Czech wine and cuisine took center stage at the National Geographic Traveller Food Festival 2024 in London, captivating thousands of visitors with the country’s rich culinary heritage.
Held at the Business Design Centre, this prestigious event attracted over 8,000 food and drink enthusiasts, offering them a unique opportunity to explore global gastronomy through tastings, workshops, and live cooking demonstrations.
A Showcase of Czech Delicacies
Visitors to the Czech exhibition were treated to an array of traditional delicacies, including the famed spa wafers, Moravian and Czech wines, and the renowned Jelínek slivovitz, a plum brandy that holds a special place in Czech culture. The Czech stand, larger and more prominent than in previous years, drew significant attention not just for its culinary offerings but also for the immersive experience it provided.
The exhibition was organized by CzechTourism, in collaboration with key partners such as Ensana Health Spa Hotels, the National Wine Centre, and the Tourism Centre – South Moravia. The primary objective was to promote Czechia’s diverse regions, extending the focus beyond Prague to highlight the country’s rich gastronomic and cultural landscape.
František Reismüller, Director of the Czech Tourist Authority – CzechTourism, emphasized the importance of such events in promoting wine tourism. “Wine tourism plays a key role in the development of not only domestic tourism. Events like the National Geographic Traveller Food Festival help spread the fame of our wine far beyond the borders of Czechia,” he stated.
Expanding the Reach of Czech Tourism
The festival provided an invaluable platform for Czechia to showcase its lesser-known regions, particularly to the British market. By presenting high-quality wines and authentic local foods, the Czech delegation aimed to attract more visitors to explore the country’s vineyards, historic towns, and natural beauty.
Katarína Hobbs, Director of the Foreign Representation of CzechTourism in London, expressed her pride in the successful execution of their objectives. “I am extremely proud that we have succeeded in fulfilling the main objective of our participation in this prestigious event, namely to increase interest in Czech regions among British visitors. The presentation of our beautiful and interesting country took place under the auspices of the Czech Embassy and aroused great interest and admiration of British and international visitors,” she remarked.
One of the highlights of the Czech pavilion was a guided wine tasting session at the Wine and Spirit Theatre, which attracted a daily audience of around 80 wine enthusiasts. These sessions allowed visitors to discover the quality and variety of Czech wines, further establishing Czechia as an emerging destination for wine tourism.
Patrik Kubát, Project Manager at the National Wine Centre, noted the positive reception of Czech wines. “We presented Czechia as an attractive destination for wine tourism, and it must be said that our wines surprised the visitors with their quality and variety,” he added.
Strengthening Ties with the British Market
Ahead of the festival, CzechTourism organized a workshop at the Embassy of the Czech Republic in London, where Czech partners introduced their products to 50 British travel agents and industry professionals. This networking event fostered direct connections for future collaboration in promotion and sales, paving the way for deeper engagement with the British market.
Tereza Křížová from the Tourism Centre – South Moravia, who attended the workshop, highlighted the benefits of these interactions. “Thanks to the meeting, we gained valuable information about key factors and interests that influence the decision to travel to Czechia. I believe it was one of the first steps towards more sustainable tourism in the whole of Czechia,” she said.
Katarína Koropčáková, Leisure Sales Manager at Almanac X Alcron Prague hotel, also found the event highly beneficial. “I had the opportunity to meet a number of interesting people from the industry, to gain valuable contacts with travel agency representatives, and to introduce our hotel and brand to them,” she commented, noting the positive impact on their business’s visibility.
Patrícia Irlveková, Cluster Director of Sales and Marketing at Medical Spa Mariánské Lázně, Ensana Europe, echoed this sentiment, emphasizing the festival’s role in expanding the reach of Czech products. “The atmosphere and format of the presentations were very productive and inspiring, bringing great business contacts and new opportunities for the promotion of Czech products,” she concluded.
The success of Czechia’s participation at the National Geographic Traveller Food Festival 2024 underscores the growing international interest in the country’s culinary and cultural offerings. With the festival set to return on July 19-20, 2025, CzechTourism and its partners are already looking ahead to build on this momentum, continuing to showcase the unique flavors and experiences that Czechia has to offer.
