From Central European Capitals to the Heart of the Global Tourism Industry

Our trip began with a visit to Český Krumlov. The town, with its magnificent castle and the meanders of the Vltava River, represents an exceptional medieval gem protected by UNESCO and served as the location for our first field exercises and a meeting with the local tourism organization. We then continued to Prague, the city of a hundred spires. In addition to professional lectures by the Czech national tourism organization and the Slovenian Tourist Board’s representative office for the Czech and Slovak markets, students independently explored districts that preserve a rich historical heritage. In the old town centre, they could observe the interplay between traditional crafts and contemporary tourism flows that place this Central European capital among the world’s top destinations. Special attention was also oriented to the works of the renowned architect Jože Plečnik, whose redesign of parts of Prague Castle left a lasting mark on the city’s architectural image.

The study excursion then took us to Germany, to Dresden. The capital of Saxony, which was comprehensively rebuilt after the destruction of the Second World War, impressed us with its striking Baroque character. The highlight of the excursion was the visit to Berlin, where the history of the Cold War intertwines with contemporary art, and our participation at ITB Berlin, the world’s leading tourism trade fair. As part of their field assignments, students familiarized themselves with global tourism trends, analysed innovations in the travel industry, and established contacts with international professionals among thousands of exhibitors from around the world. This was a priceless opportunity to gain insight into tourism marketing processes on a global level.