We had a great long weekend in Ottawa, introducing, and above all attracting, Canadian tourists to the Czech Republic. From April 5^th to 7^th the Czech Republic participated in one of the regions largest tourism fairs, the Travel & Vacation Show in Ottawa.

The promotion of the Czech Republic began with a Czech evening at the Czech Embassy in Ottawa on Friday, initiated by Ambassador Martin Tlapa featuring representatives of the CzechTourism agency and the Tourism Centre for North Moravia. They introduced the beauties of the Czech Republic to representatives of Canadian travel and tourism agencies and other industry insiders. Participants had the opportunity to learn about Czech and Moravian regions, spa and wine destinations, UNESCO sites and the upcoming Ice Hockey World Championship that is to be held in Prague and Ostrava, the importance of which, to Canadian hockey fans, probably does not need to be emphasized. Of course, traditional Czech delicacies and beverages were not to be overlooked either.

The subsequent days were marked by intensive presentations and networking at the two-day Travel & Vacation Show, where exhibitors from travel agencies and local embassies presented more than 150 different destinations. In addition to the Czech national booth, which was permanently besieged by members of the travel industry and prospective travellers interested in information, tips and brochures, the Czech Republic also presented itself in the main programme through two expert seminars on the Czech Republic with a special focus on North Moravia. The seminars were an indisputable success with the attentive Canadian audience eager to learn about the fascinating attractions on offer. The Czech Republic is an alluring destination thanks to its array of historical sites and cultural events, its safety and, last but not least, its location. Thanks to the presentation of North Moravia, its often overlooked, charming and captivating attractions were put on full display.

According to the latest statistics, the travel services industry is gradually recovering from the sharp downturn caused by the pandemic. The figures are not yet at pre-pandemic levels, but show a steady increase compared to the lows seen during the pandemic. In 2019, for example, 214,000 Canadians visited Central and Eastern Europe, while in 2022 the number was already at 201,000, and in 2023, according to preliminary statistics, it will be almost at the level of 2019.

According to the report, Canadians have not been affected as intensely by the trend of the economic crisis and are willing to spend a little extra to afford these vacations. According to the report, Canadians are willing to spend more on travel this year than last year, specifically $8,824, which ranks them second globally. Meanwhile, nearly half of Canadians plan to save by travelling outside of peak seasons or using points to pay for hotel or airfare. Compared to Americans, Canadians travel twice as much per capita and are increasingly interested in European culture and history.

While the US is still the most popular destination, with 20 million Canadians travelling to the US in 2023, Europe is a close second, with almost 6.5 million Canadians travelling to Europe and the UK in 2023. Other statistics show that among those considering a major trip, 70% are considering Europe and 45% want to spend more than a week abroad. From spontaneous trips to once-in-a-lifetime experiences, the surveys show a persistent desire among Canadians to prioritise memorable travel, especially in Europe.

It is estimated that 70,000 Canadians visited the Czech Republic in 2023, an increase of 52.6% year-on-year. Canadian travellers also stay in the country for roughly three and a half days. That is more than their American counterparts do. Most visit Prague, Cesky Krumlov or Karlovy Vary; however, the long-term activities of Czech Tourism, including participation in recent events in Ottawa, are trying to change this trend and offer tourists and professionals a more expansive understanding of all that the Czech Republic has to offer, including North Moravia and the wine region of South Moravia.

Canadians in general are an ideal target group, interested in travel, with the financial means, two-thirds of whom hold a valid passport and, thanks to strong historical ties, are keen to return to the old continent, including the Czech Republic, or plan to visit for the first time. Spontaneity and last-minute or solo travel have been the main characteristics of Canadians' travel of late, largely preferred by millennials (born between 1983-1995) or the Internet-savvy Generation Z (born since 1996).

Discussions at the fair itself revealed that many are interested in the Czech Republic as a destination for family and active holidays. Canadians are increasingly looking for active holidays combined with exploring history, nature, wellness and other forms of experiential tourism that the Czech Republic has to offer. Combined with its convenient location in the heart of Europe, these preferences, if properly considered, could lead to increased interest among Canadians not only in Prague, but also in the rest of our wonderful country.

The presentations are available here.

Alex Journeaux, Economic Specialist
Jan Kubacka, Economic Diplomat
Aneta Davidova, Intern

Embassy of the Czech Republic in Ottawa