Prague to Invest CZK 22 Million to Attract High-Spending Tourists

The Prague City Council has approved a budget of CZK 22 million for marketing campaigns aimed at boosting inbound tourism in 2025.

The initiative, managed by Prague City Tourism a.s., seeks to attract a sophisticated and high-spending clientele to the Czech capital.

The campaigns will launch in March and run through December, focusing on long-haul markets.

Prague will be promoted as a hub of education, research, and science through platforms like Touchpoint, which positions the city as a premium tourist destination.

Additionally, the initiative will support congress tourism and other high-potential projects, with backing from the Prague Audiovisual Endowment Fund.

“A structured approach to supporting tourism is the final step in effectively utilizing funds from the local residence fee. By allocating 50% of annual revenue from this fee, we can invest in campaigns that promote Prague as a cultivated and sophisticated destination. I am confident this will enhance the city’s appeal and boost its global competitiveness,” said Jiří Pospíšil, Deputy Minister for Culture, Tourism, Monuments, National Minorities, Exhibitions, and Animal Welfare.

Plans for Increased Residence Fees

The tourism strategy aligns with Prague’s Inbound Tourism Strategy 2024–2027 and anticipates future increases in the residence fee.

The fee was already raised from CZK 21 to CZK 50 per night per visitor, with half of the revenue reinvested into tourism development. The city now aims to double the fee to CZK 100 per night, in line with policies in other major European capitals.

However, increasing the fee further requires legislative changes to the Act on Local Fees. Without support from national sector organizations, the proposal cannot advance in the Czech Chamber of Deputies.

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