The love affair continues – what is the secret?
CzechTourism is once again participating in the World Travel Market this year, showcasing Czechia’s wide range of tourism offerings with the help of various partners.
The Czech Republic remains a much-loved destination within the UK market. Over the past year, the country has seen a rise in visitors, with Prague alone experiencing a 15% increase in UK tourists.
Undeniably, Prague is still a top spot for UK and Irish tourists, and it’s about to get even more popular with book lovers thanks to Dan Brown’s new novel, The Secret of Secrets, which is set in the Czech capital. Inspired by the release of the much anticipated new novel, a brand new walking route was launched by Prague City Tourism which follows in the footsteps of Professor Langdon and the new book’s locations. Accompanied by an expert tour guide, visitors can uncover the mysterious corners of the city. The route unveils hidden symbols in architecture and ancient mythology entwined with Prague’s fascinating history—an exciting addition to the city’s attractions indeed and cementing Prague’s reputation as a cultural hotspot.
Plus, with the opening of another luxury five-star hotel, Fairmont Golden Prague, and the recently opened W Prague, the city is attracting a sophisticated and affluent clientele, showing there’s more to Prague than just great beer.
Czechia continues to offer visitors regular, frequent and affordable travel from the UK and Ireland. New flight routes started operating from Glasgow, Liverpool and Birmingham, with another service from Newcastle anticipated for 2026.
The capital is also being enjoyed by more responsible tourists, largely in part to the Enjoy Respect Prague campaign which was devised for inbound visitors. The initiative aims to promote respectful, sustainable tourism and encourage travellers to explore the city in a more conscious and considerate way.
But it’s not just the capital drawing attention—more Czech cities and regions are also starting to catch the eye of visitors looking for something a bit different.
Recently, there’s been interest in the wine-producing region of South Moravia and its capital, Brno, and of course the fairytale spa towns of West Bohemia are becoming popular amidst the continuing health tourism and wellness trends.
A New Era for Czech Gastronomy: Czechia Joins Europe’s Culinary Elite
The MICHELIN Guide has expanded its map of flavours and for the first time in history, an independent edition of the MICHELIN Guide will cover the entire Czech Republic. This year, MICHELIN inspectors have been travelling across the country, exploring Czech cuisine and seeking out the nation’s most exceptional culinary experiences. The new selection will be officially unveiled on December 11, 2025, during a gala evening in Mariánské Lázně, attended by leading Czech chefs, regional representatives, and notable personalities from the culinary world.
At-a-Glance: Czech Tourism in Numbers
In the second quarter of 2025, a total of 6.32 million arrivals and 15.02 million overnight stays were recorded in collective accommodation establishments in Czechia. The highest number of visitors and overnight stays was recorded in Prague, followed by the South Moravian and South Bohemian region. In terms of overnight stays, Prague was followed by the Karlovy Vary and South Moravian region.
Who Is Visiting Czechia?
In terms of overseas visitors globally, Germany, Slovakia, and Poland dominated. However, significant numbers are also coming from the United States, the United Kingdom and Northern Ireland, and Austria.
British and Irish Tourists Love Czechia
In the first 6 months of 2025, the Czech Republic welcomed 266,809 visitors from the United Kingdom and Northern Ireland to collective accommodation establishments, accounting for 2.55% of all international arrivals. This represents a 13.89% year-on-year increase. British visitors recorded a total of 709,071 overnight stays, with an average length of stay of 3.66 nights.
Where Is Everyone Going in Czechia?
Prague remains the top destination, welcoming over 240,000 British guests in the first two quarters of 2025, which represents 90% of all arrivals from the UK. However, there is a growing interest in the regions, accounting for almost 10% of overnight stays. Among regional destinations, the South Moravian Region, Karlovy Vary, and the Central Bohemian Region attracted the largest numbers of British tourists, followed by South Bohemia and Pilsen.
Czechia in the News
In the past year, Czechia’s broad appeal has been widely reported in the press and it’s been exciting to see Prague as well as other cities and regions making the headlines.
Top Stories in the UK Press
- Trip Reporter – Fairmont Golden Prague
- The Telegraph – The best of Prague
- The Telegraph – South Moravia – the wine region giving France a run for its money
- London Standard – The healing waters of Czechia’s spa towns
- Independent – European towns and villages that look like a Disney movie: Telč, Vysočina Region, Czech Republic
- i News – Nine of Europe’s overlooked lakes for an affordable summer escape: Lake Mácha
- Express – I visited a hidden gem city near Prague where a 3-course meal costs under £30
- Irish Mirror – Why you should Czech out South Moravia as Europe’s hottest new wine destination
- National World – I popped to Prague and it was alive with the sound of music
CzechTourism’s WTM stand is sure to be a busy spot this year. Also exhibiting will be some of the wider regions’ tourism partners and domestic tour operators ready to share their unique offerings and what’s new for 2026.
CzechTourism will be at stand N8-500
Notes: CEO František Reismüller and Director of CzechTourism for UK & Ireland, Katarina Hobbs, are available for interview/commentary at WTM and requests can be made to:
- deborah@welcometoama.com
- leia@welcometoama.com