Open-air music, film premieres, historical festivals, folklore, gastronomy, and theater. Festivals are no longer just a one-night event; more and more often, they’re the main reason people set out on trips. They attract visitors to regions, extend the length of their stays, support hotels, restaurants, and local businesses, and help showcase Czechia as a modern destination full of experiences. In addition to their economic benefits, they are increasingly demonstrating that world-class cultural events can go hand in hand with a responsible approach to local communities and the environment.
Festivals attract visitors and inspire them to travel
A recent survey by the CzechTourism agency revealed that more than half of Czechs (54%) attend festivals or cultural events at least occasionally. One-fifth of people attend a festival if it takes place where they are staying; 7% say that such events influence their choice of destination; and for nearly another 5%, they are the main reason for the trip. Music festivals and concerts remain the biggest draw (60%), followed by cultural and historical celebrations (39%), food festivals (33%), family and community events (22%), sporting events (19%), and film or theater festivals (13%).
“Festivals can transform the atmosphere of an entire city or region in just a few days. They attract visitors, increase demand for lodging, dining, and services, and at the same time give these places a compelling story. It is precisely this connection between a cultural experience and a specific destination that is one of the reasons why they are so important for tourism. People don’t just come for a concert or a movie screening. They explore the city, its surroundings, local businesses, and other tourist attractions, and often return later,“ says František Reismüller, Director of the Czech Tourist Authority – CzechTourism and adds: “Czechia really knows how to do festivals. It offers world-renowned events as well as intimate celebrations that open the door for visitors to places they might otherwise never have visited. And that is precisely where the greatest value of festival tourism lies—it connects culture, travel, the regional economy, and unforgettable experiences.“
Festivals as a Driver of the Regional Economy
Festivals have a significant impact on tourism, as confirmed by current data from lodging facilities. Several weeks before the start of the biggest summer events, hotels, guesthouses, and other lodging facilities fill up quickly, and room rates rise along with the growing demand. This is most evident in Karlovy Vary, where the 60th edition of the International Film Festival, and the current occupancy rate of local hotels is over 93%, with an average room rate of 7,863 CZK. In Ostrava, the occupancy rate for July 15– July 18, when Colours of Ostrava takes place, 85%, with an average room rate of 7,501 Kč. Liberec also expects significant visitor interest during the Benátská! with Impuls (July 23–26)—hotel occupancy is currently at nearly 78%, and the average room rate exceeds 5,140 Kč. A significant increase in demand is also regularly observed in the Zlín region during the Masters of Rock Vizovice (July 16–19), when hotel occupancy exceeds 77% and average room rates hover around 4,500 CZK.
Festivals thus provide significant support not only to hotels but also to restaurants, cafes, transportation, retail, and other services in the host location. The benefits are not limited to the cities themselves. Visitors often go on day trips to the surrounding area, visit historical sites, natural attractions, and local businesses, and it’s not uncommon for them to extend their stay by a few days.
International analyses also confirm this trend. The European Travel Commission (ETC) identifies festival tourism as one of the most dynamic segments of the tourism industry. According to its analysis based on data from Lighthouse, major cultural events bring a significant increase in demand for accommodations, boost hotel occupancy and average room rates, and support the local economy— from restaurants and transportation to small businesses and cultural institutions. At the same time, festivals create temporary jobs and encourage visitors to stay longer at the destination and explore its surroundings.
Festivals also open the door to lesser-known regions
But the benefits of festivals go beyond the economy. They also help spread visitor traffic beyond the busiest tourist destinations. Hrady CZ combines a music program with visits to historical sites across the country, Smetana’s Litomyšl combines world-class music with the architecture of a city listed on the World Heritage List UNESCO and Crystal Valley Week introduces visitors to the glassmaking traditions of the Liberec Region. Gastronomic festivals, in turn, open the door to regional producers, local ingredients, and modern Czech cuisine.
These events also serve as an exceptionally powerful marketing tool. Beats for Love attracted nearly 162,800 visitors last year, Hrady CZ more than 86,000, Rock for People 58,000, the Český Krumlov International Music Festival drew 42,000, and Crystal Valley Week attracted over 35,000 people. However, their reach extends far beyond the event venues. Crystal Valley Week reached more than 2.1 million people through television and online coverage; Rock for People reached 717,500; Hrady CZ reached over 306,000; and the Český Krumlov International Music Festival recorded more than one million views through online channels.
“Traveling to festivals and other cultural events is one of the fastest-growing trends in tourism worldwide. For Czechia’s image, festivals represent an important opportunity to show that our country offers a vibrant cultural life and a wide range of experiences for various groups of visitors. Moreover, music festivals are increasingly attracting a younger generation of travelers who enjoy discovering new places and often prefer more sustainable modes of transportation, such as traveling by train. We therefore collaborate with the organizers of major festivals on a long-term basis and promote their events through our domestic and international communication channels,“ adds Jana Štumpová Konicarová, Director of the Marketing and International Representation Department at CzechTourism.
A powerful experience, but with respect for the location
In addition to a rich program, the organizers also pay attention to the impact that festivals have on the surrounding landscape, local residents, and the environment. Today, sustainability means more than just returnable cups or recycling. Increasingly, it includes supporting public transportation, using renewable energy sources, collaborating with local suppliers, reducing single-use packaging, ensuring accessibility, and supporting charitable projects.
Among inspiring examples is Rock for People, which won the Sustainability Hero award in Brussels in 2025 as part of the SME EnterPRIZE competition. The festival uses solar energy and hydrogen technology to power selected festival stages, collaborates with local suppliers, expands its selection of meat-free and plant-based meals, and operates a voluntary deposit system for PET bottles and aluminum cans. Colours of Ostrava has long been developing the “Colours Without Barriers” project, offering people with disabilities special grandstands, guide services, reserved parking spaces, and interpretation of selected programs into Czech Sign Language. The Brutal Assault festival has long been reducing single-use plastics; it uses returnable cups—which it was the first festival in introduced them in the country as early as 2011, sorts waste on its own sorting line, recycles cigarette butts into biochar that can be used as fertilizer, and, as part of the Brutal Forest project, plants trees to reduce the festival’s ecological footprint. The International Documentary Film Festival Ji.hlava works with vegetarian and vegan catering services and local suppliers, reduces printed materials, and promotes more responsible event operations. Similar measures are also being implemented by Let it Roll, Beats for Love, Prague Pride, Zlín Film Festival, Karlovy Vary Folklore Festival and many others.
“Sustainability at festivals doesn’t mean fewer experiences. On the contrary. A well-organized event can offer a strong program while also being considerate of local residents, the landscape, and infrastructure. Key factors include transportation, waste management, energy use, accessibility for various visitor groups, and the fair involvement of local businesses. This allows visitors to combine a cultural experience with a more responsible approach to the location where the event takes place,“ says Tereza Kadlecová, who is in charge of sustainability at CzechTourism.
Festivals Open the Way to Discovering Czechia
CzechTourism has long been inspiring both domestic and international visitors to discover festivals and cultural events across Czechia. On the VisitCzechia.com, international visitors can find a calendar featuring more than 70 festivals as well as thematic overviews of music, film, folklore, and culinary events, including summer events. The Kudy z nudy portal, in turn, offers hundreds of tips for cultural events throughout the Czech Republic, as well as regularly updated overviews of summer festivals, thematic recommendations, and a calendar of the most significant events. It is precisely this diversity that makes Czechia one of the most interesting festival destinations in Central Europe. Whether visitors come for music, film, gastronomy, folklore, or modern art, the festival often serves as the starting point for a journey of discovery throughout the entire region.
A recent survey by the CzechTourism agency revealed that more than half of Czechs (54%) attend festivals or cultural events at least occasionally. One-fifth of people attend a festival if it takes place where they are staying; 7% say that such events influence their choice of destination; and for nearly another 5%, they are the main reason for the trip. Music festivals and concerts remain the biggest draw (60%), followed by cultural and historical celebrations (39%), food festivals (33%), family and community events (22%), sporting events (19%), and film or theater festivals (13%).
“Festivals can transform the atmosphere of an entire city or region in just a few days. They attract visitors, increase demand for lodging, dining, and services, and at the same time give these places a compelling story. It is precisely this connection between a cultural experience and a specific destination that is one of the reasons why they are so important for tourism. People don’t just come for a concert or a movie screening. They explore the city, its surroundings, local businesses, and other tourist attractions, and often return later,“ says František Reismüller, Director of the Czech Tourist Authority – CzechTourism and adds: “Czechia really knows how to do festivals. It offers world-renowned events as well as intimate celebrations that open the door for visitors to places they might otherwise never have visited. And that is precisely where the greatest value of festival tourism lies—it connects culture, travel, the regional economy, and unforgettable experiences.“
Festivals as a Driver of the Regional Economy
Festivals have a significant impact on tourism, as confirmed by current data from lodging facilities. Several weeks before the start of the biggest summer events, hotels, guesthouses, and other lodging facilities fill up quickly, and room rates rise along with the growing demand. This is most evident in Karlovy Vary, where the 60th edition of the International Film Festival, and the current occupancy rate of local hotels is over 93%, with an average room rate of 7,863 CZK. In Ostrava, the occupancy rate for July 15– July 18, when Colours of Ostrava takes place, 85%, with an average room rate of 7,501 Kč. Liberec also expects significant visitor interest during the Benátská! with Impuls (July 23–26)—hotel occupancy is currently at nearly 78%, and the average room rate exceeds 5,140 Kč. A significant increase in demand is also regularly observed in the Zlín region during the Masters of Rock Vizovice (July 16–19), when hotel occupancy exceeds 77% and average room rates hover around 4,500 CZK.
Festivals thus provide significant support not only to hotels but also to restaurants, cafes, transportation, retail, and other services in the host location. The benefits are not limited to the cities themselves. Visitors often go on day trips to the surrounding area, visit historical sites, natural attractions, and local businesses, and it’s not uncommon for them to extend their stay by a few days.
International analyses also confirm this trend. The European Travel Commission (ETC) identifies festival tourism as one of the most dynamic segments of the tourism industry. According to its analysis based on data from Lighthouse, major cultural events bring a significant increase in demand for accommodations, boost hotel occupancy and average room rates, and support the local economy— from restaurants and transportation to small businesses and cultural institutions. At the same time, festivals create temporary jobs and encourage visitors to stay longer at the destination and explore its surroundings.
Festivals also open the door to lesser-known regions
But the benefits of festivals go beyond the economy. They also help spread visitor traffic beyond the busiest tourist destinations. Hrady CZ combines a music program with visits to historical sites across the country, Smetana’s Litomyšl combines world-class music with the architecture of a city listed on the World Heritage List UNESCO and Crystal Valley Week introduces visitors to the glassmaking traditions of the Liberec Region. Gastronomic festivals, in turn, open the door to regional producers, local ingredients, and modern Czech cuisine.
These events also serve as an exceptionally powerful marketing tool. Beats for Love attracted nearly 162,800 visitors last year, Hrady CZ more than 86,000, Rock for People 58,000, the Český Krumlov International Music Festival drew 42,000, and Crystal Valley Week attracted over 35,000 people. However, their reach extends far beyond the event venues. Crystal Valley Week reached more than 2.1 million people through television and online coverage; Rock for People reached 717,500; Hrady CZ reached over 306,000; and the Český Krumlov International Music Festival recorded more than one million views through online channels.
“Traveling to festivals and other cultural events is one of the fastest-growing trends in tourism worldwide. For Czechia’s image, festivals represent an important opportunity to show that our country offers a vibrant cultural life and a wide range of experiences for various groups of visitors. Moreover, music festivals are increasingly attracting a younger generation of travelers who enjoy discovering new places and often prefer more sustainable modes of transportation, such as traveling by train. We therefore collaborate with the organizers of major festivals on a long-term basis and promote their events through our domestic and international communication channels,“ adds Jana Štumpová Konicarová, Director of the Marketing and International Representation Department at CzechTourism.
A powerful experience, but with respect for the location
In addition to a rich program, the organizers also pay attention to the impact that festivals have on the surrounding landscape, local residents, and the environment. Today, sustainability means more than just returnable cups or recycling. Increasingly, it includes supporting public transportation, using renewable energy sources, collaborating with local suppliers, reducing single-use packaging, ensuring accessibility, and supporting charitable projects.
Among inspiring examples is Rock for People, which won the Sustainability Hero award in Brussels in 2025 as part of the SME EnterPRIZE competition. The festival uses solar energy and hydrogen technology to power selected festival stages, collaborates with local suppliers, expands its selection of meat-free and plant-based meals, and operates a voluntary deposit system for PET bottles and aluminum cans. Colours of Ostrava has long been developing the “Colours Without Barriers” project, offering people with disabilities special grandstands, guide services, reserved parking spaces, and interpretation of selected programs into Czech Sign Language. The Brutal Assault festival has long been reducing single-use plastics; it uses returnable cups—which it was the first festival in introduced them in the country as early as 2011, sorts waste on its own sorting line, recycles cigarette butts into biochar that can be used as fertilizer, and, as part of the Brutal Forest project, plants trees to reduce the festival’s ecological footprint. The International Documentary Film Festival Ji.hlava works with vegetarian and vegan catering services and local suppliers, reduces printed materials, and promotes more responsible event operations. Similar measures are also being implemented by Let it Roll, Beats for Love, Prague Pride, Zlín Film Festival, Karlovy Vary Folklore Festival and many others.
“Sustainability at festivals doesn’t mean fewer experiences. On the contrary. A well-organized event can offer a strong program while also being considerate of local residents, the landscape, and infrastructure. Key factors include transportation, waste management, energy use, accessibility for various visitor groups, and the fair involvement of local businesses. This allows visitors to combine a cultural experience with a more responsible approach to the location where the event takes place,“ says Tereza Kadlecová, who is in charge of sustainability at CzechTourism.
Festivals Open the Way to Discovering Czechia
CzechTourism has long been inspiring both domestic and international visitors to discover festivals and cultural events across Czechia. On the VisitCzechia.com, international visitors can find a calendar featuring more than 70 festivals as well as thematic overviews of music, film, folklore, and culinary events, including summer events. The Kudy z nudy portal, in turn, offers hundreds of tips for cultural events throughout the Czech Republic, as well as regularly updated overviews of summer festivals, thematic recommendations, and a calendar of the most significant events. It is precisely this diversity that makes Czechia one of the most interesting festival destinations in Central Europe. Whether visitors come for music, film, gastronomy, folklore, or modern art, the festival often serves as the starting point for a journey of discovery throughout the entire region.
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