Prague tourism strategy prioritises quality over quantity as travel rebounds
Some Czech media reports suggest that global tensions could redirect tourists to Central Europe, boosting Prague’s visitor numbers. City officials, however, say such expectations are premature. Instead, they point to stable growth and a shift toward higher-spending travellers.
Too early to confirm a tourism surge
Analyses have pointed to the possibility that changing travel patterns caused by the war in the Middle East could bring a significant number of additional visitors to Czechia. Prague City Tourism, however, is not yet seeing evidence to support such projections.
“Well for now, as we are destination agency, it's difficult for us to make such a big claims because we don't have the data for the first quarter yet,” said Štěpánka Váchová of Prague City Tourism. She stresses that without current data, any expectations of a major increase remain uncertain. For now, the outlook remains broadly in line with recent trends.
“Currently, we expect this year to be, order numbers to be very similar to the last year, as it is simply too early to tell if the situation in the Middle East will change these trends in any way,” she added. To put the situation into perspective, Prague recorded around 1.6 million visitors in the first three months of last year, with a total of approximately 8.3 million arrivals for the whole year. These figures serve as a benchmark for current expectations.
Tourism shifting from quantity to quality
While overall numbers are expected to remain stable, the nature of tourism in Prague has been changing significantly since the Covid-19 pandemic. The city is increasingly focusing on attracting visitors who spend more and seek a deeper cultural experience.
“Since the COVID pandemic, our approach to tourism has changed profoundly and so has the composition of the visitors,” Váchová explained. This shift is reflected in accommodation choices and spending patterns. A growing share of visitors now opt for higher-end services. “For example, we know that 75% of all visitors now choose to stay in 4 or 5 star hotels,” she said, pointing to a broader increase in spending across the city.
Rather than returning to pre-pandemic mass tourism, Prague is deliberately pursuing a different path. “It’s not about getting back to pre-pandemic numbers for us, but the main point is that our focus has shifted towards quality and attracting travelers who are more interested in the premium services,” Váchová said.
Asian visitors returning with new flight connections
Another important trend is the gradual return of long-haul visitors, especially from Asia. These markets were significantly affected by the pandemic and subsequent geopolitical developments. Now, they are beginning to recover: “To give you an idea, visitors from Asian countries made up more than 12% of all visitors to Prague last year. And we are definitely seeing them return,” Váchová said.
The recovery is closely linked to improved connectivity, particularly the restoration of direct flights. “We now have direct routes between Prague and Beijing, Prague and Taipei and Prague and Seoul,” she added. These visitors are also aligned with Prague’s broader tourism strategy, as they tend to stay longer and spend more.
Balancing growth with sustainability
Looking ahead, Prague City Tourism emphasises the need to balance economic benefits with the city’s long-term sustainability. The goal is to avoid the pressures associated with overtourism while maintaining a strong tourism sector. “The main idea is to find a balance between the money tourism brings and the interests of the city itself,” Váchová explained.
This approach is reflected in the city’s tourism strategy for 2024–2027, which places a strong emphasis on protecting cultural heritage and the environment. Data analysis also plays an increasingly important role. “We also use big data to analyze visitor behavior, for example, from Mastercard data and other tools,” she said, adding that this helps Prague remain “competitive and resilient as a city and as a destination.”
Overall, Prague’s tourism authorities are not expecting a dramatic shift in visitor numbers this year. While global developments may influence travel patterns, their impact on Prague remains uncertain. For now, the city is preparing for a stable year — and continuing its transition toward a more sustainable and higher-quality tourism model.