Golf as part of an adventure-filled vacation. CzechTourism, the Czech National Tourist Board, is launching a themed golf campaign as part of its global “Feel free” concept, targeting visitors from Sweden, the United Kingdom, and Ireland. It will present Czechia as a destination where playing on top-notch courses is naturally complemented by relaxation at spas, nature excursions, sightseeing, or experiences centered around local cuisine. The project also includes partner activities by the destination agencies of the Karlovy Vary, Liberec, and Moravian-Silesian regions, which will demonstrate that a golf vacation in Czechia offers much more than just time spent on the green. The original visuals and creative concept were developed for CzechTourism by the agency McCANN PRAGUE.
Golf: A Way to Discover Czechia
Golf has long been one of the tourism segments that appeals to a more affluent clientele seeking high-quality services, authentic experiences, and longer stays. This is precisely the target audience of CzechTourism’s new campaign in Sweden, the United Kingdom, and Ireland. It targets active travelers over the age of 35 who enjoy discovering new places, are interested in golf, and want to combine their vacation with relaxation, fine dining, time in nature, or exploring the regions. In addition to experienced players, it also appeals to visitors who view golf as part of a broader travel experience. The campaign runs from mid-June to the end of July 2026 online in the form of video spots and banners on social media. The goal is to direct potential visitors to the VisitCzechia portal, where they will find inspiration not only for a golf vacation but also specific offers from individual regions across a wide range of other experiences.
“Golf fits perfectly into the philosophy of our global campaign „Feel free“, according to which everyone can tailor their stay to their own preferences. From playing on top-class courses to active vacations in nature, as well as gastronomy, spa treatments, or exploring cultural landmarks. It is precisely this combination of high-quality resorts, nature, history, and modern services that gives Czechia a significant advantage over many competing destinations. In a relatively small area, visitors can experience an exceptionally varied vacation in just a few days. In this case, golf is just the beginning of the story. Every day can bring a completely different experience—from a morning tee-off to an afternoon at the spa to dinner at one of the renowned restaurants. It is precisely this diversity, accessibility, and the ability to combine different types of experiences that make the Czech Republic a destination definitely worth visiting,“ says František Reismüller, Director of the Czech Tourist Authority – CzechTourism.
Three regions, three stories, one shared experience
The core part of the CzechTourism campaign is followed by partner activities from Karlovy Vary, Liberec and Moravian-Silesian regions. While the central communication presents Czechia as attractive golf destination, the regional section highlights specific locations and offerings that visitors can explore. Each partner brings its own story and a different perspective on a golf vacation – from spa towns listed as UNESCO World Heritage Sites to championship courses under Ještěd to golfing against the backdrop of the Beskydy Mountains.
Karlovy Vary Region – five courses, a UNESCO spa, and one golf pass
The Karlovy Vary Region will present the project Golf-pass, which connects five top-class courses in western Bohemia. Thanks to this pass, golfers can play on several different courses during a single vacation and visit spa towns listed on the UNESCO World Heritage List. It is precisely this combination of golf, spa culture, and a relaxed atmosphere that is among the main attractions of this part of Czechia.
“The Karlovy Vary Region is one of Europe’s traditional golfing areas. The Golf Pass connects five exceptional courses in western Bohemia—from Royal Golf Club Mariánské Lázně, the oldest golf course in Czechia, which was officially opened in 1905 by King Edward VII of Great Britain, through Golf Resort Karlovy Vary and Cihelny Golf & Wellness Resort designed by the legendary Gary Player, all the way to Golf Resort Františkovy Lázně and Golf Sokolov. Thanks to the short distances between the individual courses, visitors can experience the diverse facets of golf and our region within just a few days. At the same time, they will find much more than perfectly groomed fairways— they can combine sporting experiences with spa treatments, fine dining, and exploring the unique places of Western Bohemia,“ explains Živý kraj – the Destination Agency for the Karlovy Vary Region its chairman Petr Židlický.
Liberec Region – European golf excellence beneath Ještěd
The Liberec Region will present in Sweden Ypsilon Golf Resort, which ranks among the highest-rated golf courses in Czechia. The 18-hole championship course was designed by Austrian architect Keith Preston, and Golf Digest magazine ranked it among the eight best golf resorts in continental Europe. The course has hosted Challenge Tour and Pro Golf Tour tournaments as well as the World University Golf Championships and has long been one of the most respected golf destinations in Central Europe.
Another strong draw for Swedish visitors is the exceptional value for money. While playing on comparable courses in Scandinavia costs several times more, Ypsilon offers top-notch golf at an affordable price. The resort’s unique accommodation option is houseboats located right on the premises. Golfers play here amidst 102 hectares of unspoiled countryside beneath the iconic Ještěd, free from disruptive development and traffic. Nearby are Jizerské Mountains Beech Forests listed as a UNESCO World Natural Heritage Site, glassworks with active production, and a number of historic castles and chateaus. As part of the campaign, three other 18-hole courses in northern Bohemia will also be featured, which can be played using a joint golf pass.
„Ypsilon Golf Resort proves that northern Bohemia offers golf at a European level. Visitors will find not only courses that rank among the best in Europe, but also a unique combination of nature, mountains, and other experiences. It is precisely this combination of top-class golf, the unspoiled landscape beneath Ještěd, and the region’s attractions that creates an offering that appeals to an ever-growing number of international visitors. The resort’s unique atmosphere is further enhanced by stylish houseboats situated right between the holes, which are among the most interesting golf experiences in Czechia,“ notes Director Liberec Region Tourism Headquarters David Pastva.
Northern Moravia and Silesia – three championship courses and the Beskydy Mountains within easy reach
The Moravian-Silesian Region is targeting the British and Irish markets with an offer of golf vacations in the Beskydy Mountains. The resorts in Ostravice and Čeladná, whose merger has created the largest golf destination in Czechia – 55 Holes Golf Destination. In addition to playing on top-notch courses in the beautiful surroundings of the Beskydy Mountains, it also offers comfortable accommodations. A significant advantage is the direct flight connection between London and Ostrava, making the region an easily accessible alternative to traditional European golf destinations.
During a single stay, visitors can play three championship 18-hole courses, take advantage of wellness services, enjoy discounted packages, or simply relax in the mountain scenery. Popular Play & Stay packages combine golf, accommodation, and relaxation into a single experience, confirming that the Beskydy Mountains have something to offer not only to athletes but also to their companions.
“The Moravian-Silesian Region shows that golf can be a great gateway to exploring the region. Visitors often come here to play, but they leave with a much broader experience. They discover the Beskydy Mountains, the local cuisine, nature, and the atmosphere of places that are not yet among Europe’s most visited tourist destinations. It is precisely this authenticity and diversity that foreign travelers are increasingly seeking today. Unlike many well-known golf destinations, they also don’t have to spend hours traveling between different locations. In just a few days, they can combine quality golf with relaxation, mountain scenery, and exploring the region, creating a vacation exactly to their liking. A stay in the Beskydy Mountains is thus not just about golf, but also about peace, relaxation, and time spent together,“ emphasizes Petr Koudela, director of the regional tourism headquarters Moravian-Silesian Tourism.
Feel free to play. Feel free to stay
The Karlovy Vary, Liberec, and Moravian-Silesian regions are jointly showcasing just how diverse a golf vacation in Czechia can be. While some may head for the spa atmosphere of western Bohemia, others will prefer the views of Ještěd or the mountain scenery of the Beskydy.
“The uniqueness of this campaign lies in linking CzechTourism’s central communication with specific offers from three regions. Thanks to this, we can not only inspire visitors to travel to Czechia, but also directly offer them specific places and experiences they can discover during their stay. Golf allows us to showcase some of Czechia’s greatest assets—a diverse landscape with stunning views, short distances between courses, and a pleasant, mild climate that creates ideal conditions for play throughout most of the season. Visitors can thus explore multiple destinations, try out different courses, and enjoy everything the individual regions have to offer all in a single vacation. For players from Sweden, the UK, and Ireland, the length of the domestic golf season is also particularly appealing. They can start playing on Czech courses earlier than at home and extend their season into the fall months. It is precisely this opportunity to enjoy golf for most of the year that makes the Czech offering exceptional in a European context,“ summarizes Jana Štumpová Konicarová, Director of the Marketing and International Representation Department.
The campaign will also be supported by CzechTourism’s international offices
In Sweden, interest in golf is growing, particularly among the younger generation. Last year alone, the number of active players under the age of 21 increased by nearly a fifth year-over-year, specifically by 17,200 people. CzechTourism’s foreign office in Scandinavia is also responding to this trend by incorporating new marketing tools into its promotional efforts, including collaborations with influencers and Sweden’s largest golf podcast.
“We want to show that golf isn’t just a traditional sport for experienced players, but a modern and fun activity that can also appeal to a younger audience. Our goal is to present Czechia as a place where young golfers can enjoy high-quality courses, excellent service, and an inspiring environment,“ says Director CzechTourism’s Foreign Representative for Scandinavia and Finland, Lucie Vallin.
The newly launched campaign will also be supported by other activities of the CzechTourism agency in the British and Irish markets. Noteworthy examples include collaboration with the International Association of Golf Tour Operators IAGTO and with the creators of the four-part golf series TEE Time. The series will be broadcast by the Irish television station TG4 and will showcase Czechia as an attractive golf destination.
“British and Irish golfers today are looking for more than just top-notch courses. High-quality facilities, cuisine, wellness, and the opportunity to discover new regions all play an important role. This is precisely where the Czech Republic has great potential,“ concludes Director CzechTourism’s Foreign Representative for the United Kingdom and Ireland Katarina Hobbs.
