Pilsner Urquell: The Original Beer Experience has been awarded the title of the world’s best beer experience at the Grand Final Gala Ceremony of the World Travel Awards 2025.

The project has just completed a record-breaking year 2025, welcomed visitors from more than 120 countries, and has ambitious plans for 2026. National Geographic UK also highlighted it this year as one of the most exciting attractions to visit in Europe.

The multimedia visitor center Pilsner Urquell: The Original Beer Experience won the World’s Leading Beer Tour Visitor Experience 2025 award in the international World Travel Awards competition — the global title for the world’s best beer visitor experience. It follows its success from October, when it won the same award at the European level.

The global title was presented during the Grand Final Gala Ceremony, held on 6 December 2025 in Bahrain. Pilsner Urquell: The Original Beer Experience triumphed over major beer attractions from around the world, including the Coors Brewery Tour in the United States, Maui Brewing Company – Kihei Tasting Room in Hawaii, and the Tiger Brewery Tour in Singapore.

“Winning the European award was a huge milestone for us. The world title confirms that the experience we offer in Prague stands strong in the highest international competition. We see it as recognition of the entire team’s work — and as a commitment for the years ahead,” says Lidija Kovařík, CEO of Pilsner Urquell: The Original Beer Experience.

The visitor center is located in a heritage-listed building at the lower end of Wenceslas Square and uses advanced audiovisual technologies to bring the story of Pilsner Urquell beer to life — from its creation in 1842 to the present day. The exhibition is divided into ten sections that blend history with interactive elements and tastings, ending in a beer hall serving tank Pilsner Urquell.

LATEST JOBS IN PRAGUE

The year 2025 was record-breaking for the exhibition. Visitors arrived from more than 120 countries. The largest groups came from the United Kingdom (21%), Germany (14%), the United States (10%), and Italy (9%). Guests also travelled from Australia, the Philippines, and Qatar, confirming the project’s growing international appeal.

Alongside the interactive exhibition, it offers the Beer Tapping School, one of the most popular activities for both Czech and international visitors, as well as a premium tasting program: Dinner with a Beer Sommelier. The evening features a five-course menu inspired by Czech cuisine, each dish paired with Czech or international beer.

Due to high demand — with repeated sell-outs toward the end of the year — the management decided to add a new Lunch with a Beer Sommelier, launching at the end of 2025 to meet increasing interest in beer-and-gastronomy experiences.

“Guests increasingly come for the tasting menu. They’re looking not only for refined cuisine but also for beer pairings and beer storytelling, which are part of the experience. The beer sommelier guides them throughout the tasting and shares many insights about beer,” says Lidija Kovařík.

Further updates are planned for The Original Tour. In 2026, Pilsner Urquell: The Original Beer Experience aims to expand the languages available for the audio guide, introduce new technological elements within the tour, and develop additional interactive features.

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