The Czech Tourist Authority—CzechTourism has taken a decisive step away from mass-market promotion by becoming an official member of Virtuoso, the world’s largest network of luxury-travel advisors. Announced on 20 February 2026, the US-based consortium connects more than 21,000 specialists who design bespoke itineraries for high-net-worth clients. CzechTourism will pay an annual fee of USD 119,120 for access to 10–15 flagship events and a data portal that tracks booking patterns among affluent travellers.
František Reismüller, CzechTourism’s director, said the goal is “value, not volume.” Virtuoso clients typically spend three to four times more than average tourists and stay longer in-country. By showcasing spa towns such as Karlovy Vary, World-Heritage sites like Český Krumlov and wine regions in Moravia, the agency hopes to disperse visitor spending beyond Prague and extend shoulder-season demand.
For travellers ready to explore these curated Czech experiences, VisaHQ can streamline the necessary paperwork. The platform offers real-time guidance on Czech Republic visa requirements, digital application tools, and concierge services for VIP guests—perfect for Virtuoso-level trips. See how easy it is at https://www.visahq.com/czech-republic/
![CzechTourism joins Virtuoso network to court high-spend visitors]()
Membership also gives Czech suppliers—from boutique heritage hotels to DMCs—direct B2B access to travel advisors in North America, the UK and Latin America. According to Virtuoso data, 73 percent of wealthy consumers plan at least one luxury trip this year, making timing critical as the post-pandemic rebound in long-haul travel accelerates.
For corporate-mobility managers the move signals a more premium service ecosystem in Czechia. Upscale accommodation, private transfers and experiential add-ons such as glass-bead workshops in Jablonec are being packaged for C-suite meetings and incentive groups. Companies relocating executives can leverage this upgraded supplier base for smoother spouse programmes and lifestyle integration.
In practical terms, the partnership should lift average daily spend, generate higher tourism tax receipts for municipalities and create jobs in concierge services, fine dining and small-batch manufacturing that supplies luxury experiences. CzechTourism will measure ROI by tracking the number of Virtuoso advisors who add Czechia to their portfolios and the subsequent passenger data captured by Prague Airport and regional airports like Brno-Tuřany.
František Reismüller, CzechTourism’s director, said the goal is “value, not volume.” Virtuoso clients typically spend three to four times more than average tourists and stay longer in-country. By showcasing spa towns such as Karlovy Vary, World-Heritage sites like Český Krumlov and wine regions in Moravia, the agency hopes to disperse visitor spending beyond Prague and extend shoulder-season demand.
For travellers ready to explore these curated Czech experiences, VisaHQ can streamline the necessary paperwork. The platform offers real-time guidance on Czech Republic visa requirements, digital application tools, and concierge services for VIP guests—perfect for Virtuoso-level trips. See how easy it is at https://www.visahq.com/czech-republic/
Membership also gives Czech suppliers—from boutique heritage hotels to DMCs—direct B2B access to travel advisors in North America, the UK and Latin America. According to Virtuoso data, 73 percent of wealthy consumers plan at least one luxury trip this year, making timing critical as the post-pandemic rebound in long-haul travel accelerates.
For corporate-mobility managers the move signals a more premium service ecosystem in Czechia. Upscale accommodation, private transfers and experiential add-ons such as glass-bead workshops in Jablonec are being packaged for C-suite meetings and incentive groups. Companies relocating executives can leverage this upgraded supplier base for smoother spouse programmes and lifestyle integration.
In practical terms, the partnership should lift average daily spend, generate higher tourism tax receipts for municipalities and create jobs in concierge services, fine dining and small-batch manufacturing that supplies luxury experiences. CzechTourism will measure ROI by tracking the number of Virtuoso advisors who add Czechia to their portfolios and the subsequent passenger data captured by Prague Airport and regional airports like Brno-Tuřany.
