Specialized trade fair for key audiences
Fiets en Wandelbeurs is one of Europe's most respected trade fairs focused exclusively on active travel. Each year it reaches tens of thousands of visitors looking for inspiration for cycling and walking expeditions across Europe and beyond. It is this type of event that is now playing an increasingly important role in the presentation of destinations.
„Interest in attending this event has been growing for a long time. Many destinations are moving away from general trade fairs to themed events. Utrecht attracts visitors who know exactly what they are looking for. It is the offer of active holidays that makes Czechia stand out in the long term,"says Director of CzechTourism's Benelux Representative Office Petra Palečková.
Active Dutch heading to the Czech Republic even in low season
The majority of visitors to the fair are the target group that the Czech Republic has long been targeting in the Netherlands. This is the active 55+ generation. These are people who travel outside the school holidays and spend more time on holiday than the average visitor.
„The Dutch are among the most active travellers in Europe. They are looking for quality infrastructure, safe routes and authentic experiences in nature. The Czech Republic offers them a combination of well-marked trails, varied landscapes and accessibility that allows for comfortable travel without long distances," adds Petra Palečková and adds: „There are around six million of them in use in the Netherlands and more than half of people over 65 use them as their main means of transport. Increasingly, they are going on holiday directly from their homes and covering distances of hundreds of kilometres on their journeys."
The increasing popularity of Czechia among foreign tourists, including those from the Netherlands, and the fact that active holidays are a growing trend, was confirmed by research by CzechTourism last year.
The Netherlands as a stable and promising market
Interest in Czechia among Dutch tourists has been growing for a long time. In 2025, 240,237 visitors from this country decided to visit the country and spent a total of 661,553 nights in the Netherlands. They stayed an average of 3.75 days, which is above the overall average for foreign clientele.
The most sought-after regions include Prague, South Bohemia, Karlovy Vary, Královehradecky, South Moravia, as well as Liberecky Region. In addition to cultural sights, social events and cities, Dutch tourists are also attracted by the quality of the cycling facilities and the dense network of marked pedestrian routes.
Czechia as an ideal destination for exercise and relaxation
Participation at Fiets en Wandelbeurs fits in with CzechTourism's strategy aimed at promoting sustainable travel and developing regions outside the main tourist centres. It is the combination of nature, accessibility and authentic experiences that makes Czechia a destination where visitors love to return throughout the year.
The presentation in Utrecht continues the style of communication that CzechTourism has long been developing in other European markets – to showcase Czechia as a country where you can spend time actively, discover new places and enjoy peace and quiet at the same time.
Strong Czech participation
The Czech stand is one of the most visible presentations at the fair this year. A dozen co-exhibitors are presenting themselves on an area of 48 square metres, confirming the growing regional interest in the Dutch market as well as the targeted presentation of active tourism products.
Together with representatives of the CzechTourism agency, Destination Czechia is presented by the South Bohemia Tourism Centre, South Moravia Tourism Centre, Hradec Kralove Regional Tourism Centre, Liberec Regional Tourism Centre, North Moravia Tourism Centre, Pilsen Regional Tourism Centre, Central Bohemia Tourism Centre, City of Ústí nad Labem, Vysočina Tourism and Živý kraj.