CzechTourism has launched its biggest ever advertising campaign aimed at encouraging Czechs to spend their holidays in their own country. The state tourism body’s project aims to promote various kinds of leisure activities rather than specific tourist destinations. Markéta Chaloupková is in charge of the CzechTourism campaign. I asked her if getting Czechs to vacation at home was a big challenge.
“Not at all, if you look at the statistics, we see that Czechs are more and more interested in spending their holidays in the Czech Republic so we are not going against the trend but we want to support the trend in spending holidays in the Czech Republic. Not only longer holidays but shorter trips as well.”
“Maybe it has something to do with the economic crisis. As the analyst predicted a few years ago, people would spend more at home and save money for better times. So we see the trend in the Czech Republic as well. People travel more around the country and less abroad.”
This is your biggest ever advertising campaign encouraging Czechs to holiday at home. How much will it cost and where does the money come from?
“That’s right. It’s the biggest campaign we ever did. The whole project on domestic tourism costs about 74 million but just the campaign will cost around thirty million crowns and it is financed by the European Union because we wouldn’t be able to finance it only with our own resources.”
What is the focus of your campaign?
“We would like to focus at special experiences connected with the Czech Republic. We would like to show the variety of experiences. We are not going to present only beautiful places but rather various activities people can do.”
“We would like to communicate with the whole population who travel around the country - teenagers, families with children and elderly people. We offer special activities for each focus group. For example we know that teenagers like to travel with a group of friends, they like to climb the mountains or do some sports and they are more active than for example elderly people, who would like to travel around the country, taste some wine, spend some time in the spa and so on.”
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