In 2012, Tourism Was the Strongest in the Last 20 Years Each year in this place we reiterate the mission of the CzechTourism agency: to promote the Czech Republic as an ideal tourist destination for foreign and domestic visitors. Looking back at 2012, we dare say we accomplished the mission. Statistics show that the number of foreigners who visited the Czech Republic last year was the highest in the Agency’s history. What is even more important, Czechs themselves got domestic tourism in regions going. We saw the most significant boom in arrivals in the first quarter of 2012. Among others, Russian tourists came to the Czech Republic at that time to celebrate the orthodox Christmas holidays. Aside from Russian and German visitors, the number of tourists from long‑haul markets also increased, in particular from China (+34 %), South Korea (+33 %) and the United States (+17 %). In response to the growing potential of the Chinese market, we plan to open a foreign office in Shanghai. We have also stepped up our marketing activities in Brazil due to its growing economy. To put the facts in figures: last year foreign tourists spent CZK 137.8 billion in the Czech Republic, and revenues from tourism increased by CZK 2.1 billion, compared to 2011. We are very pleased with these results. Quality support, domestic tourism development and new communication trends pose more challenges for CzechTourism. The Agency has participated in a variety of EU‑funded projects focused, for instance, on the quality of services provided by information centres (ATIC) and on education in tourism. A survey “Collecting Information – Domestic Tourism” conducted last summer documented an increase in medium‑term holidays of Czechs in their home country and a stronger trend to seek active holidays. One of the most important findings of the survey is growing customer satisfaction with services in regions. In addition, respondents cited personal recommendation as the most frequent incentive for visiting specific sites and the internet as the key source of information about the selected destination. CzechTourism also actively promotes domestic tourism through the Tips for Trips (Kudy z nudy) website that scored a phenomenal success last year in terms of the number of visitors. As a result, SOCIALBAKERS ranked it the eighth most popular media brand judged by its impact on public opinion on Facebook. This success reaffirms the Agency’s goal to keep up with technology development and employ new kinds and styles of communication tools. Can we say that CzechTourism has been changing? Yes, we can. Last year we started off a series of changes with the aim to redefine the Agency’s position as the leader in the tourism industry. Our objective is to become the trendsetter in the industry development in the coming years. For this purpose, we gave the green light to preparations for setting up a Czech Tourism Institute in late 2012 that will be gathering statistical data, analyses, trends, and reports from foreign markets, and monitoring new opportunities for bolstering the tourism potential in regions. The end of the year was marked by finishing work on the Agency’s new visual style that will be gradually introduced in all its activities both at home and, in particular, abroad. The new visual style and the Czech Republic tourism brand was designed by the Czech design studio Marvil, the winner of a rigorous tender.potenciál regionů. TOURISM IN THE CZECH REPUBLIC IN 2012 Institute in late 2012 that will be gathering statistical data, analyses, trends, and reports from foreign markets, and monitoring new opportunities for bolstering the tourism potential in regions. The end of the year was marked by finishing work on the Agency’s new visual style that will be gradually introduced in all its activities both at home and, in particular, abroad. The new visual style and the Czech Republic tourism brand was designed by the Czech design studio Marvil, the winner of a rigorous tender. In the years to come, CzechTourism aspires to rank among modern and successful organisations that keep track of and follow current trends. I believe the new, uniform visual style, new marketing events and hard work of all employees help open the door for us into 2013, the year when CzechTourism marks the twentieth anniversary since its founding. The key marketing priorities defined by CzechTourism for 2012 were met in the course of the year. One of them was devising and approving a medium‑term tourism marketing concept for 2013–2020. The document defines future strategy of CzechTourism in respect of promoted products, tools, markets, public communications, etc. The concept has a fundamental impact on the operation of the Agency’s foreign offices, and the new Marketing Plan affects all its departments. Another important task was destination rebranding and implementation of the Agency’s new visual style, as well as approval of new marketing projects funded by the EU. Furthermore, the product line was narrowed down in that cultural heritage became our primary product. Online communication was targeted at higher‑income visitors and was incorporated in integrated campaigns. We fostered partner marketing in regions and within business partnerships (Czech Airlines, Prague Airport, etc.). We adopted measures to streamline foreign offices’ activities. We drew up specific plans for market research (concerning managers’ needs, partners’ satisfaction, tourism reports, etc.) and innovative projects (location placement, mobile applications, etc.). We prepared a product manual and a concept of a national information portal. The project of rebranding the Czech Republic as a tourist destination and the related positioning of the Czech Republic as a country of stories have been instrumental in the marketing strategy implementation. Marvil graphic studio’s progressive design was selected in a tender, based on the playful logo Czech Republike. This solution builds upon online communication as the primary mode of communication for potential visitors to the Czech Republic and allows for narrating the stories in a present‑day form. Products In 2012, CzechTourism’s activities centred on the development of the following products and topics: Cultural heritage (towns and cities, monuments, history), lifestyle (gastronomy, social events), non‑traditional tourism (new trends in the travel industry, etc.); Sports and active holidays (summer and winter holidays, golf); Spas, wellness and medical tourism; Convention and incentive tourism (for more see chapter Czech Convention Bureau). The themes of the products are reflected in CzechTourism’s marketing campaigns at home as well as abroad and in all presentation events (workshops, presentations, seminars, trade fairs, exhibitions). In implementing specific thematic and regional projects, the Agency’s pertinent department collaborates with representatives of tourist organisations, professional associations and entrepreneurs. Foreign offices In 2012, CzechTourism ran a total of 24 foreign offices worldwide, of which 20 were categorised as first‑level and four as second‑level. Foreign offices in Budapest, Hungary and New Delhi, India, closed down in the course of the year. Conversely, preparations were being made to open two new offices, one in Los Angeles, USA, and the other in Shanghai, China. The primary goal of CzechTourism’s foreign offices across the globe is to promote the Czech Republic as the ideal tourist destination. To achieve this goal, the foreign offices collaborate with foreign tour operators, brief foreign journalists on the Czech travel offerings, and conduct marketing campaigns aimed at shaping up consumer behaviour. The foreign of‑ fices employ a broad range of marketing tools, such as presentations, workshops and fam trips, in addition to holding press conferences, disseminating press releases and organising press trips. They prepare online and offline marketing campaigns and take part in trade fairs. Foreign offices’ operations are monitored and assessed with a key focus on the effectivenessa TOURISM IN THE CZECH REPUBLIC IN 2012 offices across the globe is to promote the Czech Republic as the ideal tourist destination. To achieve this goal, the foreign offices collaborate with foreign tour operators, brief foreign journalists on the Czech travel offerings, and conduct marketing campaigns aimed at shaping up consumer behaviour. The foreign of‑ fices employ a broad range of marketing tools, such as presentations, workshops and fam trips, in addition to holding press conferences, disseminating press releases and organising press trips. They prepare online and offline marketing campaigns and take part in trade fairs. Foreign offices’ operations are monitored and assessed with a key focus on the effectiveness marketing activities. TOURISM IN THE CZECH REPUBLIC IN 2012