Destination Agency
Central Bohemian Uplands, o.p.s.

Destination agency

The Destination Agency České středohoří, o.p.s. is the Agency for tourism in the destination České středohoří and Podřipsko and was registered in the register of public benefit corporations maintained by the Regional Court in Ústí nad Labem on 12 November 2012.

The main effort of the established destination management organization is to coordinate the intentions of key players in the field of tourism.

Areas of activity include the following services of general interest

  • Destination management activities in the Bohemian Central Highlands, i.e. activities carried out for the purpose of providing services of general interest aimed at the development of the region-destination, promoting tourism and leisure. The region is understood to be the České středohoří and Podřipsko region, consisting in particular of the České středohoří Protected Landscape Area, including Litoměřice, Lovosice and Podřipsko (Roudnice nad Labem), part of Ústí nad Labem (outside the Krušné hory Mountains), Teplice (part of the České středohoří Protected Landscape Area), Děčín (Verneřicko, cycling route No. 2 - EuroVelo from the Elbe Trail on the territory of the Ústí nad Labem Region). Administratively: the territory of the ORP Litoměřice, Roudnice nad Labem, Lovosice, Ústí nad Labem-part, Děčín-part, Teplice-part, Louny-district part.
  • Destination Agency České středohoří, o.p.s. is one of four destination agencies in the Ústí nad Labem Region. It cooperates closely with the Administration of the České středohoří Protected Landscape Area, local action groups, interest groups and associations, and public administration.
  • The company also participates in the preparation of strategic documents in the field of regional development and tourism at the level of the Regional Municipality, the Statutory City of Ústí nad Labem and the Ústí nad Labem Region, it also participates in the preparation of strategies and studies. In its activities, the company closely cooperates with business entities in the territory of its destination, ensures their promotion, inclusion in a number of programmes, etc.
  • The company fulfils the task given by the decision of the Ústí nad Labem Regional Council within the framework of regional development (e.g. the Gateway to Bohemia project, the Elbe Trail - cycle route No. 2, EuroVelo 7), i.e. it actively promotes the development of the Bohemian Central Highlands and Podřipsko region, tourist destinations, attractions and products. It focuses on the inhabitants of the region, as well as on the areas of the Czech Republic and Saxony in particular, with the aim of developing visitor numbers to the destination.
  • The company manages the regional brand "ČESKÉ STŘEDOHOŘÍ REGIONAL PRODUCT®" with the aim of using the potential of local producers, including artisanal products, to promote the destination, ensure the development of producers and their economic sustainability. At the same time, in cooperation with entrepreneurs and local organisations, it ensures the linking of products with services and experiences.
  • The company implements the project "North West Bohemia Convention Bureau" (congress and incentive tourism, M.I.C.E), under the umbrella of the Czech Tourism Centre - CzechTourism.
  • Organizing and supporting events in the field of tourism, tourism, sports and providing tourist services.
  • Care for the landscape, natural and environmental environment, protection of natural and cultural heritage and small cultural monuments.
  • Providing or arranging guide services. Revitalising cultural and social life and supporting all local initiatives to connect and improve services and the lives of people.
  • Identification and support of projects, especially in the field of tourism, environment and sustainable regional development.
  • Seeking other possible sources of funding for development projects.
  • Acquisition of new machinery, technology for the restoration and maintenance of natural or cultural heritage.
  • Renovation, maintenance, construction and operation of areas, buildings and premises for tourism business (shops, kiosks, restaurants, kitchens, accommodation, social and information centres), acquisition of information systems, information technology, connection to information networks.
  • In the framework of tourism development, cooperation in the development and construction of infrastructure and coordination of cycling and walking tourism, linked to rail, road, air and ship transport.
  • Inter-regional or international cooperation within these types of services of general interest.

Territory of destination management
Destination Agency České středohoří, o.p.s.(Středohoří.cz)

Find out more about destination management categorisation here.

Promotional materials and distribution

As part of destination marketing, we prepare printed materials every year and ensure their distribution to information centres and tourism services. If you are interested, please contact us. The materials are also available for download:

3 K Platform for the territory of the DMO České středohoří

3 K The Platform for the České středohoří DMO area consists of three activities:

  1. Marketing group České středohoří
  2. Regional producers
  3. Feedback from visitors to the destination

All information in the downloadable document.

Other documents for download:
Monitoring of tourism indicators on the development of the destination České středohoří 2022
List of DMO České středohoří partners

Marketing strategy of the Destination Agency České středohoří

The marketing plan is divided into individual communication campaigns using all available marketing tools.

Marketing plan

Print advertising

  • advertising and PR in professional, public, regional and national media
  • printed promotional materials - campaign leaflets, brochures and maps and their distribution to towns, information centres, service providers, etc.

Online media


  • citylights


  • trade fairs and public events
  • events
  • cooperation with towns and municipalities, the Ústí nad Labem Region and the CzechTourism agency

The marketing plan reflects the seasonality of the destination.

Kudy z nudy Brána do Čech

Communication campaigns