Central Europe’s Alpine scenery, medieval villages and national parks are already popular destinations for short breaks.
But the Central European Countries Travel Association is promoting its members – Austria, the Czech Republic, Germany, Hungary, Slovakia and Poland – as places to stay for a little bit longer.
It may be working. UK tourism to the region is increasing, and some destinations even draw the crowds for longer summer holidays.
Accommodation specialist Superbreak reported a 139% increase in UK bookings to Budapest in the last four months compared with 2006. Budapest, now served by nine UK airports, is the final destination for almost 90% of all visitors to Hungary.
Ryanair has also introduced flights from Stansted to Lake Balaton, a favourite summer resort among Hungarians.
Poland too, is on the up. Last year saw a 22% increase in UK visitors – more than half of whom were taking city breaks.
Poland’s summer potential, however, has yet to be realised. Polish National Tourist Office travel consultant Karol Habiak said: “British people think Poland will be cold, but in July and August temperatures reach 30C.”
UK tourism to Prague has soared in the last few years, but Superbreak recently reported a 10% drop in bookings compared with the previous year.
Sales director Ian Mounser said Prague has probably plateaued as a city break destination. The Czech Tourist Board is promoting alternatives, such as spa retreats, vineyard tours and golf holidays.
While more column inches have been devoted to the more easterly countries in Europe in recent years, it’s worth remembering Austria and Germany are actively promoting themselves in the UK.
Germany reaped significant benefits from hosting the World Cup in 2006; Austria will be looking to do the same when it hosts the 2008 European Cup this summer, in partnership with Switzerland.
If your clients are curious about the attractions of this vast region of Europe – where culture and activity abound in equal measure – then check out the following round-up of the CECTA members.
- Central Europe:Austria, Germany and Czech Republic highlights
- Central Europe: Hungary, Poland and Slovakia highlights
