Today, social networks are fundamentally influencing where people travel. That is why CzechTourism has been systematically cooperating with influencers and bloggers from all over the world for many years. Thanks to their authentic posts, photographs and videos, millions of people discover destinations they would not have otherwise considered.
Modern and effective promotion tool
Collaboration with influencers is one of the most effective marketing tools not only in tourism. It allows you to target a specific audience – from gastronomy and culture lovers to families with children to sports enthusiasts. CzechTourism started using it at the moment when influencers were gaining popularity on social networks and thus complemented the portfolio of sightseeing tours, which were originally intended mainly for foreign journalists. Today, the agency organises dozens of influencer and blogger trips a year. And it's across the globe. In 2022, there were 34 such events, and a year later there were 59. Currently, there are more than sixty trips a year. Last year, most of them were in Poland (10) and Benelux (8). The highest number of trips was made to Spain (100.11 million contacts), China (58.4 million) and South Korea (10.7 million).
„Influencer and blogger trips as well as sightseeing trips for foreign journalists are an important part of our strategy to promote Czechia abroad. Personal experience and an authentic story shared with millions of followers is one of the most effective ways to reach new travellers today,"says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: „The result? Their posts were seen by nearly 202 million people across continents. The agency's total cost for this type of communication amounted to CZK 3.1 million, confirming an extremely favourable price-performance ratio. It is a modern form of promotion with maximum impact at minimum cost – on average, we pay 17 thousand crowns per participant of a sightseeing trip (the amount fromincludes airfare, accommodation, service in Czechia and possibly a small fee) and the price for reaching one contact comes out to only two pennies!”
So far this year, 45 familiarization trips have been made. Activities of this type are part of the national strategy of promoting Czechia, which CzechTourism has been implementing for a long time in cooperation with foreign representations and regional partners. The aim of each such project is to showcase specific attractions, services and new experiences across the country. The selection of the participants approached is very careful. These are content creators who typically publish on several platforms, so their travel impressions reach potential international tourists of all ages and interests through several channels. Last but not least, the number of their followers and the topics they cover is a clue. Throughout their stay, the participants are accompanied by representatives of the CzechTourism agency or regional organisations during their travels in the country.
Collaboration within Europe
CzechTourism is actively involved in European Travel Commission (ETC) projects. These campaigns, co-funded by the European Commission, allow to jointly promote Central Europe in high-potential markets. Sharing experiences and drawing on the best practices of colleagues from Western Europe strengthens the effectiveness of activities and extends the reach that individual countries could not achieve on their own.
Success stories from Europe and overseas
The results confirm that investing in influencers pays off. The Meeting Point Destino Chequia event took place in Spain and Latin America, with participants visiting Prague and selected regions. The total number of followers of their profiles exceeded 11.8 million. On Instagram, 14 collections were created with approximately 100 stories and more than 800 photos, with a potential reach of 2.3 million users. In Italy, sports influencer Lisa Migliorini aka The Fashion Jogger reached more than 2.3 million followers through several posts, with a minimum spend of 15,000 crowns.
A similarly strong hit was the discovery trip that featured Israeli influencers – sister duo Yuval and Mali. Their videos promoting Prague, Brno and Mikulov went viral. Their Instagram posts and videos on TikTok reached hundreds of thousands of followers and reinforced the image of Czechia and South Moravia as an attractive destination. The German blogger KIM alias Wheeliewanderlust presented the Czech regions from the perspective of barrier-free travel. As a result, awareness of Czechia as an accessible destination for travellers with limited mobility was raised – a topic that resonates strongly in the German market.
In Poland, nine influencer trips involving 18 content creators covered six regions and reached more than 3.8 million people. In Scandinavia, the media overlap was also successful – sports commentator Patrick Ekwal popularised Ostrava and the Moravian-Silesian region during the World Cup. Journalist and influencer Lottie Knutson highlighted the spa industry in the Karlovy Vary region and Lina Skandevall, known from TV4's morning show, highlighted the cultural heritage and winemaking of South Moravia. In the last case with a total reach of 850 thousand unique viewers.
In addition to Europe and the USA, CzechTourism is also targeting Asian markets. In South Korea, projects are targeting younger generations of travellers with high spending power. In connection with the renewal of the direct Beijing–Prague route, Chinese influencers visited the country. They visited Poděbrady, took a boat trip on the Elbe River, got to know Kralovehradecky region and Kamenický Šenov, tasted and made Hořice tubes, got acquainted with local cuisine in Prague and saw the work of Alfons Mucha. Their posts on the Weibo and RED platforms have had a readership of over 50 million. Another trip of Chinese influencers, focused exclusively on tourism, took place within the Discover Central Europe (V4) platform with the support of the European Travel Commission. The aim was to promote Central Europe as an attractive region where tourists can experience several countries in one trip.
Priority is to promote Czechia
CzechTourism is an apolitical organisation whose mission is to promote Czechia and support inbound tourism. Assessing the security situation in individual countries or vetting participants does not fall within this remit. All activities are governed by Czech legislation and respect the applicable security framework. Moreover, the influencers themselves go through a standard visa process, which includes screening mechanisms outside the competence of the Czech Tourism Centre.
„One of the parameters for the selection of trip participants is the already existing cooperation with national tourism centres of other European Union member states, especially in the West. Consequently, we also carefully evaluate the media outputs of the cooperation and certainly do not tolerate any political controversy. The primary task of influencers or other partners is to promote Czechia as a tourism destination, in which, of course, any propaganda of any regime has no place," emphasizes František Reismüller and adds: „Thanks to the cooperation with influencers and journalists, we are showing the world not only Prague, but also other regions. The goal is to make international visitors come, spend and stay longer.“
Social networking is one way to reach out to creditworthy clientele
Authentic content with high credibility, wide reach and clearly measurable results makes influencers one of the most effective promotional tools. Collaboration allows you to reach specific segments of travellers and at the same time arouse their interest in lesser-known regions of Czechia.
The activities of the Czech Tourist Authority – CzechTourism do not focus on the promotion of individual countries, but exclusively on the presentation of Czechia abroad. The priority is to show it as an attractive destination that can compete internationally. After the Covid-19 pandemic, it was necessary to restart tourism, and thanks to activities such as cooperation with influencers, bloggers and journalists, it is succeeding.
Collaboration with influencers is one of the most effective marketing tools not only in tourism. It allows you to target a specific audience – from gastronomy and culture lovers to families with children to sports enthusiasts. CzechTourism started using it at the moment when influencers were gaining popularity on social networks and thus complemented the portfolio of sightseeing tours, which were originally intended mainly for foreign journalists. Today, the agency organises dozens of influencer and blogger trips a year. And it's across the globe. In 2022, there were 34 such events, and a year later there were 59. Currently, there are more than sixty trips a year. Last year, most of them were in Poland (10) and Benelux (8). The highest number of trips was made to Spain (100.11 million contacts), China (58.4 million) and South Korea (10.7 million).
„Influencer and blogger trips as well as sightseeing trips for foreign journalists are an important part of our strategy to promote Czechia abroad. Personal experience and an authentic story shared with millions of followers is one of the most effective ways to reach new travellers today,"says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: „The result? Their posts were seen by nearly 202 million people across continents. The agency's total cost for this type of communication amounted to CZK 3.1 million, confirming an extremely favourable price-performance ratio. It is a modern form of promotion with maximum impact at minimum cost – on average, we pay 17 thousand crowns per participant of a sightseeing trip (the amount fromincludes airfare, accommodation, service in Czechia and possibly a small fee) and the price for reaching one contact comes out to only two pennies!”
So far this year, 45 familiarization trips have been made. Activities of this type are part of the national strategy of promoting Czechia, which CzechTourism has been implementing for a long time in cooperation with foreign representations and regional partners. The aim of each such project is to showcase specific attractions, services and new experiences across the country. The selection of the participants approached is very careful. These are content creators who typically publish on several platforms, so their travel impressions reach potential international tourists of all ages and interests through several channels. Last but not least, the number of their followers and the topics they cover is a clue. Throughout their stay, the participants are accompanied by representatives of the CzechTourism agency or regional organisations during their travels in the country.
Collaboration within Europe
CzechTourism is actively involved in European Travel Commission (ETC) projects. These campaigns, co-funded by the European Commission, allow to jointly promote Central Europe in high-potential markets. Sharing experiences and drawing on the best practices of colleagues from Western Europe strengthens the effectiveness of activities and extends the reach that individual countries could not achieve on their own.
Success stories from Europe and overseas
The results confirm that investing in influencers pays off. The Meeting Point Destino Chequia event took place in Spain and Latin America, with participants visiting Prague and selected regions. The total number of followers of their profiles exceeded 11.8 million. On Instagram, 14 collections were created with approximately 100 stories and more than 800 photos, with a potential reach of 2.3 million users. In Italy, sports influencer Lisa Migliorini aka The Fashion Jogger reached more than 2.3 million followers through several posts, with a minimum spend of 15,000 crowns.
A similarly strong hit was the discovery trip that featured Israeli influencers – sister duo Yuval and Mali. Their videos promoting Prague, Brno and Mikulov went viral. Their Instagram posts and videos on TikTok reached hundreds of thousands of followers and reinforced the image of Czechia and South Moravia as an attractive destination. The German blogger KIM alias Wheeliewanderlust presented the Czech regions from the perspective of barrier-free travel. As a result, awareness of Czechia as an accessible destination for travellers with limited mobility was raised – a topic that resonates strongly in the German market.
In Poland, nine influencer trips involving 18 content creators covered six regions and reached more than 3.8 million people. In Scandinavia, the media overlap was also successful – sports commentator Patrick Ekwal popularised Ostrava and the Moravian-Silesian region during the World Cup. Journalist and influencer Lottie Knutson highlighted the spa industry in the Karlovy Vary region and Lina Skandevall, known from TV4's morning show, highlighted the cultural heritage and winemaking of South Moravia. In the last case with a total reach of 850 thousand unique viewers.
In addition to Europe and the USA, CzechTourism is also targeting Asian markets. In South Korea, projects are targeting younger generations of travellers with high spending power. In connection with the renewal of the direct Beijing–Prague route, Chinese influencers visited the country. They visited Poděbrady, took a boat trip on the Elbe River, got to know Kralovehradecky region and Kamenický Šenov, tasted and made Hořice tubes, got acquainted with local cuisine in Prague and saw the work of Alfons Mucha. Their posts on the Weibo and RED platforms have had a readership of over 50 million. Another trip of Chinese influencers, focused exclusively on tourism, took place within the Discover Central Europe (V4) platform with the support of the European Travel Commission. The aim was to promote Central Europe as an attractive region where tourists can experience several countries in one trip.
Priority is to promote Czechia
CzechTourism is an apolitical organisation whose mission is to promote Czechia and support inbound tourism. Assessing the security situation in individual countries or vetting participants does not fall within this remit. All activities are governed by Czech legislation and respect the applicable security framework. Moreover, the influencers themselves go through a standard visa process, which includes screening mechanisms outside the competence of the Czech Tourism Centre.
„One of the parameters for the selection of trip participants is the already existing cooperation with national tourism centres of other European Union member states, especially in the West. Consequently, we also carefully evaluate the media outputs of the cooperation and certainly do not tolerate any political controversy. The primary task of influencers or other partners is to promote Czechia as a tourism destination, in which, of course, any propaganda of any regime has no place," emphasizes František Reismüller and adds: „Thanks to the cooperation with influencers and journalists, we are showing the world not only Prague, but also other regions. The goal is to make international visitors come, spend and stay longer.“
Social networking is one way to reach out to creditworthy clientele
Authentic content with high credibility, wide reach and clearly measurable results makes influencers one of the most effective promotional tools. Collaboration allows you to reach specific segments of travellers and at the same time arouse their interest in lesser-known regions of Czechia.
The activities of the Czech Tourist Authority – CzechTourism do not focus on the promotion of individual countries, but exclusively on the presentation of Czechia abroad. The priority is to show it as an attractive destination that can compete internationally. After the Covid-19 pandemic, it was necessary to restart tourism, and thanks to activities such as cooperation with influencers, bloggers and journalists, it is succeeding.