The latest trends in travel, current preferences of tourists and the Czechia's activities to promote tourism are presented at the international trade fair HOLIDAY WORLD & REGION WORLD, which started today at the PVA EXPO PRAGUE exhibition centre in Letňany. During the three days, visitors will browse through presentations of nearly three hundred exhibitors from dozens of countries, discover new destinations and get inspiration for their next trips. This year's edition also strongly emphasises the link between tourism and gastronomy, which is one of the fastest growing motivations for travel.
Fair offers inspiration from all over the world
The HOLIDAY WORLD & REGION WORLD fair is entering its 34th year and has long been one of the most important tourism events in Czechia. This year, tourist destinations from Europe and further afield, as well as almost all domestic regions, are being presented in Letňany. Visitors can thus symbolically travel across several continents in one day, from European countries to exotic destinations to lesser-known tourist areas. The programme includes expert conferences, networking meetings, regional presentations and travel lectures. Alongside the fair, a cycling fair FOR BIKES and the SPORT EXPO. In addition, a travel festival around the world will take place on March 14 and 15.
An integral part of the event is a professional programme. An inspiring meeting focusing on the connection between gastronomy and tourism will take place on the first day of the fair under the title „Gastro under the magnifying glass: When gastronomy creates the travel experience“. Other interesting discussions on current topics in tourism will be offered, for example, by TTG Talk or a panel debate of the Czech Tourism Union, which will also be attended by representatives of the Czech Tourism Centre.
Tourism as an engine for regions
Tourism is one of the important pillars of the Czech economy. In 2024, it accounted for 2.5% of the Czechia's gross domestic product, or CZK 202 billion. It employs more than 233,000 people, roughly one in twenty-three Czech residents. Tourism is one of the key industries in the Karlovy Vary, South Bohemia, South Moravia, Liberec and Hradec Kralove regions, for example. The importance of tourism is also strongly reflected in the development of the regions. It supports local business, creates jobs and helps develop services and infrastructure in destinations across the country.
The Year 2025 confirmed that tourism in Czechia has not only recovered, but continues to grow dynamically. The number of overnight stays has reached almost 60 million and the number of arrivals is approaching the 24 million mark. The positive trend is also reflected in the structure of visitor arrivals. Foreign tourists are staying longer and the number of overnight stays is growing faster than arrivals.
„Tourism is important for Czechia and is among the priorities of Ministry for Regional Development. It represents a strong engine of economic growth in the regions and at the same time contributes significantly to the state budget. This fair shows that Czechia is no longer just about traditional tourist destinations. Increasingly, the diversity of our regions, new tourist trends and authentic experiences, including gastronomic ones, also stand out. This year's motto of the fair „Gastro under the magnifying glass: When Gastronomy Creates the Travel Experience“ reminds us that gastronomy can be one of the reasons why tourists return to the Czech Republic,“ says Deputy Minister of Regional Development for Housing, Regional Development and Public Investment Filip Endal.
Gastronomy as a new visitor magnet
As already mentioned – one of the main themes of this year's HOLIDAY WORLD && REGION WORLD is gastronomy. Travelling to experience the authentic flavours of the regions is one of the most prominent global trends and increasingly influences people's decision-making when it comes to choosing destinations.
„Czechia is increasingly profiling itself as a country where tradition, local ingredients and a modern approach to gastronomy meet. This is confirmed not only by the first ever MICHELIN Guide to Czechia, which this year ranks us among the 16 most interesting culinary destinations in the world. The growing quality of domestic cuisine is also evidenced by other authorities such as Gault&Millau or TopLife Czech publishers, and shows that top gastronomy is emerging across Czechia today. Another important role is played by the CzechSpecials project, which combines traditional Czech cuisine with modern concepts and helps visitors discover the authentic flavours of the regions. It is therefore no coincidence that people will also find a stand dedicated to this project at the fair. Gastronomy thus logically belongs among the main themes of this year's HOLIDAY WORLD & & REGION WORLD and at the same time reflects current trends in tourism," says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Gastronomy as a tourism experience and strategy
This year, the CzechTourism Agency is significantly strengthening its activities focused on gastro and wine tourism. For example, it prepares press trips focused on Czech gastronomy, uses the MICHELIN Guide theme in presenting Czechia at foreign fairs and in cooperation with the National Wine Centre organises the „Masters of Wine“ incoming mission to Czechia. It is also actively involved in the international conference IWINETC, one of the world's most important gatherings of wine tourism professionals. Last year, the event was held in Mikulov, while this year's edition will be hosted by Krakow, Poland.
The promotion of gastronomy is also reflected in a number of concrete projects. For example, CzechTourism participates in the Culinary Bridges initiative, takes part in the Makro Czech Gastro Fest and prepares thematic gastro itineraries that present the culinary specialties of individual regions. Activities also include press trips focused on gastronomy and, of course, the MICHELIN Guide. The agency also cooperates with the Czech Geographical Indications Association to promote the European system of protection of regional products and with the Gault&Millau gastronomic guide to support the CzechSpecials project.
CzechTourism's SBALENO podcast also contributes to the popularisation of Czech gastronomy. The creators invite personalities from the fields of tourism, culture, sport and gastronomy to share their experiences and perspectives on discovering Czechia. Guests of the podcast have included chefs, actors, writers and sportsmen. The latest episode features an interview with the chef of Restaurant Papilio, Jan Knedla, who was the first in Czechia to be awarded two stars in the premium MICHELIN Guide to Czechia.
MICHELIN and marketing strengthen the image of Czechia
The first stand-alone MICHELIN Guide for Czechia was an important boost for Czech gastronomy. Already within the first month after its publication, according to CzechTourism's analysis, the 20 award-winning restaurants recorded a significant increase in guest interest and higher footfall. The media reach of the topic exceeded 15.3 million contacts by the end of 2025 and the value of media publicity reached CZK 9.3 million.
Other international guides also contribute to the development of Czech gastronomy. The gastronomic guide Gault&Millau evaluated 421 restaurants in Czechia, 334 of which won at least one chef's hat, and the selection of the best establishments is also published by the guide TopLife Czech, which this year included 126 restaurants across the Czech Republic in its selection.
At the same time, CzechTourism is strengthening awareness of the #VisitCzechia brand this year through the Feel Free campaign, which presents the Czech Republic as a destination full of culture, active relaxation, spa and quality gastronomy. The campaign will appear in the USA, the UK, Italy, France and Spain. It also includes a wider presentation of Czech cuisine – from traditional recipes to modern fine dining to wine and beer experiences or gastronomic trails linked to active travel.
Slovakia with record exposure
The partner country of the fair this year is Montenegro – Montenegro, which presents its natural cultural beauties to travel lovers and experts at a national workshop. The general partner is Slovakia, which brought to Prague the largest ever exposition with a strong representation of regions.
„The Czech market is a key market for Slovakia – almost a third of all foreign visitors come from Czechia and are among our most loyal guests. We are coming to HOLIDAY WORLD & REGION WORLD 2026 with our largest ever stand and a strong line-up of 16 regions. One of the main themes of the fair this year is gastronomy – an area that is playing an increasingly important role in the decision-making of travellers, especially the younger generation. Slovakia offers not only nature or relaxation in spas, which Czechs are looking for. The authentic flavours of the regions, modern formats and experiences can appeal to those looking for originality, localism and new stories. The latest novelty is „Trenčín European Capital of Culture 2026“, which will offer hundreds of cultural events with a distinct European dimension. The programme thus extends Slovakia's offer with another strong incentive to visit and at the same time strengthens the cross-border relations between our countries,“ says Marta Kučerová, head of the Slovak Foreign Tourism Representation.
„This year's 34th edition of this unique event mirrors the industry trends of tourism and its current development. The fair is again a showcase of the most attractive tourist destinations from Czechia and the world, but also offers several novelties. One of them is the move of the fair from Thursday onwards, so that we can offer professionals even more accompanying programme than in previous years. This year, university students, whose activities, visions and projects we have long supported, have also become much more involved in its composition. Another premiere will be the Taste of Travel festival, which reflects this year's theme resonating throughout the Czech industry, namely the link between gastronomy and tourism. Newly, in cooperation with the CzechTourism agency, there will also be a meeting focused on the connection between gastronomy and tourism," concludes Martin František Přívětivý, general director of the event organizer, ABF.
HOLIDAY WORLD & REGION WORLD 2026 takes place at PVA EXPO PRAGUE in Letňany from 12 to 14 March 2026.
PRESENTATION OF CZECHTOURISM AGENCY
MINISTRY OF LOCAL DEVELOPMENT PRESENTATION
The HOLIDAY WORLD & REGION WORLD fair is entering its 34th year and has long been one of the most important tourism events in Czechia. This year, tourist destinations from Europe and further afield, as well as almost all domestic regions, are being presented in Letňany. Visitors can thus symbolically travel across several continents in one day, from European countries to exotic destinations to lesser-known tourist areas. The programme includes expert conferences, networking meetings, regional presentations and travel lectures. Alongside the fair, a cycling fair FOR BIKES and the SPORT EXPO. In addition, a travel festival around the world will take place on March 14 and 15.
An integral part of the event is a professional programme. An inspiring meeting focusing on the connection between gastronomy and tourism will take place on the first day of the fair under the title „Gastro under the magnifying glass: When gastronomy creates the travel experience“. Other interesting discussions on current topics in tourism will be offered, for example, by TTG Talk or a panel debate of the Czech Tourism Union, which will also be attended by representatives of the Czech Tourism Centre.
Tourism as an engine for regions
Tourism is one of the important pillars of the Czech economy. In 2024, it accounted for 2.5% of the Czechia's gross domestic product, or CZK 202 billion. It employs more than 233,000 people, roughly one in twenty-three Czech residents. Tourism is one of the key industries in the Karlovy Vary, South Bohemia, South Moravia, Liberec and Hradec Kralove regions, for example. The importance of tourism is also strongly reflected in the development of the regions. It supports local business, creates jobs and helps develop services and infrastructure in destinations across the country.
The Year 2025 confirmed that tourism in Czechia has not only recovered, but continues to grow dynamically. The number of overnight stays has reached almost 60 million and the number of arrivals is approaching the 24 million mark. The positive trend is also reflected in the structure of visitor arrivals. Foreign tourists are staying longer and the number of overnight stays is growing faster than arrivals.
„Tourism is important for Czechia and is among the priorities of Ministry for Regional Development. It represents a strong engine of economic growth in the regions and at the same time contributes significantly to the state budget. This fair shows that Czechia is no longer just about traditional tourist destinations. Increasingly, the diversity of our regions, new tourist trends and authentic experiences, including gastronomic ones, also stand out. This year's motto of the fair „Gastro under the magnifying glass: When Gastronomy Creates the Travel Experience“ reminds us that gastronomy can be one of the reasons why tourists return to the Czech Republic,“ says Deputy Minister of Regional Development for Housing, Regional Development and Public Investment Filip Endal.
Gastronomy as a new visitor magnet
As already mentioned – one of the main themes of this year's HOLIDAY WORLD && REGION WORLD is gastronomy. Travelling to experience the authentic flavours of the regions is one of the most prominent global trends and increasingly influences people's decision-making when it comes to choosing destinations.
„Czechia is increasingly profiling itself as a country where tradition, local ingredients and a modern approach to gastronomy meet. This is confirmed not only by the first ever MICHELIN Guide to Czechia, which this year ranks us among the 16 most interesting culinary destinations in the world. The growing quality of domestic cuisine is also evidenced by other authorities such as Gault&Millau or TopLife Czech publishers, and shows that top gastronomy is emerging across Czechia today. Another important role is played by the CzechSpecials project, which combines traditional Czech cuisine with modern concepts and helps visitors discover the authentic flavours of the regions. It is therefore no coincidence that people will also find a stand dedicated to this project at the fair. Gastronomy thus logically belongs among the main themes of this year's HOLIDAY WORLD & & REGION WORLD and at the same time reflects current trends in tourism," says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Gastronomy as a tourism experience and strategy
This year, the CzechTourism Agency is significantly strengthening its activities focused on gastro and wine tourism. For example, it prepares press trips focused on Czech gastronomy, uses the MICHELIN Guide theme in presenting Czechia at foreign fairs and in cooperation with the National Wine Centre organises the „Masters of Wine“ incoming mission to Czechia. It is also actively involved in the international conference IWINETC, one of the world's most important gatherings of wine tourism professionals. Last year, the event was held in Mikulov, while this year's edition will be hosted by Krakow, Poland.
The promotion of gastronomy is also reflected in a number of concrete projects. For example, CzechTourism participates in the Culinary Bridges initiative, takes part in the Makro Czech Gastro Fest and prepares thematic gastro itineraries that present the culinary specialties of individual regions. Activities also include press trips focused on gastronomy and, of course, the MICHELIN Guide. The agency also cooperates with the Czech Geographical Indications Association to promote the European system of protection of regional products and with the Gault&Millau gastronomic guide to support the CzechSpecials project.
CzechTourism's SBALENO podcast also contributes to the popularisation of Czech gastronomy. The creators invite personalities from the fields of tourism, culture, sport and gastronomy to share their experiences and perspectives on discovering Czechia. Guests of the podcast have included chefs, actors, writers and sportsmen. The latest episode features an interview with the chef of Restaurant Papilio, Jan Knedla, who was the first in Czechia to be awarded two stars in the premium MICHELIN Guide to Czechia.
MICHELIN and marketing strengthen the image of Czechia
The first stand-alone MICHELIN Guide for Czechia was an important boost for Czech gastronomy. Already within the first month after its publication, according to CzechTourism's analysis, the 20 award-winning restaurants recorded a significant increase in guest interest and higher footfall. The media reach of the topic exceeded 15.3 million contacts by the end of 2025 and the value of media publicity reached CZK 9.3 million.
Other international guides also contribute to the development of Czech gastronomy. The gastronomic guide Gault&Millau evaluated 421 restaurants in Czechia, 334 of which won at least one chef's hat, and the selection of the best establishments is also published by the guide TopLife Czech, which this year included 126 restaurants across the Czech Republic in its selection.
At the same time, CzechTourism is strengthening awareness of the #VisitCzechia brand this year through the Feel Free campaign, which presents the Czech Republic as a destination full of culture, active relaxation, spa and quality gastronomy. The campaign will appear in the USA, the UK, Italy, France and Spain. It also includes a wider presentation of Czech cuisine – from traditional recipes to modern fine dining to wine and beer experiences or gastronomic trails linked to active travel.
Slovakia with record exposure
The partner country of the fair this year is Montenegro – Montenegro, which presents its natural cultural beauties to travel lovers and experts at a national workshop. The general partner is Slovakia, which brought to Prague the largest ever exposition with a strong representation of regions.
„The Czech market is a key market for Slovakia – almost a third of all foreign visitors come from Czechia and are among our most loyal guests. We are coming to HOLIDAY WORLD & REGION WORLD 2026 with our largest ever stand and a strong line-up of 16 regions. One of the main themes of the fair this year is gastronomy – an area that is playing an increasingly important role in the decision-making of travellers, especially the younger generation. Slovakia offers not only nature or relaxation in spas, which Czechs are looking for. The authentic flavours of the regions, modern formats and experiences can appeal to those looking for originality, localism and new stories. The latest novelty is „Trenčín European Capital of Culture 2026“, which will offer hundreds of cultural events with a distinct European dimension. The programme thus extends Slovakia's offer with another strong incentive to visit and at the same time strengthens the cross-border relations between our countries,“ says Marta Kučerová, head of the Slovak Foreign Tourism Representation.
„This year's 34th edition of this unique event mirrors the industry trends of tourism and its current development. The fair is again a showcase of the most attractive tourist destinations from Czechia and the world, but also offers several novelties. One of them is the move of the fair from Thursday onwards, so that we can offer professionals even more accompanying programme than in previous years. This year, university students, whose activities, visions and projects we have long supported, have also become much more involved in its composition. Another premiere will be the Taste of Travel festival, which reflects this year's theme resonating throughout the Czech industry, namely the link between gastronomy and tourism. Newly, in cooperation with the CzechTourism agency, there will also be a meeting focused on the connection between gastronomy and tourism," concludes Martin František Přívětivý, general director of the event organizer, ABF.
HOLIDAY WORLD & REGION WORLD 2026 takes place at PVA EXPO PRAGUE in Letňany from 12 to 14 March 2026.
PRESENTATION OF CZECHTOURISM AGENCY
MINISTRY OF LOCAL DEVELOPMENT PRESENTATION