Market – Czech

Switzerland Tourism is represented in the Czech market by 1 representative based in Prague in the office of the HST Chamber of Commerce Switzerland – Czech Republic.

• ST market research page –– here
• ST Research Report 2024 –– Download here
• TMS 2023 –– Download here

Click here for an overview slide for each finalized activity in the current year, or contact market representative directly for more details.

In 2024 were executed 120.474 overnights in hotels 3* and higher, which is the highest number of executed overnights in Czech market history. 67,7% of Czech are using Supplementary accommodation (rented apartment/house, unpaid apartment/house, campsite, B&B, group accommodation, youth hostel/hostel, mountain hut/SAC, serviced apart. / chalets / villas, and agritourism) and these figures are not included in the hotel statistics mentioned above.

Interesting numbers about Czech market:

• Czech tourists usually decide to travel to Switzerland between 15 and 162 days before departure (50%), with a median of 60 days. Following this, they book travel or accommodation 122 to 2 days in advance, with a median of 34 days
• Most requested types of holidays: 1. summer active holidays, 2. sightseeing and city tours, 3. winter active holidays, 4. relaxing summer holidays, 5. city tourism
• Top activities for Czech tourists in Switzerland: 1. hiking, 2. shorter trips, 3. cable cars, 4. natural attractions, 5. staying by the water
• Czech tourists are usually between 30 and 49 years old, with an average age of 41. The group is predominantly male (58%).
• 87.1% of visitors look for new places and 12.9% return to places already visited
• 71.1% of visitors focus on summer (May-October) and 28.9% on winter (November-April)
• 32.3% of Czechs choose hotel accommodation (43.6% choose 4*, 39.8% 3* and 8.6% 5* hotels)
• The most frequent travellers are: 1. partners, 2. friends, 3. other family members, 4. children, 5. groups
• Czechs most often choose to travel to Switzerland by car (59.5%), plane (15.9%), train (7.7%), tour bus (6.4%), bus (5.7%), camper/caravan (4.1%) or motorbike (0.5%)

The current economic situation of the Czech Republic is characterized by a combination of growth and challenges affecting its stability. In 2024, the gross domestic product (GDP) is expected to grow by approximately 1.2%, marking a slight improvement compared to the previous year. For 2025, GDP growth is projected to reach 2.7%; however, this outlook is burdened by several risks, including weak economic performance in the Eurozone and geopolitical tensions.

Inflation remains one of the key factors influencing the Czech economy. After years of high inflationary pressures, the average inflation rate is expected to decline to 2.4% in 2024 and further to 2.2% in 2025. This decrease is supported by weakened demand and the restrictive monetary policy of the Czech National Bank, which aims to keep inflation under control. However, energy prices and services continue to pose challenges for both businesses and households.

he labor market exhibits imbalances, with a persistent shortage of skilled labor remaining an issue. Despite weaker economic momentum, real wages are expected to continue rising, increasing household purchasing power and supporting consumption. In 2025, the minimum wage is set to increase to CZK 20.800, – (CHF 780, -), representing an annual rise of more than 10%. Overall, the Czech economy faces a complex environment with a mix of positive and negative factors. Given the expected GDP growth and inflation stabilization, there are opportunities for further development. However, successfully addressing structural issues and adapting to changing global conditions will be crucial.

Big Czech tour operators are now selling its Switzerland products and trips for 2025, and products for 2024 were completely sold out in most of Czech TO’s and TA’s offers.

There is trend of increased interest of TO’s in Autumn season in Switzerland.

In Czech Republic is currently around 600 active TO’s including almost 190 tour operators and almost 70 travel agencies with Switzerland offer.

TUI Group entered in Czech market with plans to significantly strengthen its presence (started in 2023 in low level), aiming to handle up to 100.000 clients during the Summer 2025.

Despite of high year-to-year inflation rate, Czechs are travelling without any major restrictions, and they are already booking their summer holidays with TO’s and TA’s.  

Czech are known as adventurous travellers with interest in foreign countries and local traditions. Increase trend in recent years is to explore Alpine and non-seaside countries. As Czech are highly active and sporty people, they prefer active vacation possibilities in the mountains and nature. In case of Switzerland, most attractive activities for summer are hiking and biking, for winter is main focus on ski, snowboard, skitouring and snowshoes, incl. apres-ski.

In 2023, 72,5% of Czechs used Supplementary accommodation in Switzerland. For 2024, the share decreased to 67,7% – there is increase of the share in hotel accommodation (3* and higher). As Czech save budget on accommodation, they use it for activities in the destinations.

Czech were always very much interested in holidays with own car transport – now they are looking more for touring possibilities in Switzerland (59,5% of Czech use private transport in Switzerland), especially in connection to the GToS / GTToS and Swisstainable experiences. Supplementary accommodation (mostly apartments) is still one of the top accommodation type (67,7% of Czechs are looking for Supplementary type of accommodation) as it is offering possibility to extend stay in Switzerland with very favourable conditions.

The Czech market focuses primarily on the personas Lou, Jo, Kris and Max.

Lou (Down Pacer): Down Pacers are looking for a break from everyday life. They want a care- and stress-free time. Their batteries need recharging, their body and mind need some rest. Switching off is the most important travel motive and they tend to find peace and tranquillity in nature.

Jo (Active Adventurer): Active Adventurers live their sport passionately and choose their destination according to these sporting challenges. They want to get away from their work lives and have a great need for freedom and adventure. Meeting like-minded people from the same community while travelling is very attractive for them.

Kris (Local Explorer): Local Explorers are looking for new impressions but also challenges. These can be intellectual but also physical. They usually live a very structured, disciplined lifestyle – travel helps them get away from their work lives and fulfils their need for freedom and adventure.

Max (Highlight Traveller): Highlight Travellers want to get to know the world and its highlights. As well as their interest in the top sights, safety, convenience, and a degree of comfort are important to them.

Find more information about the personas here.