Prague transforms into a hub of global tourism for two days. The Czech Tourist Authority — CzechTourism organizes the largest incoming tourism in Czechia, Czechia Travel Trade Day, 2026. This year, the event is being organized in cooperation with Prague City Tourism, and regional tourism organizations. TTD as a platform for business and inspirationCzechia’s Travel Trade Day is one of the biggest events for promoting inbound tourism. CzechTourism organizes it in collaboration with partners, including representatives of regions and cities, destination management organizations and other stakeholders. The two-day program is built around prearranged business meetings where international tour operators, travel agencies and Czech tourism entrepreneurs meet. The event offers opportunities for specific partnerships, while also showcasing the diverse range of tourist attractions in each region. The event is an important opportunity for Czech businesses to connect with international partners, and it opens up new possibilities for the development of tourism inbound. The tourism industry is not a marginal one. In Czechia, it generates hundreds and thousands of jobs and hundreds of billions in Czech crowns each year. Events like this help bring tangible revenue and business to regions throughout the country. Around twenty journalists from Europe and beyond are also present. “During the familiarisation tours, our international guests visited various regions and got to see historic landmarks and traditional crafts as well as contemporary tourism products. They made important business contacts, and they saw for themselves that Czechia is a country with a lot to offer. It’s easily accessible, and visitors can combine multiple experiences in a single day,” said Frantisek Rismuller, Director, CzechTourism. TTD confirms that first-hand experiences and face-to-face encounters are indispensable in promoting tourism. The concept of this year, with familiarisation tours taking place throughout the country, also supports the spread tourism to the regions. “In preparing the programme for this year, CzechTourism collaborated with regional tourism organizations and Prague City Tourism which organises many of the activities in Prague.” As part of TTD this year, we present Prague, among others, through guided walks, that take international reporters and partners along new paths inspired by Dan Brown’s book and extend beyond the historic center, such as the Folimanka Bunker. We also want to show the evolution of tourism in Prague, as well as the changing visitor profiles we are targeting with our campaigns and innovative products like the multifunctional Prague Visitor Pass. We are seeing a demand for higher quality services, luxury hotels, and increased visitor expenditure,” says Michal Drobik, Commercial Director of Prague City Tourism. What’s new this YearThe location of TTD is changed every year to allow international guests to experience Czechia as it is. The event was held in previous years in Hradec Krlove, Brno, Karlovy Vary, Ceske Budejovice, Liberec, Pilsen, Olomouc, and Ostrava. We have also added new features – business meetings with foreign tour operators and directors from our foreign offices are now held on both days. CzechTourism product managers are also present to showcase specific tourism products. The first day will include a panel discussion about current topics. The second day will feature a presentation on Czechia. We are expanding networking opportunities, and introducing new formats, which provide inspiration and a wider perspective on the future of tourism in Czechia,” says Tereza Hofmanova. Director of Product Management Research and B2B Cooperation.
The programme also includes a gala evening at Slovansky dum, providing an opportunity for informal networking and the further development of business relationships.Czechia as a destination with much to offerCzechia Travel Trade Day consistently demonstrates that Czechia is an attractive and competitive tourism destination. It connects the domestic sector of tourism with the global market. It supports business in the industry, and creates opportunities for the further growth of inbound tourism.
