{"id":91924,"date":"2026-02-20T19:00:04","date_gmt":"2026-02-20T16:00:04","guid":{"rendered":"https:\/\/orer.eu\/?p=91924"},"modified":"2026-02-20T19:00:20","modified_gmt":"2026-02-20T16:00:20","slug":"cesko-miri-do-sveta-luxusniho-cestovani-czechtourism-vstupuje-do-globalni-site-virtuoso","status":"publish","type":"post","link":"https:\/\/orer.eu\/cs\/2026\/02\/20\/cesko-miri-do-sveta-luxusniho-cestovani-czechtourism-vstupuje-do-globalni-site-virtuoso\/","title":{"rendered":"\u010cesko m\u00ed\u0159\u00ed do sv\u011bta luxusn\u00edho cestov\u00e1n\u00ed. CzechTourism vstupuje do glob\u00e1ln\u00ed s\u00edt\u011b Virtuoso"},"content":{"rendered":"\n

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(Praha 20.\u00fanora 2026) \u010cesko chce oslovit cestovatele, kte\u0159\u00ed nehledaj\u00ed rychl\u00fd v\u00fdlet, ale siln\u00fd z\u00e1\u017eitek, osobn\u00ed p\u0159\u00edstup a vysokou kvalitu slu\u017eeb. St\u00e1v\u00e1 se proto sou\u010d\u00e1st\u00ed presti\u017en\u00ed glob\u00e1ln\u00ed s\u00edt\u011b Virtuoso, kter\u00e1 pat\u0159\u00ed ke \u0161pi\u010dce sv\u011btov\u00e9ho luxusn\u00edho cestov\u00e1n\u00ed. Zapojen\u00ed \u010ceska do t\u00e9to platformy zaji\u0161\u0165uje \u010cesk\u00e1 centr\u00e1la cestovn\u00edho ruchu \u2013 CzechTourism, kter\u00e1 zemi v s\u00edti zastupuje a otev\u00edr\u00e1 j\u00ed p\u0159\u00edstup k tis\u00edc\u016fm zku\u0161en\u00fdch cestovn\u00edch poradc\u016f a jejich bonitn\u00ed klientele po cel\u00e9m sv\u011bt\u011b. Virtuoso dnes sdru\u017euje 114 n\u00e1rodn\u00edch a region\u00e1ln\u00edch turistick\u00fdch centr\u00e1l.<\/strong><\/p>\n\n\n\n

Virtuoso<\/a> propojuje destinace, hotely, l\u00e1zn\u011b, leteck\u00e9 spole\u010dnosti a dal\u0161\u00ed pr\u00e9miov\u00e9 partnery s v\u00edce ne\u017e 21 tis\u00edci cestovn\u00edmi poradci, kte\u0159\u00ed p\u0159ipravuj\u00ed cesty na m\u00edru nejn\u00e1ro\u010dn\u011bj\u0161\u00edm klient\u016fm. Tito cestovatel\u00e9 obvykle utr\u00e1cej\u00ed t\u0159i a\u017e \u010dty\u0159ikr\u00e1t v\u00edce ne\u017e b\u011b\u017en\u00ed turist\u00e9, z\u016fst\u00e1vaj\u00ed v destinaci d\u00e9le a vyhled\u00e1vaj\u00ed autentick\u00e9 pobyty nap\u0159\u00edklad za kulturou, gastronomi\u00ed nebo l\u00e1ze\u0148stv\u00edm.<\/p>\n\n\n\n

Virtuoso pat\u0159\u00ed z\u00e1rove\u0148 mezi nejdynami\u010dt\u011bji rostouc\u00ed segmenty cestovn\u00edho ruchu \u2013 nap\u0159\u00edklad rezervace v hodnot\u011b nad 50 000 USD meziro\u010dn\u011b vzrostly o 63 % a celkov\u00e9 tr\u017eby s\u00edt\u011b se v prvn\u00ed polovin\u011b roku 2025 meziro\u010dn\u011b zv\u00fd\u0161ily o 12 %. Tento segment se dlouhodob\u011b ukazuje jako velmi stabiln\u00ed i v ekonomicky nejist\u00fdch obdob\u00edch.<\/p>\n\n\n\n

\u201eNejde n\u00e1m o to p\u0159iv\u00e9st do \u010ceska v\u00edc lid\u00ed za ka\u017edou cenu. Chceme c\u00edlit na n\u00e1v\u0161t\u011bvn\u00edky, kte\u0159\u00ed maj\u00ed pro regiony skute\u010dnou p\u0159idanou hodnotu, z\u016fst\u00e1vaj\u00ed d\u00e9le, utr\u00e1cej\u00ed v\u00edc a hledaj\u00ed kvalitu, nikoli masov\u00fd turismus,\u201c <\/em>vysv\u011btluje \u0159editel \u010cesk\u00e9 centr\u00e1ly cestovn\u00edho ruchu \u2013 CzechTourism<\/strong> Franti\u0161ek Reism\u00fcller <\/strong>a dod\u00e1v\u00e1:\u201e\u010clenstv\u00ed ve Virtuosu nen\u00ed automatick\u00e9 ani form\u00e1ln\u00ed. Destinace mus\u00ed prok\u00e1zat, \u017ee m\u00e1 tomuto typu cestovatel\u016f co nab\u00eddnout \u2013 kvalitn\u00ed slu\u017eby, siln\u00fd p\u0159\u00edb\u011bh i schopnost s touto klientelou dlouhodob\u011b pracovat. Ve schvalovac\u00edm procesu sehr\u00e1la agentura CzechTourism kl\u00ed\u010dovou roli a \u010cesko se d\u00edky jasn\u00e9 strategii a pe\u010dliv\u00e9 p\u0159\u00edprav\u011b stalo sou\u010d\u00e1st\u00ed t\u00e9to presti\u017en\u00ed glob\u00e1ln\u00ed s\u00edt\u011b.\u201c<\/em><\/p>\n\n\n\n

CzechTourism z\u00e1rove\u0148 pracuje s konkr\u00e9tn\u00edmi o\u010dek\u00e1v\u00e1n\u00edmi n\u00e1vratnosti. Pokud se poda\u0159\u00ed d\u00edky aktivit\u00e1m ve Virtuosu oslovit ro\u010dn\u011b kolem 2 000 cestovn\u00edch poradc\u016f a alespo\u0148 5\u201310 % z nich za\u0159ad\u00ed \u010cesko do sv\u00e9 nab\u00eddky, znamen\u00e1 to des\u00edtky nov\u00fdch produkt\u016f na kl\u00ed\u010dov\u00fdch trz\u00edch. P\u0159i konzervativn\u00edm odhadu, \u017ee ka\u017ed\u00fd z t\u011bchto poradc\u016f p\u0159ivede ro\u010dn\u011b 5\u201310 klient\u016f, m\u016f\u017ee j\u00edt o stovky a\u017e ni\u017e\u0161\u00ed tis\u00edce vysoce bonitn\u00edch n\u00e1v\u0161t\u011bvn\u00edk\u016f ro\u010dn\u011b.<\/p>\n\n\n\n

Podle dat s\u00edt\u011b Virtuoso jej\u00ed klienti v pr\u016fm\u011bru vydaj\u00ed na osobu o 10 tis\u00edc dolar\u016f v\u00edce ne\u017e jin\u00e9 skupiny n\u00e1v\u0161t\u011bvn\u00edk\u016f. Jejich ochota utr\u00e1cet je t\u00e9m\u011b\u0159 p\u011btkr\u00e1t vy\u0161\u0161\u00ed ne\u017e u cestovatel\u016f bez poradce. Dal\u0161\u00ed v\u00fdzkum Skift Research z roku 2023<\/a> nav\u00edc ukazuje, \u017ee 73 % vysokop\u0159\u00edjmov\u00fdch cestovatel\u016f pl\u00e1nuje luxusn\u00ed cestu u\u017e v n\u00e1sleduj\u00edc\u00edm roce, p\u0159i\u010dem\u017e v\u00edce ne\u017e t\u0159etina z nich po\u010d\u00edt\u00e1 se \u010dty\u0159mi a v\u00edce cestami ro\u010dn\u011b. P\u0159i v\u00fdb\u011bru destinace se p\u0159itom v\u00fdrazn\u011b op\u00edraj\u00ed o doporu\u010den\u00ed sv\u00e9ho cestovn\u00edho poradce, co\u017e z Virtuosa d\u011bl\u00e1 jednu z nejvlivn\u011bj\u0161\u00edch platforem v oblasti luxusn\u00edho cestov\u00e1n\u00ed. Typick\u00fd klient s\u00edt\u011b Virtuoso pat\u0159\u00ed mezi vysoce bonitn\u00ed cestovatele. Celkem 73 % z nich m\u00e1 \u010dist\u00e9 jm\u011bn\u00ed p\u0159esahuj\u00edc\u00ed 2 miliony dolar\u016f a zhruba t\u0159etina dos\u00e1hla vysoko\u0161kolsk\u00e9ho vzd\u011bl\u00e1n\u00ed nad r\u00e1mec bakal\u00e1\u0159sk\u00e9ho stupn\u011b.<\/p>\n\n\n\n

\u201eB\u011bhem jedn\u00e9 z hlavn\u00edch akc\u00ed consorcia, Virtuoso Travel Week v Las Vegas, se ka\u017edoro\u010dn\u011b setk\u00e1v\u00e1 p\u0159es 4 800 profesion\u00e1l\u016f z v\u00edce ne\u017e 100 zem\u00ed a prob\u011bhne na 100 000 obchodn\u00edch sch\u016fzek. Pr\u00e1v\u011b na t\u011bchto platform\u00e1ch se rozhoduje o konkr\u00e9tn\u00edch itiner\u00e1\u0159\u00edch a za\u0159azen\u00ed destinac\u00ed do nab\u00eddky cestovn\u00edch kancel\u00e1\u0159\u00ed. Z\u00e1rove\u0148 jde o segment, kter\u00fd dlouhodob\u011b roste. Pro \u010cesko je proto kl\u00ed\u010dov\u00e9 b\u00fdt u t\u011bchto jedn\u00e1n\u00ed a systematicky pracovat s cestovn\u00edmi poradci, kte\u0159\u00ed ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed bonitn\u00ed klientely na trz\u00edch v Severn\u00ed a Ji\u017en\u00ed Americe i ve Velk\u00e9 Brit\u00e1nii,\u201c<\/em> dopl\u0148uje \u0159editelka <\/strong>Zahrani\u010dn\u00edho zastoupen\u00ed CzechTourism v USA<\/strong><\/a> Michaela Claudino<\/strong>.<\/p>\n\n\n\n

Strategick\u00e1 investice, kter\u00e1 se st\u00e1tu vrac\u00ed<\/strong><\/p>\n\n\n\n

Vstup \u010ceska do s\u00edt\u011b Virtuoso p\u0159edstavuje c\u00edlenou investic\u00ed do kvalitn\u011bj\u0161\u00edho a udr\u017eiteln\u011bj\u0161\u00edho cestovn\u00edho ruchu s jasn\u011b definovan\u00fdm ekonomick\u00fdm dopadem. Ro\u010dn\u00ed n\u00e1klady na \u010dlenstv\u00ed a navazuj\u00edc\u00ed aktivity \u010din\u00ed 119 120 dolar\u016f a zahrnuj\u00ed \u00fa\u010dast na kl\u00ed\u010dov\u00fdch mezin\u00e1rodn\u00edch akc\u00edch Virtuoso, odborn\u00e1 \u0161kolen\u00ed, tematick\u00e9 kampan\u011b i dlouhodobou pr\u00e1ci s cestovn\u00edmi poradci na trz\u00edch s vysokou \u00fatratou.<\/p>\n\n\n\n

Letos se \u010cesko poprv\u00e9 st\u00e1v\u00e1 glob\u00e1ln\u00edm \u010dlenem s\u00edt\u011b Virtuoso, co\u017e mu otev\u00edr\u00e1 dve\u0159e na nejpresti\u017en\u011bj\u0161\u00ed oborov\u00e9 akce, kde se p\u0159\u00edmo rozhoduje o luxusn\u00edch cest\u00e1ch i doporu\u010den\u00edch destinac\u00ed. CzechTourism se v r\u00e1mci \u010dlenstv\u00ed zapoj\u00ed do 10\u201315 kl\u00ed\u010dov\u00fdch mezin\u00e1rodn\u00edch akc\u00ed ro\u010dn\u011b nap\u0159\u00ed\u010d Severn\u00ed a Ji\u017en\u00ed Amerikou a Velkou Brit\u00e1ni\u00ed (nap\u0159\u00edklad Virtuoso Travel Week v USA, Connects a On Tour akce v Evrop\u011b a Latinsk\u00e9 Americe nebo region\u00e1ln\u00ed f\u00f3ra Virtuoso). Ka\u017ed\u00e1 z t\u011bchto akc\u00ed umo\u017e\u0148uje oslovit des\u00edtky a\u017e stovky cestovn\u00edch poradc\u016f \u2013 celkov\u011b jde o p\u0159\u00edm\u00fd kontakt s v\u00edce ne\u017e 1 500\u20132 000 specialisty na luxusn\u00ed klientelu ro\u010dn\u011b. Sou\u010d\u00e1st\u00ed spolupr\u00e1ce jsou tak\u00e9 c\u00edlen\u00e9 online kampan\u011b a vzd\u011bl\u00e1vac\u00ed programy, kter\u00e9 zasahuj\u00ed dal\u0161\u00ed stovky a\u017e tis\u00edce agent\u016f. \u010clenstv\u00ed tak p\u0159in\u00e1\u0161\u00ed konkr\u00e9tn\u00ed n\u00e1stroje pro podporu prodeje cest do \u010ceska \u2013 od odborn\u00fdch setk\u00e1n\u00ed a prezentac\u00ed nab\u00eddky p\u0159es \u0161kolen\u00ed pro cestovn\u00ed poradce a\u017e po tematick\u00e9 kampan\u011b a e-mailingy, kter\u00e9 pom\u00e1haj\u00ed dostat nab\u00eddku \u010ceska p\u0159\u00edmo do portfoli\u00ed partner\u016f v s\u00edti Virtuoso.<\/p>\n\n\n\n

Podrobn\u011bji p\u0159\u00ednosy ukazuje p\u0159ilo\u017een\u00fd graf s meziro\u010dn\u00edm n\u00e1r\u016fstem popt\u00e1vky (v procentech) po letn\u00edch cest\u00e1ch do vybran\u00fdch evropsk\u00fdch zem\u00ed. Nejv\u011bt\u0161\u00ed meziro\u010dn\u00ed r\u016fst z\u00e1jmu o letn\u00ed cestov\u00e1n\u00ed v r\u00e1mci tohoto regionu vykazuje \u010cesko, a to o 309 % (Zdroj: Virtuoso, Preferred Partner Production, Leisure Only \u2013 data k 1. 1. 2024 vs. 2025 pro cestov\u00e1n\u00ed v \u010dervnu, \u010dervenci a srpnu<\/em>).<\/p>\n\n\n\n

\u201eJen v Latinsk\u00e9 Americe letos oslov\u00edme prost\u0159ednictv\u00edm online aktivit (e-learning, webin\u00e1\u0159e) p\u0159ibli\u017en\u011b 300 cestovn\u00edch poradc\u016f a dal\u0161\u00edch v\u00edce ne\u017e 250 agent\u016f na prezenta\u010dn\u00edch akc\u00edch v Braz\u00edlii, Mexiku a Argentin\u011b. Na presti\u017en\u00edm f\u00f3ru Virtuoso LAC, kter\u00e9 sdru\u017euje majitele a \u0159editele cestovn\u00edch kancel\u00e1\u0159\u00ed, se setk\u00e1me s dal\u0161\u00edmi t\u00e9m\u011b\u0159 90 kl\u00ed\u010dov\u00fdmi decision makery,\u201c<\/em> vypo\u010d\u00edt\u00e1v\u00e1 \u0159editel <\/strong>Zahrani\u010dn\u00edho zastoupen\u00ed CzechTourism v Mexiku s p\u016fsobnost\u00ed pro Braz\u00edlii, Argentinu, Kolumbii, Peru a Chile<\/strong><\/a> Petr Lutter<\/strong>.<\/p>\n\n\n\n

Partnersk\u00fd model s\u00edt\u011b Virtuoso je postaven\u00fd na jasn\u011b strukturovan\u00fdch \u00farovn\u00edch spolupr\u00e1ce, kter\u00e9 se odv\u00edjej\u00ed od m\u00edry zapojen\u00ed destinace do aktivit s\u00edt\u011b. \u010clenstv\u00ed ve Virtuosu<\/a> z\u00e1rove\u0148 p\u0159in\u00e1\u0161\u00ed p\u0159\u00edstup k dat\u016fm a analytick\u00fdm v\u00fdstup\u016fm o chov\u00e1n\u00ed klient\u016f a v\u00fdkonu jednotliv\u00fdch trh\u016f. D\u00edky nim m\u016f\u017ee CzechTourism l\u00e9pe c\u00edlit sv\u00e9 aktivity, pr\u016fb\u011b\u017en\u011b vyhodnocovat jejich efektivitu a pl\u00e1novat dal\u0161\u00ed kroky na z\u00e1klad\u011b re\u00e1ln\u00fdch v\u00fdsledk\u016f, nikoli pouze marketingov\u00fdch odhad\u016f.<\/p>\n\n\n\n

Cel\u00fd model stoj\u00ed na p\u0159\u00edm\u00e9 spolupr\u00e1ci s lidmi, kte\u0159\u00ed klient\u016fm sestavuj\u00ed cestu na m\u00edru. Jejich doporu\u010den\u00ed ovliv\u0148uje nejen v\u00fdb\u011br destinace, ale i d\u00e9lku pobytu a podobu cel\u00e9ho programu. N\u00e1vratnost investice je zalo\u017een\u00e1 na vy\u0161\u0161\u00ed p\u0159idan\u00e9 hodnot\u011b jednotliv\u00fdch cest, a nejen na r\u016fstu po\u010dtu n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/p>\n\n\n\n

P\u0159i pr\u016fm\u011brn\u00e9 \u00fatrat\u011b t\u00e9to klientely, kter\u00e1 je n\u011bkolikan\u00e1sobn\u011b vy\u0161\u0161\u00ed ne\u017e u b\u011b\u017en\u00fdch turist\u016f, se investice do \u010dlenstv\u00ed m\u016f\u017ee vr\u00e1tit u\u017e p\u0159i p\u0159iveden\u00ed n\u011bkolika stovek takov\u00fdch n\u00e1v\u0161t\u011bvn\u00edk\u016f. V p\u0159\u00edpad\u011b, \u017ee se poda\u0159\u00ed dos\u00e1hnout objemu kolem 1 000\u20132 000 nov\u00fdch bonitn\u00edch turist\u016f ro\u010dn\u011b, p\u0159\u00ednos pro ekonomiku \u010ceska v\u00fdrazn\u011b p\u0159ev\u00fd\u0161\u00ed vlo\u017een\u00e9 prost\u0159edky.<\/p>\n\n\n\n

\u201eI relativn\u011b mal\u00fd po\u010det cest s vysokou \u00fatratou dok\u00e1\u017ee ro\u010dn\u00ed n\u00e1klady na \u010dlenstv\u00ed rychle vyv\u00e1\u017eit. Jakmile se \u010cesko dostane do doporu\u010den\u00ed cestovn\u00edch poradc\u016f, efekt se projev\u00ed velmi brzy, \u010dasto u\u017e b\u011bhem jedn\u00e9 a\u017e dvou sez\u00f3n,\u201c <\/em>upozor\u0148uje Franti\u0161ek Reism\u00fcller<\/strong> a dod\u00e1v\u00e1: \u201eD\u016fle\u017eit\u00fd je i dlouhodob\u00fd p\u0159\u00ednos. Sou\u010d\u00e1st\u00ed \u010dlenstv\u00ed jsou vzd\u011bl\u00e1vac\u00ed programy, webin\u00e1\u0159e a osobn\u00ed setk\u00e1n\u00ed s poradci na kl\u00ed\u010dov\u00fdch trz\u00edch v USA, Kanad\u011b, Velk\u00e9 Brit\u00e1nii, Irsku nebo Latinsk\u00e9 Americe. Tyto aktivity postupn\u011b zvy\u0161uj\u00ed znalost destinace, roz\u0161i\u0159uj\u00ed jej\u00ed konkr\u00e9tn\u00ed nab\u00eddku v portfoli\u00edch poradc\u016f a pom\u00e1haj\u00ed budovat stabiln\u00ed popt\u00e1vku, kter\u00e1 se prom\u00edt\u00e1 do p\u0159\u00edjm\u016f region\u016f i ekonomiky st\u00e1tu.\u201c<\/em><\/p>\n\n\n\n

\u201ePoradci Virtuoso pot\u0159ebuj\u00ed konkr\u00e9tn\u00ed p\u0159\u00edb\u011bhy, hlub\u0161\u00ed kontext a detailn\u00ed znalost destinace. Pr\u00e1v\u011b to rozhoduje o tom, zda \u010cesko doporu\u010d\u00ed sv\u00fdm klient\u016fm. Na\u0161\u00edm c\u00edlem je uk\u00e1zat, \u017ee v\u00fdjime\u010dn\u00e9 z\u00e1\u017eitky nenab\u00edz\u00ed jen Praha, ale i regiony nap\u0159\u00ed\u010d celou zem\u00ed,\u201c <\/em>\u0159\u00edk\u00e1 \u0159editelka <\/strong>Odboru marketingu a zahrani\u010dn\u00edch zastoupen\u00ed CzechTourism <\/strong>Jana \u0160tumpov\u00e1 Konicarov\u00e1.<\/strong><\/p>\n\n\n\n

P\u0159\u00ednos i pro regiony mimo hlavn\u00ed centra<\/strong><\/p>\n\n\n\n

Bonitn\u00ed cestovatel\u00e9 \u010dast\u011bji vyhled\u00e1vaj\u00ed l\u00e1ze\u0148sk\u00e1 m\u011bsta, men\u0161\u00ed historick\u00e1 centra nebo specifick\u00e9 z\u00e1\u017eitky, kter\u00e9 p\u0159irozen\u011b podporuj\u00ed m\u00edstn\u00ed ekonomiku a rozvoj region\u016f.<\/p>\n\n\n\n

Zku\u0161enosti z p\u0159edchoz\u00ed spolupr\u00e1ce v Latinsk\u00e9 Americe nav\u00edc ukazuj\u00ed, \u017ee systematick\u00e1 pr\u00e1ce s platformou Virtuoso vede k r\u016fstu z\u00e1jmu o destinaci. Podle pr\u016fzkumu mezi \u010dleny s\u00edt\u011b se z\u00e1jem o \u010cesko jako destinaci pro luxusn\u00ed cestov\u00e1n\u00ed meziro\u010dn\u011b v\u00fdrazn\u011b zv\u00fd\u0161il, co\u017e potvrzuje, \u017ee dlouhodob\u00e1 p\u0159\u00edtomnost v s\u00edti m\u00e1 p\u0159\u00edm\u00fd vliv na popt\u00e1vku.<\/p>\n\n\n\n

\u201eLuxus dnes neznamen\u00e1 jen p\u011btihv\u011bzdi\u010dkov\u00fd hotel. Je to klid, prostor, osobn\u00ed p\u0159\u00edstup, bezpe\u010dnost a autentick\u00fd z\u00e1\u017eitek. A p\u0159esn\u011b to \u010cesko nab\u00edz\u00ed,\u201c<\/em> uzav\u00edr\u00e1 Jana \u0160tumpov\u00e1 Konicarov\u00e1<\/strong>.<\/p>\n\n\n\n

\u010clenstv\u00ed ve <\/strong>Virtuosu<\/strong><\/a><\/strong><\/p>\n\n\n\n