Zlín Region promotes tourism in Austria

The Zlín Region recently presented its tourism offerings in Austria to promote less-visited areas of the Czech Republic. Organized by the economic and commercial section of the embassy alongside CzechTourism as part of the PROPED economic diplomacy project, the event targeted Austrian travel agencies, media, and tour operators.

Last year, over 5,000 Austrian tourists visited the Zlín Region, representing a 7.6% year-on-year increase. However, this figure remains significantly lower than visits to other Czech regions; for instance, the South Moravian Region received ten times more Austrian visitors, and South Bohemia received thirteen times more. Prague remains the dominant destination, hosting nearly 154,000 Austrian guests last year.

The initiative aims to distribute tourism more evenly across the country by highlighting the Zlín Region's unique assets, including the legacy of Tomáš Baťa, wellness and spa facilities, gastronomy, and local traditions. Data indicates that while Austrian travelers are adjusting to higher living costs by choosing cheaper accommodations or shorter stays, they continue to prioritize travel, with 70% planning to travel abroad.