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Destination Reports


Czech tourism woos Middle East
January 2018 4456

While several European countries have established tourism promotion calendars targeting the Middle East traveller, some countries rely on bursts of promotion to seed interest. The Czech Tourist Authority – CzechTourism in collaboration with VFS Global, successfully presented various tourist attractions and products to trade, tourism and business partners in the Middle East through road shows in Kuwait and the United Arab Emirates. CzechTourism has been presenting annual roadshows in the Middle East since 2009.

“Czech Republic is already very well known in the Middle East as a Spa and Medical destination. However, our objective through this road show is to promote the various other leisure and MICE products of the Czech Republic, which should also greatly appeal to travellers from the Middle East. We have presented mainly a wide range of cultural programs, nature stays, all-year-round events and festivals for families, individual travellers and groups”, stated Monika Palatková, managing director of CzechTourism.

UAE is the number one tourism source market for the Czech Republic in the Middle East followed by Saudi Arabia. In 2016 Czech Republic received 23,831 and 18,180 visitors from the UAE and Saudi Arabia respectively, amounting to more than 171,000 room nights.

By 2021, the number of travellers from the Middle East travelling to Central Europe is expected to significantly increase and  CzechTourism expects a vigorous development of incoming tourists to from the Middle East market owing to the flight connections from the region, the introduction of new seasonal direct flights, more accessible visa facilitation through increasing network of visa application centres (VFS Global currently operates 10 centres in 8 countries across the Middle East) and a general increase in awareness about the range of attractions the Czech Republic has to offer.

Prague, the beautiful capital city of the Czech Republic, is popular with travellers from the Middle East; however a key objective of the promotional campaign was to shed light on the wide range of different tourism prospects the Czech Republic has to offer the discerning Middle Eastern traveller. The central promotional theme of CzechTourism in 2017 has been West and Central Bohemia, showcasing the rich cultural and historical attractions available such as spas & wellness resorts and chateaux hotels, and original Czech traditions such as glass and crystal making.

The year 2018 will be a period of celebration for the Czech Republic because it marks 100 years since the establishment of the independent country. This anniversary will be followed by a special campaign that will present original stories related to this period – stories of the Czech architecture and design, stories of lifestyle, internationally known Czech brands and numerous tourist, cultural and sport events.




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