Czechia is leaning into its identity as a literary destination thanks to the recent publication of Dan Brown’s novel The Secret of All Secrets, much of which takes place in Prague. CzechTourism is using this international bestseller to promote not just the capital, but also other regions of the country, leveraging the narrative’s appeal to attract visitors. The book is expected to gain even more exposure once the film adaptation is released, and CzechTourism is gearing up with targeted promotional efforts both domestically and abroad to capture that interest.

The agency is tapping into various formats to do this: thematic tours, special pages featuring locations from the novel, collaborations with regional partners, competitions in several countries, and communication via social media and publishing partnerships. They want to present literary sites not just as monuments, but as places with atmosphere, stories, and experiences that go beyond the usual sightseeing.

CzechTourism emphasises sustainable and responsible tourism. They aim to channel the heightened interest so that visitors spread out to lesser-known places, not just Prague, and so that the benefits are felt across the country. The goal is for cultural tourism driven by storytelling to support local communities, preserve atmospheres, and encourage repeat visits.

We recommend reading the full article for a deeper dive into the data, regional examples, and detailed strategies being used to turn literary inspiration into real travel experiences.

#Cultural tourism #Sustainable tourism #Destination management