The study, based on outbound travel data from the UK Office for National Statistics across 27 European destinations, highlights a reversal of the typical gender spending pattern observed elsewhere in Europe. While female spending increased in most countries, it remained below male spending levels, with Czech Republic representing the sole exception.
Countries Closest to Gender Spending Parity in 2024 (Top 5 by Female-to-Male Ratio)
| Rank | Country | Female Spend 2024 (£) | Male Spend 2024 (£) | Gender Gap (%) |
| 1 | Czechia | £722 | £659 | +9.60% |
| 2 | France | £837 | £844 | –0.81% |
| 3 | Denmark | £952 | £966 | –1.44% |
| 4 | Belgium | £607 | £618 | –1.82% |
| 5 | Greece | £702 | £731 | –3.91% |
In 2024, British female visitors to Czech Republic spent an average of £722 per trip, compared with £659 for male visitors, representing a 9.60% higher spend by women. This contrasts with other destinations, where male tourists continue to outspend female travellers. The closest to parity is Belgium, where female spending remains 1.82% lower than male spending.
The shift in Czech Republic is attributed to diverging trends in spending behaviour. Female expenditure increased by 14.20% year-on-year, rising from £632 to £722, while male spending declined by 4.71%, from £692 to £659. As a result, overall British tourist spending per visit increased modestly to £686 in 2024, up 3.12% compared to the previous year.
Czech Republic: British Tourist Spending Per Visit by Gender (2023 vs 2024)
| Segment | Spend 2023 (£) | Spend 2024 (£) | YoY Growth | Change (£) |
| Female visitors | £632 | £722 | +14.20% | +£90 |
| Male visitors | £692 | £659 | –4.71% | −£33 |
| All visitors (combined) | £665 | £686 | +3.12% | +£21 |
In 2023, female visitors to Czech Republic spent 8.55% less per trip than male visitors. Within one year, this gap not only closed but reversed, marking an 18.15 percentage point shift, the largest pro-female movement recorded in the study.
Across Central Europe, female spending has generally increased, with Hungary, Poland and Austria recording significant growth. However, in those markets both male and female spending rose simultaneously. Czech Republic differs as the only destination where male spending declined, creating a distinct profile within the regional landscape.
Czech Republic: Evolution of the Gender Spending Gap
| Year | Female Spend (£) | Male Spend (£) | Gender Gap (%) | Female as % of Male |
| 2023 | £632 | £692 | –8.55% | 91.45% |
| 2024 | £722 | £659 | +9.60% | 109.60% |
| Change | +£90 | −£33 | +18.15 pp | +18.15 pp |
British female travellers accounted for 38.49% of total tourism spending per visit in Czech Republic in 2024, below the European average of 41.10% and lower than leading markets such as Greece and Lithuania.
“The data makes one thing clear: British women are not just participating in European tourism; they are reshaping it. When spending doubles in a single year in a country like Austria, it signals a structural shift in travel behaviour. The industry must adapt its products, marketing, and infrastructure to recognise women as one of the most important economic forces in global tourism.” said Mar Pages, Co-Founder of Solo Female Travelers Tours.
Czechia vs Central European Peers (Female Spend Per Visit, 2023–2024)
| Country | Female Spend 2023 (£) | Female Spend 2024 (£) | YoY Growth | Gender Gap 2024 (%) |
| Czechia | £632 | £722 | +14.20% | +9.60% |
| Austria | £243 | £500 | +105.56% | –19.32% |
| Hungary | £365 | £482 | +32.12% | –9.81% |
| Poland | £661 | £800 | +21.08% | –25.33% |
The findings indicate that Czech Republic represents a distinct case within Europe, where British female visitors are the higher-spending segment on a per-trip basis, reflecting a shift in travel behaviour patterns.
