Hyderabad/Surat: Strengthening its engagement with India’s rapidly growing outbound travel market, CzechTourism has conducted dedicated travel trade workshops in Hyderabad and Surat, reinforcing its focus on regional partnerships while showcasing Czechia as a destination for leisure holidays, luxury travel, MICE, and business events.
The workshops are part of CzechTourism’s ongoing strategy to deepen relationships with travel professionals across both established metropolitan centres and emerging high-potential outbound markets. The initiative followed the tourism board’s participation in the MICE India & Luxury Travel (MILT) Congress 2026 held in Goa, where it engaged with corporate travel buyers, MICE planners and luxury travel specialists from across the country.
More than 30 travel trade partners attended the Hyderabad and Surat sessions, which provided a comprehensive overview of Czechia’s tourism offerings beyond Prague. Participants were introduced to the country’s historic towns, UNESCO-listed heritage, castles, wellness destinations, wine regions, gastronomy experiences, scenic landscapes, and venues suited for meetings, incentives and corporate events.
A key focus of the workshops was promoting Czechia as a multi-destination experience. While Prague continues to be positioned as a leading European destination for international meetings and incentives, CzechTourism also highlighted Brno as an emerging hub for business events and corporate groups seeking alternatives to traditional European conference destinations.
Representatives from The Julius Prague joined the workshops to present the property’s premium hospitality offerings, giving Indian travel advisors greater insight into luxury accommodation options that can be incorporated into leisure, luxury and group travel itineraries.
Focus on Emerging Outbound Markets
According to CzechTourism, Hyderabad and Surat represent two distinct but increasingly important outbound travel markets.
Hyderabad continues to generate strong demand from affluent families, young professionals and corporate travellers looking for premium European holidays and multi-country itineraries.
Meanwhile, Surat’s thriving entrepreneurial community is fuelling growing demand for family vacations, destination celebrations, incentive travel and multi-generational international holidays. The workshops enabled CzechTourism to better understand the evolving travel preferences and booking patterns emerging from both cities.
Barbara Andelova, Head of Marketing – Middle East and India at CzechTourism, said, “Hyderabad and Surat are new markets for us from a travel trade engagement perspective, and these workshops have given us a valuable opportunity to understand them more closely. India is an incredibly diverse outbound market, and the needs of travellers can vary considerably across metros and affluent, fast-growing regional cities. Every market brings a different set of expectations, interests and travel patterns. By engaging directly with local partners, we are able to understand these nuances better and help them present Czechia in a way that is more relevant to their clients.”
Beyond Prague
Through these regional engagement programmes, CzechTourism aims to improve destination knowledge among Indian travel advisors while encouraging itineraries that extend beyond Prague into lesser-explored regions of Czechia.
Suggested travel circuits include South Moravia, Karlovy Vary, South Bohemia, and other emerging destinations, offering Indian travellers a broader mix of culture, wellness, gastronomy, wine tourism and nature-based experiences. The tourism board believes these regions hold strong potential for leisure, luxury, group travel and incentive programmes tailored to the evolving preferences of Indian outbound travellers.
The Hyderabad and Surat workshops underscore CzechTourism’s long-term commitment to expanding its footprint in India’s regional travel markets, as outbound demand continues to diversify beyond the country’s major metropolitan centres.
