Czechia Shines at ITB Berlin: A Triumph in Global Competition!
ITB Berlin – A Hub for Global Tourism
This year, 24 representatives from Czech regions, cities, hotels, travel agencies, and other tourism stakeholders showcased their offerings at ITB Berlin. The Czech stand attracted a significant number of professionals and also drew the attention of the general public. The participation of the Ministry of Regional Development further enhanced the visibility of Czechia.
“With over 20 domestic companies—including hotels, travel agencies, and activity providers—we highlighted the latest trends in Czech tourism at ITB. While Prague remains the top destination for foreign visitors, we aim to promote interest in other regions across the country. We showcase the Czech Republic as the perfect place for active relaxation, spas, hiking, and cycling,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism. He further adds, “Our goal is to introduce visitors to lesser-known regions and inspire them to explore new places beyond the capital.”
Sustainability and Technology Take Center Stage
This year’s ITB focused on key themes of responsible travel and Travel Technology. This highlights the use of modern technology in tourism to enhance efficiency, improve traveler experiences, and optimize the overall workings of the tourism industry. These innovations aid in planning, booking, mobility, and enriching the tourist experience during travel. Czechia positioned itself not only as a country with time-honored attractions but also as a destination embracing innovative methods that align with contemporary trends of friendly and responsible tourism.
The fair saw over 100,000 visitors, 87% of whom came from abroad. Many took advantage of the opportunity to engage with Czech partners during meetings and at the informal networking evening, which unfolded in the fair’s final hour. Participants enjoyed world-famous Pilsner beer while sharing ideas for new projects and fostering long-term collaborations.
“The informal networking concept, known as ‘Happy Hour’ or ‘Feierabendbier,’ has proven to be effective. Coordinating meeting schedules can be challenging, but everyone is excited to come together for the last hour over Czech beer. This event works wonderfully, allowing for relaxed interactions and the opportunity to make new connections,” says Markéta Chaloupková, Director of the CzechTourism Foreign Representation for Germany, who moderated the event.
Czechia Shines Bright
After a three-day experience at ITB Berlin 2025, it’s clear that interest in Czechia is on the rise. Inbound tourism statistics reveal that Germany serves as a key market, with tourists increasingly seeking authentic experiences in the Czech Republic. In response, CzechTourism is committed to supporting this trend and concentrating on innovative and sustainable practices that will further enhance our country’s appeal as an attractive tourist destination.
Mark Your Calendars
In 2026, ITB Berlin will be celebrating its 60th anniversary. Join us as Czechia returns from March 3 to 5, 2026!
