Czechia at WTM London 2026
Czechia returns to World Travel Market on stand S4-514, with 25 Czech partners and one message for 2027: Feel Free – experience the Free Spirit of Czechia.
CzechTourism brings regions, cities, hotels, DMCs, transport operators and visitor attractions to London. Together they show UK and Irish travellers a Czechia that goes well beyond a Prague weekend: industrial heritage, Michelin-recognised food, Moravian wine, UNESCO spa towns and slow travel by rail.
Czechia at a glance
- 17 UNESCO World Heritage sites in a country roughly the size of Scotland
- Direct flights from London to Prague, and from London Stansted to Brno and to Ostrava (Ostrava currently twice a week)
- Home of Pilsner Urquell, the world's first golden lager
- On the road to České Budějovice, European Capital of Culture 2028
On the stand: Czech Beer Happy Hour with Pilsner Urquell
3 and 4 November, 16:30–17:30, stand S4-514. Expert tapsters from Pilsner Urquell: The Original Beer Experience Prague will pour Pilsner Urquell in the three traditional Czech styles.
In Czechia, beer is served with real ceremony, and the tapster is a respected figure whose skill shapes the taste, texture and character of every glass. Visitors to the stand will see, and taste, the difference:
- Hladinka – the classic pour, with a dense, creamy collar of foam
- Šnyt – a smaller pour with a generous head, for a shorter drink
- Mlíko – a glass of almost pure foam that locals enjoy as a sweet, quick finish
The Original Beer Experience Prague was named World's Leading Beer Tour Visitor Experience at the World Travel Awards 2025 and is nominated again in 2026. Media and trade are welcome to join.
Feel Free
Feel Free is Czechia's destination brand platform for 2027: an invitation to slow down, follow your curiosity and experience the country at your own pace.
The "Free Spirit of Czechia" is not about rebellion or stereotypes. It is a Czech state of mind rooted in creativity, authenticity and individuality, felt in a hidden historic lane, a spa-town promenade, a meal of local ingredients or a hike through quiet countryside. Unlike destinations defined by crowds, Czechia is safe, welcoming and compact, so very different experiences are never far apart.
Who Czechia is for. Core audiences are culture lovers, nature lovers, and wellbeing and spa lovers. Further traveller communities with strong stories for media: foodies, romantics, families, sports enthusiasts, and business and bleisure travellers.
Feel Free to discover. Feel Free to wander. Feel Free to reconnect.
Story angles for 2027
Czechia's 2027 story angles run from UNESCO heritage and design to food, wine, film and creative tech.
Theme | The 2027 story |
UNESCO World Heritage | One of Europe's highest concentrations of UNESCO sites, with stories of living traditions, local communities and new approaches to preservation |
Castles and châteaux | Historic estates increasingly host exhibitions, festivals, fine dining and contemporary visitor experiences |
Industrial heritage | Historic railways, mining sites, engineering landmarks and former factories turned cultural venues: stories of Czech creativity, craftsmanship and innovation |
Architecture and design | A design line from Cubism and Functionalism to cutting-edge contemporary work |
Traditions and crafts | Glassmaking, brewing, winemaking, ceramics and artisan production visitors can see and try |
Fine dining | Michelin and Gault&Millau recognition is spotlighting emerging chefs and modern Czech cuisine |
Regional cuisine | Regional specialities, local producers and traditional recipes as a way into local culture |
Wine tourism | South Moravia's wine routes, historic cellars, new wineries and wine architecture |
České Budějovice 2028 | 2027 is the run-up year to European Capital of Culture: the city's cultural transformation and new creative projects |
Film and screen tourism | Czechia's growing role as a location for international film and TV productions |
Music and festivals | From Smetana's Litomyšl to contemporary festivals in unexpected venues |
Gaming and creative tech | One of Europe's most dynamic game-development scenes |
Beyond Prague and traditional sightseeing, these themes invite visitors to discover a country where heritage, craftsmanship, innovation and gastronomy meet.
Major events in 2027
Czechia's 2027 calendar runs from world-class sport to film, music and design, each a reason to visit the city or region that hosts it.
When (2027) | Event | Where |
Winter season | IBU Biathlon World Cup | Nové Město na Moravě |
May | Prague International Marathon | Prague |
May– June | Prague Spring International Music Festival, one of Europe's oldest classical festivals | Prague |
June | Rock for People, one of Central Europe's largest contemporary music festivals | Hradec Králové |
June–July | Smetana's Litomyšl: classical music in a UNESCO- listed town | Litomyšl |
July | Karlovy Vary International Film Festival, Central Europe's most prestigious film festival | Karlovy Vary |
July | Beats for Love, one of Europe's biggest electronic music festivals, in a post-industrial setting | Ostrava |
July | Colours of Ostrava: music and ideas in a former ironworks | Ostrava |
16–18 July | MotoGP Grand Prix of Czechia | Masaryk Circuit, Brno |
July– August | Festival Krumlov: music in a UNESCO World Heritage town | Český Krumlov |
13–22 August | World Climbing Championships, an LA28 Olympic qualifier | Brno |
August | Barum Czech Rally Zlín | Zlín |
September | Dvořák Prague festival | Prague |
Autumn | Moravian Autumn classical music festival (biennial), Brno Philharmonic | Brno |
October | Designblok, Central Europe's leading design and fashion showcase | Prague |
October | Signal Festival of digital and light art | Prague |
Media contacts
For enquiries, please contact leia@welcometoama.com.
CzechTourism will be at stand S4-514
WTM stand partners:
Prague City Tourism, CPI Hotels, Barceló Hotel Group, Holiday Inn Prague, Smartwings Group, DAYTRIP, Tourist Authority South Moravia, Chateau Peruc, City of Brno, AR Tour Prague DMC, NH Prague Hotels, Czech Railways, Ambassador Group, Jan Hotels, Prague Season, La Bohème Tours, Beyond Classic Travel, Grandhotel Pupp, Pilsner Urquell: The Original Beer Experience Prague, Diamond Tour, Destination, Prague Boats, Falkensteiner Spa Resort Marienbad, Aquapalace Hotel Prague and Praha Tour.
Destination information: visitczechia.com
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