PRAGUE: Eastern Czechia is gaining attention as a distinctive travel destination, with the Baťa Region centred around Zlín offering a unique mix of design, industry and cultural heritage.
Built around the legacy of entrepreneur Tomáš Baťa, the region reflects a visionary model where innovation, community and quality of life were integrated into urban planning. Unlike traditional European cities, Zlín stands out for its functionalist architecture, clean design and carefully structured layout combining factories, homes, schools and green spaces.
The city’s architectural identity continues to draw visitors seeking alternatives to conventional tourist hubs, while former industrial buildings have been transformed into museums, galleries and cultural centres.
A key landmark, Building No. 21 — once Baťa’s headquarters — now serves as a symbol of the city’s evolution, offering panoramic views and exhibitions that highlight its transition from an industrial base to a cultural hub.
Beyond architecture, the region promotes lifestyle-driven experiences, including education, film culture and design innovation, appealing to travellers interested in meaningful and immersive journeys.
Surrounding areas extend into the scenic Moravian countryside, where attractions such as the Baťa Canal provide opportunities for boating, cycling and leisure activities. The region’s calm environment, walkable spaces and family-friendly offerings align with the growing global trend toward slow and wellness-focused travel.
With its blend of heritage, creativity and natural beauty, the Baťa Region is positioning itself as an emerging destination for international travellers seeking authentic and less crowded European experiences.
