16/02/2023
For years, anytime I traveled around Prague, Budapest, or Poland to update our Rick Steves “Eastern Europe” guidebook, locals would chuckle and say, “I think you have the wrong book.”
So what, exactly, are we supposed to call that beautiful, fascinating, and underappreciated hunk of Europe that lies between Germany and the former USSR? Locals call it “Central Europe.” And if you really scrutinize a map of Europe — all of Europe, from Iberia to the Urals — the Czech Republic, Poland, Hungary, Slovenia, Croatia, and their neighbors are, unmistakably, in the dead-center of Europe. Prague, the showcase city of “Eastern” Europe, lies to the west of Vienna, Stockholm, and most of Italy.
And yet, that “Eastern” label — so entrenched from the Cold War days of the Eastern Bloc — is durable. Especially on this side of the Atlantic, we can’t quite shake it. So, in the two decades that we’ve been producing our guidebook, we’ve used the old “Eastern Europe” terminology...mainly for “marketing reasons,” to avoid confusing our customers.
Basically, we knew that “Eastern Europe” was the easiest shorthand to help people figure out which places we were talking about. But then, as soon as we lured them in, we’d set them straight. On page 3 of our Eastern Europe book, we devote an entire page into explaining this: You know the book you just bought? Surprise! It’s not “Eastern” Europe after all. Welcome to Central Europe!
I’m gearing up to update that guidebook soon, for the 11th edition. And, coincidentally, 2023 marks the 20th anniversary of when I first wrote it. Back in those days, memories of the communist era loomed large, and those “Eastern” connections exerted a powerful pull.
But the changes in these countries over that time have been dramatic. And recently, two things helped convince us it was time to properly reclaim them as “Central”:
First, Vladimir Putin’s invasion of Ukraine reminded the world that a bright-red line zigzags through the middle of Europe...but these days, it’s no longer the Iron Curtain. Rather, that line separates countries belonging to the European Union and NATO (including what we’ve been calling “Eastern” Europe) from those that do not. And because we’ve been reinforcing how “Eastern” those places are, many travelers are needlessly fearful about visiting safe and stable countries that are every bit as core to Europe as Germany, France, or Spain.
And second, several of our tour guides — who’ve long been patient and understanding about the liberties we’ve taken in labeling their homeland — submitted thoughtful feedback suggesting it was time for us to reconsider. And thanks to their persistence and passion...we did!
That’s why 2023 will be a year of transition: From now on, in the Rick Steves Universe, the Czech Republic, Poland, Hungary, Slovenia, Croatia, and their neighboring lands are no longer “Eastern” Europe. They are (drumroll)...Central Europe.
Of course, there are lots of nuances to this change. “Central Europe” is hazily defined; many would say it should also include Germany, Austria, maybe even Switzerland. (Our guidebook already includes Vienna, but we’d rather cover Germany in depth in our dedicated Germany book.) And our web team has warned us that the phrase “Eastern Europe” has a lot more SEO juice than “Central Europe”...in other words, Google likes it. We’re making this change knowing that it comes with a big risk: Our would-be customers might not find us.
And yet, idealistically, we believe that properly categorizing these places as Central Europe is simply the right thing to do. (Truth be told, it’s long overdue.) Maybe this is naively optimistic, but we’ve learned that Rick Steves travelers are savvy, open-minded, and curious enough about our world enough to hop on board when we lead them toward new places and new ideas.
What do you think? Nearly 35 years after the fall of the Iron Curtain — and 20 years after these places joined the European Union — are you ready to make this mental switch?
We’re heading to Central Europe...who’s with us?