The Czech Republic Showcases a New Face of Travel at World Travel Market London, Highlighting Authenticity and Diversity
03.11.2026 / 15:27 | Aktualizováno: 03.11.2026 / 15:34
The Czech Republic is presenting itself at World Travel Market (WTM) London as a modern and diverse destination offering far more than traditional city breaks. At the joint stand organised by CzechTourism, 25 partners from across the tourism sector are showcasing a wide range of authentic experiences, high-quality services, and unique regional destinations to British travel professionals and industry partners.
Alongside the country’s well-known attractions, the Czech presentation features regional destinations, spa resorts, specialist tour operators, and hotels focused on active holidays. Particular emphasis is placed on the combination of local traditions, cultural heritage, and modern travel experiences, reflecting the growing demand among international travellers for more personalised and authentic journeys.
The United Kingdom remains one of the Czech Republic’s most important inbound tourism markets. In the first half of 2025 alone, nearly 267,000 British visitors travelled to the Czech Republic, representing a year-on-year increase of 13.9%. However, around 90% of these visitors continue to concentrate their stays in Prague, highlighting significant opportunities for regional destinations and niche tourism products.
Regional tourism is therefore a key focus of the Czech Republic’s promotion at WTM. Beyond Prague, visitors can discover a rich mix of wellness and spa experiences, exceptional gastronomy, outdoor activities, historic towns, and authentic local culture. Thanks to its diversity, accessibility, and compact size, the Czech Republic is well placed to offer attractive alternatives to traditional urban tourism.
Participation in WTM London is not only an opportunity to promote the Czech Republic as a travel destination but also an important platform for building business relationships. Meetings with British tour operators, travel agencies, and industry stakeholders help strengthen the Czech Republic’s position in the UK market and create new opportunities for cooperation. The objective is to raise awareness of the Czech Republic as a destination capable of delivering distinctive experiences and high-quality services to a wide range of international visitors.
“The UK market offers significant potential for Czech tourism. We want visitors to discover that the Czech Republic is much more than Prague. It is a diverse mosaic of regions, spa towns, natural beauty, cultural heritage, and unique experiences waiting to be explored,” representatives of the Czech delegation said during the event.