From Beijing to Shanghai. During a two-week mission in China, the Czech Tourist Authority – CzechTourism presented Czechia's offer to representatives of dozens of travel agencies and industry experts. It was accompanied by five partners from the Czech tourism industry on a roadshow in four Chinese capitals, and at the subsequent ITB China fair in Shanghai it presented the offer together with VegaTour. A series of business meetings and presentations confirmed that the Czech Republic still has a strong name on the Chinese market and is able to impress not only with Prague, but also with its spa, gastronomy, nature and regional experiences.
Czechia Scores in China with Stories, Experiences and Regions
Over the course of several days, the Czech delegation visited Shanghai, Shenzhen, Xi’an and Beijing. Under the main theme “Visit Czechia, Feel Free,” representatives showcased Czechia’s tourism offer and held meetings with local travel agencies and tour operators. The series of workshops and business meetings was followed by participation in ITB China, one of the most important travel trade fairs in Asia. The outcome was clear: interest in Europe and Czechia among Chinese travellers continues to grow, and Czechia maintains a strong position in the Chinese market, both among independent travellers and organised tour groups.
While Chinese visitors once focused primarily on Prague, they now plan their trips more comprehensively and spend more time exploring Czechia. In addition to iconic landmarks, they are increasingly attracted by Czech gastronomy, spa destinations, nature and cultural events. Rather than visiting only places they know from guidebooks and social media, they are seeking authentic regional experiences and opportunities to discover local life. Throughout the mission, CzechTourism tailored its activities to reflect these changing travel preferences.
“China remains one of the markets with the greatest potential for the further development of inbound tourism to Czechia. Interest in our country remains strong, and once again we have confirmed the irreplaceable value of personal contact with local partners. Activities such as these allow us to better understand the expectations of Chinese travellers, introduce new tourism products and strengthen awareness of Czechia as a modern and attractive destination with something to offer in every season,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Chinese Travellers Want More Than a Stopover in Prague
Discussions with industry partners confirmed significant changes in travel behaviour. Chinese tourists increasingly travel independently, plan their own itineraries and seek inspiration through social media and online platforms. Instead of rushing between European capitals, they prefer meaningful experiences, longer stays and deeper engagement with local culture.
“Direct contact with our partners remains invaluable. During the roadshow, we held dozens of meetings and confirmed that Czechia enjoys an excellent reputation in the Chinese market. We are seeing growing interest not only in Prague, but also in spa destinations, gastronomy, natural attractions and themed cultural and historical itineraries,” adds Lukáš Pokorný, Director of the CzechTourism Foreign Office for China and Southeast Asia.
Inspiration from the Technology Sector
The busy programme also included participation in Envision 2026, a global partner conference organised by Trip.com Group, one of the world’s leading travel technology companies. In addition to business meetings, the conference provided valuable insights into the future of travel. Discussions focused on artificial intelligence, digital marketing and new ways travellers choose destinations. Modern technologies are increasingly influencing not only where people travel, but also how they plan their journeys and what experiences they seek during their trips.
A Major Opportunity for Czechia
Growing demand for authentic experiences shows that Czech destinations have a unique opportunity to appeal to a new generation of Chinese travellers. CzechTourism therefore continues to present both partners and consumers with destinations and experiences that make it worthwhile to explore not only Prague, but also many other regions across Czechia.
Over the course of several days, the Czech delegation visited Shanghai, Shenzhen, Xi’an and Beijing. Under the main theme “Visit Czechia, Feel Free,” representatives showcased Czechia’s tourism offer and held meetings with local travel agencies and tour operators. The series of workshops and business meetings was followed by participation in ITB China, one of the most important travel trade fairs in Asia. The outcome was clear: interest in Europe and Czechia among Chinese travellers continues to grow, and Czechia maintains a strong position in the Chinese market, both among independent travellers and organised tour groups.
While Chinese visitors once focused primarily on Prague, they now plan their trips more comprehensively and spend more time exploring Czechia. In addition to iconic landmarks, they are increasingly attracted by Czech gastronomy, spa destinations, nature and cultural events. Rather than visiting only places they know from guidebooks and social media, they are seeking authentic regional experiences and opportunities to discover local life. Throughout the mission, CzechTourism tailored its activities to reflect these changing travel preferences.
“China remains one of the markets with the greatest potential for the further development of inbound tourism to Czechia. Interest in our country remains strong, and once again we have confirmed the irreplaceable value of personal contact with local partners. Activities such as these allow us to better understand the expectations of Chinese travellers, introduce new tourism products and strengthen awareness of Czechia as a modern and attractive destination with something to offer in every season,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Chinese Travellers Want More Than a Stopover in Prague
Discussions with industry partners confirmed significant changes in travel behaviour. Chinese tourists increasingly travel independently, plan their own itineraries and seek inspiration through social media and online platforms. Instead of rushing between European capitals, they prefer meaningful experiences, longer stays and deeper engagement with local culture.
“Direct contact with our partners remains invaluable. During the roadshow, we held dozens of meetings and confirmed that Czechia enjoys an excellent reputation in the Chinese market. We are seeing growing interest not only in Prague, but also in spa destinations, gastronomy, natural attractions and themed cultural and historical itineraries,” adds Lukáš Pokorný, Director of the CzechTourism Foreign Office for China and Southeast Asia.
Inspiration from the Technology Sector
The busy programme also included participation in Envision 2026, a global partner conference organised by Trip.com Group, one of the world’s leading travel technology companies. In addition to business meetings, the conference provided valuable insights into the future of travel. Discussions focused on artificial intelligence, digital marketing and new ways travellers choose destinations. Modern technologies are increasingly influencing not only where people travel, but also how they plan their journeys and what experiences they seek during their trips.
A Major Opportunity for Czechia
Growing demand for authentic experiences shows that Czech destinations have a unique opportunity to appeal to a new generation of Chinese travellers. CzechTourism therefore continues to present both partners and consumers with destinations and experiences that make it worthwhile to explore not only Prague, but also many other regions across Czechia.
Nearly 208,500 Chinese tourists visited Czechia in 2025. Between January and April this year alone, the country welcomed 50,900 visitors from China. Last year, Chinese tourists stayed in Czechia for an average of 2.8 days and spent an average of CZK 2,662 per person per day during their visit.
Most Chinese visitors choose collective accommodation establishments, particularly four-star hotels. Their favourite activities include visiting cultural heritage sites, hiking, social and entertainment activities, religious tourism, discovering traditional Czech cuisine and shopping. They most often travel with a partner, family members or as part of larger groups.
The most popular destinations remain Prague, the South Bohemian Region and the South Moravian Region. However, Chinese travellers are gradually discovering lesser-known destinations as well, including the Krkonoše Mountains, the Ore Mountains and the Orlické Mountains.
Note: The figures for 2025 cover the full calendar year, while the 2026 figures refer to the period from January to April