PRAGUE, Czech Republic — This week, Prague was tapped as the host city for the ninth annual Czechia Travel Trade Day (TDD), the largest incoming tourism event in the Czech Republic. The “City of 100 Spires” did not disappoint, as attendees were catered to with walking tours of its preserved Old Town, visits to edgy art museums and classic experiences like a stroll across the Charles Bridge.
Organized annually by the Czech Tourist Authority — CzechTourism — this year TDD was put on in cooperation with Prague City Tourism and regional tourism organizations. Evening networking events showed off Czechia’s rich wine offerings alongside Prague’s culinary prowess, which has led it to become a MICHELIN-Guide city as of last year.
For the closing night at Slovanský dům, Prague focused on its mystical side, as the city that inspired author Dan Brown’s new Robert Langdon thriller “The Secret of Secrets,” which is on its way to becoming a Netflix series.
The main event was two days of B2B business meetings, which were held April 20-21, 2026, at Grand Hotel Prague Towers, to support business development in the Czech tourism sector, as well as promote the Czech Republic’s diverse tourism offering.
“Czechia Travel Trade Day is a key event that connects Czech businesses with international partners and opens up new opportunities for the development of inbound tourism,” said Czech Republic Deputy Minister for Regional Development Filip Endal, who took part in a press conference during the event.
During the meetings, international tour operators and travel agencies matched up with a variety of Czech tourism entrepreneurs. This year, more than 70 companies from more than 20 countries worldwide were in attendance, as were more than 100 Czech representatives from hotels, travel agencies, DMCs, regions and other tourism service providers, all joined by 22 international journalists.
An integral part of the program is familiarization trips, which this year, alongside Prague, highlighted the tourism potential of Central Bohemia, the Liberec, Olomouc, Pardubice and Pilsen Regions, as well as the Vysočina Region.
“Tourism is by no means a marginal sector,” Endal said. “In Czechia alone, it generates hundreds of billions of Czech crowns annually, supports hundreds of thousands of jobs, and events like this bring tangible business and revenue to regions across the country, even though Prague remains our main gateway.”
A vital part of that sector is business tourism including trade shows and events. Czechia has a long-standing trade fair tradition dating back to the 19th century, with Prague hosting one of the first major exhibition events in 1891. Today, the country remains a major Central European hub for B2B exhibitions, attracting international exhibitors and visitors across industrial, tech and consumer sectors.
“Czechia has established itself as a highly attractive trade fair destination in the heart of Europe, thanks to its strong exhibition infrastructure, well-connected logistics, and business-friendly environment,” said Tereza Hofmanová, Director of Product Management, Research and B2B Cooperation at CzechTourism, and Head of the Czech Convention Bureau.
The country’s central location for visitors across the EU and its many venues across various cities help drive attendance.
“At the same time, trade fairs in Czechia are increasingly seen not only as business platforms, but also as opportunities for visitors to extend their stay and experience the country’s cultural and tourism offer,” Hofmanová said.
While Prague is the Czech Republic’s most visited city, Hofmanová noted that Brno has the largest capacity for trade shows, which is going to increase later this year with the opening of a modern multifunctional arena at the Brno Exhibition Centre. Currently, more than 60% of all trade fairs in Czechia are held at the Brno Exhibition Centre, and the upcoming T Arena will offer seating for as many as 13,000 people.
The arena is already set to host the World Climbing Championship in summer 2027. In the future, it is expected to serve as a versatile venue for sporting events as well as major social and cultural occasions.
Next year’s host for TDD was announced at the end of the conference — South Bohemia, home to UNESCO-listed Český Krumlov and the village of Holašovice.
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