The Czech Republic's unified global promotional theme for 2026 is "Feel Free." Through five core experiences—cultural exploration, nature discovery, wellness and rejuvenation, local cuisine, and all-around outdoor activities—the country aims to attract more Chinese tourists. The director of the Czech Tourism Authority's office in China introduced that this year, the Authority has made "Feel Free" the central anchor of its brand renewal strategy. Moving away from the traditional "checklist-style" sightseeing rush, the new approach emphasizes a high-quality travel experience defined by a free-paced, private, serene, deeply immersive, and unconstrained vacation. The focus is on comprehensively elevating the quality of destination travel products, while actively developing niche exploration, wellness retreats, outdoor experiences, arts and culture, and local food and wine experiences.

Editor Ⅰ: Zhang Congxiao

Editor Ⅱ: Zhang Wenwen

Editor Ⅲ: Liu Guosong