The Roadshow was timed to take place just before the renewal of the Prague-Seoul-Prague direct air link on 27 March 2023, to help increase the interest of South Koreans in travelling to the Czech Republic and in traditional Czech products. It was attended by representatives of Prague City Tourism and the Crystal Valley in the Liberec Region. There were also representatives of travel agencies such as Liberty International, Kompas, Euroscop - Golden Prague or DIR Bohemia and hotel operators such as Four Seasons Prague, Jan Hotels, CPI group or Mozart hotel Prague.

The "Discover Czechia Roadshow" took place in the four most important South Korean cities of Daegu, Gwangju, Busan and Seoul. Two workshops with Korean partners were prepared for 17 Czech companies. The event was attended by the Czech Ambassador Gustav Slamečka, Vice President of Korean Air and the leaders of the main travel agencies and tour operators in South Korea, such as Yellow Balloon Tour, Very Good Tour and Naeil Tour.

The great interest in the roadshow was a testament to the importance of South Korea for businessmen from the Czech Republic, including the tourists there, who tend to be more creditworthy. In the fourth quarter of last year, the number of visitors from South Korea to the country was only 20% compared to the situation before the covid-19 pandemic. The launch of direct flights between Prague and Seoul is crucial for the return of travellers from East Asia.

From 27 March 2023, Korean Air began direct flights between the Czech Republic and South Korea three times a week, and even four times a week during the peak season. According to Prague Airport, the restoration of the long-distance connection is one of its top priorities.

The return of tourists to the Czech Republic will also be supported by the Bohemian Rhapsody campaign launched this week by Korean Air in cooperation with CzechTourism, Prague Airport and Prague City Tourism. South Koreans will learn about culture in the Czech Republic, but also about Prague's rooftops, Czech glass, tips for gastronomic experiences and castle accommodation in Prague. There is also information about the Crystal Valley in the Liberec Region or Pilsen.  

The entire roadshow in South Korea was financed by the Economic Diplomacy Project (PROPED), which was implemented in cooperation between the Ministry of Regional Development and the Ministry of Foreign Affairs of the Czech Republic.