25 June 2025 – As the summer tourist season starts to heat up, the city is launching an online campaign aimed at inbound visitors. Enjoy Respect Prague is an educational initiative encouraging respectful and sustainable tourism. In a series of short videos, Prague City Tourism introduces a friendly set of ten suggestions to help visitors make the most of their stay in Prague while showing respect for the city’s rich heritage, local culture, and community. “The Enjoy Respect Prague campaign informs visitors in a thoughtful and engaging way about the rules that apply in the capital,” says deputy mayor Jiří Pospíšil. “It helps to ensure they show respect for local culture and the people who live here. The campaign also includes information on animal welfare, as we’re urging tourists not to take photos with animals or support their exploitation for illegal profit.” The campaign aims to remind visitors that Prague isn’t just a tourist destination, but also home to more than a million people. The city is embracing the principles of “slow tourism”, which prioritises meaningful experiences over mass-market travel. Visitors are invited to explore Prague at their own pace, remaining mindful of the local community and showing genuine interest in the city’s heritage. Enjoy Respect Prague follows in the footsteps of UN Tourism, an initiative that promotes sustainable travel and has already been adopted by other European cities. “We are keen for tourists to feel welcome in Prague,” says Jana Adamcová, vice-chair of the board at Prague City Tourism, “but at the same time we want them to understand they’re in a living city – a place where people work, live, and raise their children. We care about creating an atmosphere where locals and visitors can share the city respectfully and thoughtfully. That’s what our ‘Ten Commandments’ are for.” She adds: “What’s new this year is that the campaign will be running online too. We’ve produced a set of short videos, each one introducing one of our rules or recommendations.” These playful, light-hearted videos will gradually be rolled out across Prague City Tourism’s online channels. They complement the outdoor campaign, already in its third year, which travellers may have seen at the airport and in the city centre. The campaign was developed by Pavel Fuksa’s Fuksaworks creative and design studio in collaboration with Dora Pružincová, Ilse Meijer, Albert Rodriguez, and Lukáš Turza. “We worked with the clear, witty visual style Prague City Tourism has used in recent years,” says Pavel Fuksa, co-author of the campaign and Fuksaworks mastermind. “There’s an understated colour palette, clever visual cues, light-hearted humour, and smart, slightly tongue-in-cheek language. We wanted the videos to be to convey a message without being preachy, funny without being awkward. They work as a series, but also stand alone, so you’ll come across them in different lengths and formats.” He adds that his team is really proud of the project. Among the campaign’s tips are reminders to respect quiet hours at night, to book official guides, and not to treat historic landmarks as canvases for graffiti. Visitors are also encouraged to explore the city on foot or by using Prague’s excellent public transport, discover lesser-known districts like Holešovice, Karlín, and Vinohrady, and support local businesses by shopping for authentic products and trying local specialities. A particular focus of the campaign is animal welfare. It draws attention to the unethical and often illegal practice of offering photos with exotic animals in the city centre, urging visitors not to take part. The campaign closes with a warm and witty message: “Thank you for treating the Mother of Cities like your own mum.” Visitors can find the full set of tips and more information at www.prague.eu, the city’s official tourist portal.
