Chinese tourism to Czechia is on the rebound, with visitor numbers rising sharply in early 2025. A popular Chinese reality show filmed in Prague and Český Krumlov is expected to boost the trend even further.
Interest from Chinese tourists in visiting Czechia is once again on the rise. In the first quarter of 2025 alone, nearly 30,000 Chinese visitors (29,987) arrived, marking a year-on-year increase of almost 39%. Although numbers have not yet reached the pre-pandemic levels of 2019 (90,877 in Q1), the trend is clear – Czechia is back on the radar of Chinese travellers.
Reality Show as an Unconventional Form of Promotion
Czechia is set to reach millions of Chinese viewers thanks to the filming of Divas Hit the Road: Bond of Hearts. The popular reality format, in which well-known Chinese celebrities explore foreign destinations, is heading to Prague. This season, the production focuses on the atmosphere of the Czech capital and its cultural landmarks, including Prague Castle, the Astronomical Clock, and Old Town Square – offering viewers a deeper insight into Czech cultural heritage. Český Krumlov also features in the programme.
The seven-member cast of famous “sisters and brothers” includes singer Na Ying, actors Chen Shu, Ma Sichun, Li Qin, Gong Jun, Zhang Wanyi, and presenter Zhang Yaqi.
“A strong media presence – such as filming a successful reality show with such high ratings – is extremely valuable to the domestic tourism sector. Through formats like this, we can reach a vast audience, present Czechia as an attractive and authentic destination, and inspire Chinese tourists to visit in person,” says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Divas Hit the Road is one of the most successful Chinese TV shows of the past decade. In China alone, previous seasons have attracted up to 860 million viewers and consistently rank among the most-watched programmes, according to China Vision Big Data. On Chinese social media platforms such as Weibo and Xiaohongshu, the show regularly sparks trending discussions and high engagement.
All six previous seasons have achieved strong ratings and positive feedback. For example, the fifth season – titled Silk Road Journey and filmed in Saudi Arabia – led to a 772% increase in online searches for the country. In Czechia’s case, the show is expected not only to highlight iconic landmarks but also to capture the nation’s cultural atmosphere and everyday life.
Long-Haul Flights Boost Inbound Tourism
A major factor contributing to renewed interest in Czechia among Chinese tourists was the resumption of direct flights between Beijing and Prague in June 2024. Direct air links from distant markets are a key driver in developing inbound tourism from Asia.
Last year, 173,839 Chinese tourists visited Czechia – nearly double the number in 2023 (89,628). However, there is still significant potential for growth. In 2019, before the pandemic, a total of 609,727 Chinese visitors came to Czechia.
On average, Chinese tourists stay for fewer than three days. Recreation is the primary reason for their visit. Cultural attractions are the main draw, while local gastronomy also plays an important role. There is growing demand for travel in smaller groups, longer stays, and more authentic experiences off the beaten track. Most Chinese visitors come to Czechia based on recommendations from friends and typically travel with a partner.
