For the third consecutive year, Prague has emerged as the most popular destination for Czech tourists, surpassing regions like South Bohemia, South Moravia, and Hradec Králové.
As of the end of 2024, the capital continues to attract domestic travelers, with Prague City Tourism (PCT) Chairman František Cipr noting that the city’s reputation among locals is on the rise. The introduction of discount vouchers for attractions, offered to domestic tourists at hotels, has also contributed to this growth.
Prague’s success isn’t just limited to Czech visitors. The behavior of foreign tourists is also shifting. Historically, visitors would stay mainly in the city center, but now they are venturing further into Prague, often guided by tips on social media. Cipr notes that, “Social media has started to feature links to other attractions outside the city center, which didn’t exist before. Tourists are now exploring spots like the Žižkov Television Tower, the zoo, the DOX Gallery, the National Gallery, and Vyšehrad, moving beyond just nightlife to embrace the city’s cultural offerings.”
Cipr highlights that Prague has maintained its top spot for local tourism, with one-fifth of domestic tourists visiting the capital. While these visitors may spend less than international travelers, such as Americans or Koreans, they are valued for their knowledge of local customs.
In its efforts to expand tourism, PCT is targeting travelers over 35, focusing on more mature visitors who appreciate the city’s culture and history. Cipr points out that younger tourists, particularly those from the UK, are no longer visiting Prague primarily for its alcohol-related attractions. According to recent data, alcohol-related reasons for visiting have dropped to fifth place, with food, monuments, and architecture now taking the lead.
Prague has actively worked to combat alcohol tourism, including banning pub crawls, organized tours that previously attracted large groups to the city’s bars. The shift in tourist behavior reflects a broader change in the way the capital is perceived, with increasing emphasis on culture and heritage over partying.
