What CzechTourism does

CzechTourism (Česká centrálá cestovního ruchu – CzechTourism) is the official national tourism organization of the Czech Republic, established in 1993 and operating as a state-funded contributory organization (příspěvková organizace) under the Ministry for Regional Development. The agency is responsible for promoting the Czech Republic as a tourist destination both domestically and internationally, with day-to-day operations led by Director František Reismüller and a staff of approximately 130 employees. It is overseen by Minister for Regional Development Zuzana Mrázová and maintains a headquarters in Prague (Štěpánská 567/15) plus a network of 17+ foreign representations in markets including Germany, Poland, Slovakia, UK, Italy, China, France, Spain, Austria, the USA, and Latin America.

The organization's product portfolio is structured as a multi-platform destination-marketing stack: it operates the international Visit Czechia portal and the domestic Kudy z nudy portal as consumer-facing content platforms; the Czech Specials gastronomy certification program with international expansion to Vienna and Tokyo; the Czech Convention Bureau for MICE tourism; the Tourdata statistics platform tracking 1,300+ monitored visitor locations; the SBALENO podcast on Spotify and YouTube; and mobile applications including the Czech Days official portal app. Strategic initiatives include KCDlive (a gaming-tourism platform linking Kingdom Come: Deliverance video game locations with real Czech historical sites, developed with Warhorse Studios), the Česko bez bariér accessibility initiative, and the global 'Feel free' marketing campaign created by McCANN-ERICKSON PRAGUE in April 2026. Technology infrastructure rests on standard web analytics (Google Analytics, Google Tag Manager, Yandex), social-media pixels (Facebook), video integration (YouTube), and travel-industry programmatic pixels (Amadeus/Travel Audience for German and Italian markets).

CzechTourism does not earn commercial revenue in the conventional sense; its operating budget is allocated through the Czech government budget via the Ministry for Regional Development, and the organization's outputs are consumed free of charge by international tourists, domestic travelers, MICE buyers, and Czech tourism-industry partners. Commercial-style pricing exists only for partner participation at trade events (e.g., IBTM Barcelona standalone booth at 155,000 CZK excluding VAT). Its go-to-market is hybrid: event-driven through major international trade shows (IBTM, WTM, ITB Asia, TTG Rimini, IMEX America, IFTM Top Resa, Tour Salon Poznaň) and B2B workshops, combined with direct sales-led engagement with foreign tour operators, MICE buyers, and the Czech Convention Bureau's corporate-event clients. Customer segments span international tourists (Germany, Poland, Slovakia, UK, Italy being the top source markets), domestic Czech travelers, MICE buyers, and the Czech tourism industry (hotels, attractions, regional tourism boards, congress centers).

Name

CzechTourism

Legal name

Česká centrála cestovního ruchu – CzechTourism

Website

https://czechtourism.cz

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

CzechTourism (Česká centrálá cestovního ruchu) is the Czech Republic's official state-funded national tourism organization, promoting the country domestically and internationally through consumer portals, a 17+ office foreign-representation network, B2B trade events, and specialized sub-brands for gastronomy and MICE tourism.

Ownership category

akta.pro rank

Product category

National Tourism Promotion and Destination Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK), Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL)

Keywords

• National tourism promotion
• Destination marketing services
• MICE congress promotion
• B2B travel trade events
• Tourism data analytics

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Funding: CzechTourism is a state-funded organization (příspěvková organizace) under the Ministry for Regional Development of the Czech Republic. Operations are financed through government budget allocations for tourism promotion and marketing activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

CzechTourism promotes the Czech Republic as a tourism destination domestically and internationally through marketing campaigns, B2B trade events, consumer-facing digital portals, and MICE promotion. The organization runs international tourism trade show participation and workshops (IBTM, WTM, ITB Asia), maintains branded portals in multiple languages, certifies gastronomy establishments under Czech Specials, operates the Czech Convention Bureau for meetings and congress tourism, and publishes tourism analytics through the Tourdata platform and Institut turismu covering 1,300+ monitored locations.

Product overview

CzechTourism (Česká centrála cestovního ruchu) operates as the national Czech tourism authority under the Ministry for Regional Development. The organization manages a multi-platform portfolio comprising consumer-facing portals (Kudy z nudy, Visit Czechia), specialized sub-brands (Czech Specials for gastronomy, Czech Convention Bureau for MICE tourism), data platforms (Tourdata), content platforms (SBALENO Podcast), and mobile applications (Czech Days). The portfolio also includes strategic initiatives like KCDlive for gaming tourism and accessibility programs (Česko bez bariér), plus educational resources (Responsible Tourist Manual). Foreign offices coordinate international marketing across multiple markets. The organization connects domestic tourism infrastructure with international promotion through B2B partnerships, research services, and digital platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Kudy z nudy: Domestic tourism portal featuring Czech attractions, events, and travel tips
• Visit Czechia
• Czech Specials
• Czech Convention Bureau
• Tourdata
• SBALENO

Products and services

• Kudy z nudy
• Visit Czechia
• Czech Convention Bureau
• Czech Specials
• Tourdata
• IBTM Barcelona Exhibition Booth Participation
• CzechTourism B2B Trade Events and Workshops
• SBALENO Podcast

Quantifiable outcome

• 48+ million registered visitors to Czech attractions annually
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Czech Film Commission / Státní fond audiovizecoreStrategic or Co-development PartnerMemorandum of cooperation signed July 2026 to strengthen promotion linking Czech audiovisual industry with tourism. Joint activities will present Czech Republic as attractive destination for filming and travel, promoting locations through film screens and television to visitors for both famous tourist sites and undiscovered areas.
• McCANN-ERICKSON PRAGUEcoreGTM or Marketing PartnerCreative agency responsible for developing original visuals and creative concepts for CzechTourism campaigns including the global 'Feel free' campaign and golf tourism campaign targeting Sweden, UK, and Ireland.
• Warhorse StudioscoreStrategic or Co-development PartnerDevelopment partner for KCDlive gaming tourism initiative linking Kingdom Come: Deliverance video game locations with real Czech historical sites (Kutná Hora, Trosky Castle, Malešov, Sázava). Memorandum of cooperation supports cross-promotion of historical tourism experiences.
• Regional Tourism Boards (14 Czech Regions)coreStrategic or Co-development PartnerLong-standing partnerships with all 14 regional Czech tourism boards for coordinated destination marketing, joint B2B events, regional promotion campaigns, and data sharing through destination management programs.
• Czech Convention BureaucoreStrategic or Co-development PartnerSpecialized division under CzechTourism focused on MICE promotion; operates ongoing partnership cooperation initiative (January 2022 - December 2027) promoting Czech congress and corporate event capabilities to international market.
• Prague City TourismcoreStrategic or Co-development PartnerPartnership in joint tourism promotion including Czechia Travel Trade Day 2026 and collaborative B2B marketing efforts for incoming tourism to Czech Republic.
• Letiště Praha (Prague Airport)coreStrategic or Co-development PartnerPartnership in joint tourism promotion including Catalog of Czech Incoming Tour Operators; collaboration on air connectivity development supporting tourism access.
• Association of Travel Agencies ACK ČRcoreStrategic or Co-development PartnerPartnership in joint tourism promotion including Catalog of Czech Incoming Tour Operators initiative combining four key Czech tourism stakeholders.
• PROPED Project Partners (Velvyslanectví ČR)coreGTM or Marketing PartnerEconomic diplomacy projects through Czech embassies supporting tourism promotion in Austria, China, Kazakhstan, and other markets; coordinated missions and B2B workshops with foreign representations.
• KCDlive Project (Historical Sites Network)minorStrategic or Co-development PartnerNetwork including Kutná Hora, Hrad Trosky, Malešov fortress, Sázava Monastery, Rataje nad Sázavou, and GASK gallery; provides themed historical experiences linked to Kingdom Come video game for tourism promotion.
• Czech Republic Embassies (Foreign Affairs)coreGTM or Marketing PartnerCollaboration through PROPED economic diplomacy projects; embassies in China, Kazakhstan, Austria, France, and other markets support tourism promotion activities and B2B matchmaking.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Slovenian Tourist Board: National tourism organization for Slovenia — a smaller Central European NTO with comparable mandate (outdoor, culinary, cultural tourism) and similar country-scale operational footprint; useful comparable for budget sizing and program design.
• Visit Estonia: Estonian national tourism organization — comparable-size small European NTO with strong digital-first marketing, similar source-market mix (Nordics, Germany, UK), and emphasis on year-round destination diversification.
• Switzerland Tourism: Swiss national tourism organization — directly comparable higher-budget European NTO with strong MICE positioning, premium destination brand, and similarly developed foreign representation network; benchmark for marketing ROI and trade-event investment.
• German National Tourist Board (DZT): Germany's national tourism organization — directly comparable in mandate (destination marketing, B2B trade participation), foreign-office scale, and overlapping Central European positioning; competes for many of the same Western European source markets as CzechTourism.
• Croatian National Tourist Board: Croatia's national NTO — comparable Central/Eastern European NTO with similar mandate (adriatic/coastal, cultural, MICE), foreign-rep model in key European markets, and similar government-funded operating structure; competes for some overlapping Western European leisure segments.
• Austria Tourism: Austrian National Tourist Office — a directly comparable national tourism organization covering a similarly-sized Central European destination with strong MICE, cultural, and alpine/leisure tourism; competes for overlapping source markets (Germany, UK, Italy) and operates a similar foreign-representation model.
• Visit Hungary: Hungarian Tourism Agency — directly comparable Central European NTO with overlapping strengths in MICE (Budapest), cultural and spa tourism; competes with Czechia for many of the same European leisure and congress segments.

Broad incumbents

• Brand USA: U.S. national destination marketing organization — established national DMO with multi-market foreign representation and large-scale consumer campaigns; useful peer for governance structure (public-private funding) and global campaign scale benchmarks.
• Tourism New Zealand: Internationally recognized NTO with pioneering 100% Pure brand campaign and strong content/IP-driven marketing; benchmark for global brand storytelling and influencer/fam-trip programs of the kind CzechTourism is attempting with Meeting Point DestinoChequia and KCDlive.
• Tourism Ireland: Larger and more globally recognized NTO with a longer-running global brand campaign ('Fill your heart with Ireland'); useful peer for benchmarking international campaign scale, branded-portfolio structure, and global PR discipline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLsk5ray9R7ZdkG6hKqtwFoquFe6GwQshe
• Facebookfacebook.com/agenturaczechtourism
• LinkedInlinkedin.com/company/czechtourism

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CzechTourism