Since 01 October 2021, the Czech Republic pavilion at Expo 2020 Dubai has attracted visitors with its futuristic and trailblazing initiatives at the sustainability district. Furthermore, the pavilion celebrated Czech Tourism Day on 05 October 2021 by hosting an informative workshop for travel partners in the Middle East. Organised in cooperation with the Czech Embassy in the United Arab Emirates (U.A.E.), the workshop focused on the flourishing “Wellness Tourism” industry in the country. The workshop attracted over 40 agents from the travel industry, followed by a pavilion tour to the media and it and concluded with a networking gala serving Czech delicacies that welcomed over 60 top travel stakeholders in the market.

Opening the workshop, H.E Mr. Jiri Slavik, Ambassador of the Czech Republic to the UAE, said: “We are very excited to be a part of this global event as Czech Republic is a popular destination amongst the citizens of the UAE, offering unique experiences. We have eased travel restrictions for vaccinated travellers between the two countries keeping in mind safety as the major factor to welcome tourists in post COVID-19 period.
In 2019, Czech Republic welcomed 30,000 tourists from the UAE for an average length of stay of around 3-4 days and over 27,000 travellers from Saudi Arabia for a maximum length of stay of around 5-6 days.

Commenting on the plan for tourism ahead, Mr. David Koppitz, Deputy Minister of the Minister of regional development commented, “Our post-pandemic strategy is to be more sustainable, more innovative, digital and resilient. We are hoping that we gradually reach the numbers of 2019 in the coming year as the tourism industry regroups from the pandemic keeping in mind the safety of the traveller. The Czech Republic has received the international mark ‘Safe Travels Stamp’ awarded by the World Tourism & Travel Council (WTTC) and boasts the status of a safe destination. Also, we have been doing utmost to preserve and support furhter development of our spas – they are part of our national heritage and they have much to offer.”

During the workshop, Jan Herget, CEO Czech Tourism quoted, 'The Czech Republic is a preferred spa and wellness destination for travellers visiting from the Middle East and I am proud that our spa towns were awarded with the UNESCO as the great spa towns of Europe. This market is of high potential and of strategic importance for incoming tourism to the Czech Republic. In 2022, the marketing strategy will be focusing on ‘Traditions of Czech Republic’ as it has places being listed on UNESCO World Heritage. Christmas in Czech Republic is one of the most immersive and magical period for the travellers to experience.
He further added, “We are promoting the country as a premium destination targeting families, experiential travellers, MICE (Meetings, Incentives, Conferences and Exhibitions) and leisure travellers through various B2B and B2C activities like destination workshops, e-learning and joint collaborations with travel agents, airlines and media.”

 Bringing the Czech Republic one step closer, visitors at the Czech EXPO will also encounter an immersive virtual reality experience at the pavilion. Czech Tourism’s “Czech Therapeutic Landscape is the first exhibition is the first exhibition at the pavilion. The Oculus Rift VR goggles will virtually transport them to some of the most beautiful places in the Czech Republic, such as the Spa town Marianske Lazne, the Moravian vineyard or the Bohemian Paradise.
Visitors at the entrance are greeted with an innovative structure made of steel pipes that represent clouds and water. Called the Czech spring, the pavilion addresses the challenge of water scarcity in barren lands such as the U.A.E. through a unique Czech invention - S.A.W. E.R. This technological marvel uses solar energy to produce drinkable water from the air. Based on condensation techniques, the system can extract water from dry air, even from the driest areas of the world.

The glass industry in the Czech Republic has gained worldwide recognition for its high-quality and artistic craftsmanship. The essence of this art is reflected in the monumental installation of designer glass at the pavilion. Furthermore, a professional conference will be held on 18 November 2021 to discuss Czech glass designs and provide an interactive platform for industry professionals. 

'The pavilion gives a glimpse of the Czech Republic's architecture, culture, culinary and technological advancements. The main message of the Czech Pavilion is that technology and inventions should help people live a better life, which means above all preserving the planet for future generations. The Czech Republic has been bringing such innovations to world exhibitions We look forward to receiving visitors at our pavilion and hope to leave an impact on their minds about preserving our planet's resources. We have a restaurant and also a souvenir shop at the pavilion just so that the visitors can take a memento as a remembrance of their visit to Expo 2020 Dubai and the Czech spring said Jiri Frantisek Potuznik, the Commissioner General of the Czech Republic Pavilion.