, accommodation and gastro-provision on its website, which it is continuously updating with the staff of tourist information centres. High school students will also assist in this activity.
From the map, it is very clear which locations were not affected by the high water and are functional from a tourism point of view. It also shows which tourist destinations in the affected areas are fully or partially operational or not currently accessible. It also allows all accommodation operators, restaurants, cafes and other tourism operators to indicate on the map the current state of their facilities.
„The aim is to show that the Jeseníky Mountains are alive and ready for tourists in most of their territory. Transport accessibility has already been restored, both by road and by rail, supplemented by bus services. The Jeseníky Mountains are strongly linked to income from tourism, so tourists and visitors are currently what we need! We don't want it to be impossible to drink a coffee in a popular café, stay in pleasant accommodation and go for a swim in the thermal baths,“ explains Tomáš Rak, Director of Jeseníky - Association of Tourism.
CzechTourism supports tourism in the affected regions
CzechTourism has also been involved in supporting tourism in the flood-affected areas across the Czech Republic, including the Jeseníky Mountains. It works very closely with the regions in this regard and regularly publishes updated information on its website, on social media and through its international offices around the world. And especially on the tourist portal Kudy z nudy, which CzechTourism operates. People can find updated information on safe locations across Czechia, central and northern Moravia.
„Tourism is a key source of income for these areas. While the floods have left their mark in many areas, there are still many beautiful and safe places that are definitely worth a visit. Anyone who comes will help these regions get back on their feet, says CzechTourism Director František Reismüller, adding. We try to make the most of our channels of communication with the public and show that even in these difficult times there are plenty of places that can offer well-deserved rest and experiences.“
Your visit makes sense!
This is the subtitle of the marketing campaigns and activities planned by the Regional Tourism Centres of the Olomouc and Moravian-Silesian Regions and the Regional Destination Agency of the Jeseníky Tourism Association. These will be focused on the current off-season, winter and spring season with the aim of increasing the number of visitors to the Jeseníky region. The two headquarters and the destination agency will cooperate on marketing activities and focus on traditional target segments and markets. The total volume for the regional tourism headquarters of the Olomouc Region and the Jeseníky Tourism Association will exceed CZK 2.3million.
„During the floods we of course toned down our marketing activities, but as soon as the situation allowed our modified campaign with an invitation to the autumn Jeseníky Mountains was launched again and we will of course continue these activities to attract visitors to the Jeseníky Mountains for the winter season, when the mountains have something to offer not only to white track enthusiasts,“ adds Radek Stojan, executive director of the Regional Tourism Centre of the Olomouc Region.
„During the floods we helped with promotion of some charity collections. After the flood, we tried to map the situation as quickly as possible and make it known that many places are safe, operating without restrictions and people will support them with their visit. We also decided to run a campaign where we promote some of the accommodation facilities and hotels in the affected areas. We are trying to prevent people from unnecessarily cancelling their stays because of unfounded fears or because they are uninformed. For example, we have made Hotel Singer and Hotel Peras in Ludvíkov, Hotel Slunce in Rýmařov and many others visible. It is important that visitors continue to come to the Jeseníky Mountains and spend their autumn and winter holidays there, as they had planned. The area of Praděd, Malá Morávka, Karlov pod Pradědem with resorts Kopřivná or Ski Arena Karlov and many others encourage to visit. Jeseníky, for which the income from tourism has been crucial so far, now needs to be supported and I believe that together with visitors we will succeed in doing so,“ explains Petr Koudela, Managing Director of the Regional Tourism Centre of the Moravian-Silesian Region.
Tourism as a force for renewal of Jeseníky
The floods that hit the Jeseníky Mountains a month ago represent a major challenge for the entire region. However, right now tourism has the potential to become a major force for recovery and further development. A sustained influx of tourists can bring the necessary resources for the reconstruction of damaged infrastructure and the economic stabilisation of the region. Nothing stands in the way of enjoying the autumn beauty of the Jeseníky Mountains. And if you gravitate towards this beautiful mountain region as its motto says: „Jeseníky – the mountains you love“, it is impossible not to visit them in this beautiful autumn and at the same time challenging time.
„Jeseníky is still an attractive destination that can not only overcome the crisis caused by the natural disaster, but also continue to grow and benefit both locals and visitors,“ closesTomáš Rak.
Czech Tourism supports regions affected by flood (presentation)
Jeseniky - Your Visit Makes Sense! (presentation)
Benefits and positive impacts of tourism in Jeseniky (presentation)
Jeseníky - Fungujeme! (presentation)
„A month ago, the media intensively ran the news that you can't get to Jesenicko completely standard and you will have to register. This measure had its legitimate reasons in the first days after the floods. Unfortunately, this information was translated into the unfortunate interpretation that we do not want newcomers. We needed people who wanted and want to contribute to the reconstruction, people who love the Jeseníky Mountains, then and we need them now. We cordially, and perhaps with more open arms than before, invite all those who want to spend their holidays in Jeseniky,“ introduces a new, pressing problem of Jeseniky connected with the September events Tomáš Rak, director of the Jeseníky – Tourism Association.
Secondary Damage: Dead Season for Jeseníky
At the time, the swollen rivers caused damage to physical property in the hundreds of millions of crowns. However, other, secondary consequences are already being attributed to them. Tourism in the Jeseníky Mountains generates a multiplier effect of around 6,000 to 7,500 full-time equivalent jobs, thus making a significant contribution to employment in the area. Now those who have not been physically affected by the water but are currently facing essentially a dead season are rightly beginning to worry about their activities.
„Yes, we are now facing major losses that the water has realistically caused. For example, it has fatally damaged one of the most significant tourist destinations in Zlatohorsko – Zlatokopecky open-air museum,“ summarizes the biggest pain for tourism in Zlatohorsko Jiří Juráš, director of Zlatohorsko Kraj Treasures, o.p.s.
Reserve closures threaten even unaffected areas
The area, which was virtually wiped out by a devastating storm in late 2020 and has recently undergone a challenging restoration and hosted the World Gold Panning Championships in August, is once again in a devastated state. The gold-bearing river Olesnice, which usually brings shimmering gold nuggets from the bosom of the surrounding hills, this time brought total destruction. It has also taken its heavy toll on the operators of other attractions and accommodation. In Mnichov near Vrbno pod Pradědem, only a rocky riverbed remains of the popular holiday trout farm, the Helios resort in Lipová-lázní is temporarily closed, the Lipovské trails in its vicinity are fatally damaged and the Černý potok cyclo-camp in the Rychlebské hory mountains is basically totally destroyed.
„At the same time, unfortunately, we are beginning to face another, very treacherous problem. The local accommodation facilities are experiencing daily mass cancellations of reservations and stays, and restaurants and functioning tourist destinations, which are normally bursting at the seams, are empty. And it's not just areas that were directly affected by the high water, but unfortunately also locations that were completely avoided by the flood. This effect of the floods can be fatal even for these primarily water-damaged entities, agree Radek Stojan, director of the Regional Tourism Centre of the Olomouc Region and Peter Koudela, director of the Regional Tourism Centre of the Moravian-Silesian Region.
Interactive map shows safe places in Jeseníky
The Jeseníky Tourism Association has thus created an www.jeseniky.cz interactive online map of tourist spots, accommodation and gastro-provision on its website, which it is continuously updating with the staff of tourist information centres. High school students will also assist in this activity.
From the map, it is very clear which locations were not affected by the high water and are functional from a tourism point of view. It also shows which tourist destinations in the affected areas are fully or partially operational or not currently accessible. It also allows all accommodation operators, restaurants, cafes and other tourism operators to indicate on the map the current state of their facilities.
„The aim is to show that the Jeseníky Mountains are alive and ready for tourists in most of their territory. Transport accessibility has already been restored, both by road and by rail, supplemented by bus services. The Jeseníky Mountains are strongly linked to income from tourism, so tourists and visitors are currently what we need! We don't want it to be impossible to drink a coffee in a popular café, stay in pleasant accommodation and go for a swim in the thermal baths,“ explains Tomáš Rak, Director of Jeseníky - Association of Tourism.
CzechTourism supports tourism in the affected regions
CzechTourism has also been involved in supporting tourism in the flood-affected areas across the Czech Republic, including the Jeseníky Mountains. It works very closely with the regions in this regard and regularly publishes updated information on its website, on social media and through its international offices around the world. And especially on the tourist portal Kudy z nudy, which CzechTourism operates. People can find updated information on safe locations across Czechia, central and northern Moravia.
„Tourism is a key source of income for these areas. While the floods have left their mark in many areas, there are still many beautiful and safe places that are definitely worth a visit. Anyone who comes will help these regions get back on their feet, says CzechTourism Director František Reismüller, adding. We try to make the most of our channels of communication with the public and show that even in these difficult times there are plenty of places that can offer well-deserved rest and experiences.“
Your visit makes sense!
This is the subtitle of the marketing campaigns and activities planned by the Regional Tourism Centres of the Olomouc and Moravian-Silesian Regions and the Regional Destination Agency of the Jeseníky Tourism Association. These will be focused on the current off-season, winter and spring season with the aim of increasing the number of visitors to the Jeseníky region. The two headquarters and the destination agency will cooperate on marketing activities and focus on traditional target segments and markets. The total volume for the regional tourism headquarters of the Olomouc Region and the Jeseníky Tourism Association will exceed CZK 2.3million.
„During the floods we of course toned down our marketing activities, but as soon as the situation allowed our modified campaign with an invitation to the autumn Jeseníky Mountains was launched again and we will of course continue these activities to attract visitors to the Jeseníky Mountains for the winter season, when the mountains have something to offer not only to white track enthusiasts,“ adds Radek Stojan, executive director of the Regional Tourism Centre of the Olomouc Region.
„During the floods we helped with promotion of some charity collections. After the flood, we tried to map the situation as quickly as possible and make it known that many places are safe, operating without restrictions and people will support them with their visit. We also decided to run a campaign where we promote some of the accommodation facilities and hotels in the affected areas. We are trying to prevent people from unnecessarily cancelling their stays because of unfounded fears or because they are uninformed. For example, we have made Hotel Singer and Hotel Peras in Ludvíkov, Hotel Slunce in Rýmařov and many others visible. It is important that visitors continue to come to the Jeseníky Mountains and spend their autumn and winter holidays there, as they had planned. The area of Praděd, Malá Morávka, Karlov pod Pradědem with resorts Kopřivná or Ski Arena Karlov and many others encourage to visit. Jeseníky, for which the income from tourism has been crucial so far, now needs to be supported and I believe that together with visitors we will succeed in doing so,“ explains Petr Koudela, Managing Director of the Regional Tourism Centre of the Moravian-Silesian Region.
Tourism as a force for renewal of Jeseníky
The floods that hit the Jeseníky Mountains a month ago represent a major challenge for the entire region. However, right now tourism has the potential to become a major force for recovery and further development. A sustained influx of tourists can bring the necessary resources for the reconstruction of damaged infrastructure and the economic stabilisation of the region. Nothing stands in the way of enjoying the autumn beauty of the Jeseníky Mountains. And if you gravitate towards this beautiful mountain region as its motto says: „Jeseníky – the mountains you love“, it is impossible not to visit them in this beautiful autumn and at the same time challenging time.
„Jeseníky is still an attractive destination that can not only overcome the crisis caused by the natural disaster, but also continue to grow and benefit both locals and visitors,“ closesTomáš Rak.
Czech Tourism supports regions affected by flood (presentation)
Jeseniky - Your Visit Makes Sense! (presentation)
Benefits and positive impacts of tourism in Jeseniky (presentation)
Jeseníky - Fungujeme! (presentation)