The Winter Olympic Games in Milan and Cortina d'Ampezzo start tomorrow. With them begins a period when the attention of hundreds of millions of spectators around the world is focused on winter sports, exceptional performances and strong emotions. Czechia is there - not only through its athletes, but also through the active presentation of the country as an attractive destination for travel, sport and active recreation.
Olympics as a unique opportunity for country visibility
The Olympic Games are one of the most watched sporting events in the world and have long been an extraordinary opportunity for national visibility. This is a time of growing media and public interest in winter sports, mountain regions and destinations that are naturally associated with sport. CzechTourism therefore uses the Olympic context to promote Czechia on foreign markets and to strengthen the awareness of the country as a year-round tourist destination.
„Major sporting events have the ability to inspire far beyond stadiums, mountain slopes or ice rinks. Olympics are the strongest draw in this regard – they focus the attention of hundreds of millions of spectators and naturally increase interest in countries that have long been involved in winter sports. But we also see this effect in other smaller-scale events. For example, Jizerská 50, The Biathlon World Cup in Nové Město na Moravě or Women's Alpine World Cup in Spindleruv Mlyn confirm that sport has a direct impact on tourism, regional development and the economy. It is this experience that shows how powerful the Winter Olympics are as well," says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Czechia in Milan: sport, culture and travel in one place
As part of this year's Winter Olympic Games, CzechTourism is taking part in a programme that will take place in the premises of the Consulate General of Czechia in Milan. These activities follow the successful presentation of Czechia during the Summer Olympics in Paris.
„The upcoming XXV Winter Olympic Games in Milan and Cortina d’Ampezzo are an important reminder of the Olympic idea and its message, which unites athletes and fans across the world in these difficult times. At the same time, they offer an exceptional opportunity to introduce Czech culture and creativity to an Italian audience. The Consulate General of the Czech Republic in Milan in cooperation with the Czech Centres and other partners, including CzechTourism, is preparing an exhibition “Games of Winter Paintings”, which connects sport and art through the works of young Czech artists. We believe that this initiative will enrich the Olympic atmosphere while inspiring Italian visitors to discover Czechia as an attractive and hospitable destination,“ emphasizes Consul General Ivan Počuch.
Visitors can get to know Czechia in a broader tourist context – through photographs, printed materials and information focused on active holidays, mountain regions and urban tourism. At the same time, CzechTourism actively communicates with Italian and international media.
„The Winter Olympic Games are a huge event for Italy and an ideal opportunity to reach the audience and media on the spot. The joint presentation format allows us to showcase Czechia not only through sport, but also through travel, culture and experiences that are close to Italians. It is precisely the linking of sporting emotions with the tourist offer that has a very strong resonance in Italy," says Director of CzechTourism's Foreign Representation in Italy Luboš Rosenberg.
Olympic Festival – sports experience at home
The Olympic atmosphere does not only take place in Italy. It also includes the Olympic Festival, which will take place in České Budějovice this year in connection with the Winter Olympics. It will offer fans the opportunity to watch Olympic broadcasts together, try out various sporting activities and experience Olympic emotions outside the venues themselves.
Such events have a significant multiplier effect. It is not just about watching sport, but about sharing experiences, meeting people and motivating them to lead an active lifestyle. It is the personal experience of sport that often leads to more interest in winter sports and travel to mountain regions.
Winter sports as part of Czech identity
The Olympic spirit is naturally reflected in Czechia, where winter sports have a long tradition and a strong fan base. The latest research by the Institut Turismus agency CzechTourism confirms that roughly a quarter of the population has experience with cross-country skiing and around a fifth of people do it regularly for at least two weeks every year. Interest in winter sports is strong across age groups and regions.
This relationship is also reflected in attendance at major sporting events over the long term. For example, the Jizerska 50 attracted over 8,400 competitors from 31 countries in 2025, including more than 1,000 children and young people under 18. More than 14.5 million viewers watched the content associated with the race on television, with live broadcasts running not only in Czechia but also on 17 foreign TV stations. The media value of the event reached almost CZK 85 million and hotels and guesthouses in the region were more than 82% occupied during the race weekend.
A similar effect is confirmed by the Biathlon World Cup in Nové Město na Moravě, which was watched by nearly 25 million viewers worldwide in 2025, with up to 100,000 fans on site during the races. Accommodation occupancy in the region was close to 80% during the event and average room rates were significantly higher than on normal dates. This year organizers reported a turnout of 82,000 fans and a reach of 1.9 million viewers via TV broadcasts on CT Sport.
The Women's Alpine World Cup in Špindlerův Mlýn also has significant marketing and economic benefits. Tens of millions of viewers watch the TV broadcasts and the media value of the event (AVE) exceeds 214 million crowns. The positive impact on the occupancy rate of accommodation in Krkonoše, which was around 65% during this year's race weekend, and on the overall perception of the region as an attractive winter destination is also confirmed here.
Sport and tourism go hand in hand
CzechTourism has long been involved in the promotion of major sporting events at home and abroad – from biathlon and alpine skiing through the Jizerska 50 to the Olympic context. These activities are complemented by communication on social media, the Kudy z Nudy portal, the VisitCzechia.com website and through its foreign representations.
The Winter Olympic Games in Milan and Cortina d’Ampezzo are not only the highlight of the sports season, but also another impulse that confirms that sport, tourism and the presentation of Czechia abroad are naturally complementary.
„The Czech mountains are a great choice for winter holidays – they are easily accessible, safe and offer a wide range of activities not only for skiers, but also for families with children or visitors looking for relaxation, gastronomy and other experiences,“ adds František Reismüller.
Long-term benefits for Czechia
Winter sports events confirm that sport is one of the key pillars of tourism in Czechia. They bring an immediate economic effect, strengthen the country's brand abroad and motivate visitors to make repeat trips. Sports events thus play a crucial role not only for individual regions, but also for the long-term competitiveness of Czechia as a tourist destination.
The Olympic Games are one of the most watched sporting events in the world and have long been an extraordinary opportunity for national visibility. This is a time of growing media and public interest in winter sports, mountain regions and destinations that are naturally associated with sport. CzechTourism therefore uses the Olympic context to promote Czechia on foreign markets and to strengthen the awareness of the country as a year-round tourist destination.
„Major sporting events have the ability to inspire far beyond stadiums, mountain slopes or ice rinks. Olympics are the strongest draw in this regard – they focus the attention of hundreds of millions of spectators and naturally increase interest in countries that have long been involved in winter sports. But we also see this effect in other smaller-scale events. For example, Jizerská 50, The Biathlon World Cup in Nové Město na Moravě or Women's Alpine World Cup in Spindleruv Mlyn confirm that sport has a direct impact on tourism, regional development and the economy. It is this experience that shows how powerful the Winter Olympics are as well," says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Czechia in Milan: sport, culture and travel in one place
As part of this year's Winter Olympic Games, CzechTourism is taking part in a programme that will take place in the premises of the Consulate General of Czechia in Milan. These activities follow the successful presentation of Czechia during the Summer Olympics in Paris.
„The upcoming XXV Winter Olympic Games in Milan and Cortina d’Ampezzo are an important reminder of the Olympic idea and its message, which unites athletes and fans across the world in these difficult times. At the same time, they offer an exceptional opportunity to introduce Czech culture and creativity to an Italian audience. The Consulate General of the Czech Republic in Milan in cooperation with the Czech Centres and other partners, including CzechTourism, is preparing an exhibition “Games of Winter Paintings”, which connects sport and art through the works of young Czech artists. We believe that this initiative will enrich the Olympic atmosphere while inspiring Italian visitors to discover Czechia as an attractive and hospitable destination,“ emphasizes Consul General Ivan Počuch.
Visitors can get to know Czechia in a broader tourist context – through photographs, printed materials and information focused on active holidays, mountain regions and urban tourism. At the same time, CzechTourism actively communicates with Italian and international media.
„The Winter Olympic Games are a huge event for Italy and an ideal opportunity to reach the audience and media on the spot. The joint presentation format allows us to showcase Czechia not only through sport, but also through travel, culture and experiences that are close to Italians. It is precisely the linking of sporting emotions with the tourist offer that has a very strong resonance in Italy," says Director of CzechTourism's Foreign Representation in Italy Luboš Rosenberg.
Olympic Festival – sports experience at home
The Olympic atmosphere does not only take place in Italy. It also includes the Olympic Festival, which will take place in České Budějovice this year in connection with the Winter Olympics. It will offer fans the opportunity to watch Olympic broadcasts together, try out various sporting activities and experience Olympic emotions outside the venues themselves.
Such events have a significant multiplier effect. It is not just about watching sport, but about sharing experiences, meeting people and motivating them to lead an active lifestyle. It is the personal experience of sport that often leads to more interest in winter sports and travel to mountain regions.
Winter sports as part of Czech identity
The Olympic spirit is naturally reflected in Czechia, where winter sports have a long tradition and a strong fan base. The latest research by the Institut Turismus agency CzechTourism confirms that roughly a quarter of the population has experience with cross-country skiing and around a fifth of people do it regularly for at least two weeks every year. Interest in winter sports is strong across age groups and regions.
This relationship is also reflected in attendance at major sporting events over the long term. For example, the Jizerska 50 attracted over 8,400 competitors from 31 countries in 2025, including more than 1,000 children and young people under 18. More than 14.5 million viewers watched the content associated with the race on television, with live broadcasts running not only in Czechia but also on 17 foreign TV stations. The media value of the event reached almost CZK 85 million and hotels and guesthouses in the region were more than 82% occupied during the race weekend.
A similar effect is confirmed by the Biathlon World Cup in Nové Město na Moravě, which was watched by nearly 25 million viewers worldwide in 2025, with up to 100,000 fans on site during the races. Accommodation occupancy in the region was close to 80% during the event and average room rates were significantly higher than on normal dates. This year organizers reported a turnout of 82,000 fans and a reach of 1.9 million viewers via TV broadcasts on CT Sport.
The Women's Alpine World Cup in Špindlerův Mlýn also has significant marketing and economic benefits. Tens of millions of viewers watch the TV broadcasts and the media value of the event (AVE) exceeds 214 million crowns. The positive impact on the occupancy rate of accommodation in Krkonoše, which was around 65% during this year's race weekend, and on the overall perception of the region as an attractive winter destination is also confirmed here.
Sport and tourism go hand in hand
CzechTourism has long been involved in the promotion of major sporting events at home and abroad – from biathlon and alpine skiing through the Jizerska 50 to the Olympic context. These activities are complemented by communication on social media, the Kudy z Nudy portal, the VisitCzechia.com website and through its foreign representations.
The Winter Olympic Games in Milan and Cortina d’Ampezzo are not only the highlight of the sports season, but also another impulse that confirms that sport, tourism and the presentation of Czechia abroad are naturally complementary.
„The Czech mountains are a great choice for winter holidays – they are easily accessible, safe and offer a wide range of activities not only for skiers, but also for families with children or visitors looking for relaxation, gastronomy and other experiences,“ adds František Reismüller.
Long-term benefits for Czechia
Winter sports events confirm that sport is one of the key pillars of tourism in Czechia. They bring an immediate economic effect, strengthen the country's brand abroad and motivate visitors to make repeat trips. Sports events thus play a crucial role not only for individual regions, but also for the long-term competitiveness of Czechia as a tourist destination.