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It’s not a relief-based mood. It’s a feeling of ambition. For years, Czechia has been one of Europe’s most popular city-break destinations. It was beautiful, affordable and easy to sell. But the story that is unfolding now is more deliberate. The country isn’t just enjoying a post pandemic recovery. The country is trying to reshape the tourism industry into something smarter, premium and more strategic. It uses hard data, targeted advertising and a stronger policy framework to achieve this. In 2025, Czechia recorded more than 23.5 millions arrivals and almost 60 million overnight stays, both of which were above the pre-pandemic level. This suggests that the recovery phase has ended. The sector has entered a cycle of expansion while the average stay has remained stable. This is a sign that it’s not just a temporary spike in demand, but a more lasting return of domestic and international travel. This growth is important beyond the hotel lobby and airport arrivals halls. According to the Ministry of Regional Development (MDR), tourism now accounts for 2,5% of Czechia’s GDP. In 2024, it will generate 180 billion CZK of gross value added, as well as 364 billion CZK of visitor spending, and more than 233,000 new jobs. The presentation of the government shows that officials are increasingly viewing tourism as a strategic sector, with implications for regional growth, tax revenue and competitiveness. The most interesting change is not the size of the rebound. Czechia wants a new kind of tourism. Prague, the heart of the national visitor economy offers the best picture of this change. The destination data for Prague shows that 8.27 million visitors will arrive in 2025, and nearly 19 millions will stay overnight. Domestic tourism is also steadily rising above pre-pandemic rates. But beneath these headline figures, a trend is more subtle and more telling: the value of visitors is increasing. In 2025, the average spending is expected to be 55 percent higher than it was in 2019. Approximately two-thirds (or more) of tourists will now stay in four- or five-star hotels. In the luxury segment occupancy is significantly above 2023 levels. This indicates that a city is no longer satisfied to compete solely on affordability. This helps explain why Czechia’s tourism leaders talk less about volume and more about positioning. The destination, which once relied heavily on its image of a bargain European capital, is now trying present itself as a place that offers culture, gastronomy and wellness, as well as premium experiences. The change is not only visible in the people who are coming, but also in the way the country chooses to market itself. At the heart of this effort is CzechTourism’s new international campaign “Feel Free”, which is less of a slogan and more of a signal about how the country wishes to be perceived. The 2026 campaign is not based on generic destination advertising but rather a multi-layered system of brand storytelling and performance marketing, as well as product-specific activation. CzechTourism has announced that the image campaign, backed by a 17.5 million CZK investment, will run between April and June 2026 in the United States, United Kingdom, Italy Spain, France, and the Netherlands. The focus is on emotional cinematic branding – longer 30-second spots, culture- and gastronomy based narratives, and, importantly, the introduction of video-on demand and connected TV placements, particularly in Italy. This move is important because it shows that Czechia is marketing themselves less as a discount destination and more as a premium lifestyle destination. The connected TV and VOD inventory is not just a media channel; it’s also a signal of audience ambition. They suggest longer attention spans and stronger creative storytelling, as well as a willingness to invest in brand effect instead of just chasing the cheapest click. The campaign architecture is also unusually slick. In other words, Czechia wants to buy more than just reach. Image-building and brand narrative are used to reach out to distant markets. In contrast, closer markets are targeted with narrower conversion and product campaigns that aim to get people to book. CzechTourism’s plan allocates an additional 4.3 million CZK for search and content PPC campaign running from February until December 2026 on markets such as Poland Slovakia Austria Hungary Germany France Italy and the Netherlands. Another 8 million CZK (including VAT) will be allocated for conversion campaigns to be run in the United States in September and October. The model is two-speed. Czechia builds desire in long-haul markets. In the nearer markets, it converts familiarity into trips. This split is one of many signs that the destination’s approach to demand has matured. The campaign calendar demonstrates that not all countries need the same message and that not all travellers are at the same stage in the decision funnel. The CzechTourism 2026 plan organizes tourism products according to season and market. For example, image, gastronomy and culture, walking, cycling, and golf are grouped together earlier in the year. Spas and winter products are pushed back into the autumn. The strategy does not promote “Czechia”, but instead breaks it down into product lines that are tailored to the needs of specific audiences. In August, golf is targeted at the UK and Scandinavia. In September, spa tourism is aimed at Germany and Poland. In November, winter sports are promoted in Germany, Poland and The Netherlands. This product segmentation reveals something about the country’s goals. Czechia aims to become less dependent upon the traditional Prague weekend, and more resilient in its position as a destination all year round. It also tries to spread the demand more effectively. The official presentations, while Prague remains dominant, emphasize regional development, destination marketing, and themed travel outside the capital. Czechia Travel Trade Day 2020 was built around six regional themes, from gastronomy and Pilsen in Olomouc to heritage and wellness in Vysocina. In this sense, the marketing campaign does not just sell a country overseas. It reinforces a domestic goal: to redistribute the tourism more intelligently, and build stronger regional economies. The ministry reports that 85 million CZK have been allocated to regional destination managers, along with support for direct flights and development of regional airports linked to tourism strategy. The same presentation highlights eTurista, a national online tool for guest registration that will improve data collection, local taxes administration, and the monitoring of short term rentals. The current Czech tourism model is based on data in almost all aspects. Officials claim they are already using mobile network and card payment information to inform tourism policies. This is important because it shows that a destination is moving away from anecdotes and towards evidence. They want to know not only how many people come, but also where they go, how much they spend, and how the patterns vary by market and season. Food has become a major part of Czechia’s tourism repositioning. CzechTourism materials show that gastronomy is integrated directly into the Feel Free campaign. This includes dedicated 15-seconds and 6-seconds spots, two visuals as heros, and a spot within the 30-second image ads used in markets such as Italy, the United States, and the United Kingdom. The messaging is carefully framed. Czech cuisine is presented in a way that combines tradition and innovation. Beer culture, fine dining and themed culinary routes are all woven into the same narrative. The timing of the campaign is not random. The country is relying heavily on the international visibility that the MICHELIN Guide generates. CzechTourism reports that the media reach associated with the 2025 guide announcement was more than 15,3 million contacts. The advertising value equivalent to 9.3 million CZK. Twenty restaurants reported an increase in guest demand and visitor numbers within a month after the announcement. The presentation even goes so far as to claim that Czechia is now ranked among the top 16 gastronomic destination in the world. No matter if one views this ranking as definitive, the strategic intent behind it is clear: food is no more treated as an auxiliary attraction but rather as the main export of the destination brand. This shift also helps Czechia reach out to more expensive travellers. Gastronomy is a great fit for social media, and it also works well in the media. Food is a more effective way to sell lifestyle, indulgence and discovery than abstract promises about heritage. The “Feel Free”, especially in its gastronomy implementations, clearly tries to capture this mood: not just to visit Czechia but to enjoy, taste and experience it sensually. Digital infrastructure underpins this ambition. CzechTourism reported that the domestic portal Kudy z nudy had more than 43,3 million visits in 2025. The international portal #VisitCzechia attracted nearly 2.9 millions. These traffic levels give the country an extensive owned-media platform, which is useful for conversion and content amplification as well as inspiration. A destination that has a large first-party audience is better positioned to test campaigns, drive demand and support niche products compared to one that relies solely on paid media or third-party platforms. What makes Czechia’s current tourism moment interesting is that these pieces — premiumisation of products, campaign design, regionalisation, and data — all move in the same directions. It is not the case that a tourism board runs glossy ads and the rest of system remains unchanged. Both the policy presentations and marketing presentations tell the same story. Both are oriented towards higher-value growth. They also have better data, a stronger regional balance, and a more deliberate global profile. This coherence is rare. Many destinations still chase raw numbers while talking about sustainability and value-led travel. Czechia is, at least based on its 2026 plans and strategies, trying to do something more structured. It wants to build a tourism industry that makes more money from visitors, distributes the gains more broadly, and markets itself more precisely. The direction of travel has become increasingly clear. Czechia is not only interested in being busy. It wants to be better sold, better managed and worth more.That is a different kind of tourism story — and, for Europe, an increasingly important one.www.visitczechia.comBy Sid Thaker

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Boeing and Ethiopian Airlines have announced today that the airline has purchased six 787 Dreamliner aircraft as it fulfills its commitments under the landmark 2023 order. Ethiopian Airlines plans to use the 787-9 jets in order to expand its intercontinental flight network out of Addis Ababa, and to increase cargo capacity at a time when demand for long-haul flights is on the rise. The order is a sign of Ethiopian Airlines’ continued growth and readiness for future achievements. By increasing our fleet size, we can maintain operational excellence and passengers comfort.

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Phocuswright’s Managing Director, Pete Comeau, announced today the program for Phocuswright Europe. The program highlights a curated program shaped by the priorities and pressures that define the travel industry today. This year’s program is focused on the real work that companies are doing in technology, from AI and agenticcommerce to identity and loyalty. It creates a place for leaders to learn from each other, compare approaches and move forward more confidently. The pace of change is creating a natural inflection point for the industry, and Phocuswright Europe is where executives come to find the signals that help them benchmark, recalibrate and act.”The Phocuswright Europe 2026 program features:ADVERTISEMENTTop executives from across the travel ecosystem, including leaders from Trip.com, Thayer Investment Partners, Microsoft, Amadeus, Hostelworld and moreInterviews with senior executives, such as James Waters (Chairman of Booking.com) and Dara Brady (Chairman of Marketing at Ryanair).

High-impact panels addressing critical industry issues, including:

The rise of agentic trade and its implications for travel

The influence of social and creator driven demand

As personalization, payment and platforms converge, loyalty is evolving.

Digital identity, privacy and trust in an AI-driven environment

Overtourism, sustainability, and destination strategy

Phocuswright research sessions deliver new insights on European consumers and startups, as well as tours & Activities.

Interactive sessions and case studies focusing on practical application and implementation

In addition to its on-stage programming, Phocuswright Europe is known for fostering meaningful connections among decision-makers, providing attendees with opportunities to engage directly with peers, partners and competitors.As the industry continues to navigate rapid technological change and shifting consumer expectations, the conference serves as a critical forum for leaders to share strategies, evaluate emerging trends and identify opportunities for growth.Phocuswright Europe 2026 will take place in Barcelona, bringing together a global audience of travel executives and innovators.To explore the full program and learn more, visit: https://www.phocuswrighteurope.com/Program/All-Sessions

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The Guatemala Tourism Institute has launched Guatemala Insider. This new online training platform is available to travel agents and advisors. The platform was developed in partnership with Equator and Travel Uni to help travel professionals confidently sell Guatemala to their clients. Participants can test their expertise and gain practical insights to create unforgettable itineraries. This initiative is a first for INGUAT, and marks an important step towards raising awareness of Guatemala in the travel trade worldwide. The platform’s interactive AI chatbot is a key feature. It allows partners to ask questions regarding travel to Guatemala and uncover deeper insights. It also generates tailored itinerary ideas for clients who are interested in active adventure or culturally immersive trips. Claudia Coronado is the Head of Operations and marketing Department at INGUAT. She says: “Guatemala Insider is a significant milestone for INGUAT. It gives travel professionals a way to understand and sell our destination in a fun and interactive manner. Through the platform, travel professionals can explore our rich culture, vibrant communities and breathtaking landscapes. We are proud to introduce a tool that showcases the best of our country and inspires more travellers to discover what makes Guatemala truly unforgettable. We are proud to introduce a tool that showcases the very best of our country and inspires more travellers to discover what makes Guatemala truly unforgettable.”Partners who complete the course by 30th May 2026 (23:59 GMT) will be entered into a prize draw to win a six-night trip for two to Guatemala. The prize includes international flights, domestic flights, accommodations, activities, and transfers. One winner will be chosen from among eligible participants in the UK, Ireland Spain, Mexico Germany Austria Switzerland Canada and the US. The prize can be redeemed from 30th July 2026, with flight requests to be submitted at least one month prior to travel.The Guatemala Insider programme can be found here: https://www.guatemalainsider.com

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Holland America Line celebrated its 153rd Anniversary by naming its new signature tulip “Savour the Journey”. The ceremony took place at the iconic Keukenhof Gardens, in the Netherlands. The vibrant orange flower is a symbol of Holland America Line’s Dutch heritage, and its long-standing ties with Dutch culture, craftsmanship, and tradition.

The Savour the Journey Tulip, cultivated by KP de Geus and Maveridge International exclusively to represent Holland America Line, embodies the qualities that have long been associated with the brand, including elegance, warmth, attention to detail, and hospitality. Its vibrant orange petals and glowing centre embody tradition and vitality. They also echo the enduring relationship between Holland America Line, the Netherlands and its rich horticultural heritage.

“Our Dutch heritage is at the core of who we are and naming the Savour the Journey Keukenhof tulip is a meaningful expression,” said Nico Bleichrodt. Vice president, International Sales and Marketing, Holland America Line. “We are grateful for the chance to name this tulip, and for the care that went into its creation. It reflects our brand’s sense of purpose and how we invite our guests to experience the World.

The tulip’s official name was announced at a Keukenhof ceremony that brought together Holland America Line leaders and partners, as well as guests to celebrate the moment. The event traced Holland America Line’s year-long search for and adoption of the new tulip. It also highlighted the cruise line’s longstanding relationship and Dutch heritage with Keukenhof. The program culminated with a live sand art performance that revealed the name of the tulip, Savour the Journey. This was followed by the official dedication led by Captains Eric Barhorst, Jeroen Bajens, KP de Geus and Olympic medallist Joy Beune. The celebration culminated with a Champagne reception in the gardens.

Joy Beune, an Olympic medalist and one of the Netherlands most celebrated speedskaters brings a deep connection to the moment. Beune, a proud Dutch athlete and partner with Holland America Line, has been a part of the cruise line since 2025. She embodies its spirit of excellence, heritage, and forward momentum. Holland America Line has extended the maritime tradition of naming and welcoming ships into service with godparents to its signature tulip. Beune’s role of godmother for the Savour the Journey Tulip reflects the brand’s seafaring heritage while celebrating modern expressions Dutch culture.

Joy Beune said, “It is a special honor to be the godmother of this tulip.” “There’s no Dutcher than tulips or speed skating – both are part our national identity.” Holland America Line’s Dutch heritage is being celebrated in a meaningful manner. ‘Savour the Journey,’ which reflects my own mindset, is a great way to do this.

Holland America Line took part in the Bloemencorso Bollenstreek Flower Parade, which attracts around one million visitors every year. The cruise line participated in the parade for the first time in 1948, when it was first invited to celebrate its role in transporting tulips to the US. This year’s return is a continuation of a long-standing tradition.

Ferry Huurman is the director of operations at Keukenhof. “We are honored to continue our longstanding partnership with Holland America Line,” he said. “Flowers and tulips are deeply rooted into Dutch tradition. We always enjoy welcoming a new flower to our gardens. This celebration symbolises our shared Dutch heritage and the joy that tulips can bring to visitors around the world.

Holland America Line’s Dutch heritage continues today to shape the guest experience, especially on its Northern Europe Cruises departing from Amsterdam, Dover, and Rotterdam. The cruise line’s roots are brought to life on every journey, from Dutch Day celebrations aboard to regionally-inspired cuisine and enrichment. Cruise guests can explore the most historic ports of Northern Europe while sailing on selected Northern Europe itineraries. Itineraries include

* 7-Day Viking Trails and Celtic Origins: Edinburgh Evening Stay on June 14, 2026, Reykjavik – Rotterdam

* 14-Day Baltic and Scandinavian Capitals, 26 or 27 June 2026 — Roundtrip From Rotterdam or Dover

* 7-Day Norwegian Fjords & Hidden Gems, Sept. 5, 2026 — Amsterdam to Rotterdam

* 13-Day Fjords Tour of Norway, Sept. 19 2026 — Rotterdam – Dover

* 15-Day Arctic Journey and Northern Lights — Dover to Rotterdam, Oct. 15, 2020

* 7-Day Norwegian fjords and Sognefjord, 8 May 2027 — Roundtrip From Amsterdam

Consult a travel agent for more information or to book a Holland America Line cruise.