14 May 2026, Prague – Prague is pulling its tourism presentation together under a single brand, with business travel now sitting alongside leisure tourism for the first time in a unified identity. The MICE segment (meetings, incentives, congresses, conferences, and professional events) is being fully brought in under the same umbrella. Prague City Tourism is delivering the rebranding of the Prague Convention Bureau and its first associated campaign, funded by the City of Prague to the tune of 2.9 million crowns, with further investment earmarked for the years ahead. “A consistent, joined-up presentation is absolutely fundamental if cities want to compete on the world stage these days. A strong identity pulls its weight not just in leisure tourism, but also when you’re going after major congresses, conferences, and the kind of high-value clients cities really want to attract,” says Tomáš Slabihoudek, councillor for culture and tourism. The brand unification builds on Prague’s 2024–2027 strategy, which aims to transform the city into a cultivated, premium destination. Business tourism plays a significant role in this by attracting high-spending visitors. Prague has long ranked among the top congress destinations and the aim is to strengthen that position further, while presenting the city consistently and confidently. Experts say the unified identity across both leisure and congress tourism will consolidate Prague’s international standing. The city has put 2.9 million crowns behind the Prague Convention Bureau rebranding. Alongside the communications campaign itself, the congress destination website and the entire B2B presentation have been updated. Drawing leisure and congress tourism together will give Prague a coherent voice in the market and help the city compete for high-spending visitors and major international events,” confirms Jiří Sulženko, head of culture and tourism at Prague City Hall. “Prague has spent several years systematically trying to shake off its image as a cheap, mass-market destination and to be seen as a city of culture, quality, and exceptional genius loci. Business tourism fits into that naturally. Congress visitors don’t just have a higher spend; they also bring expertise, contacts, and international prestige. If Prague wants to present itself as a premium destination, it has to do that across all tourism segments,” adds Jana Adamcová, vice-chair of the Prague City Tourism board. On the business travel side, the new brand identity deliberately reaches into Prague’s past, drawing on the stories of figures historically bound up with the city. Kepler, Einstein, Doppler, and Mach have been enlisted to paint Prague as a place where, over the centuries, bohemian energy, creativity, and unconventional thinking have rubbed shoulders with science, innovation and professional scholarship. The point, as the city tells it, is that Prague is not simply a handsome backdrop for congresses and business gatherings, but a city where ideas have always taken root and continue to do so. The first tangible fruit of the joint rebranding is an international campaign by the Prague Convention Bureau pitching the city as a premium destination for congresses, conferences, and business events. Built around the tagline “unconventional conventions”, it presents Prague as a place where good ideas don’t emerge from anonymous conference halls but from surroundings with soul, history, and a strong creative charge. Actor Marek Adamczyk is the face of the campaign, which also produced a series of photographs and films leaning into the authenticity of the city itself – among them a clip shot at the Municipal House in which a cocktail is mixed by Tretter’s own bartender and the street sweeper is played by a real employee of Prague City Technologies. The music is by Michal Pelant and singer Charlie One. “Prague starts from a very strong position in the congress industry and has a solid track record of pulling in major international events. But to keep moving forwards, we need to present ourselves abroad in a way that is coherent and easy to read – not just as a well-connected, professionally equipped city, but as one with an extraordinary professional, cultural, and creative pedigree. Bringing the brand together helps us tell Prague’s story more effectively and make the case to organisers and professional communities for why this is exactly where their event should be,” says Roman Muška, director of the Prague Convention Bureau.
