Marcela Lauková

Founder & Managing Director of Agritours Slovakia

Marcela, you are the founder of Agritours Slovakia. Can you tell us a bit more about your journey as an entrepreneur?

When I was a little girl, I dreamed of becoming a flight attendant. But growing up in the times I did, that dream wasn’t really feasible. I never became a stewardess… but during my studies at the University of Economics in Bratislava, I started working as a tour guide. I really tried everything—what stands out most are those 36-hour transfers to Greece in old Karosa buses. The most important thing was to secure a spot with a sleeping mat in the aisle—after that, it was somewhat bearable. Let’s not talk about safety standards, though! 😊

After graduation in 2000, I started working as a marketing manager for a family-owned agricultural holding. It was a huge learning experience. Part of my job involved organizing educational trips for farmers around the world, especially in Canada. By 2004, the demand for these trips had grown so much that we realized we needed a dedicated travel agency. That’s when I founded Agritours Slovakia CK s.r.o., with strong support from my family.

At the beginning, we focused mainly on agricultural tours and study trips. In 2007, we expanded significantly—offering language stays, sightseeing tours, and ski trips abroad. That’s when I decided to leave the agricultural company and dedicate myself fully to the travel agency. I took out a loan, bought an old building, and started renovations. A few months later, we moved in.

It was an exciting but challenging time. I worked 12 to 16 hours a day, hired our first full-time staff, and had to cover hefty loan payments. I often found myself praying for the phone to ring more—and eventually, it did 😊. It required a lot of energy and persistence.

In 2011, we added two more brands: DiscoverSlovakiaTours, which promotes Slovakia abroad, and ExploreEasternEurope, focused on Central European and Balkan travel, especially for North American clients. We have just launched a brand new web page www.exploreeasterneurope.com.

We are celebrating 22 years of Agritours Slovakia! None of this would’ve been possible without the support of my family and my husband—especially with two kids in the picture. Today, I can proudly say I’ve fulfilled my dream.

You’ve been running the company for over 20 years. What was it like to start a business as a woman in Slovakia back then?

The hardest part was balancing work with motherhood. My kids saw me far less than what’s considered normal during maternity leave here in Slovakia. But they’ve grown up, and I think they understand. We now have a wonderful relationship and love traveling together.

That said, tourism is a bit more “female-friendly” than other industries, so I never felt out of place as a woman.

Not many businesses survive on the market for this long. What’s your secret?

It’s an alchemy. But mostly, it’s a mix of hard work, perseverance, and foresight. We’ve survived several crises—the most serious being COVID. Without savings, extreme frugality, owning our own premises, and government support, I might’ve had to start over from scratch.

The key to a travel agency’s survival is its people—our employees are our core asset. It’s vital for me to foster a positive atmosphere in the office, ensure constant training, travel, and participation in tourism trade shows and conferences. Our goal is to be true professionals who can always give expert advice to our clients.

Let’s talk about another project you’re involved in—the farm you took over after your father passed away. Tell us more about it.

In 2006, my father bought a bankrupt farm near Zvolen. There wasn’t a single roof left standing—it was literally ruins. He poured time, energy, and money into rebuilding every structure, cultivating the land, and bringing in the first sheep and horses. He was a true farmer at heart.

When everything was finally up and running, he passed away in 2014 while on a business trip. It was devastating. But there was no time to grieve—the farm had nearly 30 employees, and my mother asked me to take over.
So I did. I left my comfortable white office behind and spent a full year managing the farm. It was the hardest period of my life so far.

I didn’t understand the farm team, and they didn’t understand my business mindset. My father left no plans, no spreadsheets—nothing. I had to build everything from scratch, day by day. I learned to “speak farmer,” and thanks to the strong team on the farm, we’re still here. You can find more about us at farmabakovajama.sk.

You’ve survived several major crises that hit the tourism sector in the past few years. What keeps you going?

I ask myself that a lot—especially when I’m exhausted. Why am I doing this? But then a new day begins, and I know I want to keep going. I love that feeling when things run smoothly and my team is happy. It’s incredibly rewarding.

We met through the Re-FEM initiative, where we both acted as ambassadors. You’re clearly passionate about supporting women in business. What advice would you give to a woman or girl thinking of starting her own business?

If you’re afraid to start—ask questions! Gather information. There’s no shame in asking for advice. Today, there’s so much more access to resources than when I started.

Make sure you understand what it will cost, and plan for a financial cushion. Expect to work hard and, most importantly, to persist. If you admire someone professionally, ask them for feedback.

When I was starting out, I wrote up my business plan, had coffee with our company auditor, and said, “What do you think—should I do this?” He looked at me and said, “I’m surprised you haven’t already.” That gave me the final push. I trusted his judgment, and I’ve never looked back. He’s now retired, but we still work together. 😊

Have you encountered bias in the Slovak business world because you’re a woman?

In farming, yes—understandably. I mean, what kind of farmer am I, right? 😊 But overall, I think the business world here has become quite equal. In our family, parenting has always been a shared responsibility. My husband did everything except breastfeeding! And when someone questioned that, he always defended our choices. Thanks to that support, I never felt bad about being a businesswoman and a mom. I’m really grateful for that foundation.

Who has been your biggest support on your entrepreneurial journey?

Definitely my father. He was and still is my biggest role model. I often ask myself, “What would HE do?” when I’m unsure. And, of course, my family and my team—both at the travel agency and on the farm. I couldn’t have done it without them.

What qualities or skills are essential to run a business successfully?

Above all, perseverance. You can learn anything if you really want to. If you stick with it—those famous 10,000 hours—you’ll become a pro. And if you love what you do, the results will follow.

When you feel like giving up, what motivates you to continue?

See my answer above—those quiet little moments of clarity and that inner fire to keep going. I love when everything works as it should.

We live in a culture that glorifies being constantly busy. How do you recharge and take care of yourself?

This was a foreign concept to me until 2020. Right before the pandemic, I suffered a herniated disc and couldn’t walk for almost six months. Four out of five neurosurgeons said, “You need surgery.” But the fifth said, “Surgery won’t help—you need to exercise.”

It felt like the end of the world, but it was also a wake-up call. I found the right people and completely changed my lifestyle. I now do physio training at least three times a week, I stretch morning and evening, and walk at least 5 kilometers five times a week. I plan much more carefully, and when I feel overwhelmed, I cross things off my calendar and schedule rest. I’ve learned that when I’m rested, I can do everything better—and faster. 😊

What’s one piece of advice you would give to our readers?

I have two:

1. If you dream of change, make it happen—and don’t give up!
2. Be kind to yourself and give yourself time. It will pay off, and you’ll get to chase your childhood dreams for a lot longer. 😊