Dubai : CzechTourism, in collaboration with the Embassy of the Czech Republic in the UAE, is delighted to announce its continued participation in the 33rd edition of the Arabian Travel Market (ATM), set to take place from 14 to 17 September 2025. A delegation of Czech Tourism and industry partners will represent the destination and showcase its latest tourism offerings to the Middle East travel trade.
This year, CzechTourism will greater emphasis on the freedom and variety travelers can experience across the country. Reflecting its new global “feel free” campaign, Czechia will be presented as a destination where visitors can shape their journeys around their own interests, whether discovering culture and architecture, exploring the outdoors, experiencing local gastronomy, or enjoying the country’s long-established spa and wellness traditions.
Through its presence at ATM2026, the booth will allow visitors to connect with Czechia’s private sector partners and discover the diverse tourism experiences shaping the destination in 2026. From world renowned spa and wellness traditions and rich cultural heritage to outdoor adventures and an increasingly celebrated culinary scene, Czechia offers experience for every type of traveler. With the country recognized by MICHELIN among the Best Places to Travel in 2026 for food lovers, alongside new hotels, wellness experiences and attractions opening across the country, Czechia continues to strengthen its appeal as a dynamic year-round European destination.
H.E. Mr. Josef Koutský – Ambassador Extraordinary and Plenipotentiary of the Czech Republic to the United Arab Emirates, said,
“Czechia’s presence at Arabian Travel Market 2026 represents another important opportunity to build on the strong and growing relationships between Czechia and the United Arab Emirates. Tourism plays a valuable role in bringing our countries and people closer together, creating opportunities for greater cultural understanding and exchange. We are proud to showcase the remarkable diversity of Czechia and look forward to strengthening our partnerships in the UAE and across the wider Middle East, while welcoming more visitors to discover the experiences that make our country truly distinctive.”
Mrs. Barbara Andelová, International Marketing Manager – New Markets, CzechTourism, said,
“The Middle East continues to be an important and dynamic market for Czechia, and The Arabian Travel Market provides us with an excellent platform to connect directly with our valued partners across the region. In 2026, our focus is not only on inspiring more travelers to discover Czechia, but also on showcasing the breadth of experiences available throughout the country, from wellness and culture gastronomy, nature and premium travel. Together with our industry partners, we aim to strengthen Czechia’s visibility, develop meaningful new opportunities and encourage visitors to experience the destination in new and memorable ways.”
Mr. Arzan Khambatta, Head – VFS Global – Tourism Services, said,
“At VFS Global, we are pleased to continue supporting Czechia in strengthening its presence and engagement across the Middle East, building on our strong partnership with CzechTourism of more than seven years. Today’s travelers are increasingly looking for destinations that offer authentic experiences, cultural depth and memorable journeys, and Czechia has a compelling story to share. Arabian Travel Market 2026 provides an important opportunity to bring tourism partners together, exchange ideas and identify new avenues for collaboration. We look forward to working closely with Czech Tourism and travel trade to expand awareness of the destination and inspire more travelers from the region to experience all that Czechia has to offer.”
CzechTourism will highlight experiences that demonstrate the breadth of the country’s tourism offering, including culture and architecture, spa and wellness, gastronomy, cycling, hiking and other outdoor activities. The presentation will also showcase authentic local experiences and encourage travelers to discover lesser-known regions alongside Czechia’s established destinations.
The CzechTourism delegation included following partners-
Axxos Hotels & Resorts
Jachymov Spa
