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Ecosystem services are investigated from many perspectives, but there are very few studies comparing the perception of forest and demand for forest ecosystem services (FES) in a cross-cultural analysis. This study aims to map the demand for FES and find out the forest perception of forest visitors in both Czech and Chinese societies. Data were collected by structured questionnaire among three different groups of respondents (n = 847) in six forest areas. The questions were focused on the demand for FES, expectations from the forest, preference for the visual form of the forest, and the willingness of forest visitors. Analysis demonstrates that the demand for some FES is related to geographical and cultural conditions. The results indicated that provisioning and regulation services are perceived as more important than cultural services. The differences by country were obvious in the cultural and provisioning services: Chinese demand more relaxing and meditation activities, whereas Czech demand mushroom picking. A significant outcome is a high demand of Chinese respondents for recreational facilities. Tree planting was rated as one of the most popular voluntary activity across the whole sample. Meanwhile, some findings point to an increasing pressure on forest ecosystems and their protection, which emerge due to the strong demand for recreational facilities. According to the findings, active involvement of forest visitors in various activities is recommended so that their appreciation of FES will constantly increase and to take into account the profile of visitors and incorporate them in forest management and planning in order to meet societal demand.