A world-class spa tradition, unspoiled nature, exceptional cuisine, and authentic experiences. It was precisely on these pillars that the Karlovy Vary Region based its presentation in Vienna, where it introduced itself to Austrian journalists, representatives of travel agencies and tour operators, influencers, and travel bloggers. The event, organized by the region in cooperation with the CzechTourism Foreign Representative Office in Austria as part of the PROPED economic diplomacy project, demonstrated why western Bohemia ranks among the most interesting destinations for relaxation, active vacations, and exploring local traditions.
UNESCO spas that set the tone for the region
The main focus was on the West Bohemian spa triangle – Karlovy Vary, Mariánské and Františkovy Lázně. These three towns are included on the UNESCO World Heritage List of the Great Spa Towns of Europe and represent one of the most significant spa regions in Europe.
In addition to spa tourism, the organizers also presented opportunities for active leisure in Ore Mountains and Slavkov Forest, significant historical monuments, and the increasingly prominent position of the Karlovy Vary Region on Czechia’s gastronomic map.
“Austrian guests today are looking for more than just a traditional vacation. They want to combine relaxation with active outdoor pursuits, exploring local culture, and high-quality cuisine. The Karlovy Vary Region perfectly aligns with these trends—it offers a unique blend of UNESCO-recognized spa traditions, unspoiled nature, cultural landmarks, and authentic regional experiences. We therefore believe that it has significant potential in the Austrian market to appeal not only to traditional spa guests but also to the younger generation of travelers and visitors seeking active and sustainable vacations,“ says the director of CzechTourism’s Foreign Representative Office for Austria and Switzerland Markéta Valenta.
From Vienna to Karlovy Vary More Conveniently Than Ever Before
One of the main topics of the meeting was also the region’s transport accessibility. The mayor of Karlovy Vary and deputy governor of the Karlovy Vary Region, Andrea Pfeffer Ferklová, together with representatives of the transport company, presented a new direct bus route between Vienna and Karlovy Vary.
The service is scheduled to begin during the 2026/2027 winter season and will offer Austrian visitors an even more comfortable journey to one of Europe’s most famous spa destinations.
When the Region Tastes, Smells, and Inspires
The program also included presentations by regional partners, hotels, and other entities active in the tourism sector. Guests sampled traditional regional products and got to know iconic brands associated with the Karlovy Vary Region, including Moser, Thun, Mattoni, Becherovka, and traditional spa wafers.
The evening’s unique atmosphere was enhanced by a fashion show of historical lingerie and swimwear by the EléDance salon, which transported visitors back to the golden age of European spa culture and whetted their appetite for a visit to the Karlovy Vary Region. The models showcased the evolution of period fashion, from elegant corsets to the first daring swimsuits. The entire show was accompanied by an imaginative and humorous performance that was very well received by the audience.
A Region Where Visitors Stay Longer
The Karlovy Vary Region ranks among the regions with the longest average length of stay for foreign visitors in the Czech Republic. It is precisely the combination of world-famous spas, natural scenery, cultural heritage, high-quality services, and an ever-more-diverse range of experiences that gives the region a strong position for the future.
The presentation in Vienna also confirmed that the Karlovy Vary Region has significant potential in the Austrian market to appeal not only to its traditional clientele but also to new generations of travelers seeking authentic destinations, active relaxation, and experiences with added value.
The main focus was on the West Bohemian spa triangle – Karlovy Vary, Mariánské and Františkovy Lázně. These three towns are included on the UNESCO World Heritage List of the Great Spa Towns of Europe and represent one of the most significant spa regions in Europe.
In addition to spa tourism, the organizers also presented opportunities for active leisure in Ore Mountains and Slavkov Forest, significant historical monuments, and the increasingly prominent position of the Karlovy Vary Region on Czechia’s gastronomic map.
“Austrian guests today are looking for more than just a traditional vacation. They want to combine relaxation with active outdoor pursuits, exploring local culture, and high-quality cuisine. The Karlovy Vary Region perfectly aligns with these trends—it offers a unique blend of UNESCO-recognized spa traditions, unspoiled nature, cultural landmarks, and authentic regional experiences. We therefore believe that it has significant potential in the Austrian market to appeal not only to traditional spa guests but also to the younger generation of travelers and visitors seeking active and sustainable vacations,“ says the director of CzechTourism’s Foreign Representative Office for Austria and Switzerland Markéta Valenta.
From Vienna to Karlovy Vary More Conveniently Than Ever Before
One of the main topics of the meeting was also the region’s transport accessibility. The mayor of Karlovy Vary and deputy governor of the Karlovy Vary Region, Andrea Pfeffer Ferklová, together with representatives of the transport company, presented a new direct bus route between Vienna and Karlovy Vary.
The service is scheduled to begin during the 2026/2027 winter season and will offer Austrian visitors an even more comfortable journey to one of Europe’s most famous spa destinations.
When the Region Tastes, Smells, and Inspires
The program also included presentations by regional partners, hotels, and other entities active in the tourism sector. Guests sampled traditional regional products and got to know iconic brands associated with the Karlovy Vary Region, including Moser, Thun, Mattoni, Becherovka, and traditional spa wafers.
The evening’s unique atmosphere was enhanced by a fashion show of historical lingerie and swimwear by the EléDance salon, which transported visitors back to the golden age of European spa culture and whetted their appetite for a visit to the Karlovy Vary Region. The models showcased the evolution of period fashion, from elegant corsets to the first daring swimsuits. The entire show was accompanied by an imaginative and humorous performance that was very well received by the audience.
A Region Where Visitors Stay Longer
The Karlovy Vary Region ranks among the regions with the longest average length of stay for foreign visitors in the Czech Republic. It is precisely the combination of world-famous spas, natural scenery, cultural heritage, high-quality services, and an ever-more-diverse range of experiences that gives the region a strong position for the future.
The presentation in Vienna also confirmed that the Karlovy Vary Region has significant potential in the Austrian market to appeal not only to its traditional clientele but also to new generations of travelers seeking authentic destinations, active relaxation, and experiences with added value.