ECTAA and CzechTourism have launched a strategic partnership to promote Czechia as a premier European travel destination, culminating in the ECTAA general meeting in Prague in May 2026.

The partnership outlines 2026 initiatives, including hosting the European Tourism Conference in Prague, a series of cultural festivals, and gastronomy and wine events highlighting local specialties such as Světková (Svítková) and Pilsner beer.

The May 2026 meeting will mark ECTAA’s return to Czechia after more than a decade, bringing together industry leaders, decision-makers, and European experts to discuss Czechia’s tourism offerings and B2B opportunities.

Expected tourism impacts include higher international visitor numbers from the US, Germany, and the UK, stronger global partnerships, and a focus on sustainable tourism to preserve the city’s appeal.

The partnership emphasizes improving infrastructure and accessibility through investments in public transport, airport services, and streamlined connections from major cities to enhance the visitor experience.

The collaboration aims to boost global awareness, create new tourist opportunities, strengthen Central Europe’s tourism network, and promote sustainable growth.

Exclusive experiences are expected to include guided landmark tours, collaborations with local artists, and behind-the-scenes access to cultural heritage sites.

Overall, the collaboration signals a new era for Prague’s tourism, leveraging ECTAA and CzechTourism networks to elevate the city’s global appeal with environmentally conscious, high-quality visitor experiences.

UNESCO heritage sites and multi-destination experiences are highlighted as core attractions, with efficient rail links connecting Prague to other Czech destinations.

Prague’s diversified offerings for meetings, conferences, culture, and sustainability are positioned as assets for European travel professionals and multi-destination itineraries enabled by Czechia’s compact geography and dense rail network.

Sustainability and climate action are central to both organizations, shaping discussions at the 2026 meeting and guiding future tourism initiatives.

Top Prague attractions highlighted for 2026 include Prague Castle, Charles Bridge, Old Town Square, and Petřín Hill to draw international visitors.