Prague reinvents itself as romance capital

Prague goes upmarket and focuses on weddings

Prague has reinvented itself, updating its image from a city for drunken weekends to one of romance. The Czech capital used to be known for stag and hen party groups from other European countries, but now it is losing this reputation as it seeks to move upmarket and attract couples.

“What we’re trying to do […] globally is move the image of the destination away from this young rowdy crowd interested in drinking to more of a romance destination,” a representative of the Prague tourist board said at the Aito Specialist Travel Agents conference in Prague.

To do this Prague Tourism is focusing marketing on its luxury hotels and restaurants.

“We do feel it is the perfect place to go if you’re looking at proposing or coming for a whole weekend,” he said, adding that the tourist board is also considering pushing the city as a wedding destination. A new website,, launches in September.

TTG Digital

[photo courtesy Czech Tourism]


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