Cultural connection: Discover Central Europe meets with trade to inspire bookings

Tourism boards from Czechia, Hungary, Poland, and Slovakia joined forces in Toronto this week to connect with Canadian travel advisors and inspire bookings to Central Europe.

The marked the start of the Discover Central Europe roadshow, which will also visit Boston and Fort Lauderdale, showcasing the region’s heritage, vibrant cities, and natural beauty

Hosted at Universal EventSpace in Vaughan on Monday (Nov. 19), the evening brought together key players in the travel industry to explore Central Europe’s diverse offerings.

The agenda included a destination panel discussion, networking opportunities with 19 destination suppliers and representatives from Air Canada and LOT Polish Airlines, as well as a culinary showcase of authentic Central European cuisine, giving participants a true taste of the region’s vibrant culture

"We are thrilled to connect with Canadian travel professionals," said Michaela Claudino, USA & Canada Director at Czech Tourism. "Czechia experienced a 20% increase in arrivals from Canada during the third quarter of 2024. We’re optimistic these numbers will climb even higher with the introduction of direct flights next year. Canada is a key market, and this event showcases Czechia’s historic towns, castles, and spa experiences, alongside Central Europe’s diverse offerings."

Expanded lift options

One highlight was a discussion about expanded airlift options.

Air Canada is set to relaunch its summer seasonal service from Toronto to Prague on June 6, 2025, while offering year-round connections to Central Europe through its AJV partner Lufthansa.

Additionally, LOT Polish Airlines continues to strengthen ties with North America through nonstop flights connecting Toronto, New York-JFK, Newark, Chicago, Miami, Los Angeles, and Warsaw, Rzeszow, and Krakow.

George Lendvai, head of tourism development in North America, emphasized the cultural connections between Canada and Hungary.

"Hungary’s blend of history, gastronomy, and vibrant urban life resonates strongly with Canadian travellers. By building stronger partnerships, we hope to see even more Canadians discovering the magic of Budapest and beyond,” Lendvai said in a press release.

Zuzanna Stanczyk of the Polish Tourist Organization emphasized Poland’s growing appeal.

"Canada’s Polish community has been a cornerstone of travel to Poland, but our attractions go far beyond heritage tourism. From the vibrant cities of Warsaw and Krakow to the serene beauty of the Tatra Mountains, Poland offers something for every traveler,” Stanczyk stated.

Representing Slovakia, Mária Schvarczová highlighted the importance of collaborative promotion through education.

"Slovakia’s dramatic landscapes and rich folklore traditions enhance any Central European itinerary. Our Central Europe Specialist platform makes it easy for travel advisors to learn about and sell the region with just five chapters of training,” Schvarczová stated.

Travel advisors can access an educational program at www.centraleuropespecialist.com to become certified specialists in promoting Central Europe as a multi-country travel experience.

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