Published on
August 11, 2025 |
Chinese tourists’ visits to Czechia skyrocketed and initiated recovery momentum for the country’s tourism sector. In the first quarter of 2025, the country hosted almost 30,000 Chinese tourists, an increase from the previous year.
Even though the numbers have not reached pre-pandemic visit levels, they are a positive signal of the recovery of Czechia’s image as a Chinese tourist hub within Europe. The growth is crucial nowadays, while the country is trying to recover from the damages of the COVID-19 pandemic which plunged the world into lockdown and suspended any form of international travel.
The increase of Chinese tourists is a positive signal that the country’s tourism industry is recovering, and the growth potential for the rest of the year is strong.
The Impact Of Divas Hit The Road On Chinese Tourism
One of the key drivers of this surge is the exposure Czechia has gained through the popular Chinese reality TV show Divas Hit the Road. The show’s latest season, which was filmed in Prague and Český Krumlov, has played a crucial role in sparking interest among Chinese viewers.
The series follows a group of prominent Chinese celebrities as they explore various cultural and scenic landmarks across Czechia. The exposure from this show has introduced Czechia to millions of potential travellers who were previously unfamiliar with its cultural treasures.
Divas Hit the Road has long been known for its ability to influence travel patterns. The show has previously caused spikes in travel to countries like Saudi Arabia, which saw an increase in online searches after its fifth season aired.
With this kind of reach, Czechia has seen a similar boom in Chinese interest, with many viewers now eager to visit the destinations highlighted in the show.
The country’s national tourism agency attributes this newfound interest to the strategic placement of Czech cultural gems in front of a massive Chinese audience. The show captures more than just the tourist sites; it highlights everyday life, local culture, and the authentic experiences that make Czechia an ideal destination.
Direct Flights And Evolving Travel Patterns
In addition to the TV show’s influence, Czechia has benefited from a significant increase in accessibility to Chinese tourists. The resumption of direct flights from Beijing to Prague, has greatly facilitated travel to Czechia.
Before the pandemic, these flights played a crucial role in drawing Chinese visitors to the country, and their return has been a key factor in the rebound of Chinese tourism.
The direct flight routes make Czechia more accessible and convenient, serving as a natural gateway to Europe for travellers from China. Chinese tourists, who typically travel to multiple European countries in a single trip, often continue on to neighbouring destinations such as Austria, Germany, France, and Italy.
The improved connectivity has thus encouraged multi-country itineraries, making Czechia an important stop for Chinese tourists exploring Europe.
Social Media And Marketing Efforts Fuel Interest
The visibility gained through Divas Hit the Road is further amplified by active engagement with social media platforms popular in China. These platforms allow the show’s content to go viral, providing Czechia with even more exposure. With millions of Chinese users on these platforms, the buzz generated around Czech tourism has been unprecedented.
A official representative from Czechia’s tourism department, emphasized the invaluable nature of such formats, noting that they help Czechia reach a massive audience and present the country as an attractive, authentic destination. Beyond television appearances, Czechia’s tourism department has been running influencer campaigns and press trips to sustain and build on the momentum created by the reality show.
By showcasing not just the beauty of Czechia’s landmarks but also its local gastronomy and sustainable tourism practices, these campaigns aim to diversify the reasons why Chinese travellers visit Czechia.
Changing Travel Trends Among Chinese Tourists
Chinese tourists visiting Czechia are typically aged between 30 and 44 years and prefer short stays, usually under three days. The primary attraction remains Czechia’s rich cultural and historical sites, with visitors flocking to iconic landmarks in Prague, such as the Old Town, Prague Castle, and Charles Bridge. However, there is a growing interest in experiencing local food culture, including Czech beer and traditional dishes.
More Chinese tourists are also seeking authentic, off-the-beaten-path experiences, and this shift is influencing travel patterns. Smaller groups, longer stays, and a preference for personalized itineraries based on recommendations from friends or online influencers are becoming more common.
These evolving preferences are reshaping the type of travel experiences that Czechia needs to offer to cater to this growing market segment.
The Road Ahead For Czech Tourism
Czechia is still far from regaining the number of visitors it used to receive before the pandemic, with more than 600,000 Chinese tourists in 2019. Though, the 2024 figure of nearly 174,000 Chinese visitors is promising.
It indicates that there is room for further development. CzechTourism is working to improve the direct flight marketing, partnership with local tour operators, and the stand-alone rather than a stopover perception.
The boost in Czechia’s tourist numbers is the result of integrated marketing including reality television, improved flight connections, and focused advertising. It seems likely that as the country builds on these strategic successes, Chinese tourists will still be a mainstay of the country’s tourism recovery.
