Through a series of short, engaging videos, Prague City Tourism presents ten practical and friendly suggestions to help visitors make the most of their time in the Czech capital while honouring its rich history, vibrant culture, and local community.
“The Enjoy Respect Prague campaign informs visitors in a thoughtful and engaging way about the rules that apply in the capital,” said Deputy Mayor Jiří Pospíšil. “It helps ensure they show respect for local culture and the people who live here. The campaign also includes information on animal welfare, as we’re urging tourists not to take photos with animals or support their exploitation for illegal profit.”
At its core, the campaign reminds visitors that Prague is not just a beautiful destination, but also a living city — home to over a million people. Reflecting the principles of “slow tourism,” the campaign encourages tourists to enjoy the city at their own pace, seek out meaningful experiences, and remain mindful of the local way of life.
The initiative is in line with UN Tourism’s guidelines on sustainable travel, and follows similar efforts already adopted by cities across Europe.
“We want tourists to feel welcome in Prague,” said Jana Adamcová, Vice-Chair of the Board at Prague City Tourism, “but we also want them to understand that this is a living, breathing city where people work, live, and raise their children. The goal is to create a respectful, shared space for locals and visitors alike — and that’s exactly what our Ten Commandments are for.”
This year, the campaign enters a new digital chapter. A collection of light-hearted, visually creative videos will be rolled out across Prague City Tourism’s online channels, each one highlighting a single recommendation from the list — ranging from observing quiet hours to supporting local businesses. These videos complement the campaign’s existing outdoor presence, now in its third year, seen at Prague Airport and in key areas around the city centre.
The creative direction was led by Pavel Fuksa of Fuksaworks, in collaboration with Dora Pružincová, Ilse Meijer, Albert Rodriguez, and Lukáš Turza.
“We leaned into the witty, minimalist visual identity Prague City Tourism has used in recent years,” said Pavel Fuksa. “The videos are smart, a little cheeky, and designed to deliver the message without sounding preachy. They work both individually and as a series, and you’ll see them in various lengths and formats.”
Among the campaign’s tips are:
Respecting quiet hours at night
Booking certified tour guides
Avoiding graffiti on historic monuments
Exploring lesser-known districts like Holešovice, Karlín, and Vinohrady
Using public transport and walking instead of cars
Supporting local businesses and trying Czech specialities
A significant emphasis is placed on animal welfare, discouraging tourists from participating in unethical practices such as posing for photos with exotic animals — a trend that is both exploitative and often illegal.
The campaign wraps up with a warm, memorable line that captures its spirit:
“Thank you for treating the Mother of Cities like your own mum.”