‘AI Is Not a Prague Local’: Prague Focuses on Personal Recommendations Rather Than Artificial Intelligence
With a new campaign, Prague City Tourism highlights the importance of local tourist information centres
Photo: Prague City Tourism
Digital travel assistants provide quick answers, but genuine insider tips often come from people who know their city best. A special week of activities in Prague is therefore putting personal advice for visitors in the spotlight.
Artificial intelligence can help with travel planning, but it does not know every detail of a city. Under the slogan ‘AI není Pražan’ (AI Is Not a Prague Local), Prague is therefore drawing attention to the value of personal recommendations from local residents.
From 24 to 30 October 2026, Prague will take part in the nationwide Tourist Information Centres Week (TIC). The event is being held for the seventh time and is organised by the Association of Tourist Information Centres of the Czech Republic together with its members and certified institutions.
Photo: Prague City Tourism
Through various activities, Prague City Tourism aims to demonstrate that personal advice still has an important role to play in the age of artificial intelligence.
‘AI can be a great source of inspiration. However, we locals do not just know Prague, we live here,’ explains Barbora Plodrová, Director of Tourist Information Centres at Prague City Tourism. Staff have their own favourite places, discover the city anew every day and can share their experiences directly with visitors.
Competitions and Behind-the-Scenes Insights
During the week of activities, visitors can collect a game card at any of Prague's tourist information centres and take part in a competition. Each centre will have a short task or question, which staff will be happy to help solve. Prizes include vouchers for a ride on the historic tram line 42 or a visit to Prague's towers.
Photo: Prague City Tourism
The tourist information centre at the Old Town Hall is offering a special activity: interested visitors can experience what it is like to work at an information centre during normal operating hours. Experienced staff will accompany them and provide support when advising visitors.
Current figures show that demand for these facilities remains high: between January and September 2026, Prague City Tourism staff answered more than 750,000 enquiries. The information centres are located at several sites, including the Old Town Hall, Můstek, Petřín Hill, Prague Castle and both terminals of Václav Havel Airport Prague.
‘AI Is Not a Prague Local’: Campaign Against Tourist Traps
With its new ‘AI není Pražan’ campaign, Prague City Tourism also aims to highlight potential weaknesses in AI-generated travel recommendations. Artificial intelligence can provide numerous suggestions within seconds. However, these may also include overpriced offers or typical tourist traps, explains Jana Adamcová, Deputy Chairwoman of the Board of Prague City Tourism.
Photo: Prague City Tourism
High visibility on the internet does not automatically mean that an offer is of good quality or trustworthy. Staff at the information centres, on the other hand, can use their local knowledge to make recommendations and help visitors avoid questionable offers.
The campaign complements the existing ‘Enjoy Respect Prague’ initiative, which informs tourists about the rules for treating the city and its residents with respect.
