5 storybook places to visit in Eastern Moravia, from spa towns to wine country

If you think you’ve seen all of Czechia, head east. Between the vine-covered hills and forested peaks, Eastern Moravia reveals a different pace of life, where wine cellars double as community hubs, wooden cottages tell centuries-old stories, and spa towns still echo the elegance of another era. 

Filled with charming towns that look and feel like scenes from a fairytale, this region is one of Czechia’s best-kept secrets. With its rich history, vibrant culture, stunning natural beauty, and indulgent experiences, Eastern Moravia invites visitors to slow down and explore. These five destinations show why the region deserves a spot on your travel list.

For those interested in Czech industrial history or modernist design, Zlín feels like an open-air gallery where architecture and everyday life blend seamlessly. Once the epicenter of Tomáš Baťa’s shoe empire, its quiet streets are lined with perfectly landscaped homes, functionalist red-brick architecture, and a skyline anchored by the iconic Baťa skyscraper. 

But beyond the modular urban grids and historic factories, the city, often considered the unofficial capital of Eastern Moravia, is surrounded by rolling hills, leafy paths, forested trails, and sweeping vistas worth exploring. It’s an ideal escape for history buffs, design lovers, or travelers who delight in nosing around offbeat locations packed with eccentric cafes, cozy wine bars, and unique museum galleries. 

Tucked beneath the forested peaks of the Beskydy Mountains in the heart of Moravia’s historic Wallachia region, Rožnov pod Radhoštěm will have you feeling like you’re stepping back in time. This dainty Moravian town is best known for its Wallachian Open-Air Museum, where wooden cottages, chapels, and working mills bring traditional folk life vividly to life. 

The oldest of its kind in Central Europe, this museum isn’t just for history buffs—it’s a chance to see how Moravian traditions still shape daily life today, especially during folk festivals and seasonal fairs. Set in a lush green valley near the Bečva River at the edge of the town center, visitors can explore three carefully recreated villages that capture the daily life, traditions, and craftsmanship of the Wallachian people. The spot is a magnet for folk enthusiasts, nature lovers, and anyone curious to walk through a living storybook of Moravian culture.  

A picturesque Moravian wine hotspot surrounded by rolling vineyards and cobbled streets lined with colorful baroque facades, Uherské Hradiště tempts with its centuries-old cellars where visitors can linger while sampling rich local variants of the region’s best reds and whites. A visit here offers a glimpse into Moravia’s wine culture that still feels local, personal, and proudly regional, without the crowds you’ll find in South Moravia’s more famous vineyards.

Festivals celebrating local culture frequently light up the town square, while artful cafes, vinotékas, and wine bars are popular gathering spots where you can get a real sense of the local community. Cultural sites worthy of detours include Velehrad, Modrá, and Staré Město, which highlight the area’s significance during the Great Moravian Empire. 

Luhačovice’s spa culture is not just about healing. It’s about slowing down, breathing deeply, immersing yourself in beautiful architecture, gardens, and forested paths. This unassuming Moravian spa town offers a rich blend of history, nature, wellness, and architectural charm, an ideal weekend escape for anyone craving the kind of small-town charm that feels worlds away from Prague.

Known for its centuries-old mineral springs (especially the famous Vincentka) Luhačovice invites visitors to relax, recharge, and enjoy the tranquil rituals of spa life. The Art Nouveau wooden villas and folk-style buildings by Dušan Jurkovič give the town a fairytale feel, while the town’s tree-lined promenades, artfully designed colonnades, and musical fountains add to its mystique.  

Easy to reach from Brno or Prague, Kroměříž combines art, stunning Baroque and Renaissance architecture, and serenity, perfect for a short cultural retreat. The crown jewel is the 17th-century Archbishop’s Palace and its breathtaking gardens. A walk through this dazzling UNESCO World Heritage site will take you past sculpted greenery, fountains, and ornate flowerbeds. 

Art lovers, meanwhile, won’t want to miss the masterpieces of European painters on display at the Kroměříž Gallery. Whether you're sipping local wine under arcaded walkways, exploring the city’s vibrant local market, or wandering its quiet garden paths, Kroměříž consistently delivers authentic Moravian charm. 

Whether you’re drawn by wine, wellness, or local folklore, Eastern Moravia rewards travelers who take the time to slow down. Each of these destinations offers a glimpse into a quieter, more personal side of Czech life—one that’s worth discovering any time of year.