The latest trends in travel, current preferences of tourists or Czechia's activities to promote tourism. This is just a small list of what one of the largest domestic tourism fairs HOLIDAY WORLD & REGION WORLD will offer at the exhibition centre in Prague Letňany, which is just beginning. Visitors can look forward to presentations by nearly three hundred exhibitors from 25 countries. A theme that runs through the entire programme is the growing importance of regions and their unique tourism offerings. A wide range of traditional and non-traditional dishes, great coffee and domestic beer and wine are also an integral part of the event. Gastronomy in particular is increasingly becoming one of the key elements not only of Czech tourism.
This year's 33rd edition of the fair brings a wide portfolio of domestic and foreign exhibitors, introduces new and popular destinations across continents or tourist pearls of Czechia and focuses on key factors that influence travel behaviour. Professional and lay visitors alike will find inspiration, news and valuable information that will enable them to plan their ideal holiday. In addition to a varied exhibitor stand, it also includes a rich supporting programme – from expert conferences and workshops to travellers' lectures and presentations of individual regions. Together with the travel fair, the 15th FOR BIKES cycling fair will also take place. The Around the World Festival will also take place. An integral part of the fair is the Tourism Forum, organized by the Czech Tourist Authority – CzechTourism.
State investment in tourism development
Tourism in Czechia is growing steadily and the country is increasingly attracting foreign visitors. Last year, 22.8 million guests stayed in hotels, guesthouses and other mass accommodation facilities, spending a total of 57.3 million nights. Approximately 54% were domestic tourists (12.3 million) and 46% (10.5 million) were foreign visitors. The average length of stay was 3.5 days.
According to the Minister for Regional Development Petr Kulhanek, the state continues to invest in tourism to ensure its further development and thus increase its economic benefits:
"In 2025, we will put CZK 1.48 billion into tourism, double what we did in previous years. In addition to marketing campaigns targeting domestic and foreign tourists, the development of hiking, cycling and skiing trails or information systems, we will ultimately support the development of the entire region and local entrepreneurs. This is the way we want to go as the Ministry of Regional Development and it makes a lot of sense from my point of view. These investments will pay us back many times over. I am also convinced that by cooperating with regions and municipalities we can create an attractive and competitive environment for tourists from all over the world," says Minister for Local Development Petr Kulhánek.
Importance of gastronomy in Czechia
The role of gastronomy as one of the main drivers of tourism continues to grow. This is no different in Czechia. The domestic gastro scene is experiencing significant development and increasingly appeals not only to domestic but also to foreign tourists. Authentic seasonal ingredients, quality local products and regional recipes play a key role in building the attractiveness of Czech cuisine. Promoting culinary culture and supporting quality restaurants is therefore one of CzechTourism's strategic priorities. Among other things, the agency supports restaurants and patisseries and other gastronomic establishments that offer honest Czech cuisine and traditional Czech desserts of appropriate quality, within the Czech Specials project.
In addition, this year sees the start of a three-year cooperation with Michelin. Czechia can thus begin to build its image as an attractive culinary destination. Michelin will compile an electronic version of the guide with a selection of the best domestic restaurants each year and will manage and update the Czech section on the guide.michelin.com website. The collaboration also includes content creation, including articles and videos showcasing Czech gastronomy, and paid social media campaigns. The partnership will make the Czech Republic one of the countries Michelin has long supported as a culinary destination. The total value of the cooperation for three years is EUR 1 350 000.
"Czech gastronomy has enormous potential and we have now taken a major step towards its international recognition. The Michelin award is a globally respected symbol of culinary excellence and its presence in Czechia will help raise awareness of our cuisine. It will also attract a clientele that appreciates quality, innovation and local ingredients. This cooperation means not only a prestigious award for top restaurants, but also an opportunity to take our entire gastronomy to the next level. The result will be both increased tourist interest in visiting the country and economic benefits for regions that can become a magnet for lovers of quality cuisine. We are on our way to becoming one of the most sought-after destinations in the world," says František Reismüller, Director of the Czech Tourist Authority – CzechTourism .
Travelling for authentic culinary experiences or wine is a global trend and represents a great opportunity for Czechia International examples prove that quality gastronomy can play a key role in building a tourist destination. For example, the Neapolitan art of Pizzaiuolo is a UNESCO World Heritage Site, and Mediterranean food plays an important role in many countries such as Spain, Italy and Greece. Czechia has similar potential if it combines its rich culinary tradition with modern trends.
Slovakia, Slovakia, South Moravia and Brno as main partners
This year's partner country is Slovenia, which presents itself as a destination with responsible and active tourism. Visitors can look forward to inspiration on sustainable travel, wellness and the natural beauty of this European pearl. The main partner of the fair is Slovakia, which has long been one of the most important source markets for Czech tourism. Last year alone, over 900,000 travellers chose to visit the country and spent nearly 1.8 million nights in local accommodation facilities, with an average of three nights. The most frequent destinations are Prague, South Moravia and Moravian-Silesian regions. The Karlovy Vary, Ústecký and Hradec Králové regions stay the longest. For Slovakia, on the other hand, Czechia is an important target market.
"Czech visitors have long accounted for more than a third of all foreign tourists in Slovakia and rank first in terms of inbound tourism. SLOVAKIA TRAVEL, the Slovak Tourist Board, is a targeted and intensive promoter of inbound tourism from the Czech Republic to Slovakia. The presentation of Slovakia at HOLIDAY WORLD & REGION WORLD is also an invitation to remind ourselves, to offer information and inspiration for the next holiday or vacation. More than 16 Slovak regions will offer visitors the best of their repertoire: natural beauties, gems of historical and cultural heritage, lovers of castles and chateaus and lovers of spas and water parks. Not only families with children and seniors will find inspiration for their free days here, but also adrenaline lovers who admire wild water rafts or steep ferratas," says General Director of SLOVAKIA TRAVEL Ivana Vala Magátová.
This year's partner regions are the South Moravian Region and Brno, which are increasingly becoming popular destinations not only thanks to their cultural heritage, but also thanks to the dynamically developing gastronomic and wine scene. The region is an ideal choice for lovers of history, good food, fine wine and urban tourism.
South Moravian Region and Brno – centres of culture, good wine and food
The South Moravian Region is one of the most important tourist areas in Czechia and Brno as its metropolis is experiencing a significant increase in visitor interest. In 2024, 2.2 million tourists headed to hotels, guesthouses and other mass accommodation facilities in South Moravia. The region has thus become the second most sought-after region after Prague. 1.4 million Czechs and 737 thousand foreigners decided to visit the region. Thanks to its history, cultural events and wine tradition, South Moravia is a popular destination not only for domestic tourists, but also for visitors from Slovakia, Poland, Germany and Austria. There is also a growing interest from Asian and North American tourists. However, Brno and South Moravia do not rely only on traditional tourist attractions. Modern cafés, renowned restaurants and quality wineries are contributing to the region's growing attraction for gastronomy lovers. This has been confirmed by an analysis of the gastronomic potential of Czechia.
"The city of Brno has come a long way in gastronomy and it is great to see that the variety and quality of the offer is still improving. Brno's gastroscene is dynamic, innovative and often linked to the festival scene. With its diverse range of culinary experiences, from traditional Czech cuisine to modern gastronomy and concepts inspired by global trends, Brno is a paradise for all foodies. As we like to say: In Brno you can taste the whole world. In order to advise visitors and locals alike where to go for the best gastro experience, we have been implementing the Gourmet Brno project for several years now, which awards the best establishments in seven categories such as restaurants, cafes and bars," highlights Brno City Councillor for Tourism Kristýna Černá.
"Gastroscene in South Moravia is blooming into beauty. The concepts of the establishments are inspired by international trends, but with the legendary hospitality and quality local ingredients you will get an unforgettable experience on your plate or in your glass. South Moravia boasts great wine and the highest number of small breweries in the whole country. Restaurants and bistros respect the season and cafés offer a cup of coffee and cakes from local pastry chefs. Exceptional establishments are easy to discover thanks to the Gourmet South Moravia, which introduces the world to the best of the region's gastronomy," adds Martina Grůzová, director of the Tourism Centre – South Moravia.
Quality data as a basis for a good strategy
As already mentioned, HOLIDAY WORLD & REGION WORLD also offers professional activities. The traditional one is the Tourism Forum. Also this year, its participants will focus on current and future tourism challenges that fundamentally affect foreign and domestic visitors to Czechia.
"The main theme of this year's event will be the results of visitor analysis using geolocation data from mobile operators. These play a key role not only in strategic planning but also in other analyses of tourism trends. The programme will also focus on the benefits of using mobile apps for customer outreach and analytical purposes, as well as specific examples of effective use of data in digital marketing. The Tourism Forum will thus offer experts practical insights and inspiration for further development of the industry," says Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation at CzechTourism.
What the current fair will bring
Of course, Czechia will have the most stands at the fair. In addition to the already mentioned South Moravian Region and Brno, Prague, the Olomouc Region, Plzeň Region, Central Bohemia Region, Ústecký Region and Vysočina Region will also be present. The Czech Tourist Authority – CzechTourism will also be represented on the exhibition area. People can visit its stand, where they will learn a lot of interesting information about the Kudy z nudy portal. Last but not least, they can go on a journey through virtual reality. Inspiration for domestic and international travellers can be found in Hall 3 under number 3A15.
"International Fair of Tourism and Regional Tourism HOLIDAY WORLD & REGION WORLD enters its Christ years this year and confirms its position as one of the most important tourism events in the country. The scope of this year's 33rd edition mirrors how dynamically the industry is gaining momentum. Nearly three hundred exhibitors from 25 countries across the continents and an extensive portfolio of attractive tourist destinations from around the world and from almost all regions of the Czech Republic will present themselves in Letňany. There will also be a rich accompanying programme for experts and the general public. Thanks to the combination with the FOR BIKES cycling fair, we will offer visitors a unique event containing not only interesting products, but also comprehensive services for travel and holidays," concludes Martin František Přívětivý, the general director of the event organizer, ABF.
State investment in tourism development
Tourism in Czechia is growing steadily and the country is increasingly attracting foreign visitors. Last year, 22.8 million guests stayed in hotels, guesthouses and other mass accommodation facilities, spending a total of 57.3 million nights. Approximately 54% were domestic tourists (12.3 million) and 46% (10.5 million) were foreign visitors. The average length of stay was 3.5 days.
According to the Minister for Regional Development Petr Kulhanek, the state continues to invest in tourism to ensure its further development and thus increase its economic benefits:
"In 2025, we will put CZK 1.48 billion into tourism, double what we did in previous years. In addition to marketing campaigns targeting domestic and foreign tourists, the development of hiking, cycling and skiing trails or information systems, we will ultimately support the development of the entire region and local entrepreneurs. This is the way we want to go as the Ministry of Regional Development and it makes a lot of sense from my point of view. These investments will pay us back many times over. I am also convinced that by cooperating with regions and municipalities we can create an attractive and competitive environment for tourists from all over the world," says Minister for Local Development Petr Kulhánek.
Importance of gastronomy in Czechia
The role of gastronomy as one of the main drivers of tourism continues to grow. This is no different in Czechia. The domestic gastro scene is experiencing significant development and increasingly appeals not only to domestic but also to foreign tourists. Authentic seasonal ingredients, quality local products and regional recipes play a key role in building the attractiveness of Czech cuisine. Promoting culinary culture and supporting quality restaurants is therefore one of CzechTourism's strategic priorities. Among other things, the agency supports restaurants and patisseries and other gastronomic establishments that offer honest Czech cuisine and traditional Czech desserts of appropriate quality, within the Czech Specials project.
In addition, this year sees the start of a three-year cooperation with Michelin. Czechia can thus begin to build its image as an attractive culinary destination. Michelin will compile an electronic version of the guide with a selection of the best domestic restaurants each year and will manage and update the Czech section on the guide.michelin.com website. The collaboration also includes content creation, including articles and videos showcasing Czech gastronomy, and paid social media campaigns. The partnership will make the Czech Republic one of the countries Michelin has long supported as a culinary destination. The total value of the cooperation for three years is EUR 1 350 000.
"Czech gastronomy has enormous potential and we have now taken a major step towards its international recognition. The Michelin award is a globally respected symbol of culinary excellence and its presence in Czechia will help raise awareness of our cuisine. It will also attract a clientele that appreciates quality, innovation and local ingredients. This cooperation means not only a prestigious award for top restaurants, but also an opportunity to take our entire gastronomy to the next level. The result will be both increased tourist interest in visiting the country and economic benefits for regions that can become a magnet for lovers of quality cuisine. We are on our way to becoming one of the most sought-after destinations in the world," says František Reismüller, Director of the Czech Tourist Authority – CzechTourism .
Travelling for authentic culinary experiences or wine is a global trend and represents a great opportunity for Czechia International examples prove that quality gastronomy can play a key role in building a tourist destination. For example, the Neapolitan art of Pizzaiuolo is a UNESCO World Heritage Site, and Mediterranean food plays an important role in many countries such as Spain, Italy and Greece. Czechia has similar potential if it combines its rich culinary tradition with modern trends.
Slovakia, Slovakia, South Moravia and Brno as main partners
This year's partner country is Slovenia, which presents itself as a destination with responsible and active tourism. Visitors can look forward to inspiration on sustainable travel, wellness and the natural beauty of this European pearl. The main partner of the fair is Slovakia, which has long been one of the most important source markets for Czech tourism. Last year alone, over 900,000 travellers chose to visit the country and spent nearly 1.8 million nights in local accommodation facilities, with an average of three nights. The most frequent destinations are Prague, South Moravia and Moravian-Silesian regions. The Karlovy Vary, Ústecký and Hradec Králové regions stay the longest. For Slovakia, on the other hand, Czechia is an important target market.
"Czech visitors have long accounted for more than a third of all foreign tourists in Slovakia and rank first in terms of inbound tourism. SLOVAKIA TRAVEL, the Slovak Tourist Board, is a targeted and intensive promoter of inbound tourism from the Czech Republic to Slovakia. The presentation of Slovakia at HOLIDAY WORLD & REGION WORLD is also an invitation to remind ourselves, to offer information and inspiration for the next holiday or vacation. More than 16 Slovak regions will offer visitors the best of their repertoire: natural beauties, gems of historical and cultural heritage, lovers of castles and chateaus and lovers of spas and water parks. Not only families with children and seniors will find inspiration for their free days here, but also adrenaline lovers who admire wild water rafts or steep ferratas," says General Director of SLOVAKIA TRAVEL Ivana Vala Magátová.
This year's partner regions are the South Moravian Region and Brno, which are increasingly becoming popular destinations not only thanks to their cultural heritage, but also thanks to the dynamically developing gastronomic and wine scene. The region is an ideal choice for lovers of history, good food, fine wine and urban tourism.
South Moravian Region and Brno – centres of culture, good wine and food
The South Moravian Region is one of the most important tourist areas in Czechia and Brno as its metropolis is experiencing a significant increase in visitor interest. In 2024, 2.2 million tourists headed to hotels, guesthouses and other mass accommodation facilities in South Moravia. The region has thus become the second most sought-after region after Prague. 1.4 million Czechs and 737 thousand foreigners decided to visit the region. Thanks to its history, cultural events and wine tradition, South Moravia is a popular destination not only for domestic tourists, but also for visitors from Slovakia, Poland, Germany and Austria. There is also a growing interest from Asian and North American tourists. However, Brno and South Moravia do not rely only on traditional tourist attractions. Modern cafés, renowned restaurants and quality wineries are contributing to the region's growing attraction for gastronomy lovers. This has been confirmed by an analysis of the gastronomic potential of Czechia.
"The city of Brno has come a long way in gastronomy and it is great to see that the variety and quality of the offer is still improving. Brno's gastroscene is dynamic, innovative and often linked to the festival scene. With its diverse range of culinary experiences, from traditional Czech cuisine to modern gastronomy and concepts inspired by global trends, Brno is a paradise for all foodies. As we like to say: In Brno you can taste the whole world. In order to advise visitors and locals alike where to go for the best gastro experience, we have been implementing the Gourmet Brno project for several years now, which awards the best establishments in seven categories such as restaurants, cafes and bars," highlights Brno City Councillor for Tourism Kristýna Černá.
"Gastroscene in South Moravia is blooming into beauty. The concepts of the establishments are inspired by international trends, but with the legendary hospitality and quality local ingredients you will get an unforgettable experience on your plate or in your glass. South Moravia boasts great wine and the highest number of small breweries in the whole country. Restaurants and bistros respect the season and cafés offer a cup of coffee and cakes from local pastry chefs. Exceptional establishments are easy to discover thanks to the Gourmet South Moravia, which introduces the world to the best of the region's gastronomy," adds Martina Grůzová, director of the Tourism Centre – South Moravia.
Quality data as a basis for a good strategy
As already mentioned, HOLIDAY WORLD & REGION WORLD also offers professional activities. The traditional one is the Tourism Forum. Also this year, its participants will focus on current and future tourism challenges that fundamentally affect foreign and domestic visitors to Czechia.
"The main theme of this year's event will be the results of visitor analysis using geolocation data from mobile operators. These play a key role not only in strategic planning but also in other analyses of tourism trends. The programme will also focus on the benefits of using mobile apps for customer outreach and analytical purposes, as well as specific examples of effective use of data in digital marketing. The Tourism Forum will thus offer experts practical insights and inspiration for further development of the industry," says Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation at CzechTourism.
What the current fair will bring
Of course, Czechia will have the most stands at the fair. In addition to the already mentioned South Moravian Region and Brno, Prague, the Olomouc Region, Plzeň Region, Central Bohemia Region, Ústecký Region and Vysočina Region will also be present. The Czech Tourist Authority – CzechTourism will also be represented on the exhibition area. People can visit its stand, where they will learn a lot of interesting information about the Kudy z nudy portal. Last but not least, they can go on a journey through virtual reality. Inspiration for domestic and international travellers can be found in Hall 3 under number 3A15.
"International Fair of Tourism and Regional Tourism HOLIDAY WORLD & REGION WORLD enters its Christ years this year and confirms its position as one of the most important tourism events in the country. The scope of this year's 33rd edition mirrors how dynamically the industry is gaining momentum. Nearly three hundred exhibitors from 25 countries across the continents and an extensive portfolio of attractive tourist destinations from around the world and from almost all regions of the Czech Republic will present themselves in Letňany. There will also be a rich accompanying programme for experts and the general public. Thanks to the combination with the FOR BIKES cycling fair, we will offer visitors a unique event containing not only interesting products, but also comprehensive services for travel and holidays," concludes Martin František Přívětivý, the general director of the event organizer, ABF.