Prague, 9 September 2025 – Prague City Tourism is marking the release of Dan Brown’s The Secret of Secrets with a long-term campaign that includes themed guided walks, a special souvenir collection, and a digital marketing drive. The exclusive “Dan Brown’s Prague” walks, created for Czech and international visitors, begin this Friday and take in sites such as the Clementinum, the Old-New Synagogue, Folimanka Park, and the Crucifix Bastion – all featured in the book. Literary tourism offers more than just increased visitor numbers at cultural landmarks. It also inspires new products and experiences, from distinctive souvenirs to themed programmes, with Prague City Tourism adding a new range of magnets, coins, bookmarks, and notebooks in the design of Brown’s novel to its portfolio. A new series of “Dan Brown’s Prague” walks is also being launched this week. These routes explore the city’s mysterious corners linked to mysticism, ancient mythology, and alchemy, and are now available through the Prague Visitor Pass. They also cover key locations from the novel, including the Old-New Synagogue, the Clementinum, and the Old Jewish Cemetery, with more to follow. Future tours will reveal further literary settings such as Folimanka Park and the Crucifix Bastion, which are less well-known to many visitors. Petr Onufer, the novel’s Czech editor and Brown’s consultant on Prague settings, explains: “Dan Brown is genuinely fond of Prague. From the moment he decided to write about human consciousness, he knew it could be set nowhere else. Each location was chosen with great care to form a mental map of the city. Walk through them after reading the book and Prague may look a little different than you are used to.” He adds that Brown’s Czech publisher ARGO had long known of the plan: “It was only a matter of time before Prague and Dan Brown came together. The book shows the city from a completely different perspective than Kafka or Hrabal.” According to Prague City Tourism, the novel has strong potential to strengthen Prague’s brand as a UNESCO Creative City of Literature and to attract culturally-motivated travellers. Since 2020, the organisation has been reshaping the visitor profile: today the city is drawing a more affluent clientele who combine sightseeing and culture with fine dining, stylish hotel spas, and prestigious music or sporting events. Jiří Pospíšil, the deputy mayor responsible for culture and tourism, says, “The book has the potential to attract precisely the type of visitors we are targeting – those interested in Prague’s history and heritage. The city is well prepared for any increase, as our products and services are tailored to this group.” Prague City Tourism’s board vice-chair Jana Adamcová adds: “Experience abroad shows that Dan Brown’s works can boost cultural tourism. In Paris, The Da Vinci Code increased visitor numbers at the Louvre, and Rosslyn Chapel in Scotland saw the same effect. We expect a similar trend in Prague, especially if The Secret of Secrets is adapted for film.” For more information, please visit prague.eu/cityofsecrets
