The collaboration will culminate in the ECTAA general meeting, which will be held in Prague in May 2026. This will mark the association’s return to Czechia for the first time in more than a decade.
The announcement was made on 19 January 2026 in Brussels and Prague. ECTAA represents travel agents and tour operators across Europe, while CzechTourism serves as the national tourism authority of Czechia.
The upcoming general meeting is expected to bring together industry leaders, decision-makers, and experts from across Europe. The event is positioned as a platform to present Czechia’s tourism offer and to facilitate dialogue on cooperation between European travel professionals and Czech tourism partners.
Czechia offers a range of cultural and historical assets, including 17 UNESCO World Heritage Sites. These include the Historic Centre of Prague, the spa towns of Karlovy Vary, Mariánské Lázně, and Františkovy Lázně, as well as the historic centres of Český Krumlov and Telč.
In 2024, Czechia welcomed approximately 22.8 million tourists, exceeding pre-pandemic levels and reflecting sustained demand for the destination.
Prague has developed a strong position in the meetings and events segment, ranking fifth globally and fourth in Europe for international association meetings, according to the International Congress and Convention Association.
The city’s infrastructure includes venues such as the Prague Congress Centre, offering more than 118,000 square feet of convention space, and LEED Platinum-certified facilities including Cubex Centre Prague.
Beyond the capital, Czechia’s compact geography and dense railway network support multi-destination itineraries. The destination is also associated with beer culture, wellness tourism, spa traditions, and sustainability-focused initiatives.
“We are very pleased that the ECTAA Spring Conference will be held this year in Prague. It offers us an excellent opportunity to present Czechia as a modern, competitive, and sustainable destination, while also opening up new B2B opportunities for Czech partners towards European travel agencies and tour operators,” said František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
“We are delighted to return to Czechia and to strengthen our partnership with CzechTourism,” said Eric Drésin, Secretary General of ECTAA. “Czechia combines rich cultural heritage with modern infrastructure and excellent accessibility – all essential elements for European travel professionals.
With its remarkable recovery in tourism numbers, innovative MICE offerings, and commitment to sustainable tourism development, the country represents an inspiring partner for our members. We are confident that this collaboration will result in stronger business relationships between Czech destination management companies and travel agents and tour operators across Europe.”
As part of the partnership, ECTAA and CzechTourism will cooperate on facilitating market access for Czech tourism partners, business-to-business networking, promotional activities, and knowledge exchange on sustainable tourism practices.
The cooperation aligns with CzechTourism’s sustainability initiatives, including a climate action strategy targeting a 45% reduction in CO2 emissions by 2030, alongside ECTAA’s Climate Action Plan.
The May 2026 meeting in Prague will provide European travel professionals with direct exposure to Czechia’s tourism offerings, including cultural heritage sites, conference infrastructure, and sustainability initiatives.
Tags: František Reismüller, Czech Tourist Authority Eric Drésin, ECTAA
