Poles Test Czech Spas: 'Results Exceeded Organizers' Expectations'

The Karlovy Vary region, a renowned center for spa tourism in the Czech Republic, has long held appeal beyond its borders. However, in Poland, outdated stereotypes have hindered the popularity of these resorts since 1989. To address this, a pilot discount program, Open Polska, was launched. Instead of a traditional advertising campaign, the program, organized by CzechTourism and the Karlovy Vary region, invited Polish spa guests to experience Karlovy Vary, Mariánské Lázně, and Františkovy Lázně firsthand. Seven Czech spa hotels offered special week-long stays in the first half of the year, integrating preventative care, wellness, cultural activities, and regional discovery. This initiative marked the first experiment of its kind in the Czech Republic. The Open Polska program generated significant interest, with 268 inquiries from Poland early in the year, and 89 participants by June. The results surpassed the organizers' expectations, according to CzechTourism. A remarkable 90 percent of Polish guests stayed for at least seven nights. The basic 'medical wellness' package included one medical consultation and one treatment daily, but 59 percent of guests opted to purchase additional treatments on-site. Participant feedback was overwhelmingly positive: 47 percent were delighted with their stay, and another 47 percent were very satisfied, totaling 94 percent who rated their experience as satisfactory or better. The remaining 6 percent were simply satisfied. Notably, even though most trial stays occurred outside the peak season (January to April), when the cultural offerings are less extensive, no one found the stay boring. Furthermore, 58 percent reported noticing health improvements after just one week, a figure that rose to 78 percent among those aged 50–70. The Czech spa towns offer more than just therapeutic benefits. Karlovy Vary, Mariánské Lázně, and Františkovy Lázně boast beautiful surroundings ideal for park strolls, sampling local delicacies, attending cultural events, and exploring the vicinity. Participants rated these aspects highly, with nature receiving an average score of 5.72 out of 6, tourism offerings at 5.11, and off-season culture at 4.81. These findings suggest that spas can serve as destinations for a new form of preventative and cultural tourism. Open Polska also revealed that Czech spas appeal to younger demographics, with one-quarter of participants aged 40–50. This indicates that spas can be venues for health and well-being, fine dining, sightseeing, and enjoying life in picturesque, fin-de-siècle settings. The Czech spa offerings have the potential to break free from the "for seniors only" stereotype and attract individuals seeking new forms of healthy leisure.

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The results of the pilot exceeded the organizers' expectations.