Zuzana Mrázová: FITUR 2027 will raise awareness of the Czech Republic as an attractive tourist destination

What role does the tourism industry play in the Czech Republic’s economy?

Tourism is an economic sector in its own right and a strategic pillar of regional development, not merely a leisure activity. It is an industry with exceptionally high added value. Specifically, in 2024 it accounted for 2.5% of the Czech Republic’s gross domestic product, amounting to 202,000 million crowns. It has achieved a balance of payments surplus of over 100,000 million crowns. I regard it as an integral part of our national economy, providing employment for more than 233,000 people, in other words, approximately one in every 23 people in the Czech Republic. It therefore boosts stability, employment and local business activity in all our regions across the country.

How important is tourism to society in your country as a whole?

Tourism is of absolutely fundamental importance to our society, as it acts as a driver of prosperity by bringing investment, vitality and employment opportunities to places far from the main tourist centres, including regions facing structural difficulties. The development of tourism specifically improves the standard of living of the local population and helps us to effectively reduce regional disparities. I also believe that tourism is a tool that must be managed in a balanced way and respect the local area in question, including its natural environment, so that, in the long term, it primarily benefits the people who live in those communities and shape their character.

What commitments and measures relating to the tourism industry is the Czech Government taking?

Our current government is strongly committed to tourism, as set out in its own programme, in which it defined it as a key instrument for regional development. One of our main objectives is to divert tourists away from overcrowded Prague towards other regions, so that tourism can also bring benefits to other places with enormous potential, which have so far been overlooked.

Our priority is to extend the average length of stay – something at which, according to the latest figures, we are succeeding – and to maximise spending per guest, which will benefit local economies. For this reason, as part of our overseas campaigns, we work with the CzechTourism agency to focus specifically on customers with high purchasing power. As a recent example, I might mention the agency’s new strategy, which is in line with current trends by placing the emphasis on the quality of the experience, sustainability and the distribution of tourism away from the main centres. To achieve this, we are linking tourism with first-class cuisine, which can be one of the most compelling reasons for travelling to these regions.

Which sectors of the tourism industry do you plan to promote in the future, and what tools will you use to do so?

We will prioritise those sectors with a high multiplier effect, which will bring the greatest possible economic benefit to our regions. According to international scientific standards, every crown that the State invests in supporting tourism yields a return of 3.2 times that amount. We therefore work closely with the regions, towns and the business sector, through the state agency CzechTourism, to maximise economic benefits whilst developing tourism in a sustainable manner, taking into account the needs of the regions and local communities.

The key tool is the systematic development of a strong national brand. The ‘Feel Free’ global campaign is currently underway in certain countries, including Spain, shifting the Czech Republic’s focus from its monuments themselves to emotions, authenticity and the overall experience. It showcases the Czech Republic as a place where everyone can tailor their stay to suit their own preferences: from culture and cuisine, through to active holidays, right through to wellness breaks. It is precisely the variety of what we have to offer, the safety, the accessibility and the opportunity to combine different experiences within a relatively small area that we consider to be one of our greatest competitive advantages. In particular, our world-renowned spas play an irreplaceable role, as does health tourism, a sector in which the Czech Republic is among the world leaders and which we also regard as a strategic investment in the health of society.

We also place great emphasis on the development of MICE tourism, that is, conferences and corporate events, and on high-quality cuisine. We combine all of this with our rich cultural heritage, our UNESCO World Heritage Sites and the range of options for active holidays, thereby creating a comprehensive and competitive image of our country. Last but not least, it is worth mentioning that the Czech Republic is one of the safest countries in the world, which is a real asset these days.

All our strategic decisions are based on real and accurate data, such as GSM data or payment card analytics, which we also provide directly to business owners. Furthermore, we are actively working to improve air connectivity, which is essential for attracting foreign visitors.

 What is your view on sustainability and resilience in the industry?

I consider the issues of long-term sustainability, responsibility and resilience in tourism to be absolutely fundamental in the context of current geopolitical developments. We must ask ourselves how we can build the Czech Republic’s brand as a safe, high-quality destination, capable of meeting future challenges.

For this vision to work in practice, close collaboration with destination management organisations (DMOs) and local partners is essential. I regard them as an indispensable link between the ministry and the local area, without which it is not possible to effectively develop the potential of our regions. Our role is to be a strong partner for DMOs, providing them with a workable legislative framework and up-to-date data to support their decision-making, while they take charge of the practical infrastructure and on-site management. Only this balance between economic gain and respect for the local area in question will ensure that tourism develops in a truly sustainable manner and for the benefit of the local population.

How did your participation in the latest edition of FITUR contribute to the development of tourism in your country?

Taking part in international events of this scale is vital for us when it comes to reaching more distant markets, which represent enormous growth potential for the Czech Republic. It is precisely for visitors from more distant countries that the quality and strength of our national brand, which we are actively building at trade fairs, make all the difference. At the same time, it is precisely at international events of this kind that we present the ‘Feel Free’ global campaign, which helps to promote the perception of the Czech Republic as an open, modern, attractive and safe destination for today’s travellers.

What are your expectations for FITUR 2027?

Above all, we hope that FITUR 2027 will enable us to continue strengthening business relationships between Czech inbound tourism companies, transport providers and their partners in Spain and the Spanish-speaking countries of Latin America. In 2027, the Czech Republic will also have an official stand measuring approximately 100 square metres, which each year becomes a key venue for networking, business meetings and forging new partnerships in the tourism industry.

We also consider the promotion of the Czech regions and tourist destinations to be very important. FITUR offers us a significant opportunity to reach not only the specialist audience and tourism professionals, but also the general public, who visit the trade fair at weekends in search of inspiration for trips abroad and holidays.

We therefore regard our participation in FITUR 2027 as a strategic platform for raising awareness of the Czech Republic as an attractive tourist destination and for further developing cooperation in the Spanish and Latin American markets.