Dubai, UAE, 29 April 2026: Eastern Czechia is home to one of the country’s most original and thought‑provoking destinations – the Baťa Region centred around the city of Zlín. Known internationally for its bold ideas and progressive mindset, the region offers travellers a journey into a place where industry, design and everyday life were shaped by a single visionary concept. Built around the legacy of entrepreneur Tomáš Baťa, Zlín and its surroundings present a unique example of how innovation, community and quality of life can come together to form a distinctive travel experience.
Unlike traditional historic cities, Zlín surprises visitors with its clean lines, functionalist architecture and carefully planned urban layout. The city was designed as a modern model of living, with factories, homes, schools and green spaces forming a cohesive whole. Today, this architectural unity gives Zlín a strong visual identity and an open, spacious atmosphere that appeals to travellers seeking something different from classic European city breaks.
The Baťa philosophy continues to shape Zlín’s cultural and creative identity, offering a narrative that resonates strongly with travellers from the Middle East who value heritage, vision and meaningful stories. Former industrial buildings have been thoughtfully re‑imagined as museums, galleries, cultural venues and design centres, allowing visitors to explore the region’s innovative past while engaging with contemporary creativity in a calm, uncrowded setting. A key landmark is Building No. 21, the former Baťa headquarters, which today symbolises Zlín’s forward‑looking spirit. With panoramic city views and curated exhibitions, it reflects the city’s evolution from an industrial hub into a refined cultural destination.
Beyond architecture, the region appeals through lifestyle‑driven experiences that align well with GCC travel preferences. Zlín’s strong association with education, design thinking and film culture reinforces its image as a place that values ideas, learning and creativity—qualities increasingly sought after by culturally curious Middle Eastern travellers. Its compact, walkable layout allows families and couples to explore at an easy, relaxed pace, while cafés, public spaces and cultural institutions create a welcoming, community‑oriented environment that feels safe and accessible.
Just outside the city, the Baťa Region opens into the serene Moravian countryside, offering a balance between urban discovery and natural retreat. The Baťa Canal, one of the region’s most popular attractions, provides opportunities for gentle boat cruises, cycling and riverside walks—activities that appeal to families and travellers seeking light outdoor experiences rather than physically demanding adventures. This blend of nature, comfort and cultural depth aligns closely with the growing interest among Middle Eastern travellers in slow travel, wellness‑inspired journeys and multi‑generational holidays.
Traditional villages, local gastronomy and easy access to open landscapes further enrich the experience, allowing visitors to enjoy authenticity without compromising on comfort. Whether discovering modern architecture, engaging with cultural stories, or relaxing along the canal, the Baťa Region offers a sense of space, calm and originality—an appealing alternative to Europe’s more crowded destinations for travellers from the Middle East.
With its strong identity, innovative spirit and emphasis on balance between work, culture and leisure, Zlín and the Baťa Region present a refreshing and relevant perspective on Czechia. Ideally suited for Middle Eastern travellers interested in design, culture, family‑friendly exploration and meaningful narratives, the region is emerging as a compelling addition to Czechia’s diverse tourism offering for international markets.
About Zlín
Zlín is a distinctive city in eastern Czechia, internationally recognised for its unique urban identity shaped by the legacy of Tomáš Baťa. Developed in the early 20th century as a model industrial city, Zlín is defined by its coherent functionalist architecture, rational urban planning and strong emphasis on quality of life, education and culture. The city centre features iconic red‑brick buildings, wide green spaces and architectural landmarks such as the former Baťa headquarters (Building No. 21), now a key cultural and administrative symbol. Zlín is also a recognised centre of design, film and creative industries, hosting cultural institutions, galleries and one of Czechia’s most important film traditions linked to animation and youth cinema. Compact, walkable and surrounded by gentle countryside, Zlín offers visitors an uncrowded, authentic city experience that seamlessly blends industrial heritage with contemporary culture—making it particularly appealing to travellers interested in architecture, innovation and meaningful local stories.
About Czechia
Czechia in Central Europe is a country that’s known for over twelve hundred castles, sixteen UNESCO World Heritage Sites, natural healing waters and traditional European thermal spas, sophisticated crystal design and glassworks with a long history. The country has mild climate and cozy atmosphere, with well-preserved architecture across the ages, gentle rolling hills, deep green forests and natural lakes creating unique landscape. There is lot more to be discovered beyond the “crown jewel” of the destination – Prague- like the famous spa triangle in Western Bohemia (Karlovy Vary being the most known), Czechia has picturesque historical towns like Český Krumlov, Telč, Olomouc. The South Moravian region is a culturally rich destination, with vibrant city Brno as the region capital. Stunning Lednice – Valtice complex in vicinity. Embrace the magic of Czechia and explore a realm of cultural wonders and breathtaking beauty.
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About VFS Global Tourism Services
VFS Global has established its regional and global footprints in the space of tourism services, complementing its core visa services business. With 16 years of experience, the Tourism Services Unit has served more than 25 destinations. The team partners client destinations, across different countries, to enable the achievement of their travel and tourism promotional objectives and business targets. We specialize in destination representation, outsourced tourism office management and trade support services for national tourism authorities from client governments. We facilitate them in a wide range of destination promotional activities.
Some of the key services include dedicated tourism support offices, destination training, product development, B2B roadshows & workshops, consumer events, digital campaigns, MICE engagement program, public relations and e-learning modules. The team is able to partner client destinations across different countries to deliver the desired tourist arrival and spend targets.
About VFS Global
As the global leader in trusted technology services, empowering secure mobility for governments and citizens, VFS Global embraces technological innovation, including Generative AI, to support governments and diplomatic missions worldwide. The company manages non-judgmental and administrative tasks related to applications for visa, passport, and consular services for its client governments, increasing productivity and enabling them to focus entirely on the critical task of assessment.
With a responsible approach to technology development, adoption and integration, the company prioritises ethical practices and sustainability while serving as the trusted partner to 71 client governments. Operating over 4,000 Application Centres in 167 countries, VFS Global has efficiently processed more than 537 million transactions* since 2001.
Headquartered in Zurich and Dubai, VFS Global is majority owned by Blackstone, the world’s largest alternative asset manager, along with minority shareholders including Swiss-based Kuoni and Hugentobler Foundation, Singapore based Temasek and UAE based Dubai Holdings.
* Comprised of 335.46 million transactions by VFS Global and 201.85 million transactions by CiX Citizen Experience