In Prague this spring, the mood around tourism is no longer one of relief. It is one of ambition. For years, Czechia was one of Europe’s most recognisable city-break destinations: beautiful, affordable, easy to sell. But the story now unfolding is more deliberate than that. The country is not simply enjoying a post-pandemic rebound. It is trying to reshape its tourism economy into something smarter, more premium and more strategically managed — and it is using hard data, targeted marketing and a stronger national policy framework to do it.