After 3 years, the number of tourists in the Czech Republic has returned to pre-pandemic levels. We conducted a marketing study to check how the Czech Republic has rebuilt its tourist position in Europe over the last three years.
According to the Czech Statistical Office, in the second quarter of 2023, only 5,000 fewer tourists stayed in Czech hotels, boarding houses and apartments than before the virus pandemic. In the second quarter of 2023, over 5 million people stayed in collective accommodation facilities in the Czech Republic. 770 guests, which is an increase of 15% compared to the same quarter of 2022).
The increase in the number of tourists is mainly due to foreign tourists (2.5 million, an increase of 32% compared to 2022), although the majority are still domestic tourists (3.2 million, an increase of 4% compared to 2022).
The Czech Tourism Institute CzechTourism has been trying to attract tourists to the regions for a long time, so that tourism spreads throughout the country. The most visited is, of course, the capital - Prague, but more and more often tourists visit other regions of the Czech Republic (eg Bohemian Switzerland, South Moravia and South Bohemia). Compared to 2022 and 2023, the largest increase in the number of visitors was recorded in the Karlovy Vary region (+21.4%), Prague (+19.7%) and Olomouc (+18.4%).
As part of the project, we conducted a marketing communication test https://youtu.be/wOD2PApqdTI
It shows that showing attractions outside of Prague and the way of presenting tourist attractions in combination with gastronomy, hotel industry and services is an effective and sustainable way of conducting tourist marketing communication.
Czech advertising has an encouraging effect on Polish tourists, they are the 3rd group (after Germans and Slovaks) in terms of the number of arrivals (212,000 in the second quarter of 2023). Poles in the Czech Republic are welcome guests because … they spend almost as much as Germans. The daily budget of a tourist from Poland is CZK 1,850, a tourist from Germany – CZK 2,092.
At PAULAT, we create effective strategies for communicating territorial brands. Since 2007, we have conducted research and analysis in over 30 processes of identifying tourism products, creating a brand strategy and / or brand communication. Our insights are used to increase the effectiveness of promotional activities for such places as Sopot, Lower Silesia, Płock and Kołobrzeg.