Czechia wants to appeal to travellers who are not looking for a quick trip, but a strong experience, a personal approach and high quality service. Therefore, it becomes part of the prestigious global network Virtuoso, which is one of the world's top luxury travel companies. The Czechia's involvement in this platform is ensured by the Czech Tourist Authority – CzechTourism, which represents the country in the network and opens access to thousands of experienced travel advisors and their creditworthy clientele around the world. Virtuoso today brings together 114 national and regional tourism centres.
Virtuoso connects destinations, hotels, spas, airlines and other premium partners with more than 21,000 travel advisors who tailor-make trips for the most discerning clients. These travelers typically spend three to four times more than ordinary tourists, stay longer in a destination, and seek out authentic stays for things like culture, gastronomy, and spa experiences.
Virtuoso is also one of the most dynamically growing segments of the travel industry – for example, bookings valued at over $50,000 are up 63% year-on-year and total network revenue is up 12% year-on-year in the first half of 2025. This segment has proven to be very stable over the long term, even in uncertain economic times.
„We are not about bringing more people to Czechia at any cost. We want to target visitors who have real added value for the regions, stay longer, spend more and are looking for quality, not mass tourism,“ explains Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: „A destination must demonstrate that it has something to offer this type of traveller – quality service, a strong story and the ability to work with this clientele over the long term. CzechTourism played a key role in the approval process, and thanks to a clear strategy and careful preparation, Czechia has become part of this prestigious global network.“
At the same time, CzechTourism works with specific expectations of return. If, thanks to Virtuos activities, we manage to reach around 2,000 travel advisors per year and at least 5–10% of them include Czechia in their offer, this means dozens of new products in key markets. With a conservative estimate that each of these advisors will bring in 5–10 clients per year, this could be hundreds to lower thousands of high value visitors per year.
According to Virtuoso network data, its clients spend an average of $10,000 more per person than other visitor groups. Their willingness to spend is nearly five times higher than non-advised travelers. In addition, other research from Skift Research in 2023 shows that 73% of high-income travelers are planning a luxury trip in the next year, with more than a third of them anticipating four or more trips a year. They rely heavily on their travel advisor's recommendations when choosing a destination, making Virtuoso one of the most influential platforms in luxury travel. The typical Virtuoso client is a high net worth traveller. A total of 73% of them have a net worth in excess of $2 million, and roughly a third have achieved a college degree beyond a bachelor's degree.
“During one of the consortium’s flagship events, Virtuoso Travel Week in Las Vegas, more than 4,800 professionals from over 100 countries meet each year, with more than 100,000 business meetings taking place. It is on these platforms that specific itineraries are decided and destinations are included in travel agents’ portfolios. At the same time, this is a segment that has been growing steadily over the long term. Therefore, it is crucial for Czechia to be present at these meetings and to work systematically with travel advisors who influence the decision-making of high-value clientele in the markets of North and South America as well as in the United Kingdom,” adds Michaela Claudino, Director of CzechTourism’s Foreign Representation in the USA.
Strategic investment that returns to the state
Czechia's entry into the Virtuoso network represents a targeted investment in better quality and more sustainable tourism with clearly defined economic impact. The annual cost of membership and follow-up activities is $119,120 and includes participation in key international Virtuoso events, training, thematic campaigns and long-term work with travel advisors in high spending markets.
This year, for the first time, Czechia becomes a global member of the Virtuoso network, opening the door to the industry's most prestigious events where luxury travel and destination recommendations are directly decided. As part of its membership, CzechTourism will participate in 10–15 key international events per year across the Americas and the UK (such as Virtuoso Travel Week in the US, Connects and On Tour events in Europe and Latin America, and Virtuoso Regional Forums). Each of these events allows us to reach tens to hundreds of travel advisors –in total, this is direct contact with more than 1,500–2,000 luxury specialists per year. The collaboration also includes targeted online campaigns and educational programs that reach hundreds to thousands more agents. Membership thus brings concrete tools to support the sale of travel to Czechia – from expert meetings and offer presentations, to training for travel advisors, to thematic campaigns and emailings that help get the Czech offer directly into the portfolios of partners in the Virtuoso network.
The attached chart provides a more detailed overview of the benefits, showing the year-on-year increase in demand (in percentage terms) for summer travel to selected European countries. Czechia records the highest year-on-year growth in interest in summer travel within this region, rising by 309%.
The whole model is based on direct cooperation with people who tailor-make the trip for clients. Their recommendations influence not only the choice of destination, but also the length of stay and the design of the entire program. The return on investment is based on the added value of the individual trips and not only on the increase in the number of visitors.
With the average spend of this clientele being several times higher than that of ordinary tourists, the investment in membership can be recouped by bringing in several hundred such visitors. If the volume of around 1,000–2,000 new award-winning tourists per year can be achieved, the benefit for the Czech economy will significantly exceed the invested funds.
„Even a relatively small number of high-spending trips can quickly offset the annual cost of membership. Once the Czech Republic is recommended by travel advisors, the effect is felt very soon, often within one or two seasons,“ warns František Reismüller and adds: „Membership includes training programs, webinars and face-to-face meetings with advisors in key markets in the US, Canada, the UK, Ireland and Latin America. These activities incrementally increase destination knowledge, expand the specific offerings in advisors' portfolios, and help build steady demand that translates into regional and national revenue.“
„Virtuoso advisors need specific stories, deeper context and detailed destination knowledge. This is what determines whether they recommend Czechia to their clients. Our goal is to show that exceptional experiences are not only offered by Prague, but also by regions across the country," says Director of CzechTourism's Marketing and Foreign Representations DepartmentJana Štumpová Konicarová.
Benefit also for regions outside the main centres
Award-winning travellers are more likely to seek out spa towns, smaller historic centres or specific experiences that naturally support the local economy and regional development.
Moreover, experience from previous collaborations in Latin America shows that systematic work with the Virtuoso platform leads to an increase in interest in the destination. According to a survey of network members, interest in Czechia as a luxury travel destination has increased significantly year-on-year, confirming that a long-term presence in the network has a direct impact on demand.
„Luxury today doesn't just mean a five-star hotel. It's peace of mind, space, personal touch, security and an authentic experience. And that's exactly what Czechia offers,“ concludes Jana Štumpová Konicarová.
Membership in Virtuos
Virtuoso is also one of the most dynamically growing segments of the travel industry – for example, bookings valued at over $50,000 are up 63% year-on-year and total network revenue is up 12% year-on-year in the first half of 2025. This segment has proven to be very stable over the long term, even in uncertain economic times.
„We are not about bringing more people to Czechia at any cost. We want to target visitors who have real added value for the regions, stay longer, spend more and are looking for quality, not mass tourism,“ explains Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: „A destination must demonstrate that it has something to offer this type of traveller – quality service, a strong story and the ability to work with this clientele over the long term. CzechTourism played a key role in the approval process, and thanks to a clear strategy and careful preparation, Czechia has become part of this prestigious global network.“
At the same time, CzechTourism works with specific expectations of return. If, thanks to Virtuos activities, we manage to reach around 2,000 travel advisors per year and at least 5–10% of them include Czechia in their offer, this means dozens of new products in key markets. With a conservative estimate that each of these advisors will bring in 5–10 clients per year, this could be hundreds to lower thousands of high value visitors per year.
According to Virtuoso network data, its clients spend an average of $10,000 more per person than other visitor groups. Their willingness to spend is nearly five times higher than non-advised travelers. In addition, other research from Skift Research in 2023 shows that 73% of high-income travelers are planning a luxury trip in the next year, with more than a third of them anticipating four or more trips a year. They rely heavily on their travel advisor's recommendations when choosing a destination, making Virtuoso one of the most influential platforms in luxury travel. The typical Virtuoso client is a high net worth traveller. A total of 73% of them have a net worth in excess of $2 million, and roughly a third have achieved a college degree beyond a bachelor's degree.
“During one of the consortium’s flagship events, Virtuoso Travel Week in Las Vegas, more than 4,800 professionals from over 100 countries meet each year, with more than 100,000 business meetings taking place. It is on these platforms that specific itineraries are decided and destinations are included in travel agents’ portfolios. At the same time, this is a segment that has been growing steadily over the long term. Therefore, it is crucial for Czechia to be present at these meetings and to work systematically with travel advisors who influence the decision-making of high-value clientele in the markets of North and South America as well as in the United Kingdom,” adds Michaela Claudino, Director of CzechTourism’s Foreign Representation in the USA.
Strategic investment that returns to the state
Czechia's entry into the Virtuoso network represents a targeted investment in better quality and more sustainable tourism with clearly defined economic impact. The annual cost of membership and follow-up activities is $119,120 and includes participation in key international Virtuoso events, training, thematic campaigns and long-term work with travel advisors in high spending markets.
This year, for the first time, Czechia becomes a global member of the Virtuoso network, opening the door to the industry's most prestigious events where luxury travel and destination recommendations are directly decided. As part of its membership, CzechTourism will participate in 10–15 key international events per year across the Americas and the UK (such as Virtuoso Travel Week in the US, Connects and On Tour events in Europe and Latin America, and Virtuoso Regional Forums). Each of these events allows us to reach tens to hundreds of travel advisors –in total, this is direct contact with more than 1,500–2,000 luxury specialists per year. The collaboration also includes targeted online campaigns and educational programs that reach hundreds to thousands more agents. Membership thus brings concrete tools to support the sale of travel to Czechia – from expert meetings and offer presentations, to training for travel advisors, to thematic campaigns and emailings that help get the Czech offer directly into the portfolios of partners in the Virtuoso network.
The attached chart provides a more detailed overview of the benefits, showing the year-on-year increase in demand (in percentage terms) for summer travel to selected European countries. Czechia records the highest year-on-year growth in interest in summer travel within this region, rising by 309%.
Source: Virtuoso, Preferred Partner Production, Leisure Only – data as of January 1, 2024 vs. 2025 for travel in June, July, and August).
“This year alone, in Latin America, we will reach approximately 300 travel advisors through online activities (e-learning, webinars) and more than 250 additional agents at presentation events in Brazil, Mexico, and Argentina. At the prestigious Virtuoso LAC Forum, which brings together owners and directors of travel agencies, we will meet with nearly 90 key decision-makers,” says Petr Lutter, Director of the CzechTourism Foreign Office in Mexico, with responsibility for Brazil, Argentina, Colombia, Peru, and Chile.
Virtuoso's partnership model is built on clearly structured levels of collaboration based on the level of involvement of the destination in the network's activities. Virtuoso membership also provides access to data and analytical outputs on client behaviour and performance in each market. Thanks to this data, CzechTourism can better target its activities, continuously evaluate their effectiveness and plan further actions based on real results, not just marketing estimates.The whole model is based on direct cooperation with people who tailor-make the trip for clients. Their recommendations influence not only the choice of destination, but also the length of stay and the design of the entire program. The return on investment is based on the added value of the individual trips and not only on the increase in the number of visitors.
With the average spend of this clientele being several times higher than that of ordinary tourists, the investment in membership can be recouped by bringing in several hundred such visitors. If the volume of around 1,000–2,000 new award-winning tourists per year can be achieved, the benefit for the Czech economy will significantly exceed the invested funds.
„Even a relatively small number of high-spending trips can quickly offset the annual cost of membership. Once the Czech Republic is recommended by travel advisors, the effect is felt very soon, often within one or two seasons,“ warns František Reismüller and adds: „Membership includes training programs, webinars and face-to-face meetings with advisors in key markets in the US, Canada, the UK, Ireland and Latin America. These activities incrementally increase destination knowledge, expand the specific offerings in advisors' portfolios, and help build steady demand that translates into regional and national revenue.“
„Virtuoso advisors need specific stories, deeper context and detailed destination knowledge. This is what determines whether they recommend Czechia to their clients. Our goal is to show that exceptional experiences are not only offered by Prague, but also by regions across the country," says Director of CzechTourism's Marketing and Foreign Representations DepartmentJana Štumpová Konicarová.
Benefit also for regions outside the main centres
Award-winning travellers are more likely to seek out spa towns, smaller historic centres or specific experiences that naturally support the local economy and regional development.
Moreover, experience from previous collaborations in Latin America shows that systematic work with the Virtuoso platform leads to an increase in interest in the destination. According to a survey of network members, interest in Czechia as a luxury travel destination has increased significantly year-on-year, confirming that a long-term presence in the network has a direct impact on demand.
„Luxury today doesn't just mean a five-star hotel. It's peace of mind, space, personal touch, security and an authentic experience. And that's exactly what Czechia offers,“ concludes Jana Štumpová Konicarová.
Membership in Virtuos
- Annual Cost: $119,120
- Membership includes:
- Participation in key international Virtuoso events
- targeted marketing campaigns in high spending markets
- education and workshops for travel advisors on the Czech offer
- direct access to over 21,000 elite travel advisors
- participation in 10–15 international events per year (USA, Latin America, UK)
- reaching 1,500–2,000 travel advisors per year face-to-face and hundreds more online
- Creation of dozens of new products and itineraries for high-net-worth clientele
- Objective: to bring more high-net-worth visitors to Czechia who stay longer and spend significantly more than the average tourist
Virtuoso is a leading global luxury travel network that connects destinations and premium service providers with travel advisors focused on the upscale clientele. It brings together more than 21,000 advisors worldwide and works with hotels, spas, airlines, tour operators and national tourism hubs. Virtuoso is regarded as one of the most influential platforms in the luxury travel segment and plays a key role in the decision-making process for high-spending, extended-stay travel.
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