In November 2025, Czechia presented itself to representatives of travel agencies and travel advisors from the USA as an attractive and premium destination in Central Europe. The country was featured at the Signature Travel Network Annual Conference in Las Vegas along with Slovakia, Poland and Hungary under the Discover Central Europe brand. The goal was to appeal to the region's upscale clientele and reinforce the perception of the region as a culturally rich area offering luxury and authentic experiences.
V4 cooperation increases the visibility of the region
The conference was held from November 10 to 13 at The Venetian Resort hotel complex and is one of the most important industry gatherings for the luxury travel industry in North America. The joint presentation of the V4 countries offered the American partners a comprehensive view of Central Europe as a region that can offer a variety of experiences in one trip.
„In distant markets, we can reach partners more effectively through V4 cooperation than with individual country presentations. For representatives of travel agencies, Central Europe thus stands out as a comprehensible whole with a varied offer, of which Czechia is a natural part.“ says Manager of Communications of the Marketing and Foreign Representations Department of CzechTourism and the manager of cooperation with the V4 countries Martin Poul.
Luxury, experiences and tailor-made trips
The United States has long been one of the most important distant markets for inbound tourism to Czechia. US tourists excel in terms of above-average length of stay and spend, and are increasingly looking for quality service, themed trips and wanting to learn more about the places they visit. The growing interest in premium experiences is therefore supported by Czechia's targeted partnerships with elite travel agency networks, including Signature Travel Network
„U.S. travelers' interest in Europe has been growing for a long time, especially in the area of cultural and experiential travel. Increasingly, they are looking for destinations that allow them to experience multiple countries in one trip, offer authentic experiences and operate outside of peak seasons. The Central European region and the V4 countries are naturally building on this trend, and Czechia is establishing itself as a firm part of the itineraries of American visitors interested in culture, history and regional diversity,“ explains Director of CzechTourism's overseas representation in the USA Michaela Claudino.
Czechia's participation in this conference confirms its long-term strategy of targeted promotion in the US market and its emphasis on quality, sustainable and value-driven tourism. The joint presentation of the V4 countries also reinforces the perception of Central Europe as an attractive region with a high concentration of cultural and experiential values.
The conference was held from November 10 to 13 at The Venetian Resort hotel complex and is one of the most important industry gatherings for the luxury travel industry in North America. The joint presentation of the V4 countries offered the American partners a comprehensive view of Central Europe as a region that can offer a variety of experiences in one trip.
„In distant markets, we can reach partners more effectively through V4 cooperation than with individual country presentations. For representatives of travel agencies, Central Europe thus stands out as a comprehensible whole with a varied offer, of which Czechia is a natural part.“ says Manager of Communications of the Marketing and Foreign Representations Department of CzechTourism and the manager of cooperation with the V4 countries Martin Poul.
Luxury, experiences and tailor-made trips
Czechia focused mainly on luxury and experiential tourism at the conference. Presentations highlighted top hotels, gastronomy, rich cultural heritage and authentic tailor-made experiences. The organisers approached travel agency representatives and travel advisors who work with high value-added clients looking for individual itineraries, a personal touch and destinations with a clear story.
USA as a key marketThe United States has long been one of the most important distant markets for inbound tourism to Czechia. US tourists excel in terms of above-average length of stay and spend, and are increasingly looking for quality service, themed trips and wanting to learn more about the places they visit. The growing interest in premium experiences is therefore supported by Czechia's targeted partnerships with elite travel agency networks, including Signature Travel Network
„U.S. travelers' interest in Europe has been growing for a long time, especially in the area of cultural and experiential travel. Increasingly, they are looking for destinations that allow them to experience multiple countries in one trip, offer authentic experiences and operate outside of peak seasons. The Central European region and the V4 countries are naturally building on this trend, and Czechia is establishing itself as a firm part of the itineraries of American visitors interested in culture, history and regional diversity,“ explains Director of CzechTourism's overseas representation in the USA Michaela Claudino.
What is the Signature Travel Network
Czechia's participation in this conference confirms its long-term strategy of targeted promotion in the US market and its emphasis on quality, sustainable and value-driven tourism. The joint presentation of the V4 countries also reinforces the perception of Central Europe as an attractive region with a high concentration of cultural and experiential values.