Prague as a center of global tourism. The capital organizes Czech Republic Travel Trade Day 2026 | News
For two days, Prague is transforming into a vibrant center of global tourism. The largest tourist event in the Czech Republic will take place here on April 20 and 21 – Czech Republic Travel Trade Day 2026organized annually by the Czech Tourist Authority — CzechTourismthis year in collaboration with Prague City Tourism and regional tourism organizations. The capital reaffirms its role as a gateway to the Czech Republic and as a hub for new opportunities in international tourism cooperation.
TTD as an important platform for business and inspiration
Czechia Travel Trade Day (TTD) is one of the most important events promoting inbound tourism. CzechTourism organizes it in collaboration with partners from representatives of regions, cities, destination management organizations and other stakeholders in the sector.
The two-day program is built around pre-arranged business meetings, where international tour operators and travel agencies meet Czech tourism entrepreneurs. The event offers opportunities for specific partnerships while presenting a wide range of tourist attractions in the country’s regions. An integral part of the program are introductory trips, which this year, in addition to Prague, highlight the tourist potential of Central Bohemia, the regions of Liberec, Olomouc, Pardubice and Pilsen, as well as the Vysočina region.
“Czechia Travel Trade Day is an important event that connects Czech companies with international partners and opens up new opportunities for the development of inbound tourism. Tourism is by no means a marginal sector; in the Czech Republic alone it generates hundreds of billions of Czech crowns annually, supports hundreds of thousands of jobs, and events like these bring tangible business and income to regions across the country, even as Prague remains our main gateway.” say Deputy Minister of Regional Development Filip Endal.
Dozens of countries, hundreds of professionals
This year, dozens of buyers, tour operators and travel agency representatives from more than twenty countries have come to the capital, in addition to hundreds of Czech professionals. In addition, there are about twenty international journalists from all over Europe and beyond.
“During the introductory trips, our international guests visited different regions, where they could see historical monuments, traditional crafts and contemporary tourism products. They made important business contacts and saw first-hand that the Czech Republic has a lot to offer: it is easily accessible and allows visitors to combine several experiences within one day,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism, add:
“Thanks to this experience, they are then much better able to encourage their customers to visit. TTD also confirms that personal encounters and first-hand experiences play an irreplaceable role in promoting tourism. This year’s concept of introductory tours throughout the country also significantly supports the spread of tourism to the regions.”
In preparing this year’s program, CzechTourism has collaborated with regional tourism organizations and Prague City Tourism, which organizes a number of activities in the capital.
“As part of this year’s TTD, we are presenting Prague, among other things, through guided walks that take international journalists and partners along new routes, inspired by Dan Brown’s book, that extend beyond the historic center, such as to the Folimanka Bunker. At the same time, we want to show how tourism in Prague has developed, including the changing visitor profile that we are targeting with our campaigns and innovative products such as the multifunctional Prague Visitor Pass. We see a trend towards demand for services from higher quality, luxury hotels and higher visitor expenditure,” says Michal Drobik, commercial director at City tourism in Prague.
What’s new this year
The location of TTD changes every year so that international guests can experience the Czech Republic in all its diversity. In previous years the event took place in Hradec Králové, Brno, Karlovy Vary, České Budějovice, Liberec, Pilsen, Olomouc and Ostrava.
“We have designed this year’s program to be as practical as possible and to deliver maximum value in terms of contacts and tangible results. We have also introduced several new features – business meetings with international tour operators and directors of our foreign offices now take place on both days of the event. CzechTourism product managers are also involved and present specific tourism products. The first day includes a panel discussion on current topics, while the second day offers a presentation of the Czech Republic as a destination. We are thus expanding networking opportunities and introducing new formats that provide inspiration and a broader perspective on the future development of tourism in the Czech Republic.” explains Tereza Hofmanová, Director of Product Management, Research and B2B Collaboration.
The program also includes a gala evening in Slovanský dům, which provides an opportunity for informal networking and the further development of business relationships.
The Czech Republic as a destination that has a lot to offer
Czech Republic Travel Trade Day consistently demonstrates that the Czech Republic is an attractive and competitive tourist destination. It connects the domestic tourism sector with the global market, supports business in the sector and creates new opportunities for the further development of inbound tourism.
