Ferien-Messe Wien, Austria's largest trade fair for holidays, travel and leisure, has kicked off. Approximately 430 exhibitors from all over the world are presenting themselves at this year's edition, offering professionals and the general public a varied overview of destinations, experiences and news in the field of tourism. There is also a Czech stand, where the Czech Tourist Board - CzechTourism together with 14 partners present Czechia as an attractive, easily accessible and diverse tourist destination for Austrian travellers.
Ferien-Messe Wien – an opportunity to showcase Czechia to the world
The fair takes place 15-18 January 2026 in Vienna and attracts over 100,000 visitors each year. The event has a significant overlap into both B2B and B2C segments and is one of the most important tourism platforms in Austria. The Czech exposition was officially opened today by the Ambassador of Czechia in Austria, Jiří Šitler, and the Director of the CzechTourism Foreign Representation for Austria and Switzerland, Markéta Valenta.
„Czechia has an extremely close relationship with Austria – historically, culturally and humanly. Austrian travellers are naturally attracted by the easy accessibility, cultural interconnectedness, good food and similar mentality. Ferien-Messe Wien is an ideal platform where we can show the Austrian public the diversity of the Czech regions and at the same time develop cooperation with partners from the industry," says Ambassador Jiří Šitler.
„Austria is one of the most stable markets in terms of domestic tourism. Our long-term priority is to present Czechia as a destination worth returning to throughout the year – not only for sightseeing, but also for active relaxation and authentic experiences. It is this combination that determines the competitiveness of destinations today,“ added Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Austria – a stable and growing market for Czechia
Austria has long been one of the most important source markets for Czech tourism and the current figures only confirm this. While a total of 347,210 visitors from Austria came to Czechia in 2024, 257,751 of them in the first three quarters of the year, the number has already risen to 265,098 in the first three quarters of 2025. The trend of growing interest in Czechia is thus continuing this year.
The most popular destinations for Austrian tourists continue to be Prague, South Bohemia and South Moravia regions. Austrians prefer an active holiday – they seek out long-distance cycling routes, spa and wellness centres, while placing emphasis on sustainability and individual experiences. On average, they spend almost three days during their stay in Czechia. The longest stays are in Karlovarsky region, Vysočina or Královéhradecky region.
„In the Austrian market we have long perceived a strong demand for active, sustainable and authentic holidays. It is in these areas that Czechia has a distinct competitive advantage – it offers a combination of cultural sights, quality gastronomy, spa facilities and a wide range of cycling and hiking opportunities in the immediate surroundings of almost every destination a visitor chooses for their holiday,“ explains directorof the CzechTourism Foreign Representation for Austria and Switzerland Markéta Valenta.
Czech regions and partners: a wide range of offers in one place
At the CzechTourism stand, visitors can get to know Czechia's offer together with 14 domestic co-exhibitors representing both traditional and lesser-known regions and specific tourism products.
The fair takes place 15-18 January 2026 in Vienna and attracts over 100,000 visitors each year. The event has a significant overlap into both B2B and B2C segments and is one of the most important tourism platforms in Austria. The Czech exposition was officially opened today by the Ambassador of Czechia in Austria, Jiří Šitler, and the Director of the CzechTourism Foreign Representation for Austria and Switzerland, Markéta Valenta.
„Czechia has an extremely close relationship with Austria – historically, culturally and humanly. Austrian travellers are naturally attracted by the easy accessibility, cultural interconnectedness, good food and similar mentality. Ferien-Messe Wien is an ideal platform where we can show the Austrian public the diversity of the Czech regions and at the same time develop cooperation with partners from the industry," says Ambassador Jiří Šitler.
„Austria is one of the most stable markets in terms of domestic tourism. Our long-term priority is to present Czechia as a destination worth returning to throughout the year – not only for sightseeing, but also for active relaxation and authentic experiences. It is this combination that determines the competitiveness of destinations today,“ added Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Austria – a stable and growing market for Czechia
Austria has long been one of the most important source markets for Czech tourism and the current figures only confirm this. While a total of 347,210 visitors from Austria came to Czechia in 2024, 257,751 of them in the first three quarters of the year, the number has already risen to 265,098 in the first three quarters of 2025. The trend of growing interest in Czechia is thus continuing this year.
The most popular destinations for Austrian tourists continue to be Prague, South Bohemia and South Moravia regions. Austrians prefer an active holiday – they seek out long-distance cycling routes, spa and wellness centres, while placing emphasis on sustainability and individual experiences. On average, they spend almost three days during their stay in Czechia. The longest stays are in Karlovarsky region, Vysočina or Královéhradecky region.
„In the Austrian market we have long perceived a strong demand for active, sustainable and authentic holidays. It is in these areas that Czechia has a distinct competitive advantage – it offers a combination of cultural sights, quality gastronomy, spa facilities and a wide range of cycling and hiking opportunities in the immediate surroundings of almost every destination a visitor chooses for their holiday,“ explains directorof the CzechTourism Foreign Representation for Austria and Switzerland Markéta Valenta.
Czech regions and partners: a wide range of offers in one place
At the CzechTourism stand, visitors can get to know Czechia's offer together with 14 domestic co-exhibitors representing both traditional and lesser-known regions and specific tourism products.
- Tourism Centre – South Moravia, z.s.p.o.
- Tourism Centre of the Olomouc Region
- Tourism Centre of the Pilsen Region
- South Bohemia Tourism Centre
- Kongresové centrum Praha a.s. / Holiday Inn Prague
- Lázně Luhačovice, a.s.
- Town of Mikulov
- The Statutory City of Brno
- Central Bohemian Tourist Board, p.o.
- Redvale a.s. (Aquapalace Hotel Praha)
- ŠÉM, a.s. (Resort Svatá Kateřina)
- Vysočina Tourism, p.o.
- Znojemská Beseda
- Living Region – Destination Agency for the Karlovy Vary Region, z.s.
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