Prague’s Transformation: From Party Hub to Cultural Destination

Long one of Europe’s most popular destinations for bachelor parties and late nights fueled by cheap beer, Prague is now taking significant steps to rebrand itself as a cultural and gastronomic destination as the Czech Republic begins to emerge from the coronavirus lockdown.

Rising Popularity Among Tourists

With a population of just 1.3 million, Prague sees more than six times that number of tourists descending on the city each year. However, on average, travelers stay for only 2.3 nights. Budget airlines have aided this growth, contributing to Prague being Europe’s fourth most visited city after London, Paris, and Rome. Since 2014, the city has set a new record for visitor numbers each year, consequently making it a candidate for the ‘overtourism’ label.

A Shift in Tourist Expectations

Residents have expressed concerns for years that the city no longer feels like home, with amenities and infrastructure often designed for transient visitors. This sentiment is echoed throughout Europe, from Barcelona to Bruges and Budapest. The quiet brought about by the lockdown has prompted a reevaluation, and now Prague’s tourism board aims to attract a ‘different type of visitor’. By emphasizing the city’s cultural treasures and culinary scene, they hope to extend tourist visits beyond just a weekend escape.

Reopening Efforts and Future Plans

Currently, concrete plans for this rebranding have not yet been disclosed. However, the Czech Republic is gradually reopening to international visitors, having closed all borders since mid-March. The Czech Republic has implemented a traffic light model, categorizing European countries based on risk levels. Visitors from ‘green’ countries, like Germany, can enter without restrictions. Meanwhile, travelers from ‘yellow’ countries, such as France and Italy, must provide a negative coronavirus test for entry. In contrast, travelers from ‘red’ countries like the UK and Sweden will need to undergo testing and quarantine.