“Čtěte v Praze jako v knize”: Prague Launches New Tourism Campaign Centred Around Literature and Culture

With a new campaign centred around literature, culture and famous stories, Prague aims to appeal specifically to culturally interested visitors. The Czech capital is increasingly positioning itself as a UNESCO Creative City of Literature and placing greater emphasis on its cultural identity.

With the new campaign “Čtěte v Praze jako v knize” (“Read Prague Like a Book”), the city tourism organisation Prague City Tourism aims to position the Czech capital more strongly as a city of literature, culture and stories. The focus is on culturally interested visitors as well as the international perception of Prague as a UNESCO Creative City of Literature.

Prague is once again focusing on culture rather than mass tourism in its tourism marketing. The new campaign by Prague City Tourism highlights the city’s literary identity and is intended to appeal to both international and domestic visitors. At the same time, the campaign supports the Czech Republic’s appearance as guest of honour at this year’s Frankfurt Book Fair.

According to Prague’s Councillor for Culture and Tourism, Tomáš Slabihoudek, the city has been deliberately pursuing a strategy aimed at attracting culturally oriented travellers for several years. This group of visitors makes use of high-quality services and spends more money in the city during their stay.

This year’s campaign focuses primarily on literature and the many books connected with Prague. The promotional videos feature motifs from famous literary works, iconic figures and references to exile and dissident literature. The aim is to present Prague not only as a tourist backdrop, but as a place full of stories and cultural identity.

According to Jana Adamcová, Vice-Chair of the Board of Prague City Tourism, the campaign is intended to show that Prague continues to inspire writers, poets and readers from around the world. She also pointed to growing interest in so-called literary tourism, including themed tours, literary walks and specialised souvenirs.

Foto: Enjoy Respect Prague

Current tourism figures also support the city’s strategy, according to Prague City Tourism. Around two-thirds of foreign visitors now stay in four- and five-star hotels. Revenue from the tourism tax has also continued to rise. In 2025, Prague collected a total of 933 million crowns through the tax.

The campaign is launching in two parts. The international section will run mainly online and includes collaborations with foreign media outlets. Target markets include Germany, Austria, the Netherlands, Poland and Ireland. At the same time, a second part of the campaign is aimed specifically at domestic visitors.

In addition, the year-round “Enjoy Respect Prague” campaign continues to run, informing visitors in a stylish way about rules of conduct and respectful behaviour in the Czech capital.

Further information about the campaign can be found on the official Prague City Tourism website.