Czechia Shines at Scandinavia’s Premier Travel Exhibition – Ferie for Alle!

Many visitors showed great interest in the Czech stand, particularly tourists who have visited Czechia multiple times.

“Danes who regularly travel to us often take road trips, exploring not only Prague but also the lesser-known regions. They typically spend their time in Central Bohemia, Hradec Králové, and South Bohemia. Last year, over 106 thousand Danish tourists visited Czechia, accumulating more than 300 thousand overnight stays,” shares František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He adds: “While most Danes flock to Prague during the summer months, we’re noticing a gradual trend toward exploring other regions as well. In the winter, they also venture into the Czech mountains, seeking to extend their summer vacations or enjoy active holidays.”

This year, seven co-exhibitors showcased at the CzechTourism stand, including the City of Brno, the South Moravia Tourism Centre, the Karlovy Vary Region, the Pilsen Region, Fashion Arena, Pilsner Urquell Experience, and the Association of the Giant Mountains with the Lusatian Mountains DMO.

Czech Cuisine and Active Vacations – Top Attractions for Danish Tourists

CzechTourism has been actively targeting Danish tourists through various thematic campaigns and press trips, particularly through its foreign representation for Scandinavia and Finland.

“This year, we will primarily focus on promoting gastronomy and active holidays, specifically hiking and cycling. We are also placing emphasis on responsible travel, which is increasingly significant for Nordic tourists. We’re planning several press and influencer trips to highlight Czech destinations as attractive and sustainable options for Scandinavian travelers,” states Lucie Vallin, Director of CzechTourism’s Foreign Representation for Scandinavia and Finland.

The Value of Personal Interaction at the Fair

The Ferie for Alle featured 13 themed halls divided into five main categories: camping and caravans, golf, Danish destinations (DCR), outdoor activities, and international holidays. This event serves not only as a source of inspiration but also as a key business platform—major tour operators offered special discounts and trade fair packages, leading to strong sales this year.

“After three intense days at the fair, it’s clear that face-to-face meetings are vital in the tourism industry. Nothing can replace direct communication between professionals and visitors,” concludes Georg Sørensen, General Manager of MCH Messecenter Herning, adding: “We are thrilled that over 3,000 professionals helped tens of thousands of visitors find inspiration for their future travels.”

The Ferie for Alle trade fair has once again confirmed its role as a key platform for showcasing Czechia in Scandinavia. The exceptional participation of Czech exhibitors and the growing interest from Danish visitors have created an excellent opportunity to further boost local interest in Czechia.