Prague Triumphs Over Overtourism with Boost in Luxury Spending

Prague is witnessing a significant shift in its tourism landscape. Recent data indicates that during the first three quarters of 2025, the city welcomed approximately 6.03 million visitors. This represents a modest increase of 2 percent compared to the previous year. However, the real change lies in the rise of spending on luxury services and unique gastronomic experiences.

Shifting Visitor Dynamics

Deputy Mayor Jiří Pospíšil emphasized the importance of managing tourism sustainably. He stated that simply increasing tourist numbers is not the goal for Prague. Instead, the focus is to prevent overwhelming the city’s historic areas and to promote its less-explored attractions.

This approach aims to protect Prague’s UNESCO World Heritage sites, ensuring both preservation and economic stability. Officials are particularly keen on redirecting visitors away from bustling hotspots like Old Town Square.

Luxury Spending on the Rise

A notable trend is the increase in luxury spending among affluent tourists. The city’s strategy to enhance service quality is paying off, with tourists seeking high-end gastronomy, cultural experiences, and prestigious events.

• Significant growth in visitors from Asian markets, up by 12% year-on-year.
• Key markets include Israel and South Korea, each contributing about 133,000 visitors.
• Emerging markets also include Japan, Saudi Arabia, and the UAE.

František Cipro, Chairman of Prague City Tourism, remarked on the evolving preferences of tourists. Increasingly, visitors desire enriching experiences that go beyond traditional sightseeing. This trend reflects a broader shift towards quality over quantity in tourism.

Promoting Lesser-Known Districts

Prague’s marketing strategy is actively promoting lesser-known districts to balance tourist distribution. This initiative seeks to alleviate pressure on the city’s most visited sites while encouraging a more sustainable flow of visitors.

As other European cities face similar challenges with overtourism, they are closely observing Prague’s effective management strategies. The city’s approach to tourism could serve as a model for those looking to enhance their visitor experience while preserving cultural and historical integrity.

Overall, Prague is successfully navigating a transformative phase in tourism, combining high luxury spending with sustainable practices, ensuring a vibrant future for both residents and visitors alike.