Switzerland Tourism has been operating in the Czech market first time since 1926 (as 6th foreign market) with presence pause caused by 2nd World War and Communist era. ST relaunched its presence in the market in 2001. With 110.483 generated overnights in 2023 (ca 401.756 overnights incl. Supplementary accommodation), the Czech is one of the smaller source markets. Hereafter, you find the most important market information.

Charles bridge in Prague, Czechia
Vltava river and Charles bridge in Prague, Czechia

Directory

  1. Know the basics
  2. Bi-monthly market update
  3. Localized annual plan 2024

Know the basics

AddressSwitzerland Tourism
c/o HST Chamber of Commerce Switzerland – Czech Republic
Jankovcova 1569/2c
170 00 Prague 7
Czech Republic
see on the map
Market ManagerJan Ursíny
ContactM. +420 775 780 306
T. +420 222 521 125
jan.ursiny@switzeland.com
LinkedInJan Ursíny

Meet the team

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.

Research and reports

  • ST market research page –– here
  • ST Research Report 2023 –– Download here
  • ST TMS 2017 –– Download here

Market activities

Last updated: 01/19/2024 by JU

Market update and reporting of finalized activities 2023

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

Localized annual plan 2024

Last updated: 01/19/2024 by JU

Market Situation

Czech market as member of Active markets group is stable with positive long-term growing. Most updated ON statistics 2023 (January – November) recorded increase of 1,7% (2023/2019) and +9,2% (2023/2022).

According to the ON statistics we executed 110.483 overnights in January – November 2023. This statistic is applicable for 3*, 4* and 5* hotels. 72,5% of Czechs in Switzerland are using Supplementary accommodation – apartments (4 nights and more), campsites, BnB etc. These overnights are not counted in the official ON statistics. If we add these amounts of ON, we are estimating that Czechs executed in in 2023 total of 401.756 overnights.

We expect to be back on “pre-covid” overnights in 2024.

Economy

While the Czech economy was teetering on the edge of recession in the first half of 2023, economic activity was expected to start recovering in the second half of the year. In 2024, the economy’s performance could increase by 2.3%, mainly thanks to renewed growth in household consumption. However, economic activity will be slightly dampened by the effects of the consolidation package, which will also help to reduce inflationary pressures.

High inflation slows economic growth and lowers living standards in the Czechia. Not only food, electricity and natural gas, but also other categories of goods and services contribute significantly to rising consumer prices. Strong domestic demand pressures are already being dampened by higher monetary policy rates. The appreciation of the CZK is also having an anti-inflationary effect. We expect inflation to fall to 2.8% in 2024.

Labour market imbalances related to labour shortages continue to manifest themselves. As a result, despite the weak economic momentum, the unemployment rate should not increase much in 2023. The unemployment rate is expected to be 2.7% in 2024. Continued labour market tightness will put upward pressure on wage growth, but wage growth will continue to lag behind inflation in 2023. Thus, average real wage growth is not expected to resume until 2024.

SOURCE: State budget 2024 – Executive summary.pdf (by Ministry of Finance of the Czech Republic)

Travel Industry

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. Big Czech tour operators are now selling its Switzerland products and trips for 2024 and products for 2023 were completely sold out in most of Czech TO’s and TA’s offers. TO’s are now adding new Switzerland products for Winter 2024/2025.

There are currently 576 active TO’s with valid mandatory insurance against bankruptcy including 190 tour operators (decreased amount of TO’s, increased amount of TO’s with Switzerland products compared to 2021) and 67 travel agencies with Switzerland offer.

Czech Railways are operating on daily base two direct night train from Prague to Zurich (first via Austria and second via Germany). SWISS relaunched its 4th daily rotation between Prague and Zurich. The newest connection departs PRG to ZRH in 06:55 and arriving to ZRH in 08:15. From ZRH is newest connection departing in 21:00 and arriving to PRG in 22:20. This new rotation is ideal for tour operators and its groups.

After the Covid-19, we recorded increased interest between Czechs to visit and experience exclusive and premium destinations, and Czech TO’s focused on high-end and exclusive destinations increased its offers with Switzerland during 2023.

Travel Behavior

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.

Czech were always very much interested in holidays with own car transport – now they are looking more for touring possibilities in Switzerland (67,5% 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 (72,5% of Czechs are looking for Supplementary type of accommodation) as it is offering possibility to extend stay in Switzerland with very favourable conditions. As Czech save budget on accommodation, they use it for activities in the destinations.

Personas

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.  

Key Performance Indicators

Final 2023Budget 2024
Bed nights hotelstbdtbd
Turnover Total (CHF)tbdtbd
Growth 2022 – 2023tbd
Campaigning & Activation*
·      Top-Marketing Contacts64’454’48522’000’000
·      Customer reactions262’38490’000
·      Tracked Sessions on MyS.com per year256’207400’000
·      Bouncing Rate on MyS.com15.6%n/a
·      Engagement Rate on MyS.com63,455.0%
·      Engagement Rate on Social Media0,18%0,22%
Media work (KMM)
·      Top-Coverage articles185120
·      Top-Coverage media contacts40’486’67738’000’000
·      Qualified Interactions with KMM8290
Trade (KAM)*
·      Influenced overnight with tour operators 66’62370’000
·      Influenced revenue with tour operators 7’994’7608’400’000
·      Specific group and FIT packages365360
·      Qualified Interactions with KAM175200
·      Meetings: RFP’s n/an/a
·      Influenced revenue business eventsn/an/a
·      Qualified Interactions with business accountsn/an/a
Partner cooperations
·      Investments tourism partners115’000125’000
* Final 2023 influenced by exceptional projects from Recover y budget