Indian travellers are returning to Europe, but this time, the focus is shifting from
ticking off landmarks to seeking more meaningful, experience-led journeys. As this shift takes shape,
Czechia is inviting travellers to look beyond its capital and discover a side of the country that feels both
familiar and refreshingly new.

Prague continues to be the natural starting point, known for its historic charm and vibrant cultural scene.
What is increasingly shaping travel to Czechia, however is what lies beyond. A growing range of regions
that offer distinctive experiences, all within easy reach of the capital. In line with evolving traveller
preferences, Czechia is now actively introducing these regions into Indian itineraries, encouraging
journeys that are more immersive and well-rounded.

This growing interest in exploring beyond Prague is also reflected in recent travel patterns. In 2025, Czechia welcomed over 90,000 Indian visitors, marking approximately 12.38% increase year-on-
year. While Prague continues to attract the majority, regions beyond the capital are steadily gaining traction as travellers look for more immersive and less crowded experiences. This shift was further
reinforced at Czechia Travel Trade Day 2026 which took place in Prague from 20th to 21st April 2026,
where Czechia highlighted a wider portfolio of regional experiences and is actively working with partners
to introduce these emerging destinations into Indian itineraries.

Among the regions now being introduced to Indian travellers, some are redefining what Czechia has to
offer. The Pilsen Region is not just about beer, even though it is the birthplace of the world-famous
Pilsner. The region is quietly expanding its identity, with experiences that go beyond the expected. From
exploring the legendary Pilsner Urquell Brewery to discovering traditional spirits at the historic Prádlo Distillery, considered among the oldest distilleries in Czechia and known for preserving time-
honoured production methods, travellers can experience a deeper side of the country’s beverage heritage. The journey continues with Bohemia Sekt, the country’s leading producer of sparkling
wines often referred to as the Czech equivalent of champagne offering a refined glimpse into
Czechia’s evolving wine culture. Paired with castle visits and local culinary experiences, Pilsen presents
a side of Czechia that feels both familiar and unexpectedly diverse.

Meanwhile, the Liberec Region offers a completely different perspective where nature, design and
craftsmanship come together. While the region is known for the iconic Ještěd Tower, a futuristic
structure set against panoramic mountain views, it is equally defined by its creative edge. Spaces
like Pačinek Glass showcase how traditional Czech glassmaking is being reimagined through
contemporary art and design, with visitors even having the opportunity to try their hand at glass
blowing turning a centuries-old craft into a personal, immersive experience. Set within the
dramatic landscapes of the Bohemian Paradise, with its sandstone formations and scenic trails, Liberec
stands out as an experience that goes far beyond the typical European itinerary.

Together, these regions highlight how Czechia is evolving beyond its capital, offering travellers a more
layered journey where culture, history and distinctive local experiences come together seamlessly.
Commenting on this evolving trend, Ms. Barbara Andelová, International Marketing Manager – New
Markets, CzechTourism, said: “Indian travellers are increasingly looking to go beyond the well-known
highlights of Europe and spend more time experiencing local culture and regional diversity. Czechia
offers a unique mix of historic cities and emerging regions and we are actively working with partners to
introduce these experiences into Indian itineraries, allowing travellers to explore at their own pace while
discovering something new with each visit.”

As travel plans for the upcoming season take shape, Czechia offers Indian travellers the opportunity to
discover more not just of Europe, but of the destination itself.