Prague City Tourism

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

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

• Destination management services
• Heritage tourism operations
• Visitor information services
• MICE congress tourism
• Destination marketing campaigns

Headquarters

HQ city

Stare Mesto

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core 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

Named customers7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, minor and major.

• Prague Convention Bureau (rebranded)coreStrategic or Co-development Partner · 14 May 2026Rebranded 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)coreStrategic or Co-development Partner · 21 April 2026Partnership 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)coreStrategic or Co-development Partner · 12 February 2026Joint 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)coreStrategic or Co-development Partner · 6 December 2023Signatory 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. stoletíminorStrategic or Co-development Partner · 12 September 2023Partners 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)majorStrategic or Co-development Partner · 29 April 2023Partnership 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)coreStrategic or Co-development Partner · 24 April 2021Long-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 GamescoreStrategic or Co-development PartnerCzech 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 PrahymajorStrategic or Co-development PartnerNine 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)minorStrategic or Co-development PartnerJoint 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)minorStrategic or Co-development PartnerJoint 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

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/praguecitytourism
• LinkedInlinkedin.com/company/prague-city-tourism
• Xx.com/PrgCityTourism
• Pinterestcz.pinterest.com/pragueeu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prague City Tourism