The Visegrad Four (V4) countries—comprising the Czech Republic, Poland, Hungary, and Slovakia—have joined forces with the European Travel Commission (ETC) to launch an innovative online campaign aimed at the US market. Titled “Creative Cities of Central Europe,” the campaign commenced on 1 August 2024 and will run for two months, showcasing the modern and creative aspects of Central European cities. This initiative seeks to attract American travellers who are eager for authentic experiences beyond the well-trodden tourist paths.
“Our goal is to show American tourists that Central Europe is not only safe and rich in traditions but also full of vibrant culture, concerts, art, modern architecture, and gastronomy. In other words, it’s a place where you can experience an authentic local atmosphere and continuously discover new, interesting, and contemporary attractions. It is an attractive tourist destination,” said František Reismüller, Director of CzechTourism. He added that the campaign is part of a broader strategy to enhance cooperation among the V4 countries and boost tourist arrivals from distant markets.
This campaign is part of a comprehensive suite of marketing activities designed to draw tourists from long-haul markets, including the United States. In addition to the online campaign, other initiatives, such as B2B roadshows in target countries and an educational platform for tourism professionals, are also being employed.
Jana Štumpová Konicarová, Director of the Marketing and Foreign Offices Department at CzechTourism, highlighted that the V4 countries are not only targeting the US but also other key markets. “We provide destination e-learning for American and Canadian travel agencies. In September, a marketing campaign will be launched in Japan under Hungary’s leadership, and in November, the Czech Republic will organise a roadshow in the USA and Canada aimed at establishing new business contacts. The event will involve Czech tourism entities,” she explained.
The United States is emerging as an increasingly significant source market for the V4 countries. In 2023, nearly 1.3 million American tourists visited Central Europe, spending over 3.18 million nights in local accommodation facilities, according to Eurostat data. The Czech Republic played a key role in these figures, welcoming nearly half a million US travellers last year. On average, American tourists stayed 2.6 days in the Czech Republic, which is above the regional average.
The campaign, spearheaded by CzechTourism, comes with a budget of 215,000 EUR. The Czech Republic has contributed 15,000 EUR, while the ETC has provided 100,000 EUR. The remaining costs are being covered by the other V4 countries.
With the “Creative Cities of Central Europe” campaign, the V4 countries are set to strengthen their position as a top destination for American tourists seeking unique and contemporary cultural experiences.
