Czechia Leads Europe in Booking Growth as Travellers Seek Culture Beyond Prague

Tourism in Czechia is fast proving to be one of Europe’s best booking stories for 2026, after Amadeus Travel Intelligence and UN Tourism have noted a rise of 18% in bookings to the country in the past year from Europe’s biggest markets. The rise sees Czechia outperforming Iceland and other big tourist destinations in Europe in terms of booking momentum. The study suggests a shift in preferences by tourists in Europe, who are now opting for culturally diverse city trips, distinctive regions and destinations that provide them with something different from the usual destinations in Europe.

Czechia Records Europe’s Strongest Booking Growth

The latest Travel Insights 2026 research from Amadeus and UN Tourism identifies Czechia as the fastest-growing booked destination among Europe’s top markets, with bookings rising 18% year on year.

Iceland followed with 11% growth, highlighting a broader shift towards destinations offering distinctive cultural and nature-based experiences.

The wider European market is also expanding. International tourist arrivals across Europe increased 4% during the first quarter of 2026, while Central and Eastern Europe recorded 6% growth.

The booking data suggests that travellers are not abandoning Europe’s established destinations. Instead, demand is increasingly spreading towards destinations that offer different experiences and stronger seasonal balance.

Prague Remains the Main Gateway

Prague continues to anchor Czechia’s international tourism economy. The Czech Statistical Office recorded 2.2 million guests in the capital during the second quarter of 2026, with foreign visitors accounting for around 81% of arrivals.

During the first half of the year, Prague welcomed approximately 3.83 million guests, 1.2% more than during the same period of 2025. International visitors accounted for about 85% of overnight stays.

Germany remained Prague’s largest foreign source market during the second quarter, followed by the United States, Poland, the UK and Slovakia.

Prague’s historic centre, Charles Bridge, Prague Castle and Old Town continue to provide a strong foundation for international city breaks. The capital also functions as the principal gateway for travellers continuing into other Czech regions.

Brno Offers a Different Czechia Travel Experience

Brno is gaining relevance as travellers explore beyond the capital. The South Moravian city combines historic architecture with contemporary culture, food, wine and a strong university atmosphere.

Visitors can explore Špilberk Castle, the Cathedral of St Peter and Paul, Villa Tugendhat and the city’s underground attractions.

Brno also provides access to the wider South Moravian region, including vineyards, historic towns and countryside. Brno–Tuřany Airport is the city’s main airport, while Brno hlavní nádraží provides extensive rail connections with Prague and other Central European cities.

The destination fits the growing demand for shorter cultural breaks that combine heritage with local experiences.

South Bohemia Expands the Heritage Appeal

South Bohemia offers another route into Czechia’s cultural landscape, with historic towns, castles, lakes and rural scenery creating a markedly different experience from Prague.

Český Krumlov remains the region’s best-known international attraction, while České Budějovice provides a practical base for exploring the surrounding area. The region is also home to historic estates, cycling routes and traditional villages.

The Czech tourism board continues to promote South Bohemia alongside other regions as part of a broader destination strategy designed to encourage visitors to explore more of the country.

For travellers seeking heritage experiences without remaining in a major capital, the region offers a combination of architecture, landscape and slower-paced travel.

Older Travellers Drive a Major Share of European Demand

The Amadeus and UN Tourism research also highlights the importance of travellers aged 46 to 65. This group represents approximately 30% of European travel demand, making it the continent’s largest age segment.

Their travel interests align closely with Czechia’s tourism offer. Cultural discovery, authentic local experiences, wellbeing and deeper engagement with destinations are increasingly important to this audience.

Czechia’s historic cities, spa towns, castles, museums, culinary traditions and regional tourism products provide multiple opportunities to attract these travellers.

Karlovy Vary, for example, adds a wellness dimension, while destinations across Moravia and Bohemia provide opportunities for food, wine, heritage and countryside experiences.

Czechia Travel Demand Moves Beyond the Capital

Current bookings give Czechia a good position in the ever-changing tourist map of Europe. Although the role of Prague remains important in generating international visitors for the country, the growing interest of tourists in visiting destinations within the region can make the country an attractive tourism player in the continent. With arrivals in Central and Eastern Europe growing, and booking momentum in Czechia leading all of Europe, the country emerges as a place that offers experiences outside the usual gateways of Europe.