From Prague to Karlovy Vary: Czechia brings ‘feel free’ travel experiences to ATM Dubai 2026
New experiences spotlight culture, wellness, gastronomy and outdoor adventures
DUBAI – Czechia is using Arabian Travel Market (ATM) Dubai 2026 to showcase a broader side of the Central European destination, moving beyond its famous capital to highlight wellness, gastronomy, nature and lesser-known regions.
CzechTourism, together with the Embassy of the Czech Republic in the UAE, is presenting the country’s tourism offering to Middle East travel professionals during the 33rd edition of the event, which runs from 14 to 17 September at Dubai World Trade Centre.
As ATM 2026 enters its second day, the Czech presence is putting particular emphasis on its new global ‘feel free’ campaign and the freedom travellers have to shape their journeys around their interests.
Travel freedom
The campaign positions Czechia as a destination where visitors can combine different experiences within a single trip, from historic architecture and cultural attractions to outdoor adventures, local food and long-established spa traditions.
At ATM Dubai, CzechTourism is bringing together destination representatives and private-sector partners to demonstrate how the country can cater to different types of travellers. Its presentation covers culture and architecture, spa and wellness, gastronomy, cycling, hiking and other outdoor activities, while also encouraging visitors to explore regions beyond the established tourist circuit.
The destination’s culinary credentials are gaining fresh international attention. MICHELIN included Czechia among its 16 Best Places to Travel in 2026 for Food Lovers, with the country’s first nationwide MICHELIN Guide helping broaden the spotlight beyond Prague. The 2025 guide features 79 MICHELIN-selected restaurants, including one Two-Star restaurant, eight One-Star establishments and 18 Bib Gourmands.
This growing food reputation is being presented alongside new hotels, wellness concepts and attractions across the country, strengthening Czechia’s positioning as a year-round destination for international visitors.
Beyond Prague
While Prague remains one of Czechia’s best-known attractions, the destination’s ATM showcase is also drawing attention to places such as Karlovy Vary, Český Krumlov, Telč and Olomouc.
Karlovy Vary, one of the country’s best-known spa destinations, forms part of the Great Spa Towns of Europe UNESCO World Heritage property. The town is also known for its healing mineral waters and spa traditions, while its Grandhotel Pupp has gained international recognition through its association with The Grand Budapest Hotel.
South Moravia is another focus, combining vineyards, local produce, cultural attractions and the regional capital Brno. Nearby, the Lednice-Valtice Cultural Landscape offers another major heritage attraction. South and Central Bohemia also provide opportunities to combine historic towns, countryside, lakes, cycling routes and regional gastronomy.
Czechia currently has 17 properties inscribed on the UNESCO World Heritage List, including historic centres, cultural landscapes and the natural component of the Ancient and Primeval Beech Forests of the Carpathians and Other Regions of Europe.
The country’s wider tourism appeal also includes more than 1,200 castles and chateaux, traditional thermal and spa experiences, glassmaking and crystal design, forests, rolling hills and natural lakes.
CzechTourism at ATM 2026
CzechTourism is using ATM 2026 to strengthen connections with travel partners across the UAE and wider Middle East, a market it describes as increasingly important for the destination.
Barbara Andelová, International Marketing Manager for New Markets at CzechTourism, said the organisation’s focus in 2026 is to inspire more travellers while demonstrating the breadth of experiences available across the country, including wellness, culture, gastronomy, nature and premium travel.
The Czech delegation also includes industry partners Axxos Hotels & Resorts and Jachymov Spa, allowing travel trade visitors to engage directly with tourism businesses and discover accommodation and wellness options.
VFS Global is also continuing its partnership with CzechTourism, which has lasted more than seven years. Its tourism services team is supporting Czechia’s engagement across the Middle East as the destination seeks to expand awareness and develop new opportunities with regional travel partners.
Josef Koutský, Ambassador of the Czech Republic to the UAE, said the country’s ATM participation provides another opportunity to build on Czechia-UAE relations and strengthen partnerships across the wider Middle East.