This year’s 33rd edition of the fair features an impressive array of both domestic and foreign exhibitors. It showcases exciting and well-known destinations from around the globe, as well as hidden treasures in Czechia. This event also addresses essential factors that impact travel behavior.
Whether you’re a professional or a casual visitor, you’ll discover plenty of inspiration, the latest news, and valuable insights to help you plan your perfect getaway. Alongside a diverse exhibitor lineup, attendees can look forward to an enriching supporting program that includes expert conferences, workshops, and engaging lectures from seasoned travelers, along with presentations from various regions. In conjunction with the travel fair, the 15th FOR BIKES cycling fair will also be held, as well as the Around the World Festival. A key component of the fair is the Tourism Forum, organized by the Czech Tourist Authority – CzechTourism.
State Investment in Tourism Development
Czechia’s tourism continues to thrive, attracting a growing number of international visitors. Last year, the country welcomed 22.8 million guests who stayed in hotels, guesthouses, and other accommodations, collectively spending 57.3 million nights. About 54% of these visitors were domestic tourists (12.3 million), while 46% (10.5 million) were foreigners, with an average stay of 3.5 days.
Minister for Regional Development, Petr Kulhanek, emphasizes the government’s commitment to fueling tourism’s growth and enhancing its economic contribution:
„In 2025, we will invest CZK 1.48 billion into tourism, double what we have allocated in recent years. This funding will support marketing campaigns aimed at both domestic and international tourists, the development of hiking, cycling, and skiing trails, and information systems. Ultimately, we aim to foster regional development and support local entrepreneurs. This strategy, from my perspective at the Ministry of Regional Development, is sensible and will yield significant returns on investment. I also believe that collaborating with regions and municipalities will create an attractive and competitive environment for tourists worldwide,” states Minister for Local Development, Petr Kulhánek.
The Importance of Gastronomy in Czechia
Culinary experiences are becoming a major draw for tourism in Czechia. The domestic food scene is thriving, appealing to both locals and visitors from abroad. Authentic seasonal ingredients, high-quality local products, and regional recipes are pivotal in enhancing the allure of Czech cuisine. Promoting culinary culture and supporting quality restaurants is a strategic priority for CzechTourism, which backs establishments that serve genuine Czech dishes and traditional desserts through the Czech Specials project.
This year also marks the beginning of a three-year partnership with Michelin, allowing Czechia to establish its reputation as an attractive culinary destination. Michelin will create an electronic guide showcasing the best domestic restaurants each year and will manage the Czech section on the guide.michelin.com website. The partnership will also involve creating content, including articles and videos that highlight Czech gastronomy, along with paid social media campaigns. This collaboration is valued at EUR 1,350,000 over three years.
„Czech gastronomy has immense potential, and we’ve taken a significant step towards gaining international recognition. The Michelin award is a respected symbol of culinary excellence, and its presence in Czechia will enhance awareness of our cuisine. It will attract clientele who value quality, innovation, and local ingredients. This partnership provides not only prestigious recognition for top restaurants but also an opportunity to elevate our entire gastronomy. The outcome will be increased tourist interest and economic benefits for regions that can draw in culinary enthusiasts. We are on our way to becoming a highly sought-after destination on the global stage,” asserts František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Traveling for authentic culinary experiences or local wines is a global trend and represents a major opportunity for the Czech Republic. International examples demonstrate that exceptional gastronomy can significantly contribute to the allure of a tourist destination, such as the Neapolitan art of Pizzaiuolo, recognized as a UNESCO World Heritage Site, and the culinary prominence of Mediterranean countries like Spain, Italy, and Greece. Czechia has similar potential if it embraces its rich culinary heritage while incorporating modern trends.
Slovakia, South Moravia, and Brno as Main Partners
This year’s partner country is Slovenia, representing a destination committed to responsible and active tourism. Visitors can expect to find inspiration centered around sustainable travel, wellness, and the stunning natural beauty of this European gem. The main partner of the fair is Slovakia, a significant source market for Czech tourism, with over 900,000 Slovak travelers choosing to visit last year, resulting in nearly 1.8 million overnight stays in local accommodations, averaging three nights. Popular destinations include Prague, South Moravia, and the Moravian-Silesian regions. Other regions where visitors often stay longer include Karlovy Vary, Usteck, and Hradec Kralove. Conversely, for Slovakia, Czechia remains a vital target market.
„Czech visitors have historically accounted for over a third of all foreign tourists in Slovakia, leading in terms of inbound tourism. SLOVAKIA TRAVEL, the Slovak Tourist Board, actively promotes tourism from Czech Republic to Slovakia. The presentation of Slovakia at HOLIDAY WORLD & REGION WORLD serves as an opportunity to remind travelers and provide information and inspiration for their next holiday. Over 16 Slovak regions will showcase their finest offerings: natural wonders, historical and cultural gems, beautiful castles and chateaus, as well as spa and water park experiences. Whether you’re a family, senior citizen, or an adrenaline junkie, there’s something for everyone here,” shares General Director of SLOVAKIA TRAVEL, Ivana Vala Magátová.
This year’s partner regions include the South Moravian Region and Brno, which are gaining popularity not just for their rich cultural heritage but also for their vibrant gastronomic and wine scenes. The region is a fantastic choice for those who love history, good food, fine wine, and urban exploration.
South Moravian Region and Brno – Centers of Culture, Wine, and Cuisine
The South Moravian Region stands out as one of the key tourist areas in Czechia, with Brno, its capital, witnessing a remarkable rise in interest from visitors. In 2024 alone, 2.2 million tourists have flocked to hotels, guesthouses, and other accommodations throughout South Moravia, making it the second most popular area after Prague. Among these, 1.4 million were Czechs and 737,000 were international visitors. Owing to its rich history, cultural events, and wine tradition, South Moravia attracts tourists from not only Czechia but also from Slovakia, Poland, Germany, and Austria, with increasing interest from Asian and North American travelers as well. However, Brno and South Moravia are not solely relying on their traditional attractions. The area’s contemporary cafés, acclaimed restaurants, and high-quality wineries are enhancing its appeal to food enthusiasts. This is affirmed by a recently conducted analysis regarding the gastronomic potential of Czechia.
„The city of Brno has made remarkable strides in its culinary scene, and it’s fantastic to see how the variety and quality continue to rise. Brno’s gastronomy is dynamic and innovative, often paralleling the festival culture. With a broad spectrum of culinary experiences—from traditional Czech fare to modern gastronomic concepts inspired by global trends—Brno is a haven for food lovers. As we often say, you can taste the whole world in Brno. To assist visitors and locals in finding the best dining spots, we have been running the Gourmet Brno project, awarding the top establishments in seven categories including restaurants, cafés, and bars,” highlights Brno City Councillor for Tourism, Kristýna Černá.
„The gastroscene in South Moravia is flourishing beautifully. The establishments draw inspiration from international trends while delivering unparalleled experiences thanks to legendary hospitality and local ingredients. South Moravia is known for its excellent wines and the highest concentration of small breweries in the country. Restaurants and bistros prioritize seasonal ingredients, while local cafés serve up delicious coffee and pastries from nearby bakers. Exceptional venues can be easily discovered through the Gourmet South Moravia, which showcases the best of what our region has to offer in gastronomy,“ adds Martina Grůzová, director of the Tourism Centre – South Moravia.
Quality Data as a Basis for a Good Strategy
As previously mentioned, HOLIDAY WORLD & REGION WORLD also hosts professional activities, including the traditional Tourism Forum. This year’s forum will focus on the current and future challenges that significantly influence both domestic and international visitors to Czechia.
„The main theme of this year’s event will be the findings from visitor analysis using geolocation data from mobile network operators. These insights are crucial not only for strategic planning but also for a deeper understanding of tourism trends. The program will emphasize the advantages of mobile apps for reaching customers and the analytical insights they offer, showcasing effective data usage in digital marketing. Thus, the Tourism Forum will provide experts with practical insights and inspiration for ongoing industry development,“ explains Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation at CzechTourism.
What the Current Fair Will Bring
As anticipated, Czechia will have the highest number of stands at the fair. Besides the previously mentioned South Moravian Region and Brno, other participants include Prague, the Olomouc Region, Plzeň Region, Central Bohemia Region, Ustecký Region, and Highlands Region. The Czech Tourism Centre – CzechTourism will also have a prominent presence at the exhibition. Visitors can stop by their stand to gather fascinating information about the Way out of Bore portal. Additionally, attendees can experience a virtual reality journey. Exciting inspiration for both local and international travelers awaits in Hall 3, stand number 3A15.
„International Fair of Tourism and Regional Tourism HOLIDAY WORLD & REGION WORLD is celebrating its 33rd year and reaffirms its status as one of the country’s most significant tourism events. The remarkable scope of this edition reflects how dynamically the industry is expanding. Close to three hundred exhibitors from 25 countries and a vast range of enticing tourist destinations from around the globe, along with nearly all regions of the Czech Republic, will be showcased in Letňany. The event is complemented by a robust accompanying program for experts and the general public. The integration with the FOR BIKES cycling fair will offer visitors a unique event featuring interesting products and comprehensive services for travel and vacations,” summarizes Martin František Přívětivý, the general director of the event organizer, ABF.
