Active holidays, authentic experiences and sustainable transport. This year's edition of Ferie for Alle (Holidays for Everyone), the largest tourism event in Scandinavia, confirmed the growing interest in Czechia. Nearly 55,000 visitors arrived over the three days (20-22 February 2026). A total of 1,100 exhibitors presented their offer. The Czech Republic impressed with a varied presentation of regions and current trends that meet the expectations of Nordic tourists.
Czech regions and nature pull
The Czech stand was one of the most popular. Together with CzechTourism's foreign representation in Scandinavia, ten other partners presented our country to the visitors: Central Bohemian Tourism Centre, Tourism Centre of the Liberec Region, Tourism Centre of the North Moravia Destination, Tourism Centre – South Moravia, City of Brno, Živý kraj, Ensana, Tourism Centre of the Pilsen Region, Destination Company for TO Krkonoše Mountains and DMO Lužické hory.
Danish visitors are mainly interested in active leisure and discovering lesser-known places. This year, car travel, camping and hiking received the most attention. It is the combination of nature, regional experiences and good accessibility that strengthens the attractiveness of Czechia on the Nordic market.
„Danes are looking for authentic experiences, quality gastronomy and a responsible approach to travel. Czechia offers a strong combination of – diverse regions, accessible nature and a growing gastronomic scene. The return of a direct train link between Prague and Copenhagen, which combines comfortable travel with an emphasis on sustainability, also plays an important role. It is these elements that are at the heart of our communication this year," says Lucie Vallin, Director of CzechTourism's Foreign Representation for Scandinavia and Finland.
Thanks to the train, Czechia is closer to Scandinavia
One of the key themes of this year's presentation was the return of direct train service between Prague and Copenhagen. The line is returning after 12 years from May this year, responding to the growing interest in convenient and environmentally friendly transport.
The fair was followed on 23 February 2026 by a press conference in the centre of Copenhagen, organised by CzechTourism's Foreign Representation for Scandinavia and Finland in cooperation with Czech Railways, JLV and the Danish carrier DSB. Representatives of CzechTourism, the carriers and the six Czech regions presented the latest news to the Danish media; from the success of Czech gastronomy awarded with the premium MICHELIN Guide to Czechia to the thematic inspirations associated with Dan Brown's book. The conference generated significant media interest and produced a number of outputs that further reinforce the theme of the new link and Czechia offer.
Intense B2B programme: over 200 meetings in 90 minutes
On the same day, a B2B workshop was also held for representatives of travel agencies and tour operators from Denmark and southern Sweden. 13 Czech entities participated. The event attracted 35 representatives of business partners. More than 200 business meetings took place within an hour and a half, confirming the strong interest in Czechia.
„CzechTourism links the presentation of the Czech spa industry on the Scandinavian market with the topic of sustainability and convenient train transport between Prague and Copenhagen. For Nordic clients, this is a clear and attractive way to perceive Czechia as a modern and responsible destination,“highlights Cluster Director of Sales & Marketing, Ensana Hotels Patrície Irlveková.
„This valuable experience and the interest of the professional public, media and business partners demonstrates the considerable potential of the Copenhagen – Prague line and the services provided on ComfortJet trains. The launch of the direct line in June this year is a symbolic gateway to Central Europe and Czechia. It symbolises sustainability, partnership, responsibility and professionalism. In the same spirit, the workshop was coordinated and negotiations were held, we value this experience and believe in sustainable and effective partnerships," shares Elen Mátéová, Head of Commercial Department for ČD.
Denmark as a stable and growing market
The Ferie for Alle trade fair together with accompanying activities kicked off this year's marketing activities of CzechTourism focused on the Danish market, which shows stable growth and further potential.
In 2025, nearly 107.5 thousand Danish tourists came to Czechia and spent almost 298 thousand nights in the country. On average, they stay 3.8 days. Danish visitors clearly prefer Prague, which is the main gateway to Czechia. In terms of tourist behaviour, this is a market with a strong interest in exploring the destination. During their stay, Danes most often visit cultural sights (84%), seek social life and entertainment (45%) or gastronomy (30%). Personal ties also play an important role – one fifth of visitors come to visit relatives or acquaintances. It is typical for the Danish market that more than half of the visitors are coming to Czechia for the first time. At the same time, they rely on their own experience (40%), as well as recommendations from the neighbourhood (31%) and the internet (34%), which shows a combination of inspiration and personal references. The way of travelling is also specific – as the only major source market, Danes mention travelling with friends first (52%), followed by staying with two people (28%).
Danish tourists are also among the most economically interesting visitors. Their average spending amounts to approximately CZK 3,500 per person per day, with spending before and during the trip almost even. The interest in active holidays, gastronomy and sustainable travel thus gives Czechia good prospects in this market for the years to come.
The Czech stand was one of the most popular. Together with CzechTourism's foreign representation in Scandinavia, ten other partners presented our country to the visitors: Central Bohemian Tourism Centre, Tourism Centre of the Liberec Region, Tourism Centre of the North Moravia Destination, Tourism Centre – South Moravia, City of Brno, Živý kraj, Ensana, Tourism Centre of the Pilsen Region, Destination Company for TO Krkonoše Mountains and DMO Lužické hory.
Danish visitors are mainly interested in active leisure and discovering lesser-known places. This year, car travel, camping and hiking received the most attention. It is the combination of nature, regional experiences and good accessibility that strengthens the attractiveness of Czechia on the Nordic market.
„Danes are looking for authentic experiences, quality gastronomy and a responsible approach to travel. Czechia offers a strong combination of – diverse regions, accessible nature and a growing gastronomic scene. The return of a direct train link between Prague and Copenhagen, which combines comfortable travel with an emphasis on sustainability, also plays an important role. It is these elements that are at the heart of our communication this year," says Lucie Vallin, Director of CzechTourism's Foreign Representation for Scandinavia and Finland.
Thanks to the train, Czechia is closer to Scandinavia
One of the key themes of this year's presentation was the return of direct train service between Prague and Copenhagen. The line is returning after 12 years from May this year, responding to the growing interest in convenient and environmentally friendly transport.
The fair was followed on 23 February 2026 by a press conference in the centre of Copenhagen, organised by CzechTourism's Foreign Representation for Scandinavia and Finland in cooperation with Czech Railways, JLV and the Danish carrier DSB. Representatives of CzechTourism, the carriers and the six Czech regions presented the latest news to the Danish media; from the success of Czech gastronomy awarded with the premium MICHELIN Guide to Czechia to the thematic inspirations associated with Dan Brown's book. The conference generated significant media interest and produced a number of outputs that further reinforce the theme of the new link and Czechia offer.
Intense B2B programme: over 200 meetings in 90 minutes
On the same day, a B2B workshop was also held for representatives of travel agencies and tour operators from Denmark and southern Sweden. 13 Czech entities participated. The event attracted 35 representatives of business partners. More than 200 business meetings took place within an hour and a half, confirming the strong interest in Czechia.
„CzechTourism links the presentation of the Czech spa industry on the Scandinavian market with the topic of sustainability and convenient train transport between Prague and Copenhagen. For Nordic clients, this is a clear and attractive way to perceive Czechia as a modern and responsible destination,“highlights Cluster Director of Sales & Marketing, Ensana Hotels Patrície Irlveková.
„This valuable experience and the interest of the professional public, media and business partners demonstrates the considerable potential of the Copenhagen – Prague line and the services provided on ComfortJet trains. The launch of the direct line in June this year is a symbolic gateway to Central Europe and Czechia. It symbolises sustainability, partnership, responsibility and professionalism. In the same spirit, the workshop was coordinated and negotiations were held, we value this experience and believe in sustainable and effective partnerships," shares Elen Mátéová, Head of Commercial Department for ČD.
Denmark as a stable and growing market
The Ferie for Alle trade fair together with accompanying activities kicked off this year's marketing activities of CzechTourism focused on the Danish market, which shows stable growth and further potential.
In 2025, nearly 107.5 thousand Danish tourists came to Czechia and spent almost 298 thousand nights in the country. On average, they stay 3.8 days. Danish visitors clearly prefer Prague, which is the main gateway to Czechia. In terms of tourist behaviour, this is a market with a strong interest in exploring the destination. During their stay, Danes most often visit cultural sights (84%), seek social life and entertainment (45%) or gastronomy (30%). Personal ties also play an important role – one fifth of visitors come to visit relatives or acquaintances. It is typical for the Danish market that more than half of the visitors are coming to Czechia for the first time. At the same time, they rely on their own experience (40%), as well as recommendations from the neighbourhood (31%) and the internet (34%), which shows a combination of inspiration and personal references. The way of travelling is also specific – as the only major source market, Danes mention travelling with friends first (52%), followed by staying with two people (28%).
Danish tourists are also among the most economically interesting visitors. Their average spending amounts to approximately CZK 3,500 per person per day, with spending before and during the trip almost even. The interest in active holidays, gastronomy and sustainable travel thus gives Czechia good prospects in this market for the years to come.
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