The Czech Tourist Authority – CzechTourism was established in 1993 as a state-funded organization managed by the Ministry for Regional Development of the Czech Republic. The mission of CzechTourism is to develop tourism in the Czech Republic through a number of key activities that promote tourism at home and abroad. CzechTourism has twenty-one foreign offices located in almost all European and a number of non-European countries. There are three offices located in China (Beijing, Shanghai and Hong Kong. The Czech Republic is a modern and dynamic destination with a fascinating history, amazing architecture, unique natural beauty, and a rich cultural and social life. It is a land full of extraordinary stories blending old traditions and modern culture. CzechTourism endeavours to inspire and convince domestic clients and foreign visitors to discover the beauty of the Czech Republic. In addition to the capital city of Prague, which has an exceptional worldwide reputation, there are countless places in the country just as worthy of being visited, and CzechTourism aims to have visitors discover the country’s full potential. CzechTourism also works to ensure that visitors are satisfied and, as a result, want to return for another visit. CzechTourism focuses on the following topics when promoting the Czech Republic. Discovery Trips – presentation of unique cultural elements, such as religious monuments, urban architecture and traditional customs and cuisine. Countryside Trails – promotion of mostly casual outdoor activities in nature during the summer and winter. Health Trips – focus on world-renowned Czech spas and medical tourism. MICE – promotion of congress and incentive tourism. In 2013 CzechTourism launched a new marketing campaign which introduced the Czech Republic as a Land of Stories. Attractive tourist destinations in the Czech Republic are represented in the campaign through engaging stories, thus enticing visitors to discover and experience new, unique places.