Prague, 7 August 2026 – Prague welcomed 3,830,576 tourists in the first half of the year, approximately 1% more than in the same period last year, according to figures from the Czech Statistical Office. Alongside rising visitor numbers, the profile of international visitors has also been steadily changing. Mastercard data shows that they are spending more in the capital and increasingly coming for cultural experiences. Prague’s hotels also reflect growing interest in premium services: in June, occupancy was higher than at hotels in the centres of Vienna, Budapest, and Rome. “Prague is attractive for its historic sights, but increasingly also for the quality of its services and cultural offering. We want to attract visitors who are genuinely keen to get to know the city, discover new places and experiences, and contribute to the local economy. We also support the dispersal of visitors beyond the historic centre, so that tourism can bring long-term benefits to both visitors and Prague residents,” says Tomáš Slabihoudek, Prague City councillor for culture and tourism. As usual, the largest number of international visitors came from Germany (450,731), followed by tourists from the United States (228,189), the United Kingdom (222,834), Italy (178,282), and Slovakia (175,916). Domestic visitors from the Czech Republic accounted for one fifth of the total (802,418 tourists). Ireland recorded the most significant year-on-year growth, with almost 40,000 visitors arriving in Prague from the country in the first half of the year – 43% more than in the same period the previous year. The launch of a direct air link between Cork and Prague in October 2025, together with Prague City Tourism’s marketing campaign targeting the Irish market, made a significant contribution to this result. “Our aim is not to increase visitor numbers. Over the long term, we have focused primarily on people who come for history, art, or high-quality dining and spend more time in Prague. This year’s Read Prague Like a Book campaign is one example of this approach. The latest stats show that this approach is proving successful,” says František Cipro, chair of Prague City Tourism’s board. Growing interest in culture The changing profile of Prague’s international visitors is also reflected in the data. According to Mastercard Tourism Insights,[1] Prague is increasingly attracting visitors seeking cultural experiences. An analysis of social-media posts suggests that the composition of international visitors is shifting towards better-educated travellers with an interest in art and culture. In the first half of this year, more than a third of posts shared by Prague visitors focused on these topics, representing a year-on-year increase of approximately five percentage points compared with the same period last year. Higher spending and growth in the luxury segment That is not the only change indicated by this year’s figures. Analysis of Mastercard transaction data shows that international tourists are spending significantly more in Prague this year. In the first half of 2026, visitors from key international markets spent 18% more in the capital year on year. The most significant increase was recorded among tourists from China and the Republic of Korea, while visitors from the United States also spent considerably more. Higher spending was also reported among tourists from Germany, Spain, and France. The same trend is reflected in the hotel market, particularly in the luxury segment. Occupancy at luxury hotels rose by 6.7% year on year. According to the STR report, which monitors the hotel industry, average hotel occupancy in the first half of this year was 73.8%, almost 5% higher than last year. In June, it climbed to 83%. In this respect, Prague is growing faster than the likes of Vienna and Budapest. The average room rate rose by 5.4% to €123.3 per room per night. In the luxury segment, it was €217.4 per room per night, 4.3% more than last year. In promoting the capital, Prague City Tourism has long focused on supporting cultural tourism, respectful travel through its Enjoy Respect Prague campaign, and expanding the Prague Visitor Pass to include attractions beyond overcrowded tourist routes. The aim is to encourage visitors to discover places beyond the busiest central areas. The long-term strategy also includes finding ways to ensure that tourism development benefits both the city and its residents. One measure under discussion is an adjustment to the local accommodation fee, which remains one of the lowest among European capitals despite Prague’s popularity. [1] Mastercard’s Tourism Insights platform combines spending data with external data from leading sources. This enables it to identify trends in searches, travel and accommodation bookings, insights from social media and more, helping to attract the highest-value travellers.
