Prague City Tourism launches new website in Japanese
To mark the opening of the Czech Pavilion at Expo 2025 in Osaka, Prague has launched a dedicated Japanese-language website aimed at promoting the Czech capital to Japanese travelers.
“In 2024, over 53,000 Japanese tourists came to Prague, which is quite a lot,” says Štěpánka Váchová from Prague City Tourism noting, that this number represents a 29 percent growth year-on-year. “We believe that the Czech Pavilion will bring even more attention to our country and inspire new travelers to discover what Prague has to offer.”
Developed in cooperation with Japanologist Petr Holý and the Czech Academy of Sciences, the site was carefully tailored to suit the interests and cultural expectations of Japanese visitors. All content is in Japanese and includes recommendations for places to visit, suggestions for how to spend time in Prague, and a special selection of guided walks—also available in Japanese.
“What makes Japanese travelers unique is the way they choose their destination,” Váchová explains. “While Europeans tend to rely on online resources or personal interests, Japanese visitors often follow recommendations from friends and family. Personal experience and trust play a bigger role in their travel decisions.”
Beyond practical travel tips, the website also features compelling cultural stories. One of them centers on the Czech gymnast Věra Čáslavská, a seven-time Olympic gold medalist from the 1960s who remains highly respected in Japan for both her athletic accomplishments and her moral courage. “She is a symbol of strength and values that resonate deeply with Japanese audiences,” Váchová adds.
The launch of the site is part of a broader strategy by Prague City Tourism to attract what it calls “premium clientele”—travelers who are genuinely interested in history, culture, and gastronomy and are willing to invest in authentic and enriching experiences. The Asian market, and Japan in particular, is a key focus area, especially in light of the shifting patterns in global tourism following the COVID-19 pandemic.
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“We’re focusing on the evolving needs of the Asian market because travel habits have changed,” says Váchová. “The goal is to make our digital presence more inclusive and welcoming. We want every visitor to feel that planning a trip to Prague is easy and enjoyable, and that their cultural background is respected.”
The Japanese-language website will continue to expand over the coming months, with new content, features, and recommendations to keep Japanese travelers informed and inspired as they prepare for Expo 2025 and beyond.
