At the 2025 World Travel Awards, a Prague visitor centre from Pilsner Urquell prevailed over international competition and received the award for “World’s Leading Beer Tour Visitor Experience”. With this, Pilsner Urquell: The Original Beer Experience officially ranks among the best beer visitor experiences worldwide.
The multimedia visitor centre Pilsner Urquell: The Original Beer Experience was honoured at the prestigious 2025 World Travel Awards as “World’s Leading Beer Tour Visitor Experience”. This means the Prague experience centre officially counts among the world’s top beer visitor experiences. In October, the project had already won the European title.
The global awards were presented during the Grand Final Gala Ceremony on 6 December 2025 in Bahrain. Pilsner Urquell prevailed against well-known international competitors, including the Coors Brewery Tour in the USA, the Maui Brewing Company – Kihei Tasting Room in Hawaii, and the Tiger Brewery Tour in Singapore.
“Winning the European title was already a major milestone for us. The global award now confirms that our concept also impresses at the international top level,” explained Lidija Kovařík, CEO of Pilsner Urquell: The Original Beer Experience. She added that the honour also recognised the work of the entire team and served as motivation for the coming years.
The year 2025 also marked a record number of visitors for the centre. Guests from more than 120 countries visited the attraction in Prague. The largest visitor groups came from the United Kingdom (21 per cent), Germany (14 per cent), the USA (10 per cent), and Italy (9 per cent). In addition, visitors also travelled from countries such as Australia, the Philippines, and Qatar – a clear indication of the project’s growing international appeal.
The premium tasting format, Beer Sommelier Dinner, will be expanded. From the end of the year, a Beer Sommelier Lunch will also be introduced to meet the increasing demand for exclusive beer and gastronomy experiences. “Our guests are increasingly interested not only in high-quality cuisine but also in beer and expert insights during the tasting. A beer sommelier accompanies them throughout the experience, providing fascinating knowledge about beer,” Kovařík added.
The core offering, the exhibition The Original Tour, will also be further developed. For 2026, additional language versions of the audio guide, technological innovations, and the expansion of interactive elements are planned.
Pilsner Urquell: The Original Beer Experience
28. října 377/13, Prague 1
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