Prague City Tourism is hoping to attract new demographics to the city, distancing itself from its reputation as a party destination.
Given its low cost and abundance of bars, Prague holds a reputation as a cheap city to drink in, with young tourists and backpackers flocking to the city under the allure of cheap drinks and parties.
Struggling with this reputation, the City of Prague is designing methods to attract different demographics to the city, focusing on the vibrant cultural scene Prague has to offer.
Additionally, a new app is in development, and will soon be available online for tourists – providing them with a brief introduction to the culture in Prague, alongside a catalogue of self-guided tours and cultural events.
The research for the app was assisted by scientists from the Academy of Sciences of the Czech Republic.
Ten versions of the app will be available, covering the ten countries that tourists most often travel from.
The most frequent foreign visitors come from Germany, Poland, USA, Great Britain, Italy, France, Spain, South Korea, Israel and China/Taiwan, with visitors from each country seeking a different experience from the city.
Each version will highlight different events and landmarks, based on the tourists’ country of origin. The app’s release is slated for the end of this year.
“We are trying to change the composition of tourists who go to Prague. Until 2019, Prague was the destination of mass tourism and various parties. That’s why, starting in 2020, we have completely stopped focusing on mass tourism and are trying to reach individual travellers. They are mostly people who are more mature in age, more mobile and looking for more sophisticated pleasures, ” described PCT vice-president, Jana Adamcová.
Despite Prague’s popularity as a tourist destination, visitors spend significantly less money when compared to other European destinations. On average, foreign visitors spend twice as much while visiting Amsterdam, and up to three times as much in Paris.
Jana Adamcová believes that the city of Prague can increase its tourism revenue through targeted and systematic communication.