Active tourism is booming in Czechia: Germans, Poles and Dutch are discovering new regions Source

The research has also shown the direction that Czechia should focus on, namely even more promotion of undiscovered places, which fits in with the concept of the Czech Tourist Authority – CzechTourism. Among its key activities is the presentation of tourist destinations beyond the crowds. This confirms that the agency has its priorities well set when it comes to targeting campaigns abroad, but also on domestic soil.
Year 2024: Record numbers and a return to pre-Covidian levels, tourists attracted by affordability and wide range of activities
According to the latest CzechTourism data, 2024 brought a positive trend in inbound tourism. Germany, Poland and the Netherlands are among the key source markets. The number of visitors from these countries last year surpassed the figures from the record year 2019. Targeted campaigns and promotion of natural destinations motivated foreign visitors to discover the beauty of Czechia. The data shows that while Germans continue to prefer spas and cultural sights, the Dutch are discovering Czech campsites and cycling trails, and Poles have taken a liking to the Giant Mountains and South Moravia.

“Our latest data confirms the growing popularity of Czechia among foreign tourists and also shows the areas with the greatest potential. Active holidays are a trend that is gaining momentum. In our campaigns, we want to put more emphasis on opportunities to combine sport, nature and cultural experiences. We are therefore focusing on promoting lesser-known regions and showing Czechia as a destination for all those who want to spend their leisure time actively. The increase in visitors from Germany and Poland confirms that this strategy is working,” says Director of the Czech Tourist Authority – CzechTourism František Reismüller.

Number of arrivals and changes in tourist preferences
The year 2024 confirmed the steady growth of inbound tourism, but also showed that travellers’ habits are changing. The latest CzechTourism data shows that the agency’s campaigns in key markets are delivering results:
German tourists: 2,377 682 headed to Czechia last year, up 4.1% year-on-year and up 14.6% on 2019.
Polish tourists: in 2024, 841 541 visitors came to Czechia, up 10.8% year-on-year, an increase of 25.3% compared to 2019.
Foreign tourists: 256 789 arrived in the country last year, a slight decrease of 1.9% year-on-year, but an increase of 3.2% compared to 2019.
Germany remains the strongest source market. Of the three countries, Poland saw the largest percentage increase, while the Dutch maintained a stable level of visitation.

Czechia is no longer just Prague – active tourists are discovering new regions
In addition to traditional destinations such as Prague and Karlovy Vary, Germans are also starting to look to the Giant Mountains and Šumava. They like wellness, hiking, water sports or cycling. They like to visit us in summer or early autumn. Average length of stay: 3.72 days.
Polish people head mainly to Prague, Hradec Králové and South Moravia, but also to the Jeseníky Mountains. They prefer hiking, including mountain walking, and they like winter sports and domestic cultural sights. They mainly choose summer to visit the Czech Republic. Average length of stay: 2.97 days.
Dutch people like Prague, South Bohemia and the Kralovehradecky region. However, they also choose Liberec and Vysočina as their destination. Most often they choose hiking, water sports and camping. They spend their holidays in Czechia mainly in the summer. Average length of stay: 3.81 days.
„The key to success is even better presentation of regional tourism. People want authentic experiences and Czechia offers huge potential in this respect. The increase in the number of visitors from Poland and Germany shows that our campaigns are reaching the right target groups,“ adds head of the CzechTourism Institute Petr Janeček.

„In the past period we have focused on promoting specific activities and experiences. We have succeeded in raising awareness of lesser-known destinations and bringing tourists to regions that previously did not have such a high number of visitors. Foreign visitors are increasingly choosing Czechia not only as a destination for cultural trips, but also for active holidays,” adds Director of the Department of Marketing and Foreign Representations of CzechTourism Jana Štumpová Konicarová.

CzechTourism plans to expand its digital campaigns in Germany, Poland and the Netherlands, as well as in other countries around the world, including remote markets. It plans to cooperate more intensively with outdoor influencers or to promote active tourism even more. The strategy also includes the promotion of sustainable forms of travel, including eco-friendly accommodation and regional train connections. Their content takes into account the preferences of tourists from individual countries.

Research details
Source: https://www.czechtourism.cz/en-US/Novinky/Archiv/2025/02/Aktivni-turismus-v-Cesku-zaziva-boom-Nemci-Polaci