PRAGUE, Czech
Republic -- This city, a popular one with tourists, doesnt need
more visitors.
The issue for the
Czech capital is the quality of the incoming business, said
Rostislav Vondruska, managing director of the Czech Tourist
Authority.
On the other
hand, while Prague attracts 4 million visitors a year, there are
equally attractive cities and towns throughout the country that
arent getting their share of tourism, he said.
When the Czech
Republic hosts ASTAs first International Destination Expo at the
Congress Center in Prague, March 21 to 26, tourism officials hope
to improve matters on both fronts.
First, the Czech
Republic hopes to attract quality agents -- those who can deliver
the high-return tourism the Czech Republic seeks. And it expects
lots of agents from throughout the U.S., to whom it can introduce
regional attractions and the people who develop regional
products.
Vondruska said he
hopes for 1,500 to 2,000 agents at the expo.
Earlier in
November, at the ASTA World Travel Congress in Montreal, ASTA
Executive Vice President Bill Maloney said planners had assumed the
expo would attract 750 to 1,200 -- falling short of the hosts
goals.
However, as
congress delegates signed up at a fast clip, Maloney said that he
expected ASTA to exceed its goals, suggesting numbers might get
into Vondruskas range. By late December, 420 had signed
on.
Expo delegates,
besides touring Prague, will have the choice of at least 20 pre-
and post-meeting tours.
Tours highlight
lesser-known charms in the countryside and visit at least eight of
the towns or architectural complexes tapped by Unesco. 
(For more on this topic, see
Unesco heritage sites highlight pre-, post-Expo
itineraries.)
Vondruska said
the Czech Republic has the densest collection of Unesco heritage
sites in the world. Pragues historical city center is one, but
there are 11 more across the country. Several other locations are
up for Unesco consideration.
Vondruska said he
hopes exposure to local service providers will awaken U.S. agents
to the importance of tourism to the region because, as is typical
throughout Europe, tourism is not appreciated for its
value.
Renee Mitchell,
research director for Smithsonian Magazine, said at a recent
American Tourism Society meeting in Prague that according to a
November travel survey, 57% of Smithsonian readers said central
Europe is on their list of places to visit. Among those interested
in the Czech Republic, 41% said they would consider a central
European vacation of 14 or more days; 82% would stay 10 or more
days.
In the
Smithsonian study, 98% said they would consider traveling outside
of Prague, and 82% said they wanted to know more about the Czech
Republic outside of the capital.
Think of a mall
where lead stores bring people in, Mitchell said. Prague is a
gateway city and like a lead store.
Ninety-one
percent wanted to learn more about the countrys history and
culture. Forty-four percent said they know very little or nothing
about these topics.
Tell them more
and they will come, Mitchell said.
That advice
appears to be on the agenda for attendees to the International
Destination Expo. During the expos business sessions in Prague,
agents will have destination and product education, five hours of
trade show time and one-on-one meetings with suppliers, plus a
day-and-a-half of sightseeing in and near Prague, a dine-around
night and evening events in hotels and Prague Castle.
Separate learning
sessions are planned for the Czech Republic, Germany, Poland and
Slovakia. Another session will combine Albania, Macedonia and
Romania, and another will discuss Bosnia, Croatia, Herzegovina,
Montenegro, Serbia and Slovenia.
As ASTA President
Kathy Sudeikis pointed out at the ASTA World Travel Congress,
delegates will have the opportunity to become acquainted with local
service providers that may represent smaller companies -- firms
they would not encounter at a large industry trade show.
To contact
the reporter who wrote this article, send e-mail to Nadine Godwin
at [email protected].