The number of Chinese tourists visiting Czechia has seen a significant rebound in 2025, with nearly 30,000 arrivals in the first quarter alone—a 39 percent increase compared to the same period last year. While these figures have yet to reach pre-pandemic levels, the upward trend marks a clear revival of Czechia as a sought-after destination for Chinese travelers.
CzechTourism attributes this growth partly to a non-traditional promotional boost: the filming of the popular Chinese reality TV show Divas Hit the Road in Prague and Český Krumlov. The show’s seventh season, titled Divas Hit the Road: Bond of Hearts, showcases a group of well-known Chinese celebrities exploring popular Czech tourist destinations.
This exposure to millions of viewers is providing Chinese audiences with an immersive glimpse of Czech cultural heritage, helping to fuel travel interest. At the same time, the return of direct flights from Beijing to Prague in mid-2024 has made the country more accessible, further encouraging tourism growth from China.
Reality show boosts Czechia’s appeal to Chinese travelers
Divas Hit the Road has established itself as one of China’s most successful reality TV programs, regularly attracting hundreds of millions of viewers. According to Chinese media data, past seasons of the show have had significant impact on travel trends, such as a 772 percent spike in online searches for Saudi Arabia after the fifth season’s filming.
The seventh season’s focus on Czechia aims not only to showcase its famous sights but also to capture the everyday cultural atmosphere and authentic human stories. The seven-member cast, including prominent singers and actors like Na Ying and Gong Jun, filmed across iconic locations, offering viewers a vivid portrayal of Prague’s historic charm and Český Krumlov’s picturesque setting.
CzechTourism officials say this exposure is invaluable, reaching audiences through traditional broadcast and social media platforms like Weibo and Xiaohongshu where the show generates widespread buzz.
“Thanks to these formats, we can reach a huge audience, present Czechia as an attractive and authentic destination, and motivate Chinese tourists to visit in person,” says František Reismüller, director of CzechTourism.
The agency is also organizing press and influencer trips to sustain interest and highlight aspects like sustainability and local gastronomy.
Improving access and evolving travel patterns
Direct air service between Beijing and Prague resumed in June 2024, playing a key role in revitalizing Chinese inbound tourism. Simplified travel logistics make Czechia a convenient entry point to Europe and encourage multi-country itineraries. Tourists arriving from China often continue on to nearby countries including Austria, Germany, France, and Italy.
In 2024, Chinese tourist arrivals nearly doubled from the previous year, reaching 173,839. However, this still trails behind the 2019 pre-pandemic peak of over 600,000 visitors, indicating potential for further growth.
Chinese travelers tend to stay less than three days in Czechia, primarily for recreation. Cultural sightseeing remains the main draw, complemented by growing interest in local gastronomy and authentic experiences off the beaten path. Increasingly, visitors prefer smaller groups, longer stays, and travel based on recommendations from friends or partners.
The typical Chinese tourist visiting Czechia is aged 30 to 44 and spends roughly CZK 4,000 per day. CzechTourism aims to position Czechia not merely as a transit stop within Europe but as a stand-alone destination.
Efforts include expanding direct flight connections, collaborating with local tourism partners, and employing innovative marketing strategies such as reality TV production and influencer campaigns.