The new communication concept of the Czech Tourism Central’s campaigns for 2024 and 2025 Unexpected Wellbeing is based on the idea that the Czech Republic is de facto one big spa. There is such a comfort, such beautiful nature and rich culture that even if you spend your holiday sabbatical in the Czech Republic, you feel like you are in a spa. And so every lightly sporting activity becomes an unexpected spa treatment. The visuals, which originated primarily in English, have slogans (claims) such as “unexpected steam room” for photos of a cyclist in a fog, “unexpected pedicure” for photos of bare feet walking on rocks in a forest, or “unexpected aromatherapy” for a group of people walking in a flowery meadow. In addition to the campaigns, CzechTourism is also planning a variety of other activities.

Tourism is crucial for the domestic economy. It contributes 95 billion crowns to GDP and brings 214,000 jobs, meaning that every 25th resident of Bohemia/Bohemia works there.Tourism in the Karlovy Vary Region, Prague and the South Bohemia Region has the largest share of employment, and in the Region of Karlovy Vary, South Bohemia and Prague.  “The importance of tourism to the Czech economy is indisputable. It has a positive impact on the development of regions, preventing their depopulation and promoting investment opportunities. The benefits of tourism need to be brought closer to the people – it has also led to the construction of an infrastructure of basic and accompanying services in many regions. We want the Czech Republic to be an attractive destination not only for tourists, but also for investors and entrepreneurs. That is why one of the first things we did at the Ministry of Regional Development earlier in the year was to allocate 200 million kronor to support tourism. In two challenges, we will support the equipping of tourist routes, the development of navigation and information systems in destinations, the modification of ski cross-country trails or eco-friendly transport in tourist regions and marketing activities,” says Vice Minister for Digital and Minister for Regional Development Ivan Bartoš.

How to play sports, relax and relax will be shown by a key campaign by CzechTourism Unexpected Wellbeing. It builds on the award-winning original-imaginative visual Unexpected Traditions from 2023 and brings the theme of active tourism to an unconventional form tuned in cooperation with the region. With the aim of sharing not only with the Ministry of Regional Development: to lure as many travellers from all over the world as possible to the Czech Republic.

“Even this year, of course, our biggest B2B event will take place aimed at buyers and representatives of travel agencies from all over the world and domestic tourism professionals and entrepreneurs under the name Czechia Travel Trade Day. says František Reismüller, director of The Czech Tourism Centre – CzechTourism, adding: “In addition, we will continue to develop our destination portals Visit Czechia and The Way Out of Boredom, which last year recorded the biggest attendance ever – VC more than 2.4 million, KzN more than 28 million visits. In general, it is clear that digitalisation and tourism are inherent.”We are also going to take a new approach to registering touristaccommodation. Imagine not filling out paper forms at length when you visit the accommodation. Instead, we are entering an era of digital tourism where a single digital site will be used to register tourists in our accommodation. At the Ministry of Regional Development, we are working on an amendment that will reduce the administrative burden and adapt the tourism industry to new technologies. We will have real-time data, which will benefit not only our ministry, but also the foreign police, the bureau of statistics and the municipalities themselves. Each mayor or mayor will be able to see how many tourists they currently have in their cadastre and how much money they will get into the fee budget. They can then use these for infrastructure development,” says Vice Minister for Digital and Minister for Regional Development Ivan Bartoš, adding: “Of course, this housing registration revolution includes tourists who use online accommodation platforms. Every visitor to our country will be obliged to register, in accordance with a European Union regulation currently before the European Parliament. Modern times demand a modern solution – we won’t stand by, but we will meet it.In 2024, the further involvement of artificial intelligence in the Out of Boredom and Visit Czechia portals should also be analysed in order to make it easier for users. Thematic landing pages will continue to be created on the Boredom Portal, and data alliances will be closed so that quality external data sources can be used. Currently, CzechTourism, among others, is helping to implement the project of the Ministry of Culture in the context of the 200th anniversary of the birth of Bedřich Smetana.

It is not only thanks to this composer that 2024 is referred to as the Year of Czech Music, in which a variety of events will take place on classical music, about which information can already be found at a special hub.  People can also get acquainted with the upcoming news of 2024, sporting events or what the country’s spas are up to this year. And the Czech Tourism Centre, in cooperation with partners, is also preparing the Tourism Forum, which will be part of the Holiday World & REGION WORLD 2024 trade fairs in March, a presentation of the Czech Republic at foreign trade fairs, various events under the heading of the Czech Convention Bureau and others.

JK