Czechia has once again confirmed its place among the world's leading congress destinations. According to the current ranking of the International Congress and Convention Association (ICCA), our country ranked 21st among the most sought-after places for conferences. Prague has improved compared to last year and currently holds the prestigious 5th position in the global comparison, while within Europe it has jumped even higher - to the 4th place.
Interest in regions is growing
Apart from the metropolis, other Czech cities are also becoming the focus of congress and other incentive event organisers. Brno, for example, moved up more than 30 places year-on-year to 112th place in the global comparison. The statistics of International Congress Association ICCA thus clearly show the growing interest in destinations outside Prague and at the same time underline the decentralization trend that is gaining momentum in the congress segment. This development opens up new opportunities for the development of infrastructure and service offerings across the country. Regions that can respond flexibly to the current needs of organisers and participants can benefit significantly from the growing demand for professional facilities outside the capital.
"Congress tourism is crucial for Czechia. It supports the local economy, brings new opportunities for local entrepreneurs, increases demand for specialised services, boosts employment and contributes to the long-term stability of the tourism industry. Last but not least, it helps build the brand of Czechia as an attractive destination for business and innovation," says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: "We can thus assume that this will benefit other domestic locations and, among other things, contribute to a more even distribution of tourism in the country.“
Prague ranks among the world leaders in hosting technology events
ICCA's annual rankings chart association conferences and meetings that are held regularly, attended by at least 50 delegates and held on a rotating basis in at least three countries or regions. In Czechia, 175 such events were held last year, 18 more than the previous year. This increase confirms the importance of the MICE segment – not only from an economic perspective, but also as a tool for innovation, international cooperation and the development of local communities.
"As ICCA's analysis shows, following current trends will be crucial for the further development of convention and incentive tourism. Destinations are no longer just presenting themselves through infrastructure – they are increasingly relying on expertise, innovation capacity and academic facilities. Partnerships thus take on a deeper meaning and are based on shared values. In addition, Prague ranks 3rd globally in terms of technology-focused events, and remains in the top 5 in the field of medical conferences as well," says Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation and Senior Manager of the Czech Convention Bureau.
Sustainability as a condition for success
In addition to decentralization, sustainability is an increasingly important trend, not only in the MICE industry. New, hitherto lesser-known locations are coming to the fore, and with them opportunities for regions that can respond flexibly to changing client needs and values. An emphasis on a responsible approach is gradually becoming the norm. Destinations that systematically integrate sustainability principles into their strategy, planning and infrastructure significantly strengthen their competitiveness. In addition, successful destinations are increasingly approaching partnerships in a broader sense, as a form of collaboration that goes beyond the mere provision of space.
"Successful destinations are responding by offering partnerships that go beyond just the venue. The topic of sustainable convention tourism has also long been addressed by the Strategic Alliance of European National Convention Bureaus, of which the Czech Convention Bureau is a founding member. Current projects and opportunities for cooperation were traditionally presented during the 3rd Global Forum of National Convention Bureaus, which took place on the eve of IMEX Frankfurt. Our goal is to join forces and focus on unifying practices and leveraging best practices,“ adds Tereza Hofmanová.
Data confirms growing interest in MICE events
According to data from the Czech Statistical Office, 12,000 conferences were held in Czechia in 2024, attended by nearly 1.2 million guests. About a third (35.4%) of them were held in Prague. The South Moravian Region also holds a significant share with 2 213 events of this type. Approximately nine hundred events each took place in the Vysočina, Olomouc and Central Bohemia regions. Most of the events were one-day events – they accounted for 70% of the total number.
"Available data shows that 67% of conferences are held in four-star hotels, which also host the majority of participants. At the same time, we observe a trend where the number of smaller MICE events with up to 50 participants is growing significantly. They account for more than half of all events. These are mainly corporate meetings and business meetings. The plus point of MICE events is that they usually take place outside the main tourist season, i.e. in May and June and then from September to November, thus helping to compensate for seasonal fluctuations in tourism," adds Petr Janeček, head of the Institute of Tourism of the Czech Tourist Authority.
International Partnership for Responsible Events
The Czech Convention Bureau also plays an important role on the European scene. It is actively involved in the Strategic Alliance of European National Convention Bureaus, which celebrates 11 years of existence this year. Key projects of the Alliance include the SHE – Sustainability Hub for Events, a platform focused on the organisation of responsible events. This tool brings together European know-how, shares best practices and offers concrete guidance on how to integrate sustainability into the planning and implementation of events across countries and sectors.
MICE as an engine for a new era of tourism
Today, the convention and incentive segment does not only play an economic role. Increasingly, it also acts as a catalyst for innovation, a tool for transferring expertise and a gateway to the international scene. ICCA's results for the past year show that Czechia has a lot to offer in this respect, from high-end technical facilities to professional capacities to the growing interest of regions to participate in the further development of MICE tourism.
Apart from the metropolis, other Czech cities are also becoming the focus of congress and other incentive event organisers. Brno, for example, moved up more than 30 places year-on-year to 112th place in the global comparison. The statistics of International Congress Association ICCA thus clearly show the growing interest in destinations outside Prague and at the same time underline the decentralization trend that is gaining momentum in the congress segment. This development opens up new opportunities for the development of infrastructure and service offerings across the country. Regions that can respond flexibly to the current needs of organisers and participants can benefit significantly from the growing demand for professional facilities outside the capital.
"Congress tourism is crucial for Czechia. It supports the local economy, brings new opportunities for local entrepreneurs, increases demand for specialised services, boosts employment and contributes to the long-term stability of the tourism industry. Last but not least, it helps build the brand of Czechia as an attractive destination for business and innovation," says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: "We can thus assume that this will benefit other domestic locations and, among other things, contribute to a more even distribution of tourism in the country.“
Prague ranks among the world leaders in hosting technology events
ICCA's annual rankings chart association conferences and meetings that are held regularly, attended by at least 50 delegates and held on a rotating basis in at least three countries or regions. In Czechia, 175 such events were held last year, 18 more than the previous year. This increase confirms the importance of the MICE segment – not only from an economic perspective, but also as a tool for innovation, international cooperation and the development of local communities.
"As ICCA's analysis shows, following current trends will be crucial for the further development of convention and incentive tourism. Destinations are no longer just presenting themselves through infrastructure – they are increasingly relying on expertise, innovation capacity and academic facilities. Partnerships thus take on a deeper meaning and are based on shared values. In addition, Prague ranks 3rd globally in terms of technology-focused events, and remains in the top 5 in the field of medical conferences as well," says Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation and Senior Manager of the Czech Convention Bureau.
Sustainability as a condition for success
In addition to decentralization, sustainability is an increasingly important trend, not only in the MICE industry. New, hitherto lesser-known locations are coming to the fore, and with them opportunities for regions that can respond flexibly to changing client needs and values. An emphasis on a responsible approach is gradually becoming the norm. Destinations that systematically integrate sustainability principles into their strategy, planning and infrastructure significantly strengthen their competitiveness. In addition, successful destinations are increasingly approaching partnerships in a broader sense, as a form of collaboration that goes beyond the mere provision of space.
"Successful destinations are responding by offering partnerships that go beyond just the venue. The topic of sustainable convention tourism has also long been addressed by the Strategic Alliance of European National Convention Bureaus, of which the Czech Convention Bureau is a founding member. Current projects and opportunities for cooperation were traditionally presented during the 3rd Global Forum of National Convention Bureaus, which took place on the eve of IMEX Frankfurt. Our goal is to join forces and focus on unifying practices and leveraging best practices,“ adds Tereza Hofmanová.
Data confirms growing interest in MICE events
According to data from the Czech Statistical Office, 12,000 conferences were held in Czechia in 2024, attended by nearly 1.2 million guests. About a third (35.4%) of them were held in Prague. The South Moravian Region also holds a significant share with 2 213 events of this type. Approximately nine hundred events each took place in the Vysočina, Olomouc and Central Bohemia regions. Most of the events were one-day events – they accounted for 70% of the total number.
"Available data shows that 67% of conferences are held in four-star hotels, which also host the majority of participants. At the same time, we observe a trend where the number of smaller MICE events with up to 50 participants is growing significantly. They account for more than half of all events. These are mainly corporate meetings and business meetings. The plus point of MICE events is that they usually take place outside the main tourist season, i.e. in May and June and then from September to November, thus helping to compensate for seasonal fluctuations in tourism," adds Petr Janeček, head of the Institute of Tourism of the Czech Tourist Authority.
International Partnership for Responsible Events
The Czech Convention Bureau also plays an important role on the European scene. It is actively involved in the Strategic Alliance of European National Convention Bureaus, which celebrates 11 years of existence this year. Key projects of the Alliance include the SHE – Sustainability Hub for Events, a platform focused on the organisation of responsible events. This tool brings together European know-how, shares best practices and offers concrete guidance on how to integrate sustainability into the planning and implementation of events across countries and sectors.
MICE as an engine for a new era of tourism
Today, the convention and incentive segment does not only play an economic role. Increasingly, it also acts as a catalyst for innovation, a tool for transferring expertise and a gateway to the international scene. ICCA's results for the past year show that Czechia has a lot to offer in this respect, from high-end technical facilities to professional capacities to the growing interest of regions to participate in the further development of MICE tourism.
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