CzechTourism is strengthening its engagement in North India, signalling a shift towards emerging regional markets beyond metros. The move reflects evolving outbound travel patterns, with increasing demand for experiential European travel among Tier II city travellers and growing opportunities across MICE, weddings, and niche segments.
CzechTourism has expanded its outreach in North India as part of its 2026 strategy to deepen trade partnerships and enhance destination awareness. The tourism board engaged with the travel trade across Chandigarh, Amritsar, and Jalandhar, focusing on positioning Czechia as a multi-experience European destination.
A key highlight was a dedicated workshop in Chandigarh, which brought together over 30 travel agents. The session focused on strengthening product knowledge, promoting experiences beyond Prague, and enabling partners to design more immersive itineraries for Indian travellers.
The initiative marks a strategic shift towards tapping high-potential Tier II markets, where outbound travel demand is rising across segments such as leisure, destination weddings, and MICE.
Focus on emerging segments and experiences
North India is increasingly emerging as a key growth region, driven by aspirational travellers, premium family segments, and demand for experience-led travel. CzechTourism is highlighting offerings such as gastronomy, beer culture, wine regions, and heritage experiences to align with evolving traveller preferences.
Barbara Andelová, International Marketing Manager – New Markets, CzechTourism, said, “Our engagement in North India reflects a clear shift in how travellers are planning their European holidays today. There is increasing demand for experience-led travel, particularly around gastronomy, beer culture and wine regions, which align well with Czechia’s strengths.”
The workshop was also attended by Guneet Chaudhary, Honorary Consul of the Czech Republic in Chandigarh, who highlighted the region’s potential across segments such as film tourism, MICE, and destination weddings.
Strengthening trade partnerships
In addition to the Chandigarh workshop, CzechTourism conducted targeted sales calls in Amritsar and Jalandhar, further expanding its footprint in North India. The initiative aims to build stronger trade relationships and increase awareness of Czechia’s diverse offerings beyond its capital city.
With a focus on regional engagement, CzechTourism is positioning Czechia as a well-rounded destination offering heritage, wellness, and cultural experiences, while aligning with the growing demand for customised and immersive travel among Indian travellers.
The outreach underscores the tourism board’s strategy to drive long-term growth from India by expanding beyond metro markets and building deeper connections with the travel trade.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
