INTERVIEW CZECH TOURISM
Czech Republicspeaks
JAN MLCAK Director, UK & Ireland Czech Tourism
13 Harley Street, London W1G 9QG
020 7631 0427
mlcak@czechtourism.com www.czechtourism.com uk.czechtourism.com weddings.czechtourism.com
Where to book it Kirker Holidays 020 7593 2288
www.kirkerholidays.com Stay four nights for the price of three at the four-star Casa Marcello from £648pp including fl ights (London), return private car transfers and B&B accommodation.
What is the present state of UK tourism to the Czech Republic? Jan Mlcak: The situation is stable for tourism to our country and especially its capital city, even in these complicated times. Numbers are above average for overall UK outbound tourism. The number of Britons accommodated in Czech collective accommodation establishments during the fi rst quarter of 2012 increased by 8% compared with 2011. We have around 400,000 UK visitors a year.
Why should travel agents sell holidays to the Czech Republic? The Czech Republic is an easy short haul European destination with direct fl ights from more than 10 UK airports. With fl ight times around just 1.5 hours, an immense choice of hotels and apartments, safe public transport, a great choice of cultural events and exquisite Czech cuisine this simply is the place to be recommended to your clients, who will return back home satisfi ed and ready to make their next booking with their agent. And of course the country is excellent value for money: in the Post Offi ce Holiday Money Barometer, Prague has always been among the top three best value-for-money destinations worldwide.
Which are Czech Republic’s main target markets? The Czech Republic is a holiday destination for all age and demographic groups. Currently we tend to target frequent travellers, from affl uent baby boomers to the backpacker brigade.
“Travel agents are of course very important to us. They are the core, the heart of our tourism business, and I am convinced that
they can never be replaced by anonymous, impersonal computer screens”
But we also try to remind families with children, probably hit hardest by current economic conditions, that our country should be on the top of their future holiday destinations list.
Why is Prague such a popular city break destination? Prague is so special and it is not just because it is an open-air museum of 10 centuries of European architecture or has such a great nightlife. There is so much more to it, or to her I should say, because in our language Prague is a ‘she’, a beautiful lady. SHE is stunning anytime, but my favourite time of the year in Prague is summer: the special light, the outside eating, the cool spaces of the churches, the cold beers, the soul of street music, park life… Visitors cannot be disappointed.
tourists staying in Czech spa resorts in 2011. And it’s no longer unusual to see a British couple tying the knot in Prague or a UK family in Pilsen visiting the puppet museum and brewery or some British lads cycling through the Moravian countryside.
Is there any new holiday product available in Czech Republic? The Czech Republic is becoming an internationally important medical services provider, especially with aesthetic and obesity surgeries and infertility treatments. According to the latest Treatment Abroad Medical Tourism Survey the country is the second most popular medical tourism destination for British patients worldwide. The majority save thousands of pounds and more than 90% of them would recommend the Czech Republic to others.
How important are travel agents for selling Czech Republic holidays? Travel agents are, of course, very important to us. They are the core, the heart of our tourism business and I am convinced that they can never be replaced by anonymous, impersonal computer screens.
What are the main attractions in Czech Republic away from Prague? There are plenty. The Czech Republic has the highest density of castles and chateaux per square mile in the world with more than 2000 are on a territory no bigger than Ireland. The same is true for Czech Republic’s 12 UNESCO sights. We have border mountains for walking, cycling or skiing, world-famous spas for pampering and rejuvenation, Bohemian breweries and Moravian wine cellars, to mention just a few.
How successful has the tourist offi ce been in promoting the Czech Republic beyond Prague? The situation is becoming better, although I have to admit that it has been tough. It does not mean we do not have some signifi cant achievements to be proud of, such as a 58% increase in the number of British
How can Czech Tourism assist travel agents to sell the Czech Republic? Our offi ce is always able to provide literature, maps and posters, my colleague Katarina Hobbs, trade manager of our offi ce, runs regular staff training. She is happy to do the presentation for an audience of one or a hundred.
14 July/August 2012 •
www.sellinglonghaul.com
Post-it question
Q. Does Czech Tourism organise fam trips for travel agents?
A. Yes, we do and the dates are always available on our website. I should mention here that our trips cover mostly niche market products and regions so agents should not be disappointed that there is no Prague trip on offer.
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