CZECH REPUBLIC IS UK's FAVOURITE DESTINATION

What? you may ask is cecta (Central European Countries Travel Association) – and What/Where? you may ask is Central Europe.   Well, cecta is an alliance formed between the UK National Tourist Offices of Austria, Czech Republic, Germany, Hungary and Poland primarily to throw off an image of old eastern bloc countries.  A quick glance at the map of Central Europe will show how close many of the capital cities are. Vienna is only a short drive from Prague for example and easily accessible by rail as is the Hungarian border. Study the historical and political background then it is easier to see why they have combined forces under the umbrella of cecta. 

People have a perception of eastern bloc – behind the iron curtain, communism, no go areas, poor infrastructure etc.  Questions are asked, do they have decent hotels, is it safe, can I hire a car, is it good value, how can I get there, can I use a credit card?  It was important to remove some of the stigmas.

The objective is to harness the resources of the whole of the travel industry, redefine the geographic boundaries of Central Europe then help grow this market as a single destination. Then the message is simple VISIT CENTRAL EUROPE! 

Since the collapse of the Berlin wall the change in attitudes towards tourism in these countries has been dramatic.   In particular, the easing of border controls has improved accessibility and the investments in the tourist infrastructures and global marketing have been dramatic. Billions of dollars both from Governments and private companies, at an unprecedented level, have been invested into the travel infrastructure. Hotels offer accommodation at the highest standard and there is an on going investment and development by the global hotel chains. 

Airline carriers, CSA, Malev, Lot, Austrian Airways, Lufthansa, British Midland, British Airways together with the low-cost airlines, Go and Buzz offer frequent daily access to the capitals, and then there are abundant internal flight connections between cities.  

The opening up of the outlying countryside with improved communications now offers the opportunity for fly drive to be sold with confidence. Only very recently has this market started to open up as the car rental companies have become more flexible in the region and have improved their pricing structures. Leisure facilities, particularly golf and spas, are being developed to support this. 

If its culture you are after, go to one of the ‘European Cities of Culture 2000’ like Krakow or Prague.  Or try Berlin a city that has experienced unimaginable change since the fall of the Wall in 1989 and now has a reputation for some of the best nightlife in Europe, avant-garde theatre and one of best orchestras housed at the Philharmonie.  Lovers off music are spoilt for choice and could trace the origins of Chopin, Beethoven, Bartok, Mozart, Liszt and Dvorak by visiting all the countries.   Vienna is inspirational –  Baroque architecture, art nouveau, Viennese waltzes, the Vienna Boys’ Choir, the white Lipizzaner horses.   Budapest,  with the view of Buda belonging to the UNESCO’s World Heritage and Pest being separated by the most European of all rivers the Danube where you can sample the country’s food and wine – or visit The ‘Hungarian Sea’ Lake Balaton, Europe’s largest lake. 

But whilst City breaks have been the backbone of Central Europe’s quiet extraordinary growth over recent years, there is a political will in all these five countries to establish cecta as the driving force behind the development of sustainable tourist traffic to this part of the world.  

We do not wish to re-invent the wheel – what we want to do is exploit all the opportunities that are in place and offer cecta as a showcase to the traveller for information.  We are encouraged by the enthusiasm the initiative has already received.   Membership of cecta is growing with the major airlines, the car rental industry,  tour operators, trade associations, hotel groups helping to bring more synergy and impetus to the marketing of Central Europe.      

cecta has set out to communicate, educate and to create a brand image for the countries of Central Europe. Tour Operators/Travel Agent’s workshops and seminar programmes a new web site advertising are all going to be part of an on going strategy.  

What is most important though is that cecta brings together the whole of the industry, that the National tourist offices combine ideas and resources and collectively we drive the development of a region that only recently was almost inaccessible and that people do VISIT CENTRAL EUROPE.

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At a press reception and seminar held at Holiday 2000 in Prague on Thursday 10 February, Mr Karl Nejdl, Director Czech Tourist Authority, welcomed Terry Coates, Chairman and Gill Wilson, Chief Executive of cecta, together with the representatives from Poland, Austria, Hungary and Germany. 

The philosophy of cecta to the internal market of Central Europe and the objective of presenting Central Europe as, not only a region without boundaries, but also a region that has to market itself both collectively and individually, was discussed.

Gill Wilson demonstrated how the global approach to travel marketing was opening up new destinations for tourism and new markets throughout the whole of the world. How the impact of the Internet was changing buying patterns and how the operators to and within Central Europe could use Borders are not Barriers to Travel to capitalise on these trends as their competitive edge and attract more tourists to Central Europe.

The alliance between the National Tourist offices of Austria, Czech Republic, Germany, Hungary and Poland had already developed a critical mass with the participation of the major airlines including CSA, Tour Operators, Car Hire Companies, Hotel Groups and Travel Agency Associations.

Both Holiday Autos and Avis have recently become members and have plans to increase their marketing exposure through cecta. 'There is tremendous potential for fly drive holidays world-wide and we want to be part of this growth. You will see from the following table our own growth reflects the trend', said Milan Chicorisky, Business Development Manager, Holiday Autos.

Volume increase in rentals (not days)
Source: Holiday Auto

Gill Wilson also outlined how the marketing plan was being developed alongside the Tourist Offices, travel trade and in particular the air carriers to bring a concerted approach for greater integration to regional activities. cecta's strategic marketing plan will include

Road shows for the travel industry
Press trips to the five cecta countries 
Travel features and supplements national newspapers and trade publications
Joint marketing at all exhibitions including the World Travel Market
Central Europe branding at all future events
The launching of www.visitcentaleurope.com a consumer website exclusively Promoting the products of cecta members

A case study, showing the benefits of the new website, www.cecta.org, showed how Euro Travel Center of Sedlec had cost effectively become a global player. 'Overnight' said Tomas Zejda 'we had world-wide distribution for our product and a direct link to our website has been established'.

cecta is the umbrella organisation launched in the UK in March 1999 to bring together the whole of the travel industry with an interest in developing tourism to Central Europe. The cecta goal is to harness marketing resources, to focus the trade and the consumer on this rapidly developing travel destination, to work in unison and to develop a critical mass to raise the profile and interest in the regions. To make Central Europe a prime destination for holiday makers in the 21st century. 

For further information, please contact press@cecta.org

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cecta is an umbrella organisation bringing together the collective interests of Austria, Czech Republic, Germany, Hungary and Poland together with the travel industry servicing them. An alliance was formed in March 1999 with the UK National Tourists Offices to harness the resources of the travel industry, to create a single strategy and to redefine the geographic boundaries of Central Europe. 

There is an historical background to this association and combine this with the cultural attractions and sheer beauty of the region, cecta has a fantastic opportunity to put this destination at the top of the mind for holiday makers. 

There is a political will in all these five countries to establish cecta as the driving force behind the development of sustainable tourist traffic both to and from this part of the world. cecta has already given a new impetus to raising the profile of Central Europe within the travel industry.

Its now ten long years since the collapse of the Berlin wall and the change in attitudes towards tourism in these countries has been dramatic. In particular, the easing of border controls has improved accessibility and the investments in the tourist infrastructures and global marketing have been dramatic. The major airline carriers have increased capacity and the influx of tourists both inward and outward to these countries has grown considerably. Billions of dollars both from Governments and private companies, at an unprecedented level, have been invested into the travel infrastructure. Hotels offer accommodation at the highest standard and there is an on going investment and development by the global hotel chains. 

The cecta seminar will be an historic occasion with the five countries coming together at Holiday World 2000 for the official launch of www.cecta.org to the travel industry.

For further information, please contact press@cecta.org

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A reception took place at the Polish Ambassador's residence during the Holiday World Experience in Dublin hosted by the founder members of cecta on Friday 28 January 2000. The Chairman and Chief Executive of cecta Terry Coates and Gill Wilson outlined the goals of this recently formed association and the impact it was expected to have on the Irish Travel industry serving Central Europe.

cecta is an umbrella organisation bringing together the collective interests of Austria, Czech Republic, Germany, Hungary and Poland together with the travel industry servicing them. Formed in March 1999 with the National Tourists Offices of these countries, cecta has already given a new impetus to raising the profile of Central Europe within the travel industry.

There is a political will by all these five countries to work together and to establish cecta as the driving force behind the development of tourism to this part of the world and to help in the development of sustainable tourism.

Its now ten long years since the collapse of the Berlin wall and the change in attitudes towards tourism in these countries has been dramatic. In particular, the easing of border controls has improved accessibility and the investments in the tourist infrastructures and global marketing have been dramatic. The major airline carriers have increased capacity dramatically and newcomers are adding to consumer choice. Billions of dollars both from governments and from inward investment have been invested into the travel infrastructure. The international hotels can offer accommodation at the highest standard and there is an on going investment and development by the global hotel chains.

The goal for cecta is to harness the whole of the travel industry to give a new focus to VISIT CENTRAL EUROPE with its historical and cultural ties to the rest of the world. The objective to increase the region's market share of the global business and leisure travel market. 

cecta has set out to communicate, educate and to create a viable brand image for Central Europe. Tour Operators/Travel Agents workshops and seminar programmes new websites and advertising are all going to be part of an ongoing and dynamic marketing strategy. And in particular cecta will aim to open the minds of the travel industry to the reality of VISIT CENTRAL EUROPE as a new destination that is determined to be a front runner in tourism in 2000 and beyond. 

Dr. Peter Kraft Deputy State Secretary for Tourism Hungary stated recently "Your initiative to join forces is very welcomed. By pulling together advertising and promotion resources, by appearing jointly in overseas markets we will capitalise our joint synergies "

Already cecta can count amongst its members most of the major airlines serving Central Europe, tour operators. car rental companies, Hotel groups and trade associations across Europe.

cecta 

President: Czeslaw Jermanowski, 
     Director UK & Ireland, Polish National Tourist Office

Chairman: Rudolf Richter, 
     Director UK & Ireland, German National Tourist Office

Gabor Tarr 
    Director Hungarian National Tourist Office

Oskar Hinteregger
    Director UK & Ireland, Austrian National Tourist Office

Dagmar Gillespie
    Director UK & Ireland, The Czech Tourist Authority

Ewa Binkin
    Polish National Tourist Office

Jeanette Schuchmann
    German National Tourist Office

Gerry Hamilton
    The Hamilton Partnership

More about cecta


For further information, contact press@cecta.org

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cecta has put together an educational package which was recently trialed on representatives from Page & Joy. Already a market leader for tours in Central Europe, Page & Moy was considered the most appropriate tour operator to provide feedback on the programme. cecta is fine tuning its presentation and will offer a full programme of travel trade workshops around the country.

Terry Coates, Chairman of cecta commented 'For a long time some of these countries have been known only as the 'eastern bloc'. In fact these countries have plenty to offer the tourist. The history, culture and music of this region has perhaps contributed more to the western world than any other area and it is our intention that through better informing the tour operator we will be able to encourage more travel to these countries.

Pat Cherry, Director of Page & Moy added 'We have always considered Central Europe as an ideal destination for tours and holidays, it has so much to offer the traveller. We hope that through our support for cecta we will be able to further promote the region as a holiday destination'.

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  The cecta debate

World Travel Market, Earls Court

cecta, The Central European Countries Travel Association is delighted to announce an open debate with representatives from the five countries, airlines, hoteliers and industry travel associations of the newly formed cecta alliance with John Dunscombe, past President and CEO of ABTA as convenor. Panellists include Dr Peter Kraft, Deputy Minister of State for Tourism, Hungary, Mr Igor Hartmann, Chief Director for the Travel and Finance Department of the Ministry of the Regional Development of the Czech Republic, Dr Jana Kucerova, Marketing Director, Czech Tourist Authority, Dr Justus Bobke, Partners for Berlin, Mr Robert Kepinski, Minister's Advisor, State Sports and Tourism Administration of Poland and Professor Robert Pynsent, School of Slavonic and Eastern European Studies.

cecta is an umbrella organisation bringing together the collective interests of Austria, Czech Republic, Germany, Hungary and Poland together with the travel industry servicing them. Formed in March 1999 with the UK National Tourists Offices, cecta has already given a new impetus to raising the profile of Central Europe within the travel industry.

There is a political will in all these five countries to establish cecta as the driving force behind the development of sustainable tourist traffic to this part of the world.

Its now ten long years since the collapse of the Berlin wall and the change in attitudes towards tourism in these countries has been dramatic. In particular, the easing of border controls has improved accessibility and the investments in the tourist infrastructures and global marketing have been dramatic. The major airline carriers have increased capacity and the influx of British tourists to these countries has grown considerably. Billions of dollars both from Governments and private companies, at an unprecedented level, have been invested into the travel infrastructure. Hotels offer accommodation at the highest standard and there is an on going investment and development by the global hotel chains. 

The goal for cecta is to harness the whole of the travel industry to give a new focus to the Heart of the New Europe with its historical and cultural ties to the rest of the world. The objective is to increase market share of the global business and leisure travel market.

The cecta debate will aim to open the minds of the travel industry and the media to the reality of VISIT CENTRAL EUROPE - a new destination that is determined to be a front runner in tourism in the next century. It will cover a wide range of topics including culture, heritage, music, art, food, wine and outdoor leisure activities.

Dr Peter Kraft, Deputy State Secretary for Tourism, Hungary, stated recently "Your initiative to join forces is very welcomed. By pulling together advertising and promotion resources, by appearing jointly in overseas markets we will capitalise our joint synergies."

'This initiative will help build greater interest and understanding in markets which have hitherto remained largely untapped' said Rudolf Richter, Director UK & Ireland, German National Tourist Office

The cecta debate will be an historic occasion the first time the five countries have come together at the World Travel Market
for the official launch of cecta to the travel industry

More about cecta


For further information, contact press@cecta.org