The Czech capital Prague successfully hosted global tourism leaders for the World Tourism Forum 2025, which took place on the 12th and 13th of May at the Prague Congress Centre.
The two-day event highlighted innovation, startup development, and sustainable practices, as well as the impact of artificial intelligence and emerging technologies on the future of tourism. Organized by the Czech Ministry of Regional Development in collaboration with UN Tourism and CzechTourism, it gathered policymakers, business leaders, and tourism experts from around the globe.
As the host for the World Tourism Forum 2025, Czechia showcased its commitment to shaping the future of global tourism through collaboration, innovation, and responsible growth. The forum emphasized emerging travel technologies while championing sustainable practices, reflecting CzechTourism’s vision to create a more intelligent and experience-rich tourism landscape for both visitors and local communities.
Key Discussions
The forum kicked off with high-level discussions on pressing issues defining the next chapter of tourism.
Day One featured panel discussions that delved into the rise of AI in tourism, its ethical and legal considerations, and the significance of talent development in the industry. A dedicated startup showcase spotlighted promising travel-tech innovations, with recognized concepts announced at the end of the day.
Day Two included interactive workshops focused on the use of big data in tourism — from destination marketing to customer service — and managing the ecological footprint of travel, underscoring sustainability’s role in long-term tourism strategies. Participants were also invited on study trips to locations like Kladruby nad Labem, Plzeň, and Kutná Hora, offering firsthand insights into regional tourism offerings beyond Prague.
František Reismüller, the Director of the Czech Tourist Authority at CzechTourism, stated: “Data plays a crucial role in shaping effective tourism strategies. It enables us to monitor evolving trends, identify shifts in demand early, and respond with agility. By leveraging data, we can better manage tourism across regions, distribute visitor flows more evenly, and avoid overwhelming specific destinations. This not only enhances the visitor experience but also helps safeguard the environment and support long-term sustainability.”
