For the first time in Europe, female tourists from the United Kingdom are outspending their male counterparts in a single destination: Czechia. According to new analysis by Solo Female Travellers, British women spent an average of £722 per visit to Czechia in 2024, compared to £659 for men, a 9.60% premium for female travellers. 

This reversal is all the more striking because, in 2023, women in Czechia spent 8.55% less than men. The 18.15-percentage-point swing in just one year is the largest pro-female shift recorded in the study, which covered 27 European destinations.

While most countries saw female spending rise alongside male spending, Czechia charted a different course entirely: female spending grew by 14.20%, while male spending declined by 4.71%. This unique dynamic has made Czechia the only European country where women now spend more per trip than men.

Why Czechia stands alone

Across Europe, the pattern is clear: male tourists typically outspend women. Even in Belgium, the second-most gender-balanced market, women spend 1.82% less than men per visit. In France, the gap is 0.81% in favour of men, while in Denmark, it’s 1.44%. Czechia, however, is the sole exception, with women now holding the spending advantage.

This shift isn’t just a statistical quirk, it’s a structural change. In neighbouring Central European countries like Austria, Hungary, and Poland, both male and female spending rose together. In Czechia, only female spending increased, while male spending fell. This makes Czechia the region’s only female-premium market, setting it apart from its peers.

The numbers behind the story

In 2023, British female visitors to Czechia spent £632 per trip, while men spent £692. Fast forward to 2024, and the picture has flipped: women now spend £722, while men spend £659. This means female spending grew by £90, while male spending dropped by £33. 

Overall, total British tourist spending per visit in Czechia rose modestly by 3.12%, from £665 to £686. But beneath this headline figure lies a far more dramatic rebalancing, with female growth outpacing male spending by 18.92 percentage points.

Czechia’s performance is even more impressive when considering its composite index score. It earned a perfect 20 out of 20 points for the gender spending gap component, securing third place overall despite a more moderate growth rate than Austria or Belgium.

A wake-up call for the tourism industry

British women now account for 38.49% of total tourism spending per visit in Czechia. While this share is below the European average of 41.10%, the per-visit spending advantage means Czechia’s female tourists are a higher-value segment than in any other European destination. 

Mar Pages, co-founder of Solo Female Travelers Tours, puts it bluntly: “British women are not just participating in European tourism; they are reshaping it. The industry must adapt its products, marketing, and infrastructure to recognise women as one of the most important economic forces in global tourism.”

For Czechia, the implications are clear. Prague, Brno, and the wider tourism economy are now hosting British female visitors who spend more per trip than their male counterparts. Hospitality operators, luxury providers, and regional tourism boards that continue to tailor their offerings primarily to male visitors risk misallocating resources in a market where women are the bigger spenders.

What’s next?

If British female visits to Czechia continue to grow alongside rising per-visit spending, the share of total expenditure contributed by women is expected to rise further. This trend could signal a broader shift in European tourism, where women’s economic influence continues to expand.

For now, Czechia remains a unique outlier: a destination where British women are leading the way.