Tourist Information Centres (TICs) still play a key role in tourism. They guarantee a personal approach, but at the same time face the challenges of modern times. How people use them varies across generations. While older tourists choose a face-to-face visit as their first option, younger generations use mostly the online route. The main reason why visitors turn to TICs is that they get comprehensive information about the area, plus they can get a souvenir as a souvenir of their trip. This is according to the latest research of the Czech Travel Agency - CzechTourism.
Tourist information centres in the Czech Republic not only provide information, but also act as an important element in building relationships with tourists. There are currently about 500 certified ones in the country.
"The role of tourist information centres in tourism is irreplaceable. What distinguishes them from online searches is their personal approach. They can often recommend something that visitors would otherwise miss. Whether it's hidden gems of the region, local specialities or tips for unusual experiences," says the director of the Czech Tourism Centre - CzechTourism Frantisek Reismüller and adds: "We are aware of this, of course, and we are cooperating with our colleagues in the regions. We promote their activities. Tourists can find an overview of tourist information centres, their location, a list of services they provide, including important contacts, on our portal Which way out of boredom. They can find out details about them easily and from the comfort of their own home.."
Who are TICs for and who passes them by?
The survey revealed that over the last three years, 36 % Czechs aged 18-65 have visited TIC in person. The majority of them were women. On the contrary, 64 % of the respondents had not used their services. This is mostly because they are not interested in them, they do not know that TICs exist in the locality, or they get information in other ways. On the other hand, there is a high level of satisfaction among those who do use TICs - 93 % of users said they were satisfied with the centres' services. They particularly praised the high standard of information about the area, cultural events and the sale of maps and souvenirs.
"They were helpful, dedicated and gave me tips on places I wouldn't have discovered on my own." Appreciates one of the respondents to the anonymous survey.
Who uses the TIC? Distribution of visitors
The research identified three main groups of TIC visitors:
- Digi progressive people are addicted to online information and use TIC only in case of emergency.
- Retro conservatives, on the other hand, consider TIC as a key source of information, preferring personal contact and printed materials.
- The third group are tourists who combine online searches with a personal visit to the TIC to check information and get recommendations from local experts.
"I like to plan ahead, but only at the tourist information centre do I get tips on lesser-known routes or hidden treasures in the area," explains another survey participant.
TIC staff: strengths and room for improvement
The main factor in visitor satisfaction is the quality of the staff. Positives include the helpfulness and knowledge of the staff, but the research also showed shortcomings.
"It was great that they recommended an itinerary for the trip, including tips on refreshments. We were thrilled." shares his experience one of the tourists.
On the other hand, there are also negative reactions. Some respondents complained about uninformed staff, a lack of enthusiasm or references to the website instead of personal recommendations.
"The results of the survey showed that it is necessary to invest in staff training in tourist information centres. Tourists expect to get not only answers to their questions, but also tips and attractions that they cannot find in regular travel guides. TICs thus have huge potential to be a gateway to authentic experiences," summarises the head of the Institute of Tourism of the CzechTourism agency Petr Janeček.
"We very much appreciate the implementation of this research, which has provided us with an even deeper insight into the current needs and expectations of tourists and visitors in the field of domestic tourism. Thanks to this, tourist information centres can better prepare for the upcoming season and further improve their already positively rated services. In addition, we will use the knowledge gained in the certification of TICs to continue to strengthen their role as a key pillar of sustainable tourism in the Czech Republic," adds the President Association of Tourist Information Centres of the Czech Republic Petr Slepička.
Digitalisation and better services
The survey yielded several specific suggestions for improvements to the TIC. Longer opening hours, especially at weekends, could increase their accessibility. The introduction of Wi-Fi, phone charging stations and accessible toilets would in turn increase visitor comfort. Better staff training and greater connectivity with regional attractions and digital platforms would help TICs adapt even more to modern trends.
About the research
The research was conducted through a combination of quantitative and qualitative questioning.
- Method: Online questionnaire (CAWI) and focus groups (FGD).
- Implementation date: 26 November - 10 December 2024 (CAWI) and 28 November, 3 - 4 December 2024 (FGD).
- Sample: 8250 respondents (CAWI), of which 2998 were TIC users; 3 groups of 10 (FGD).
Tourist information centres continue to be an important part of tourism in the Czech Republic. Modernisation, digitisation and quality services are the key to their further development.
CzechTourism/ gnews.cz - RoZ
PHOTO - Facebook ATIC
English 
Czech 
Spanish 
French 
Italian 
Russian 
Chinese 
German