To build on a successful year and to push the perception of Czechia on the world markets even further. This is the aim of the new global campaign "Feel free", which has just been launched by the Czech Tourist Authority – CzechTourism . The new strategy builds on the unique atmosphere, authenticity and freedom of choice that Czechia offers to visitors. At the same time, it shifts the communication from the sights themselves to the feeling that visitors are supposed to take away from Czechia. The original visuals and creative concept were prepared for CzechTourism by the agency McCANN-ERICKSON PRAGUE spol. s r.o.
The Feel free campaign presents Czechia as a destination where everyone can tailor their experience to suit them – from sightseeing to active holidays in nature to gastronomy and spa. It builds on four key pillars – a rich cultural heritage, easy accessibility, the timeless quality of domestic craftsmanship, such as glassmaking, and ubiquitous well-being.
"Our aim is to show the world Czechia as the ideal holiday destination – a place where everyone can find their own thing, whether they are looking for relaxation, adventure or even a little bit of adventure. At the same time, we want to inspire visitors to discover lesser-known places across regions and show that it is the diversity of the offer that makes Czechia an attractive destination for everyone. We have everything, except perhaps the sea. Our strength is our accessibility, combinability and the fact that there are no extremes – the country looks calm, safe and natural," says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: "In one day, you can manage a trip to the countryside, a visit to a monument, a great lunch and an evening relaxing in a spa, for example. It is this combination that makes Czechia an exceptional place where people love to return."
Feel free – freedom to experience Czechia in your own way
The central motif of the new campaign is the Feel free concept, which captures the genius loci of Czechia. It is based on the principle of free choice. Visitors themselves choose how they want to experience Czechia, whether through culture, nature, gastronomy or relaxation.
The creative concept works visually with the principle of a „scrolling menu“, which symbolizes the wide range of experiences and emotions that can be experienced in Czechia. CzechTourism plans to use this approach in the long term as a unifying element of its brand communication together with the new slogan Feel free.
Another fundamental change is the new concept of strategy. Instead of the previous focus on individual themes, CzechTourism is switching to a long-term overarching concept that connects the key pillars of the offer into one „umbrella“. This then enables flexible work with individual themes according to the specific market and target group. The campaign also responds to the growing competition from European destinations and the need to clearly define Czechia brand not only as a collection of places, but as an overall experience and atmosphere. In addition to videos, it also includes banners across the online environment.
The four pillars and main themes that the campaign appeals to
The campaign is based on the four core brand values of #VisitCzechia – cultural heritage, accessibility, timeless quality and well-being – and elaborates them into specific product themes for 2026.
The emphasis is on culture and architecture, which represent an exceptional concentration of historical monuments and modern creations, on active holidays in easily accessible nature for walking and cycling, on gastronomy combining tradition with a modern approach and on the spa industry as a unique European heritage. Authentic experiences and traditional crafts also play an important role, with gastronomy newly coming to the fore as a strong travel theme that naturally connects regions, experiences and longer stays for visitors.
Where and how the campaign will reach international visitors
The global campaign will have several layers.
"This approach will allow us to segment the offer effectively and reflect the needs of the source markets. The image part will focus primarily on more distant markets where awareness of our destination is lower and we need to make a firm and clear mark on the minds of travellers, answering the question „Why visit Czechia?“, while in closer markets it will be complemented by targeted product campaigns to motivate repeat visits or longer stays," explains Director of Marketing and Foreign Representations Jana Štumpová Konicarová.
The image campaign will run from April to July 2026 in the US, UK, Italy, Spain, France and the Netherlands with a budget of 17.5 million crowns. A new feature is the extension of the marketing mix to include additional formats that will appear on VOD channels, i.e. ads on streaming platforms, in the Italian market.
At the same time, the campaign uses contemporary digital formats and works with content of different lengths – from main 30-second spots to shorter thematic versions to short formats to re-reach people who have already considered visiting Czechia. These are complemented by digital banners to help reach visitors at different stages of their decision-making process. Conversion campaigns targeting specific bookings and performance-based online campaigns on search engines and the internet will also form part of the longer-term strategy.
Emphasis on sustainability and balanced traffic distribution
CzechTourism's new strategy reflects current trends in tourism, which are an emphasis on quality of experience, sustainability and spreading tourism outside the main centres. The Feel free campaign therefore has the ambition not only to increase the number of visitors, but also to encourage longer stays and motivate them to discover lesser-known regions across Czechia. The aim is to attract visitors who want to discover, experience and spend more time in a destination, not just quickly „collect“ the main sights.
"Our aim is to show the world Czechia as the ideal holiday destination – a place where everyone can find their own thing, whether they are looking for relaxation, adventure or even a little bit of adventure. At the same time, we want to inspire visitors to discover lesser-known places across regions and show that it is the diversity of the offer that makes Czechia an attractive destination for everyone. We have everything, except perhaps the sea. Our strength is our accessibility, combinability and the fact that there are no extremes – the country looks calm, safe and natural," says Director of the Czech Tourist Authority – CzechTourism František Reismüller and adds: "In one day, you can manage a trip to the countryside, a visit to a monument, a great lunch and an evening relaxing in a spa, for example. It is this combination that makes Czechia an exceptional place where people love to return."
Feel free – freedom to experience Czechia in your own way
The central motif of the new campaign is the Feel free concept, which captures the genius loci of Czechia. It is based on the principle of free choice. Visitors themselves choose how they want to experience Czechia, whether through culture, nature, gastronomy or relaxation.
The creative concept works visually with the principle of a „scrolling menu“, which symbolizes the wide range of experiences and emotions that can be experienced in Czechia. CzechTourism plans to use this approach in the long term as a unifying element of its brand communication together with the new slogan Feel free.
Another fundamental change is the new concept of strategy. Instead of the previous focus on individual themes, CzechTourism is switching to a long-term overarching concept that connects the key pillars of the offer into one „umbrella“. This then enables flexible work with individual themes according to the specific market and target group. The campaign also responds to the growing competition from European destinations and the need to clearly define Czechia brand not only as a collection of places, but as an overall experience and atmosphere. In addition to videos, it also includes banners across the online environment.
The four pillars and main themes that the campaign appeals to
The campaign is based on the four core brand values of #VisitCzechia – cultural heritage, accessibility, timeless quality and well-being – and elaborates them into specific product themes for 2026.
The emphasis is on culture and architecture, which represent an exceptional concentration of historical monuments and modern creations, on active holidays in easily accessible nature for walking and cycling, on gastronomy combining tradition with a modern approach and on the spa industry as a unique European heritage. Authentic experiences and traditional crafts also play an important role, with gastronomy newly coming to the fore as a strong travel theme that naturally connects regions, experiences and longer stays for visitors.
Where and how the campaign will reach international visitors
The global campaign will have several layers.
"This approach will allow us to segment the offer effectively and reflect the needs of the source markets. The image part will focus primarily on more distant markets where awareness of our destination is lower and we need to make a firm and clear mark on the minds of travellers, answering the question „Why visit Czechia?“, while in closer markets it will be complemented by targeted product campaigns to motivate repeat visits or longer stays," explains Director of Marketing and Foreign Representations Jana Štumpová Konicarová.
The image campaign will run from April to July 2026 in the US, UK, Italy, Spain, France and the Netherlands with a budget of 17.5 million crowns. A new feature is the extension of the marketing mix to include additional formats that will appear on VOD channels, i.e. ads on streaming platforms, in the Italian market.
At the same time, the campaign uses contemporary digital formats and works with content of different lengths – from main 30-second spots to shorter thematic versions to short formats to re-reach people who have already considered visiting Czechia. These are complemented by digital banners to help reach visitors at different stages of their decision-making process. Conversion campaigns targeting specific bookings and performance-based online campaigns on search engines and the internet will also form part of the longer-term strategy.
Emphasis on sustainability and balanced traffic distribution
CzechTourism's new strategy reflects current trends in tourism, which are an emphasis on quality of experience, sustainability and spreading tourism outside the main centres. The Feel free campaign therefore has the ambition not only to increase the number of visitors, but also to encourage longer stays and motivate them to discover lesser-known regions across Czechia. The aim is to attract visitors who want to discover, experience and spend more time in a destination, not just quickly „collect“ the main sights.
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