Prague, 26 May 2026 – A new campaign to promote inbound and domestic tourism will present Prague as a city of literature, culture, and powerful stories. Under the main campaign slogan “Read Prague like a book”, Prague City Tourism aims to appeal to culturally minded visitors and strengthen Prague’s image as a UNESCO City of Literature. The campaign will also support communications around the Czech Republic’s role as guest of honour at this year’s Frankfurt Book Fair. The City of Prague has allocated CZK 22 million to fund this year’s campaign. A dedicated website has also been launched at prague.eu/readprague “After five years of systematic campaigns, we are now confident that the direction we have taken in tourism is the right one. We are seeing growth in the number of culturally motivated visitors who seek out high-quality services and are spending more in Prague. That is why we are continuing this year with our strategy of reaching audiences through culture,” says Tomáš Slabihoudek, councillor for culture and tourism. This year’s campaign pays tribute to literature and to the remarkable works written in Prague, which continue to present the city as an authentic place full of stories. The campaign also reflects the fact that the Czech Republic is this year’s guest of honour at the Frankfurt Book Fair. The campaign’s literary spots draw on motifs from well-known Prague stories and iconic characters, inviting everyone to form their own personal connection with the city. “In this year’s campaign, we tell the story of a Prague that continues to inspire writers, poets, and readers from all over the world. It is a city that richly deserves its title as a UNESCO City of Literature. We saw proof of that last year, when Dan Brown’s book The Secret of Secrets was launched here,” says Jana Adamcová, vice-chair of the Prague City Tourism board, adding: “We are seeing real interest from travellers in literary tourism, from guided walks and themed routes to souvenirs.” The impact of Prague’s long-running, consistent brand-building is also clearly visible in the data. The city is presented not merely as a backdrop, but through its cultural, social, and spiritual identity. This approach is attracting increasing numbers of culturally minded and affluent visitors: around two thirds of international visitors stay in four- and five-star hotels, while tourism revenues are also rising. In 2025, for example, the city collected CZK 933 million through the local accommodation fee. “Visitors who come to Prague for culture are sensitive not only to what we say, but also to how we say it. That is why we place such a stress on the artistic treatment, the quality of the visuals, the language we use, and the overall atmosphere. In our campaigns, we work with some of the best creators in Prague. This gives the branding a high level of quality, while allowing us to tell authentic stories that help visitors to build a deeper relationship with the city,” Jana Adamcová explains, adding, “In our campaign, Prague is not an attraction to be consumed, but a city to be read, interpreted, and experienced.” The campaign spots include references to classic literature, as well as an original tribute to the literature of dissent and exile. Although these writers were often far from Prague and Czechoslovakia, they never forgot their homeland and returned to it again and again in their work. Prague City Tourism is currently launching the campaign in two parts. The first is aimed at international travellers and will run online, including through cooperation with international media. It targets selected source markets – Poland, Germany, Austria, Italy, Spain, France, the Netherlands, Belgium, the United Kingdom, and Ireland. The second part focuses on domestic inbound tourism, which, thanks to long-term strategic support, now consistently accounts for one fifth of all visits to the capital. It includes TV spots, advertising, and online support. Alongside these activities, the year-round Enjoy Respect Prague campaign continues to run, using tasteful communication to inform visitors about the rules and culture of behaviour in the capital. The city has allocated CZK 22 million to the campaign. More information is available at prague.eu/readprague.
