21 April 2026, Prague – Prague City Tourism (PCT) and Prague Castle Administration (PCA) are joining forces to coordinate tourism development in the capital and raise the standard of visitor services. The partnership builds on the city’s long-standing efforts to strengthen Prague’s position as a leading cultural destination, with a clear focus on delivering high-quality visitor experiences. Its immediate aim is to enhance services at Prague Castle. As of 1 April 2026, Prague Castle Administration has established a dedicated Department of Trade and Service Quality. Drawing on Prague City Tourism’s methodology, it will introduce new customer service standards, systematic staff training, and regular quality assessments through mystery shopping. The initiative will also include the collection and analysis of feedback from digital platforms such as Google Reviews and TripAdvisor, enabling service levels to be monitored on an ongoing basis and improvements to be guided by robust data. “High-quality services are essential if Prague is to attract culturally minded travellers. We place a strong emphasis on this in our own products and services, while also engaging key players across the city’s tourism sector. We are now focusing our joint efforts where they can make the greatest difference – at the city’s most significant visitor sites,” said František Cipro, chair of Prague City Tourism’s board. “For the past five years, we have been taking concrete steps to address overtourism. Prague’s strategic shift combines rebranding, first-rate customer service, and systematic marketing aimed at culturally oriented travellers, with a clear emphasis on quality over quantity,” added Jana Adamcová, vice-chair of the board. The partnership in numbers Both organisations are among Prague’s most significant public providers of tourism services, and their coordinated approach has the potential to make a measurable difference to the experience of both domestic and international visitors. In 2025, Prague City Tourism oversaw visitor operations at municipal heritage sites with total attendance of 1.5 million. Its tourist information centres welcomed 1,033,513 visitors and handled more than 1.3 million enquiries. Prague Castle itself attracted more than 8 million visitors last year, with 2.6 million completing the official visitor circuit. Prague Castle Administration aims to ensure that every visitor leaves the country’s most significant heritage site with an outstanding experience. Its partnership with Prague City Tourism, the first destination management organisation to introduce a service quality management system, is a key step in that direction. “We want Prague Castle to be a welcoming and enjoyable place for everyone who comes here, whether to explore its monuments, relax, or experience culture. Our cooperation with the city spans many areas, from construction projects to the events we host. As an integral part of Prague, it makes sense to adopt shared standards and a unified approach to service quality,” said Pavel Vyhnánek, director of Prague Castle Administration. Project goals: better services, well-prepared staff, continuous evaluation The project aims to achieve a mystery shopping success rate of at least 85% for customer service at Prague Castle within two years. It is built on: uniform customer service standards and internal guidelines; training for frontline staff; regular mystery shopping and evaluation of results; data-driven management of feedback and online reputation. The partnership follows a 2025 analysis which found that operations at Prague Castle lacked a unified service quality management system, including clearly defined standards, roles, feedback evaluation tools, and consistent communication with visitors. Service quality as an engine of sustainable tourism In recent years, Prague City Tourism has demonstrably improved the visitor experience in Prague, particularly through its focus on customer service and data-driven decision-making. Visitor satisfaction rose from 38.6% in 2019 to 46.8% in 2023, with a new round of measurement planned for 2026. At the same time, systematic marketing campaigns have supported growing demand for higher-standard accommodation, helped to reshape the profile of incoming travellers, and contributed to raising overall service standards. “The long-term sustainability of growth in Prague’s cultural visitor segment depends on the targeted development of service quality. The experience visitors have during their stay ultimately determines whether they return to Prague and how they speak about the city once they are back home with their family, friends, and wider circle,” said Josef Říkovský, director of Service Quality at Prague City Tourism.
