Backed by a budget of CZK 22 million, the campaign highlights Prague’s rich literary heritage through creative storytelling inspired by iconic books, characters, and authors connected to the city. A dedicated website has been launched at prague.eu/readprague.
“Culture remains at the heart of our tourism strategy,” said Tomáš Slabihoudek, Prague’s Councillor for Culture and Tourism. “We continue to see growth in visitors seeking high-quality cultural experiences and contributing to the local economy.”
According to Jana Adamcová, Vice-Chair of the Prague City Tourism Board, the campaign reflects Prague’s enduring ability to inspire writers and readers worldwide. “Prague is not a destination to be consumed, but a city to be read, interpreted, and experienced,” she said.
The campaign will run across key international markets, including Germany, Poland, France, Spain, Italy, the UK, Ireland, the Netherlands, Belgium, and Austria, alongside a domestic campaign targeting Czech travellers. Prague City Tourism will also continue its year-round Enjoy Respect Prague initiative, promoting responsible tourism and respect for local culture.