The Czech Republic is a member of the UNWTO Executive Council (2023-2027)

Education/Training and Tourism Management

(Match: The government of the Czech Republic considers Tourism Management as a core direction of its policy. It also recognizes the fact that the quality of the teaching of tourism-related subjects (hospitality, tour operating, management, research, etc.) at education and training institutes is the basis for well-trained managers, operators, workers, and service employees. Tourism development requires a continuous supply of skilled basic, intermediate, and academic professionals who are responsive to the specific needs of the tourism industry).

• Support through the UNWTO.Academy: UNWTO can assist the country in the development of tourism educational programs (i.e, curricula), along with the delivery of tailored-made trainings (i.e., training for officials).
• Training: Explore the possibility of organizing tailored-made trainings on the elaboration of a tourism strategy, development of tourism products, marketing strategy, promotion, etc.  
• Support in the organization of the Students League on the national level
• Support in organizing youth tourism events on the national level

Sustainable tourism development and enhancement of key tourism segments

(Match: One of the core principles of the Czech tourism policy is to encourage responsible planning and management practices. Along with this, all the measures to take sustainability into account).

• Segments of interest: Support Czechia in the enhancement of its tourism segments of interest through capacity-building activities and the exchange of best practices with other destinations. 
• Explore the possibility of organizing joint initiatives on this occasion, in particular on a regional scale.
• Provide support and technical assistance if requested in the development of touristic themes (for example, health and wellness, culture, nature, etc.).
• International Network of Sustainable Tourism Observatories (INSTO) initiative of UNWTO.
• G20 Guidelines on Strengthening MSMEs and Communities as Agents of Transformation in Tourism.
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Czechia has not submitted any applications for any edition so far.
• UNWTO One Planet Sustainable Tourism Programme:
  • Global Plastic Initiative
  • The Glasgow Declaration on Climate Action in Tourism

Branding & Marketing

(Match: One of the main directions of the State Tourism Policy Concept in Czechia is Destination Marketing. Moreover, Regions of the country are introduced in a marketing campaign entitled "Czech Traditions23" on the foreign markets. This campaign aims to allure potential visitors from abroad by offering them unexpected experiences, using the authenticity of Czech traditions, whose stereotypes are creatively shifted to a more modern and attractive perspective).

• UNWTO.Academy: Organization of dedicated training on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.
• Promotion of the most successful stories in tourism of Czechia through the UNWTO’s platforms.

Innovation and Digital Transformation

(Match: The fast-changing technological shifts in the tourism industry from booking facilities to marketing tools and the tourist experience need to be considered in order to play a role in the highly competitive global tourism market.).

• Introduce the UNWTO Start-up Competition, the world’s largest startup competition in tourism
• Introduce the Innovation Hubs Network worldwide
• Potential to collaborate on the advancement of SDGs through innovation.

STRATEGY OF THE CZECH TOURISM AGENCY FOR 2021-25

Strategic Goals and Priorities

• The Czech Republic brand management
• Building a unified brand of the Czech Republic– unified branding and positioning 
• Strategic partnerships

Effective Czech Tourism

• CzechTourism – a stable and attractive employer for a motivated team of professionals
• Introduction of project management and agency transparency 
• Digitalization of the agency and related processes

Effective support for entrepreneurs and regions

• Setting priorities for CzechTourism activities
• Support for innovations in tourism
• Education and surveys in coordination with regions and entrepreneurs
• A strong network of representative offices abroad

CZECHIA TOURISM STRATEGY 2021-2030
 

Vision

• The Czech Republic is a SMART innovative destination at the forefront of Europe
• The Czech Republic is a safe, sustainable, and confident destination that builds its competitiveness not only on its natural and cultural heritage, traditions, friendly people, and unique experiences in Prague and the regions but also on the effective use of new trends in management, technology, and services

Priority Axes

• Management and support of tourism
• Innovative offer and experience
• Demand / Visitors
• Research, development, monitoring, information
• People