By Maria Lisella
The Czech Republic’s list of attractions covers just about everything you could possibly want from a European destination: fairytale castles, ornate palaces, nightlife, cobblestoned alleys and affordable food and drink. The country also counts a dozen UNESCO World Heritage sites. Today, on top of all these old-world goodies that Americans want to see and experience, the Czech Republic is pulling out its trump card. Two decades after the collapse of the communist regime, visitors will still find pent-up creativity taking flight in art and design, spurring new galleries to debut, alongside what the traveling public has come to know as its traditional standbys: classical music, Jewish Heritage, Moravian wine, spas and architecture. Recent forays into experiential travel illustrate that although this country was literally out in the cold for 50 years, it is very much in a swirl of hot trends now.
Contemporary Prague
Prior to the Cold War, as Czechoslovakia, the country was at the center of a lively futuristic art scene starring Cubist painters such as Josef Capek who was producing anti-fascist illustrations and others who gained renown abroad. After reinventing itself during the post-Cold War years as the Czech Republic, the country’s creative forces seemed to be intent on recapturing that vibrancy through new art museums, festivals and galleries. So much has happened in such a short timeframe that a new Art Map was created to locate exhibitions, studios, galleries and ad hoc art spaces, most of which were also born nearly yesterday.
The 20th anniversary of the overthrow of the Communist government reminds us of a young generation with a passion for contemporary design and the determination to create it. To appreciate this creative resurgence, it is important to place it in a historical context, remembering back to when the concept of design was just as taboo as that of capitalism. Today, placing art in unexpected places has become a sort of Czech specialty. The Mezi Ploty, or Between the Fences, was a cultural festival that took place in June inside a former psychiatric institute. The Dox Center for Contemporary Art, housed in a former factory, is a hip, minimalist art gallery featuring art in natural light. It wowed the world with its first exhibit entitled, “Welcome Capitalism,” with more than 80 paintings representing the world of financial transactions and their influence. Among the zanier expressions is the M Factory, housed in a former factory (there are several of these sorts of placements), which debuted on May 27, as part of Designblok. The annual Designblok Festival takes place for 11 days in October and began in 1998 by displaying the newest trends in design and has now emerged as one of the largest European shows of its kind.
Even when Prague was the stage for the Velvet or Gentle Revolution in what was then called Czechoslovakia, it was considered one of the most beautiful cities in Europe. Back then, its spa towns like Karlovy Vary (Carlsbad), Frantiskovy Lazne and Marianske Lazne (Marienbad) were regarded as secret national treasures. Modern train travel, luxury hotels, gourmet food, wine, festivals and hiking and biking trails were fantasies. Yet the Czech Republic, which includes charming towns and villages beyond the irresistible city of Prague, has been transformed into a Petri dish for niche marketing, and has begun offering sustainable, active, historical and special interest travel products that the international market finds increasingly appealing.
New Travel Products
The Iron Curtain Trail is an exceptional channel for visitors to retrace life during the former division of the Continent along a 4,200-mile cycle track that follows the former border, combining European culture, history and sustainable tourism. Starting at the Baltic Sea, the trail continues along the Czech border, giving visitors a chance to visit historic monuments and museums within the context of place and time, as this slice of history has been preserved for future generations to learn about. Supported by the EU member states, it was proposed as a “tourist trail that would preserve the memory of the division of the continent, show how it has been overcome through peaceful European reunification, and promote a European identity.”
It is precisely because of, rather than in spite of, Eastern Europe’s recent history that new travel products for bikers and hikers are sprouting up. The lack of development along what was once the former “death strip” between East and West Germany has become a biotope because of its desolation and isolation during the Cold War years. The “Green Belt” consists of 150 natural parks, 150 flora-and-fauna areas, three biosphere reservations (Schaalsee, Elbaue and the Rhoen) and National parks as it winds through rivers, streams and lakes, as well as the Harz mountains and forests.
To open travelers’ palates and eyes to regions beyond Prague, Czech Tourism recently teamed up with the Czech Association of Hotels and Restaurants and the Association of Master Chefs and Confectioners to create a project called “Savor the Czech Republic,” a journey that takes visitors through the Czech and Moravian gastronomic landscape, guided by selected traditional recipes from 16 regions of the Czech Republic.
To taste the Czech Republic, advise clients to look for certified restaurants and pubs sporting the “Czech Specials” logo, which can be found on about 120 establishments from Prague to Brno and Ostrava. Master Chefs chose sirloin as a symbol of Czech cuisine at the Darovanský dvůr Resor in Břasy, but travelers are likely to discover many other tasty regional dishes such as roast duck with dumplings and sauerkraut, Potato cakes, Fruit dumplings at the Bukovanský mlýn - Mlynářská Restaurant in Bukovany. Visit www.czechspecials.com
Next month, the Czech Republic’s second largest city, Brno, will host the World Motorbike Championship. Since 1987, the newly built Masaryk Circuit has offered racing fans one of the premier venues in the world, which recently won the IRTA trophy for “Best Grand Prix” in 2007. The Palava Wine Festival will also take place in September in Mikulov, which many travelers look forward to visiting during the Christmas Market season—that magical time when ordinary streets, small towns and villages sparkle with Advent lights and local specialties from potato pancakes to mulled wines.
Accommodations
Prague continues to attract the world’s finest brand names in lodgings—such as Rocco Forte and Kempinski in 2009—while the latest crop of properties, many of which are not new builds but are using existing and oftentimes magnificent structures to house modern hotels, are opening in rapid-fire succession. For instance, the Design Hotel-Elephant occupies a Baroque building that was once home to the aristocracy before being repurposed as an apartment building during the communist era (www.designhotel-elephant.com). From its dazzling location at the historical centre of Prague, 987 Prague Hotel is a dramatic and daring reinvention of the urban design (www.987prague.com). Following this opening the Epoque Hotel group also opened the Hotel Yasmin, among the best-rated properties in the city (www.hotel-yasmin.cz). If the 50s to 70s design is what your clients long for, then the Hotel Sax is the place for them. Right in the heart of the city, it is outfitted for the needs of leisure and business travelers alike (www.hotelsax.cz). La Boutique Hotel is described as a fusion of clean and classic lines with today’s glamour at affordable prices (www.laboutique.cz). Dipping back further in time in the 20th century is the Prokop Boutique Hotel, whose elegant lines recall the 1930s (www.prokophotel.com). For a no-nonsense approach, the Icon Hotel & Lounge is comfortable, innovative and refined (www.iconhotel.eu). At press time, the Spanish hotel group, NH Hotels entered the Czech market with a property smack in the center of town. A modern, new build, the four-star property has 134 rooms and three junior suites as well as the latest generation of hi-tech equipment throughout the property (www.nh-hotels.com).
Late last year, the Czech Republic welcomed two new eco-hotels–the Adria Eco Hotel in Prague, and the Grunt Resort Golf & Ski in the Krkonose Mountains. The Adria Eco Hotel is Prague’s first property to earn the E.U.’s Eco Label. Visit www.adria.cz/ae-ecolabel
Respect for the environment and a healthy integration into the surrounding Krkonose Mountains is what makes the four-star Grund Resort Golf & Ski Hotel eco-friendly. In the summer, there’s a new 18-hole golf course, as well as horseback riding, swimming, cycling and hiking. Visit www.grundresort.cz
Getting There and Around
CSA, the Czech national carrier, ceased operations between the U.S. and the Czech Republic in 2009 (at press time, there was no word on when or whether it will restart this route). Delta operates five nonstop flights weekly and both Lufthansa and Austrian Airlines operate frequent service through their European hubs.
As for getting around once clients arrive in the Czech Republic, all well-known car rental firms operate there. Additionally, since 2009, train travel to and through the Czech Republic got easier as it is included in the Eurail Global Pass, and is a member country of the Eurail Select Pass. Contact the Eurail Group for a wide range of passes from single country options to the classic Eurail Global Pass, valid in 21 countries. www.EurailGroup.com
For information, call Czech Tourism USA; 212-288-0830; fax 212-288-0971; E-mail info-usa@czechtourism.com; www.CzechTourism.com
EXCLUSIVE INTERVIEW with Andrea Liskova, Acting Director, Czech Tourism USA
Czech Republic: Full of Contemporary Appeal
By Ryley Hartt
In terms of marketing special interest travel in 2010, where do you see yourselves placing the most emphasis?
This year we are specializing in promoting romantic travel, focusing on honeymoons and destination weddings. Each year we have a theme that we pursue; last year was classical music, the year before was Jewish heritage, and so on.
Do you consider the contemporary art scene that’s bursting in Prague to be pointing to a creative resurgence, or is this something that’s been around and is only just receiving attention?
Of course during communism the art and contemporary design scene wasn’t what it is now. I would say that in recent years a number of new up-and-coming artists, galleries and neighborhoods have emerged in Prague. The Designblok, Mezi Ploty and Dox Center have opened up outside of the city center and begun to inhabit large industrial spaces and factories and refurbish them. The contemporary art scene is a more recent phenomenon, but of course the Czech Republic has always been well known for its architecture and design. Cubism, for example, had a real impact on Czech artists, especially between 1910 and 1914.
Are Prague’s contemporary art treasures appreciable and accessible to the international traveler?
Well, we see that first time visitors tend to stay in the city center and don’t typically venture out to these art neighborhoods. We want to encourage them to get outside of the city center and get to know some of these other places. We are working on promoting these places and getting the word out in the press so that people know about it but yes, it’s still relatively unknown. You would probably need a map to go on your own and look for it. It’s not as obviously placed as the national museum.
What about another specialty travel segment: the châteaux and spas you have always been known for?
They’re getting better now; of course, originally the Czech spas were intended for treating medical conditions. This was never as popular with American tourists because this is not covered by their insurance, etc. But now when you visit these spa towns you will find signs in English and you will always find someone to speak to. Not all, but most people speak English, and these spa towns continue to be one of our main attractions. The medical focus is also changing and they have begun to adopt more of the American style of pampering and massage.
How has the Czech Republic been embracing the increasing demand for experiential vacations?
The Moravian region has been there for years, we have very good whites that are quite similar to Austrian wines. It’s a beautiful region and you can actually bike from Prague to Vienna, crossing the wine country. The organization that offers these bike tours is called Czech Greenways (www.visitgreenways.com). They also do tours around the UNESCO sites—as you know we have 12 UNESCO sites—and the best time to go is around September, during the harvest. There are a lot of wine festivals, tastings and tours, and you can blend an active vacation with cultural highlights and culinary and wine samplings. Culinary travel is another thing we are trying to promote with the Czech Specials program (www.czechspecials.cz). Each restaurant features a different traditional Czech dish and the cuisine varies in different regions. Czech cuisine tends to be thought of as meat-heavy winter food and people don’t know much else about it. These specialties vary from region to region and they’re a bit lighter, still based on the same ingredients as traditional Czech food but sometimes with a bit more modern approach.
In keeping with the idea of re-shaping the way people think of the Czech Republic, what is the message that you wish to leave our readers with?
We really want to entice people to go more into the different regions because normally, especially when visiting for the first time, people tend to only stay in Prague. Go check out Moravia, visit the wine country, or go to southern Bohemia to see the beautiful medieval town and UNESCO site. We are focusing on romantic travel out of the castles and châteaux that have been made into these wonderful five star properties that can organize destination weddings and honeymoons. There’s a really good one called Chateaux Mcely outside of Prague in this beautiful setting with a really wonderful spa that is also an eco-friendly property.
What about promoting value in the Czech Republic?
Well as you know, the Czech Republic is not on the Euro, so we can really promote the Czech Republic as a good value destination for American travelers where they can pretty much experience everything that they would in Western Europe without having to pay in Euros—making it much more affordable. Prague is traditionally thought of as a luxury destination but we now also have new three star hotels opening up so that you can really enjoy it on a budget as well.
Do you have any resources, specialist programs or FAM trips available to help travel agents better sell the country to travelers?
We have a destination specialist program available to agents who wish to get in-depth training on the Czech Republic’s different regions and selling points. We also offer travel deals on our website for travel agents to refer to when researching bookings. We do road shows, and we have one coming up with Poland, Hungary, Czech Republic and Slovakia at the end of September. We’re going to be stopping in Dallas, Boston and Minneapolis and then we will be at the Luxury Travel Show in Las Vegas in December. We do FAM trips as well, and are planning one for October. We’re also targeting younger travelers through social media; Twitter and Facebook, and we have been able to engage a lot of young travelers through those channels.