Karlovy Vary remains a symbol of European spa for Kazakhs
Kazakhstan is one of the foreign markets that have been close to Czech spa industry for a long time. Local travellers are particularly familiar with Karlovy Vary, whose reputation in the region has endured for generations. But alongside interest in traditional spa stays, there is also a growing demand for wellness programmes, regeneration, prevention and quality health services. At the same time, Kazakhstanis often go abroad on holiday and are increasingly looking for destinations that offer quality services, safe environments and authentic experiences in addition to relaxation.
„In addition to traditional foreign markets, we are increasingly looking to focus on Central Asian countries. The inhabitants of this region have long been close to Czech spas, know their tradition and quality of services, and are also among the clientele who spend longer in the destination. That is why we see Kazakhstan as one of the promising markets for further development of inbound tourism to Czechia," says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Visitors from Kazakhstan typically stay longer, which corresponds to the nature of spa and health programmes. In addition, when choosing a destination, they place emphasis on comfort, a high level of service and an individual approach.
„Czechia remains one of the most attractive European destinations for Kazakh tourists, especially in the spa and wellness segment. In addition to stays by the sea, spa and wellness tourism has long been one of the most popular forms of travel among the inhabitants of our country. I am convinced that the results of the fam trip and the follow-up workshop will contribute to the further growth of tourist interest in Czechia and to strengthening the position of Czech spas on the Kazakh market," adds Director of the Kazakhstan Tourism Association (KTA) Rashida Shaikenova.
Personal experience sells more than a catalogue
The main objective of the trip was to introduce Czech spa operators directly to the decision makers who offer tours and stays in Kazakhstan. The programme therefore also included a B2B workshop in Karlovy Vary, where Kazakh tour operators met with representatives of domestic spas, hotels and other service providers. The working part was followed by a networking session, during which the participants continued their discussions and established new contacts. In the tourism industry, personal meetings are often the decisive step towards future cooperation.
„We have long viewed Kazakhstan as an important source of clientele for our spa industry. It is the personal experience and direct meetings of partners in the destination that are key for further development of cooperation and transforming interest into concrete business results,“emphasizes key account manager CzechTourism for spa industry Anna Birkovska.
From spa treatments to the atmosphere of historic towns
The fam trip programme took the participants to the most important spa destinations of Karlovy Vary Region, then to Poděbrady and also to Prague. It wasn't just a tour of hotels and spa houses. Representatives of travel agencies also explored local gastronomy, historical centres of cities and other experiences that can make their clients' stay in Czechia more interesting. They tried spa and wellness services, got to know the hotel facilities and cultural offer of each destination. It is the combination of health care, relaxation and exploring the local culture that nowadays increasingly determines the choice of holiday.
Better accessibility brings Czechia closer to the whole of Central Asia
Accessibility also plays an important role in the development of inbound tourism. SCAT already operates a direct air link between Kazakhstan and the Czech Republic and further capacity enhancements are planned for the future.
A new long-haul service to Hanoi–Prague from October 2026 will also provide an additional opportunity for Vietjet Air's new long-haul service to Hanoi–Prague, which will operate twice a week and initially include a stopover in Almaty, Kazakhstan. Passengers will thus be able to use not only the connection between Hanoi and Prague, but also a separate Almaty–Prague route. Almaty is one of the most important transport hubs in the region and the new connection can make it even easier for visitors from Central Asia to travel to Czechia.
„The new connection can also bring a further boost to the Czech spa industry. Almaty acts as a natural gateway to Central Asia and will facilitate travel for clients seeking long-term health and wellness stays in Czechia. That is why we are continuing our activities in the region this year. After the successful roadshow in Astana, Almaty and Shymkent we are preparing further business activities in cooperation with the Association of Travel Agencies of Kazakhstan and we are also planning to participate in a trade fair in Uzbekistan. The aim is to strengthen the awareness of the Czech spa industry and to bring more visitors to Czechia from the region, which is one of the most promising non-European markets," concludes Anna Birkovska.