Vysočina Tourism

What Vysočina Tourism does

Vysočina Tourism (legal name: Vysočina Tourism, příspěvková organizace) is a regional destination management organization (DMO) established in 2008 by Kraj Vysočina, the regional government of the Vysočina Region in the Czech Republic, headquartered in Jihlava. The organization is a government-owned contributory entity (příspěvková organizace) that coordinates and executes regional tourism promotion on behalf of the regional authority. Its core deliverables include the regional tourist portal vysocina.eu, multi-channel marketing campaigns (print, radio via Hitrádio Vysočina, online, outdoor rollingboards, TV broadcasts on Prima, and influencer programs), press trip organization for international journalists, and participation in major domestic and international tourism trade fairs (Holiday World Prague, REGIONTOUR Brno, Ferien-Messe Vienna). It also operates three specialized service lines: the Vysočina Film Office (location services for film productions), the Vysočina Convention Bureau (MICE and conference tourism), and a dedicated wedding tourism platform (Svatby na Vysočině), together with thematic heritage sub-brands covering Baroque architecture, glass-making, and film tourism.

The business model is non-commercial: primary funding flows from the Kraj Vysočina regional budget for operating costs, marketing activities, and tourism promotion programs, supplemented by project-based co-financing from European programs (notably Interreg AT-CZ for cross-border cooperation) and the Ministry for Regional Development (MMR). The organization does not sell products directly to tourists; pricing for tourism services is set by individual regional providers. It serves a diversified set of stakeholders: domestic Czech tourists (primary), international tourists from European and distant markets (China, Israel, South Korea, Taiwan, Latin America), film production companies, MICE/event organizers, and school groups. Operational scale is modest — approximately 10 employees — but the regional asset base is substantial, anchored by three UNESCO World Heritage Sites (Třebíč, Telč, and St. Anne's Chapel) and a network of Tourist Information Centers coordinated through the 3K platform with sister DMOs (Koruna Vysočiny, Vysočina West, Třebíčsko, Kraj pod Javořicí). In July 2024, Mgr. Zdeněk Navrátil was appointed director following a period of organizational transition.

Name

Vysočina Tourism

Legal name

Vysočina Tourism, příspěvková organizace

Website

https://vysocinatourism.cz

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Vysočina Tourism is a Czech regional destination management organization (DMO) established and funded by Kraj Vysočina, coordinating tourism promotion, marketing campaigns, and specialized Film Office, Convention Bureau, and wedding services for the Vysočina Region.

Ownership category

akta.pro rank

Product category

Regional Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900), Services-Allied To Motion Picture Distribution (7829)

akta.pro industry

PRIMARYTHAHADAA

Full-Service Destination Management (Ground Handling & Onsite Operations)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Destination Management Companies (DMCs) & Incentive Travel Specialists

SECONDARYTHAHADAG

Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Destination Management Companies (DMCs) & Incentive Travel Specialists

SECONDARYTHAHADAH

Event Production & Theming (Décor, Creative, Entertainment Booking)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Destination Management Companies (DMCs) & Incentive Travel Specialists

SECONDARYTHAHADAE

Venue & Special Event Site Sourcing (Unique Venues, Permitting)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Destination Management Companies (DMCs) & Incentive Travel Specialists

Keywords

• Regional tourism promotion
• Destination management
• Tourism marketing
• Film location services
• Conference tourism bureau

Headquarters

HQ city

Jihlava

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Vysočina Tourism is a 'příspěvková organizace' (contributory organization) established by Kraj Vysočina. Primary funding comes from the regional government budget for operating costs, marketing activities, and tourism promotion programs.
2. Project-based European Funding: The organization implements projects funded by European programs including Interreg AT-CZ for cross-border cooperation, with co-financing from state budget resources (Ministry for Regional Development).

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Vysočina Tourism is the regional Destination Management Organization (DMO) for the Vysočina Region in Czechia, coordinating tourism promotion through the tourist portal vysocina.eu, the Vysočina Film Office for film location services, and the Vysočina Convention Bureau for MICE and wedding tourism. The organization manages multi-channel marketing campaigns (print, radio, online, outdoor, TV), operates the 3K platform of Tourist Information Centers, hosts press trips for international journalists, and represents the region at domestic and international trade fairs.

Product overview

Vysočina Tourism is a regional destination management organization (DMO) that operates multiple interconnected tourism platforms and services for the Vysočina region in the Czech Republic. The core offering includes the Turistický portál (vysocina.eu) as the main tourism portal, supplemented by specialized sub-brands covering Barokní Vysočina (baroque heritage), Vysočina Filmová (film tourism), and Vysočina sklářská (glass-making heritage). The organization also operates three specialized service divisions: Vysočina Film Office for film production support, Vysočina Convention Bureau for conference and MICE tourism, and a dedicated wedding tourism service. Additional offerings include a school tourism program. The organization manages tourism marketing, publishes printed materials, and represents Vysočina at trade shows.

Differentiator

Problem solved

Functional benefit

Brands

• Vysočina Film Office: Film office providing location services and support for filmmakers in the Vysočina region
• Vysočina Convention Bureau
• Svatby na Vysočině

Products and services

• Turistický portál (Tourist Portal vysocina.eu) Main regional tourism portal for the Vysočina Region providing tourist destinations, attractions, accommodation, dining, events, and trip planning tools for domestic and international visitors.
• Vysočina Film Office Film office service that connects filmmakers with filming locations in the Vysočina region, provides location scouting, production support, and promotes the region as a film-friendly destination to documentary and feature film productions.
• Vysočina Convention Bureau Conference tourism office promoting the Vysočina region as a destination for conferences, corporate events, meetings, teambuilding, and MICE activities, connecting event organizers with venues and service providers.
• Svatby na Vysočině (Weddings in Vysočina) Specialized wedding tourism website managed by Vysočina Convention Bureau, featuring wedding venues including countryside, church, castle, and non-traditional options, plus supplier listings and wedding coordinators.
• Nabídka pro školy (School Tourism Program) Educational tourism offering for schools including field trip programs, school accommodations, school camps, and ski schools available on vysocina.eu.
• Barokní Vysočina (Baroque Vysočina) Thematic tourism brand focusing on Baroque monuments in the Vysočina region, featuring Santini's architectural works and Baroque heritage sites; recognized with the Velká cena cestovního ruchu 2017/2018 Silver award for Best Single Campaign.
• Vysočina Filmová (Film Vysočina) Thematic tourism brand promoting film tourism, highlighting film locations and cinematic heritage of the Vysočina region.
• Vysočina sklářská (Glass-making Vysočina) Thematic tourism brand celebrating the glass-making tradition heritage of the Vysočina region, including Czech-Austrian cross-border glass-making cooperation projects.

Quantifiable outcome

• Nearly 2.49 million visitors to tourist destinations in 2024
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered major, minor and core.

• Vysoká škola polytechnická JihlavamajorStrategic or Co-development Partner · 19 June 2026Polytechnic university serves as applicant and grant recipient for FMP INTERREG AT-CZ project 'CZ-AT Town-twinning'. Vysočina Tourism contributes presentations about regional offerings for Austrian visitors.
• Marktgemeinde DobersbergmajorStrategic or Co-development Partner · 19 June 2026Austrian municipality partner in FMP INTERREG AT-CZ project focused on cross-border town twinning and regional development cooperation between Czech and Austrian border regions.
• Město SlavoniceminorStrategic or Co-development Partner · 19 June 2026Czech border town partner in cross-border cooperation project focused on analyzing cross-border partnerships and tourism connections.
• CzechTourismcoreGTM or Marketing PartnerNational tourism agency partnership for international marketing campaigns, trade fair participation, and press trip organization. CzechTourism coordinates national tourism promotion and Vysočina participates in joint marketing activities.
• Kraj VysočinacoreOthersRegional government is the founder and primary funder of Vysočina Tourism as a 'příspěvková organizace' (contributory organization). Provides operational funding and strategic direction for tourism development.
• Koruna VysočinycoreGTM or Marketing PartnerRegional destination management organization covering Bystřice, Nedvědí, Nové Město, and Žďár areas. Coordinates local tourism promotion and partners on joint marketing activities.
• Vysočina WestcoreGTM or Marketing PartnerRegional destination management organization in western Vysočina area. Collaborates on training, familiarization trips, and coordinated tourism promotion.
• Kraj pod JavořicíminorGTM or Marketing PartnerRegional destination management area organization participating in joint marketing and development activities.
• TřebíčskocoreGTM or Marketing PartnerRegional DMO covering Třebíč area, including UNESCO sites. Collaborates on tourism promotion and event organization.
• Ji.hlava Documentary Film FestivalminorGTM or Marketing PartnerFilm festival partnership supporting film industry presence in Vysočina region and promoting the destination to film professionals.
• Czech Film CommissioncoreGTM or Marketing PartnerNational film commission partnership for producer networking events and film industry collaboration.
• Státní fond kinematografie (Film Fund)minorGTM or Marketing PartnerFilm funding body partnership for supporting film production location services.
• Izraelsko-česká obchodní a průmyslová komoraminorGTM or Marketing PartnerIsraeli-Czech Chamber of Commerce presentation for introducing Vysočina as MICE and leisure destination to Israeli market.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmt2oRLHD58WcvpViPGIhXA
• Facebookfacebook.com/vysocinaregion
• Instagraminstagram.com/vysocinaregion
• LinkedInlinkedin.com/company/vysocina-tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Vysočina Tourism