Marek Kroutil, International Marketing Manager, Czech Tourism talks about the Czech Republic’s preparedness to welcome international tourists including India
CzechTourism sees India as one of the important growing source markets. The tourism promotion body has realigned its marketing and promotional strategy to regain the pre-pandemic Indian visitor numbers in a year or two. Excerpts from the interview:
The European Travel Council reports that Czech saw the sharpest decline of 94.2% in international arrivals in 2021. What will be your strategy to restart/revive tourism again?
Our main strategy is to promote the country as a destination that is safe to travel too, which we anticipate will be one of the most important decision-making factors for future travelers. For the upcoming summer season, we plan to mainly focus on online marketing activities to bring the Czech Republic back to the ‘must travel wish list’ of any traveler. In a long-term perspective, we will focus on the MICE segment which can support the low season.
What assistance/incentives the government offered to the Czech tourism industry for their survival and revival?
Based on several Government financial supporting funds, support was provided to hotels, restaurants, transport companies and other service providers. Another point that we would like to highlight was that domestic tourism played a very important role in keeping a lot of Czech service providers on hold to survive the pandemic crisis.
You are launching a new marketing strategy in 2022 focused on Czech traditions including spa and wellness. Please share details.
In 2022 – 2023, we plan to present the Czech Republic as a country full of traditions connected to our history like spa and wellness to. In 2021, the famous Spa Triangle of Karlovy Vary – Frantiskovy Lazne – Marianske Lazne were as a part of Great Spa Towns of Europe inscribed into UNESCO World Heritage List which will indeed assist us in promoting this product more efficiently.
Elements of folklore exist throughout Czech life and especially in the eastern parts of the country. Some of the traditions are even listed on the UNESCO list, such as South Moravia’s ‘Ride of the Kings’ or ‘Shrovetide processions’ in Hlinecko, with masked visitors going door-to-door, bringing hopes a good harvest and fertility before Easter.
Fans of folk architecture should not miss the village of Holašovice showcasing Rural Baroque folk architecture and examples of traditional wooden architecture can be admired in numerous open-air museums which from time to time become a place for various folk festivals.
To round out the senses, Czech folk traditions in food can incorporate smell and taste. The city of Pardubice is home to the sweet-and-tart flavour of Czech gingerbread, while the town of Olomouc has an entire festival and a museum devoted to its fragrant cheese (tvarůžky).
What other measures Czech Tourism is taking to woo foreign tourists?
CzechTourism is trying to promote the Republic as a safe destination. According to Global Peace Index, the Republic was amongst the top 10 safest destinations. The Republic has also received the international mark ‘Safe Travels Stamp’ awarded by the World Tourism & Travel Council. We feel that this is quite an important step forward in these uncertain times to showcase to our international travelers that we are a safe destination to travel too.
The Govt recently said that most remaining restrictions would be lifted from March. What sort of ease Czech tourism industry expects?
We expect that if the restrictions will be lifted, there will be a higher demand from the international travelers not only from Europe, but also from long-haul markets. All the service providers are looking forward for this year’s summer season as the ‘pandemic forecast’ seems to be very positive and they are looking forward to restarting their work on providing high quality services to foreign visitors.
How important India as a market for you post pandemic?
CzechTourism perceives India as one of the most important growing source markets which can bring more interest about the Central European destinations like the Czech Republic. Based on our marketing plan, we would like to get back into the minds of the Indian travelers and hopefully within a year or two we can get back to the number of arrivals before the pandemic. What is important is our plan for communication of the Czech Republic through the gastronomy and its traditions which can make the promotion in India even easier.
What is your marketing and promotional strategy for India in 2022?
CzechTourism India is making the best out of the current situation by educating and informing the travel trade about the various facets of the destination, which are still new to travelers.
Apart from targeting families, experiential travelers, millennial’s, business visitors, honeymooners and leisure travelers, we will also be aiming to influence the MICE segment and leisure travelers. We have planned many B2B events in 2022. From a B2C perspective, we have stayed on the minds of travelers by showcasing the various assets of Czech Republic through our India specific Instagram handle. In 2022, we have a tone of promotional activities planned and a few exciting contests as well to look forward to.
Last year, there was tourism collaboration between Indian state of Tamil Nadu and Czech Republic. How are planning to take it forward once normalcy returns?
There are 3 segments that we are focusing on to promote Czech Republic in India and get back to the 2019 numbers: leisure, weddings and MICE and Tamil Nadu is a great source market for all these 3 segments.
Besides, we perceive film tourism as an interesting segment to work with and Tollywood and its importance in promoting a destination is also something that we as a Tourism Board are eagerly looking into.
Murari Mohan Jha
