Prague City Tourism
- Company typePrivate
- Founded1958
- HeadquartersStare Mesto, Czechia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
Prague City Tourism firmographics
Firmographics- Name
- Prague City Tourism
- Legal name
- Prague City Tourism a.s.
- Website
- https://praguecitytourism.cz
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Prague City Tourism industry classification
Industry- Product category
- Destination Management Services
- NAICS
- Historical Sites (712120), Tour Operators (561520), Museums, Historical Sites, and Similar Institutions (712)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)
- akta.pro secondary industries
- Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles) (THAJACAE), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)
Keywords
Where Prague City Tourism is headquartered
LocationHeadquarters
- HQ city
- Stare Mesto
- HQ country
- Czechia
- HQ region
- Europe
Offices1 record
Markets served
Prague City Tourism business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Municipal Tourism Tax (Poplatek z pobytu): Prague collects a city accommodation tax (50 CZK per night) from tourists, with 50% of revenues reinvested into sustainable tourism development, marketing campaigns (e.g., 22 million CZK for literary campaign, 2.9 million for convention bureau rebranding), and operational activities managed by Prague City Tourism. Revenue from this source for 2025 was 933 million CZK.
- Heritage Monument Admission Fees: Revenue from ticket sales to 8 managed heritage sites: Petřín Tower (55m tower with observation deck), Mirror Maze, Old Town Hall, Old Town Bridge Tower (19 cameras), St. Nicholas Church Bell Tower, New Mill Water Tower, Powder Gate (550-year anniversary in 2025), and Astronomical Tower in Klementinum. Special reduced admissions offered for Prague 1 residents and Lítačka card holders.
- Prague Visitor Pass: Tourist card sold to visitors providing access to 65+ attractions and discounts across Prague. In 2025, over 50,000 cards were sold (20% increase YoY). 50% of users utilize the online digital version. Average cardholder visits 7 attractions.
- Playing Prague Game Expansion Packs: Paid downloadable expansion packs for the Playing Prague mobile game. Each pack of 5 levels costs 99 CZK. Revenue is reinvested into further project development.
- Pragensia Viva Guided Tours and Experiences: Licensed guided tour services including themed walks, private tours, school programs, corporate events, historical tram rides, and special experiences under the Pragensia Viva brand. Includes VIP concierge services for exclusive experiences.
- Souvenir and Merchandise Sales: Sales of curated souvenirs at Staroměstská radnice gift shop and online e-shop, featuring Czech designers including metro tile-inspired items, limited edition crystal glasses, comics, and commemorative pins.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Playing Prague expansion packs - 5 levels per pack |
| One time/ perpetual license | Pay-as-you-go | Petřín Tower and Mirror Maze admission |
| Unit Pricing | Pay-as-you-go | Special anniversary pricing on Prague towers |
| Unit Pricing | Pay-as-you-go | Town Hall Pass - combined Old Town Hall + New Town Hall admission |
| Other | Multi-year contract | Literary tourism campaign budget |
| Transaction based/ take rate | Pay-as-you-go | Prague Visitor Pass tourist card |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
Prague City Tourism product offering
Product offeringCore offering
Prague City Tourism is the official destination management organization (DMO) for the City of Prague, managing 8 heritage monuments (Petřín Tower, Old Town Hall, Mirror Maze, Old Town Bridge Tower, St. Nicholas Bell Tower, New Mill Water Tower, Powder Gate, and Klementinum Astronomical Tower), operating 6 tourist information centers, and running city-funded destination marketing campaigns. It sells the Prague Visitor Pass tourist card accepted at 65+ attractions, co-developed the Playing Prague mobile game, and operates the historical tram line No. 42, licensed guided tours under the Pragensia Viva brand, and MICE/convention services through the Prague Convention Bureau.
Product overview
Prague City Tourism operates as a destination management organization offering a unified portfolio of tourism products and services. The core offerings include the Prague Visitor Pass tourist card, the Playing Prague mobile game developed with Charles Games, guided tour services under Pragensia Viva, and the Historical Tram Line 42. Supporting services include concierge and exclusive experiences, cultivated souvenirs featuring local designers, and six tourist information centers. The Prague Convention Bureau handles MICE/congress tourism, while the smart tourism platform prague.eu serves as the main digital destination portal. These products work together to position Prague as a premium cultural destination while managing sustainable tourism flows.
Differentiator
Problem solved
Functional benefit
Products and services
- Prague Visitor Pass Multi-functional tourist card providing visitors with access to 65+ attractions and benefits across Prague, helping disperse tourism beyond the historical center. Average cardholder visits 7 attractions.
- Playing Prague Mobile Game Mobile puzzle game co-developed with Charles Games studio that showcases Prague's historical sites, landmarks, and notable personalities through interactive gameplay. Available in 10 languages on Android, iOS, and Steam with paid expansion packs at 99 CZK per 5 levels.
- Pragensia Viva Guided Tours Premium licensed guided tour and educational services brand offering themed walks, private excursions, school programs, and corporate activities including historical tram rides and special experiences.
- Historical Tram Line 42 Tourist tram line operating through Prague's historic center with 11 historic vehicles, offering sustainable sightseeing transportation. Carried over 72,000 passengers in 2025, operating every 30 minutes with 17 daily trips since late March 2026.
- Prague Convention Bureau (MICE Services) MICE/congress tourism division managing congress and conference promotion, VIP services, accompanying programs, business event support, and venue access for international meeting planners.
- Town Hall Pass Combined admission ticket offering access to both Old Town Hall and New Town Hall including tower visits and interior tours. Full price 350 CZK, reduced 250 CZK. Valid for 3 days with priority entry.
- Tourist Information Centers Six physical tourist information centers providing visitor services, information, and ticket sales at key Prague locations including Old Town Hall, Na Můstku, Prague Castle, Petřín Tower, and Prague Airport.
- Concierge & Exclusive Experiences Premium concierge services and exclusive experiences for VIP clients including private programs, event venue rental in historic buildings, and delegations services for foreign visitors.
- Cultivated Souvenirs Curated collection of design souvenirs created in collaboration with local Czech creators, sold at Staroměstská radnice gift shop and online e-shop, including metro tile-inspired items, limited edition crystal glasses, comics, and commemorative pins.
- Heritage Monuments Operations Ticketed admission to 8 heritage monuments under management: Petřín Tower, Mirror Maze, Old Town Hall, Old Town Bridge Tower, St. Nicholas Bell Tower, New Mill Water Tower, Powder Gate, and Klementinum Astronomical Tower. Special reduced admissions offered for Prague 1 residents and Lítačka card holders.
Quantifiable outcome
- Prague attracted 8.27 million tourists in 2025, nearly 8.3 million, up from 8.08 million in 2024 (+2.4%)
- +6 more outcomes
Companies that use Prague City Tourism
Customer profileNamed customers7 records
Ideal customer profiles4 records
Prague City Tourism technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Prague City Tourism partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, minor and major.
- Prague Convention Bureau (rebranded)coreRebranded May 14, 2026 to unify the congress industry under the single Prague tourism brand alongside leisure tourism. Previously operating as a separate identity, Prague Convention Bureau now represents Prague's MICE segment (meetings, incentives, congresses, conferences, events) under the unified Prague branding. Funded by the city with 2.9 million CZK for rebranding and initial campaign.
- Správa Pražského hradu (Prague Castle Administration)corePartnership signed April 21, 2026 to coordinate tourism development in the metropolis and improve visitor service quality at Prague Castle. Prague Castle receives approximately 1.4 million visitors annually, making it the most-visited monument in the city. PCT opened a tourist information center at the Castle in September 2023.
- CzechTourism (Česká centrála cestovního ruchu)coreJoint procurement of advanced analytics data from Mastercard with CzechTourism to enable strategic tourism management across Prague and the Czech Republic. The data serves for real-time visitor trend monitoring, tourism flow regulation, destination development planning, and predictive analytics. This addresses the need for more sophisticated data-driven tourism governance.
- Letiště Praha (Prague Airport)coreSignatory of the Touchpoint memorandum together with CzechTourism and Prague City Tourism. Goal is to attract bonitet (high-value) tourists through new and enhanced direct air routes, especially long-haul connections. Aims to strengthen international promotion of the Czech Republic and encourage airline carriers from strategically important markets to operate more routes.
- Muzeum Kampa and Muzeum paměti XX. stoletíminorPartners in the 'Zvony paměti' (Bells of Memory) project, launched September 12, 2023. Monthly tolling of the St. Nicholas Bell Tower (Svatomikulášská městská zvonice) on Malá Strana to commemorate victims and opponents of totalitarian regimes. First tolling was September 14, 2023 for Jan Masaryk. Over 100 personalities commemorated in two years.
- Národní knihovna ČR (National Library of the Czech Republic)majorPartnership to operate a special tourist route in the Klementinum complex, including the Baroque Library and Astronomical Tower of Klementinum. Route launched April 1, 2023 with qualified guides. Operators estimate up to 50,000 visitors annually. Added to PCT's portfolio of 8 heritage monuments.
- Letiště Praha, CzechTourism, Prague City Tourism (Three-Party Agreement)coreLong-term cooperation agreement signed April 29, 2021 for the recovery and development of inbound tourism to Prague and the Czech Republic. Addresses post-COVID tourism recovery, sustainable tourism development, and positive development of Prague and other Czech regions.
- Charles GamescoreCzech independent game studio that co-developed the Playing Prague mobile game with Prague City Tourism. The game showcases Prague's history, landmarks, and notable personalities through interactive gameplay. Won CEEGA 2025 award for best mobile game in Central and Eastern Europe. Expansion packs released June 2026 with 10 new levels including Prague Castle, Planetárium Praha, Stará čistírna odpadních vod in Bubenč, and other locations. Game available in 10 languages. Revenue from paid expansion packs reinvested in project development.
- Hřbitovy a pohřební služby hl. m. Prahy, NKP Vyšehrad, Trade Centre Praha, Kongresové centrum Praha, Galerie hl. m. Prahy, Magistrát hl. m. Prahy, Muzeum Prahy, Správa Pražského hradu, Výstaviště Praha, Hvězdárna a planetárium hlavního města PrahymajorNine institutional partners for new levels of the Playing Prague mobile game expansion (June 2026). Each partner contributed to showcase their respective landmark or institution within the game. Includes Prague Castle, Congress Center Prague, Prague Exhibition Grounds (Výstaviště), Observatory and Planetarium, Gallery of the Capital City Prague, Prague Museum, Vyšehrad National Cultural Monument, Trade Centre Praha, and cemeteries of the capital.
- Novoměstská radnice (New Town Hall)minorJoint Town Hall Pass offering combined admission to Old Town Hall and New Town Hall tower. Full price 350 CZK, reduced 250 CZK. Valid for 3 days with priority entry. Approximately 3,500 visitors used the pass in its first season (2018).
- Dopravní podnik hl. m. Prahy (Prague Public Transit Company)minorJoint operation of historical tram line No. 42, which runs along Prague's main historic attractions. PCT operates the service while DPP provides the historic rolling stock. In 2025, over 72,000 passengers used the tram. Service expanded to every 30 minutes with 17 daily trips from late March 2026.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Prague City Tourism competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Prague City Tourism social profiles
Digital presencePrague City Tourism financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prague City Tourism leadership team
Management profileNumber of profiles
Profiles1 record
Prague City Tourism subsidiaries and ownership
Company hierarchySubsidiaries2 records
Prague City Tourism funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prague City Tourism M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Prague City Tourism
What does Prague City Tourism do?
Prague City Tourism is the official destination management organization (DMO) for the City of Prague, managing 8 heritage monuments (Petřín Tower, Old Town Hall, Mirror Maze, Old Town Bridge Tower, St. Nicholas Bell Tower, New Mill Water Tower, Powder Gate, and Klementinum Astronomical Tower), operating 6 tourist information centers, and running city-funded destination marketing campaigns. It sells the Prague Visitor Pass tourist card accepted at 65+ attractions, co-developed the Playing Prague mobile game, and operates the historical tram line No. 42, licensed guided tours under the Pragensia Viva brand, and MICE/convention services through the Prague Convention Bureau.
Is Prague City Tourism a public or private company?
Prague City Tourism is a private company. It is classified as state government owned and is currently operating.
When was Prague City Tourism founded?
Prague City Tourism was founded in 1958. It employs 101 to 250 people.
Where is Prague City Tourism based?
Prague City Tourism is headquartered in Stare Mesto, Czechia, in the Europe region.
How does Prague City Tourism make money?
Six revenue lines are on record. Municipal Tourism Tax (Poplatek z pobytu) is the primary driver. The others are heritage Monument Admission Fees, prague Visitor Pass, playing Prague Game Expansion Packs, pragensia Viva Guided Tours and Experiences and souvenir and Merchandise Sales.
Does Prague City Tourism have an API?
No public API is recorded for Prague City Tourism.
What industry is Prague City Tourism in?
Prague City Tourism's product category is Destination Management Services. Its primary akta.pro industry code is THAHADAA, Full-Service Destination Management (Ground Handling & Onsite Operations), with a secondary code of THAJACAE, Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles). Its NAICS code is 712120 and its SIC code is 7900.