#VisitCzechia Showcases Premium Tourism Offerings in the GCC Market

Dubai, UAE – CzechTourism, in collaboration with the Embassy of the Czech Republic in the UAE, successfully showcased Czechia’s diverse tourism offerings to the GCC market. This initiative aimed to introduce the country’s rich cultural heritage, wellness tourism, and premium hospitality experiences to Middle Eastern travellers, with a strong emphasis on the unique experiences the country offers.

CzechTourism focused on promoting Czechia as a top destination for families, luxury seekers, wellness enthusiasts, and the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment. The delegation highlighted Czechia’s exceptional travel experiences, including its Michelin-starred dining, renowned spas, and historic landmarks. The country’s long-standing reputation as a cultural and architectural haven, coupled with modern luxury offerings, appealed to GCC visitors seeking a premium European escape.

A key highlight was Czechia’s increasing presence in the prestigious Michelin Guide 2025, with its culinary offerings garnering international attention. The launch of direct flight routes by Etihad Airways to Prague in June 2025 further boosted the destination’s accessibility and appeal to Middle Eastern travellers. This direct connectivity is expected to open up Czechia as a key destination for business, leisure, and wellness travel.

H.E. Mr. Josef Koutský, Ambassador Extraordinary and Plenipotentiary of the Czech Republic to the UAE, emphasized the significance of Czechia’s engagement with the GCC market, stating, “The participation of Czechia in the Middle Eastern market reflects the deepening ties between our two nations. We are proud to present the diversity and richness of our country’s tourism and culture, showcasing a blend of history and modern luxury. I look forward to seeing further collaborations that inspire greater cultural exchange and strengthen the bonds between our countries.”

CzechTourism also highlighted the luxury wellness retreats and gourmet gastronomy that have become an integral part of the Czech tourism offering. Czechia is increasingly recognized for its healing spas like Karlovy Vary and Mariánské Lázně, offering a restorative experience for visitors seeking tranquility and rejuvenation. These spa towns, with their rich history and modern wellness treatments, appeal to health-conscious travellers from the Middle East.

In addition to wellness and luxury tourism, Czechia’s UNESCO-listed towns such as Český Krumlov, Telč, and Kutná Hora were presented as captivating destinations for cultural exploration. CzechTourism’s focus on promoting Czechia’s authentic European charm aimed to attract those looking for destinations rich in history, architecture, and local traditions.

Mrs. Barbara Andelová, International Marketing Manager – New Markets at CzechTourism, shared her excitement about the growing recognition of Czechia as a premium destination. “We are delighted to continue our participation in promoting Czechia to the Middle East. With the new direct flights from Etihad Airways to Prague, alongside Czechia’s increasing presence in the Michelin Guide, we’re confident that the country will continue to attract high-end tourists from the region. Together with our trusted partners, we look forward to welcoming travellers with unforgettable experiences and fostering lasting partnerships in the region.”

CzechTourism’s participation in the region reflects a broader effort to increase awareness and facilitate travel between the Middle East and Czechia, making it more accessible to a diverse range of travellers. Mr. G.B. Srithar, Global Head – VFS Global Tourism Services, remarked, “At VFS Global, we are proud to collaborate with Czechia to bring its immersive, luxury travel experiences to Middle Eastern audiences. Our mission is to empower tourism happiness, and we’re excited to continue supporting Czechia as it strengthens its presence in the GCC market. The connections and partnerships fostered through these events will only further elevate Czechia’s visibility as a must-visit destination for the region’s travellers.”

As part of its strategy, CzechTourism emphasized its goal of enhancing connectivity and engaging with key travel trade partners. Visitors were encouraged to explore the country’s premium accommodations, luxury wellness experiences, and distinct cultural tourism options, with a clear focus on building lasting collaborations to promote travel to Czechia.

With the direct flights to Prague, growing recognition in global guides, and a wide range of luxury offerings, Czechia is poised to become a go-to destination for GCC travellers seeking both traditional European culture and modern, high-end experiences.