Czechia as a destination of experience and innovation
Czechia presents itself at ITB Berlin as a country that combines tradition with modern trends. It shows visitors iconic landmarks and lesser-known regions, active holidays, the spa industry or the dynamically growing gastronomy. It also highlights the sustainability and innovation that are increasingly shaping travel. Active presentation of Czechia at international trade fairs and further development of tourism are also among the priorities of the Ministry for Regional Development.
„Tourism is one of the key areas of our Ministry. Tourism can bring hundreds of millions of crowns a year to Czechia and at the same time helps the development of regions. I therefore consider it important to take inspiration from abroad. I was therefore pleased to accept the invitation to the ITB Berlin fair, and I believe that here, together with my colleagues, we will gain many interesting suggestions,“ says Minister for Regional Development Zuzana Mrázová.
„At ITB Berlin we are presenting Czechia as a country that offers more than just traditional tourist destinations. We show the diversity of regions, authentic experiences and new trends such as sustainable tourism or the farm-to-table concept. Our aim is to motivate visitors to discover Czechia in all its diversity and to return for new experiences," adds Director of the Czech Tourist Authority – CzechTourism František Reismüller, who will also take part in a panel discussion at the fair with the European Travel Commission (ETC), which will focus on the current challenges of global tourism.
The 180m² Czech stand brings 27 co-exhibitors from domestic regions, hotels, carriers and destination companies to Berlin. For the first time, Czechia is presenting its new campaign concept Feel Free – Spirit of Czechia. It shows Czechia as a destination full of well-being, authenticity and unique experiences and is built on four pillars – cultural heritage, accessibility, quality and unique atmosphere. The concept works with the theme of freedom to experience Czechia at your own pace and interests.
In addition to business meetings, the Czech stand offers an attractive accompanying programme. There are networking meetings Get Together, the traditional „Happy Hour“ with a tasting of Czech beer and demonstrations of Rückl glass craft. These formats have long helped to establish new contacts and develop cooperation with foreign partners. Informal meetings with draught beer from Plzeňský Prazdroj are already a popular moment at the fair and form a significant part of the programme in Hall 11.2, where people can find the Czech stand.
Germany as a key market for Czechia
Germany has long been one of the most important source markets for Czechia and one of the most stable. In 2025, over 2.3 million tourists chose to visit the country, spending nearly 6.5 million nights there. On average, they stay in Czechia for almost four days. Most often they head to Prague, Karlovarsky, Plzeňsky and Jihočeský regions. The longest stays are in spa regions, especially in the Karlovy Vary region. They are also popular in the domestic mountains.
The data also show that the structure of German visitors is changing. Alongside traditional urban tourism, their interest in active holidays, regional cuisine and authentic experiences outside the main tourist centres is growing. Germans are most often looking for gastronomy (38%), cultural sights (36%), hiking (31%) or natural attractions (30%) during their stay. A typical feature of the German market is the high proportion of repeat visitors. More than half of Germans visit Czechia several times during the year and 14% even return at least once a month. Up to 68% of German travellers draw on their own experience, which confirms a strong loyalty to the destination. Most often they travel as a couple (52%) or with their family (18%). German tourists are among the most economically important visitors. Their average spending per person per day is CZK 2,119, with roughly half of their spending during their stay.
„German tourists are among our most loyal visitors and their importance for Czech tourism is crucial. Repeated visits show that most German guests come to us from the neighbouring states of Saxony and Bavaria. That is why we are planning a number of cross-border projects this year – from joint trips for journalists and bloggers to Czech-Saxon Switzerland and along Labská cesta to activities focused on gastronomy," adds Director of CzechTourism's Foreign Representation in Germany Markéta Chaloupková.
ITB Berlin: global meeting point
ITB Berlin has long confirmed its role as a key meeting point for professionals from all over the world. The organisers expect over 100,000 industry professionals and around 3,000 journalists and content creators to head there, with only a tenth of the exhibitors coming from Germany. The fair thus clearly underlines its international character and the importance of Berlin as a global tourism hub.
The programme focuses on digitalisation, travel tech and responsible travel – topics that match the expectations of today's travellers and the direction of the industry as a whole. For Czechia, ITB Berlin represents an important opportunity to strengthen its position in foreign markets, develop business cooperation and confirm its attractiveness as a destination that offers a diverse range of experiences – from history to nature to modern gastronomy.