CzechTourism, in partnership with the Embassy of the Czech Republic in the UAE, is showcasing the country’s latest tourism offerings at Arabian Travel Market (ATM) 2026, taking place from September 14 to 17.

A delegation from CzechTourism and Czech tourism industry partners is presenting the destination to Middle East travel trade professionals, with this year’s campaign placing greater emphasis on freedom, variety and personalized travel experiences.

Reflecting its new global “feel free” campaign, Czechia is being promoted as a destination where visitors can tailor their journeys to their interests, from culture and architecture to outdoor adventures, gastronomy, spa and wellness.

The CzechTourism stand at ATM provides visitors with an opportunity to connect with private-sector partners and explore the experiences shaping the destination in 2026.

The country is highlighting its renowned spa and wellness traditions, cultural heritage, outdoor attractions and growing culinary reputation.

Czechia’s food offering is also gaining international recognition, with MICHELIN naming the country among its Best Places to Travel in 2026 for food lovers.

Alongside new hotels, wellness concepts and attractions opening across the country, CzechTourism is positioning Czechia as a dynamic, year-round European destination for Middle Eastern travellers.

Josef Koutský - Ambassador Extraordinary and Plenipotentiary of the Czech Republic to the United Arab Emirates, said: “Czechia’s presence at Arabian Travel Market 2026 represents another important opportunity to build on the strong and growing relationships between Czechia and the United Arab Emirates. Tourism plays a valuable role in bringing our countries and people closer together, creating opportunities for greater cultural understanding and exchange. We are proud to showcase the remarkable diversity of Czechia and look forward to strengthening our partnerships in the UAE and across the wider Middle East, while welcoming more visitors to discover the experiences that make our country truly distinctive.”

Barbara Andelová, International Marketing Manager - New Markets, CzechTourism, said: “The Middle East continues to be an important and dynamic market for Czechia, and The Arabian Travel Market provides us with an excellent platform to connect directly with our valued partners across the region. In 2026, our focus is not only on inspiring more travelers to discover Czechia, but also on showcasing the breadth of experiences available throughout the country, from wellness and culture gastronomy, nature and premium travel. Together with our industry partners, we aim to strengthen Czechia’s visibility, develop meaningful new opportunities and encourage visitors to experience the destination in new and memorable ways.”

Arzan Khambatta, Head – VFS Global - Tourism Services, said: “At VFS Global, we are pleased to continue supporting Czechia in strengthening its presence and engagement across the Middle East, building on our strong partnership with CzechTourism of more than seven years. Today's travelers are increasingly looking for destinations that offer authentic experiences, cultural depth and memorable journeys, and Czechia has a compelling story to share. Arabian Travel Market 2026 provides an important opportunity to bring tourism partners together, exchange ideas and identify new avenues for collaboration. We look forward to working closely with Czech Tourism and travel trade to expand awareness of the destination and inspire more travelers from the region to experience all that Czechia has to offer.” -TradeArabia News Service