CzechTourism, in partnership with the Embassy of the Czech Republic in the UAE, is showcasing the country’s latest tourism offerings at Arabian Travel Market (ATM) 2026, taking place from September 14 to 17.
A delegation
from CzechTourism and Czech tourism industry partners is
presenting the destination to Middle East travel
trade professionals, with this year’s campaign placing greater
emphasis on freedom, variety and personalized travel experiences.
Reflecting its
new global “feel free” campaign, Czechia is being promoted
as a destination where visitors can tailor their journeys
to their interests, from culture and architecture to
outdoor adventures, gastronomy, spa and wellness.
The CzechTourism
stand at ATM provides visitors with an opportunity
to connect with private-sector partners and explore the
experiences shaping the destination in 2026.
The country is
highlighting its renowned spa and wellness traditions, cultural
heritage, outdoor attractions and growing culinary reputation.
Czechia’s food
offering is also gaining international recognition, with MICHELIN
naming the country among its Best Places to Travel in
2026 for food lovers.
Alongside new hotels,
wellness concepts and attractions opening across the country,
CzechTourism is positioning Czechia as a dynamic,
year-round European destination for Middle Eastern travellers.
Josef
Koutský - Ambassador Extraordinary and Plenipotentiary of the Czech Republic to
the United Arab Emirates, said: “Czechia’s presence at Arabian Travel Market
2026 represents another important opportunity to build on the strong and
growing relationships between Czechia and the United Arab Emirates. Tourism
plays a valuable role in bringing our countries and people closer together,
creating opportunities for greater cultural understanding and exchange. We are
proud to showcase the remarkable diversity of Czechia and look forward to strengthening
our partnerships in the UAE and across the wider Middle East, while welcoming more
visitors to discover the experiences that make our country truly distinctive.”
Barbara Andelová, International Marketing
Manager - New Markets, CzechTourism, said: “The Middle East continues to be an
important and dynamic market for Czechia, and The Arabian Travel Market
provides us with an excellent platform to connect directly with our valued
partners across the region. In 2026, our focus is not only on inspiring more travelers
to discover Czechia, but also on showcasing the breadth of experiences available
throughout the country, from wellness and culture gastronomy, nature and premium
travel. Together with our industry partners, we aim to strengthen Czechia’s visibility,
develop meaningful new opportunities and encourage visitors to experience the
destination in new and memorable ways.”
Arzan Khambatta, Head – VFS Global - Tourism
Services, said: “At VFS Global, we are pleased to continue supporting Czechia
in strengthening its presence and engagement across the Middle East, building
on our strong partnership with CzechTourism of more than seven years. Today's travelers
are increasingly looking for destinations that offer authentic experiences,
cultural depth and memorable journeys, and Czechia has a compelling story to
share. Arabian Travel Market 2026 provides an important opportunity to bring
tourism partners together, exchange ideas and identify new avenues for
collaboration. We look forward to working closely with Czech Tourism and travel
trade to expand awareness of the destination and inspire more travelers from
the region to experience all that Czechia has to offer.” -TradeArabia News Service