The European Tour Operators and Travel Agents Association (ECTAA) and CzechTourism are launching a strategic partnership that will culminate in the ECTAA Annual Meeting in Prague in May 2026, bringing the most important meeting of European tourism leaders back to Czechia after more than a decade. At the same time, a strong platform for the development of business cooperation between Czech partners and travel agencies and tour operators from all over Europe is being created.
Key platform for business
Key players in the European tourism industry will be heading to Prague this year. Together they will address the future direction of the industry and how best to present Czechia's diverse offer as an attractive and competitive destination. The partnership with CzechTourism will also give them the opportunity to get to know the country's offer on the spot – not only in Prague, but also in other regions.
„We are delighted to return to Czechia and at the same time strengthen our cooperation with CzechTourism. Czechia combines a rich cultural heritage with modern infrastructure and excellent accessibility, key elements for European tourism professionals. With a strong visitor recovery, an innovative MICE offering and a strong focus on sustainable development, it is an inspiring partner for our members. We believe that this cooperation will strengthen business relationships between Czech destination management companies and travel agencies and tour operators across Europe,“ says Secretary General of ECTAA Eric Drésin.
„We are delighted that the ECTAA Annual Conference will be held here. It offers us a great opportunity to present Czechia as a modern, competitive and sustainable destination and at the same time open new B2B opportunities for Czech partners towards European travel agencies and tour operators,“ highlights Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Prague as a leader in the European MICE segment
Prague has long been one of the world's most desirable congress destinations. According to the current ICCA ranking, it holds the 5th place worldwide. Within Europe, the metropolis ranked 4th. The city offers top-notch facilities for corporate events, including the Prague Convention Centre, which offers more than 11,000 m² of conference space, and the modern Cubex Center, which is LEED Platinum certified - the world's highest award for sustainability.
„It is the linking of Prague's strong position in the MICE sector with the principles of sustainability that we consider one of the main values of this cooperation. A sustainable approach to congress and event tourism today represents not only a responsibility but also a significant competitive advantage for a destination,“ emphasizes Director of Product Management, Research and B2B Cooperation at CzechTourism Tereza Hofmanová.
„It is an honour for AČCKA to contribute to the promotion of visitors to Czechia, and not only to the capital city of Prague, through such an important international event as the ECTAA biannual conference. As a long-standing member of the European ECTAA and the sole representative of Czechia, we see this platform as extremely beneficial for the exchange of professional knowledge, sharing of experience and strengthening of professional relations with colleagues from associations across Europe,“ adds Executive DirectorAssociation of Czech Travel Agencies Kateřina Chaloupková
Czechia as an attractive and accessible destination
But it doesn't stop there. Czechia's compact geography and one of the densest rail networks in Europe create ideal conditions for convenient travel between regions and for creating attractive multi-destination itineraries. For European tour operators and their clients, Czechia offers an extremely varied mix of experiences. The country boasts the largest concentration of UNESCO sites in the world per area of the country (17 in total), famous spa towns, historic centres of domestic cities, superb gastronomy, beer culture and a rich offer of authentic experiences. In other words, Czechia is a destination where a wide range of travellers will find their place.
In 2024 there will be 22.8 million tourists staying in hotels, guesthouses and other accommodation facilities in Czechia. During Q1-Q3 2025, it was 18.3 million visitors. Czechia has surpassed the pre-pandemic figures and confirms its stable growth potential.
Common focus on sustainability and responsible growth
The partnership between ECTAA and CzechTourism includes joint marketing activities, B2B networking, sharing of know-how and development of sustainable tourism projects. CzechTourism has long promoted and supported sustainable tourism. This approach is fully in line with the ECTAA Climate Action Plan and confirms that sustainability is one of the key pillars of all cooperation.
The May meeting in Prague will therefore not just be a conference, but a concrete impetus for new business projects, long-term cooperation and the further development of European tourism.
Key players in the European tourism industry will be heading to Prague this year. Together they will address the future direction of the industry and how best to present Czechia's diverse offer as an attractive and competitive destination. The partnership with CzechTourism will also give them the opportunity to get to know the country's offer on the spot – not only in Prague, but also in other regions.
„We are delighted to return to Czechia and at the same time strengthen our cooperation with CzechTourism. Czechia combines a rich cultural heritage with modern infrastructure and excellent accessibility, key elements for European tourism professionals. With a strong visitor recovery, an innovative MICE offering and a strong focus on sustainable development, it is an inspiring partner for our members. We believe that this cooperation will strengthen business relationships between Czech destination management companies and travel agencies and tour operators across Europe,“ says Secretary General of ECTAA Eric Drésin.
„We are delighted that the ECTAA Annual Conference will be held here. It offers us a great opportunity to present Czechia as a modern, competitive and sustainable destination and at the same time open new B2B opportunities for Czech partners towards European travel agencies and tour operators,“ highlights Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Prague as a leader in the European MICE segment
Prague has long been one of the world's most desirable congress destinations. According to the current ICCA ranking, it holds the 5th place worldwide. Within Europe, the metropolis ranked 4th. The city offers top-notch facilities for corporate events, including the Prague Convention Centre, which offers more than 11,000 m² of conference space, and the modern Cubex Center, which is LEED Platinum certified - the world's highest award for sustainability.
„It is the linking of Prague's strong position in the MICE sector with the principles of sustainability that we consider one of the main values of this cooperation. A sustainable approach to congress and event tourism today represents not only a responsibility but also a significant competitive advantage for a destination,“ emphasizes Director of Product Management, Research and B2B Cooperation at CzechTourism Tereza Hofmanová.
„It is an honour for AČCKA to contribute to the promotion of visitors to Czechia, and not only to the capital city of Prague, through such an important international event as the ECTAA biannual conference. As a long-standing member of the European ECTAA and the sole representative of Czechia, we see this platform as extremely beneficial for the exchange of professional knowledge, sharing of experience and strengthening of professional relations with colleagues from associations across Europe,“ adds Executive DirectorAssociation of Czech Travel Agencies Kateřina Chaloupková
Czechia as an attractive and accessible destination
But it doesn't stop there. Czechia's compact geography and one of the densest rail networks in Europe create ideal conditions for convenient travel between regions and for creating attractive multi-destination itineraries. For European tour operators and their clients, Czechia offers an extremely varied mix of experiences. The country boasts the largest concentration of UNESCO sites in the world per area of the country (17 in total), famous spa towns, historic centres of domestic cities, superb gastronomy, beer culture and a rich offer of authentic experiences. In other words, Czechia is a destination where a wide range of travellers will find their place.
In 2024 there will be 22.8 million tourists staying in hotels, guesthouses and other accommodation facilities in Czechia. During Q1-Q3 2025, it was 18.3 million visitors. Czechia has surpassed the pre-pandemic figures and confirms its stable growth potential.
Common focus on sustainability and responsible growth
The partnership between ECTAA and CzechTourism includes joint marketing activities, B2B networking, sharing of know-how and development of sustainable tourism projects. CzechTourism has long promoted and supported sustainable tourism. This approach is fully in line with the ECTAA Climate Action Plan and confirms that sustainability is one of the key pillars of all cooperation.
The May meeting in Prague will therefore not just be a conference, but a concrete impetus for new business projects, long-term cooperation and the further development of European tourism.
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