Saturday, June 7, 2025
At IMEX 2025 in Frankfurt, Tereza Hofmanová, Director of Product Management at CzechTourism, provided valuable insights into the Czech Republic’s growing prominence as a leading destination for international business events.
Tereza, could you introduce yourself and explain your role at CzechTourism?
Hello, I’m Tereza Hofmanová, and I head the Czech Convention Bureau, which is part of the national tourist board of the Czech Republic. Our primary aim is to attract as many international events as possible to our country. We work closely with regional convention bureaus—there are 14 of them—each helping us to showcase the Czech Republic as a unique MICE (Meetings, Incentives, Conferences, and Exhibitions) destination. Our collaboration extends to Europe as well, where we are part of the Strategic Alliance of the European Convention.
What are your expectations for IMEX 2025?
IMEX is one of the most important events for us. This year, we are showcasing ourselves with a completely new booth, featuring 25 Czech partners, including hotels, hotel chains, DMCs (Destination Management Companies), DMCOS (Destination Marketing Organizations), and regional convention bureaus. We’ve had a very strong first day, and we’re excited about the opportunities this event presents.
How does the Czech Convention Bureau leverage events like the 2025 Women’s World Championships to enhance the country’s appeal as a premier MICE destination?
Our focus is primarily on business events, which are the heart of our activities. However, we also support other events like sports championships. In such cases, we work closely with the Czech National Association of Sport to ensure smooth event organization. Our role involves connecting organizers with the right partners and local contacts. These events provide excellent PR and marketing opportunities to showcase the Czech Republic as a top-tier destination for international events.
What strategies has the Czech Convention Bureau implemented to attract international conferences and business events in 2025?
We’ve made a concerted effort to work closely with local partners. While Prague will always remain the dominant city for MICE activities, we’ve recognized the potential of other emerging cities in the Czech Republic. We focus on helping these cities develop and promote themselves as viable options for international events. One key aspect of our strategy is education—helping both regional convention bureaus and commercial partners like DMCs to improve their services and offerings. We also undertake various marketing activities targeting key European markets, as well as more distant ones like Latin America and the US.
Can you elaborate on the collaboration with regional partners to promote cities for international events?
Our collaboration with regional cities is essential. We support their activities and educate them on best practices, especially in the bidding process for international events. We also help them develop ambassador programs to promote Congress events and facilitate information exchange between regions. This allows us to share successful strategies and provide mutual support.
What are the Czech Convention Bureau’s future plans?
This year, we will participate in several major trade shows, including IMEX America and IBTM, and continue to hold workshops focusing on key markets like Europe, Latin America, and the US. Additionally, we’re prioritizing sustainability, which is a significant topic for us in 2025. We will also organize the Czech Convention Bureau Inspirational Afternoon, a conference where international speakers will share new ideas, technologies, and trends in the MICE industry.
Key Points:
Tereza shared that IMEX 2025 is a critical platform for connecting with global partners and showcasing new initiatives. With a brand-new booth and the participation of 25 Czech industry partners—including top hotel brands and venues—the event is already generating tangible outcomes. Beyond business events, CzechTourism also supports sporting events in partnership with the Czech National Association of Sport. These efforts reflect the organization’s commitment to growing the Czech Republic’s international profile and enhancing its event-hosting infrastructure. Key future plans include participation in IMEX America and IBTM Spain, as well as focused workshops in Europe, the US, and Latin America. Sustainability also stands at the forefront, with increased efforts to integrate eco-friendly practices across the Czech event industry. CzechTourism’s “Tech Oven Draw Inspirational Afternoon” will bring together intellectuals and innovators to discuss emerging trends, technologies, and sustainable growth in the business tourism space. Ultimately, CzechTourism’s strategy is built on partnerships, innovation, and education. Through cross-regional knowledge sharing and global engagement, the Czech Republic is carving out a powerful space in the international business events market. With eyes set on long-term growth and responsible tourism, the agency is ensuring that the Czech Republic continues to rise as a world-class MICE destination in 2025 and beyond.
