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 2023 –– Download here
• ST TMS 2017 –– 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 2023 were executed 119.081 overnights and the market is already on “pre-covid” overnights figures. This statistic is applicable for 3*, 4* and 5* hotels but 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 2023 total of 433.088 overnights.

Interesting numbers about Czech market:

• ranks 28^th with a daily expenditure value of CHF 120 (TMS 2017)
• ranks 27^th with a 31.2% share of ****/***** nights in 2023
• with a 36.1% figure for first-time visitors, Czech market ranks 17^th (TMS 2017)
• with a length of stay of 2.27 overnights it ranks 5^th (applicable to hotels 3* and higher, excluded Supplementary accommodation)

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)

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.

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.

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.