Tourism from China to the Czech Republic is rising sharply again, with nearly 30,000 Chinese visitors arriving in the first quarter of 2025 — a 39% increase compared to the same period last year.

While the figures are still below pre-pandemic levels (nearly 91,000 in Q1 2019), the recovery is evident, especially in Prague, where the share of Asian travelers continues to grow, according to the Czech Statistical Office.

One surprising catalyst for the renewed interest? A Chinese reality show filmed in Czechia.

The seventh season of Divas Hit the Road, one of China’s most popular TV programs, brought a crew of celebrities to the country in late 2024. Filmed in iconic locations such as Prague Castle, Old Town Square, and Český Krumlov, the program puts Czech landmarks and everyday culture in front of millions of viewers in China.

The show’s cast includes major stars like singer Na Ying and actors Chen Shu, Gong Jun, and Li Qin, who explored the Czech capital’s historical sights and cultural heritage in a format combining travel and entertainment.

Its domestic impact is enormous — past seasons have reached up to 860 million viewers and routinely top China’s streaming and social media charts, including Weibo and Xiaohongshu.

Direct flights revive long-haul travel

Another key factor behind the increase is the restored direct flight between Beijing and Prague, relaunched in June 2024. The route had been suspended during the pandemic and its return has made it easier for Chinese tourists to visit.

Once in Czechia, Chinese visitors tend to stay under three days, according to Tourdata, the Czech tourism analytics platform. Most arrive for recreational purposes, focusing on historic monuments and Czech cuisine.

A growing number now seek longer stays, smaller group experiences, and off-the-beaten-path locations.

Travelers are mostly aged 30–44 and often choose the destination based on personal recommendations or media exposure — highlighting the value of reality shows and influencer partnerships.

“We’re seeing more interest in deeper, more personal experiences,” said Lukáš Pokorný, Director of CzechTourism’s office in China. “Chinese tourists are ready to explore more of what Czechia has to offer — beyond Prague, beyond the guidebooks.”

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