Developed in partnership with McCANN-ERICKSON PRAGUE, the campaign presents Czechia as a destination defined by freedom of choice, well-being and authenticity — encouraging travellers to create journeys tailored to their own interests, whether that means cultural exploration, outdoor activities, gastronomy or spa experiences.
The new strategy aims to present Czechia not merely as a collection of attractions but as a holistic experience built around atmosphere, accessibility and personal discovery.
“Our aim is to show the world Czechia as the ideal holiday destination — a place where everyone can find their own thing, whether they are looking for relaxation, adventure or something in between,” said František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
He added that the campaign also seeks to inspire travellers to explore lesser-known regions and showcase the country’s diversity.
“We have everything, except perhaps the sea. Our strength is our accessibility, flexibility and the fact that there are no extremes — the country feels calm, safe and natural,” Reismüller said. “In one day, visitors can experience nature, heritage, gastronomy and wellness. It is this combination that makes Czechia a place people love returning to.”
A New Brand Narrative
At the centre of the campaign is the “Feel free” concept, designed to capture the country’s distinct character and “genius loci.” The approach emphasises freedom and individuality, allowing visitors to shape their own travel experiences.
Visually, the campaign introduces a “scrolling menu” concept symbolising the breadth of experiences available across Czechia. CzechTourism plans to use the creative device as a long-term brand element alongside the new slogan.
The campaign also marks a strategic shift in CzechTourism’s destination marketing approach. Rather than promoting individual tourism products separately, the organisation is moving to an umbrella model that unifies key experiences under one overarching narrative. This framework allows for market-specific messaging and greater flexibility across different audiences.
The strategy also responds to increasing competition among European destinations and the growing need to position Czechia through emotion and experience rather than destination awareness alone.
Four Pillars Driving the 2026 Strategy
The Feel free campaign is built around four core brand values associated with #VisitCzechia:
- Cultural heritage
- Accessibility
- Timeless quality
- Well-being
These themes are translated into tourism products and experiences for 2026, with a strong focus on:
- Culture and architecture
- Walking and cycling experiences in accessible natural landscapes
- Gastronomy that blends tradition with contemporary influences
- Spa and wellness experiences rooted in European heritage
- Authentic local experiences and traditional craftsmanship
CzechTourism also places increased emphasis on gastronomy as a strategic tourism driver, positioning food experiences as a way to connect travellers with regions and encourage longer stays.