Prague, Czechia, has been recognised as a best practice by the Sustainable EU Tourism project for its comprehensive rebranding strategy and efforts to shift toward more sustainable, high-quality tourism.

Facing challenges related to mass tourism and declining visitor experience, the city adopted a targeted approach focusing on domestic travellers, repeat visitors, and tourists with higher expectations. 

Initiatives included the promotion of local craftsmanship, such as exclusive DMO partnerships with certified local artists, and the registration and training of official city tour guides to enhance service quality and visitor satisfaction.

To ensure sustainability and stronger stakeholder collaboration, Prague launched the Official City Partner programme, requiring participating businesses to meet strict criteria on quality, service, and sustainability. The city also introduced three major awareness campaigns - Stay in Prague, At Home in Prague, and Enjoy, Respect - to reshape visitor behaviour and extend stays.

A major rebranding of the MICE offer, led by the Prague Convention Bureau, culminated in a new digital platform in June 2024, with mobile apps to follow. Increased city tax revenues now contribute more directly to public service maintenance.

Supported by extensive data monitoring, including payment data, social media analysis, and visitor satisfaction scores, Prague’s approach demonstrates how a capital city can redefine its tourism identity while improving quality of life and destination resilience.

For more details on the key challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.