• June 9, 2026

Prague unifies tourism brand and plots major congress centre expansion

Prague unifies tourism brand and plots major congress centre expansion

Prague unifies tourism brand and plots major congress centre expansion 1024 683 micebook.

he Czech capital is bringing business and leisure travel under one roof for the first time, backed by a new campaign and a significant infrastructure investment.

Prague is repositioning itself for the next decade of meetings, with the Prague Convention Bureau rebranded under the Prague City Tourism umbrella as part of a push to present a single, coherent identity to the world. It is the first time business travel and leisure tourism have sat under the same brand, and the city is putting money behind it. The move is part of Prague’s 2024-2027 strategy to establish itself as a cultivated, premium destination, a deliberate shift away from the budget city-break image that has defined it in some markets. Business tourism is central to that ambition.

“Congress visitors don’t just have a higher spend; they also bring expertise, contacts, and international prestige. If Prague wants to present itself as a premium destination, it has to do that across all tourism segments,” said Jana Adamcová, vice-chair of the Prague City Tourism board.

The rebrand’s first campaign leads with the tagline “unconventional conventions”, drawing on Prague’s intellectual heritage. Kepler, Einstein, Doppler, and Mach all had meaningful connections to the city, and the campaign uses that to position Prague not just as a well-equipped congress destination but as a place with genuine creative and scholarly pedigree.

“To keep moving forwards, we need to present ourselves abroad in a way that is coherent and easy to read: not just as a well-connected, professionally equipped city, but as one with an extraordinary professional, cultural, and creative pedigree,” said Roman Muška, director of the Prague Convention Bureau.

On the infrastructure side, construction on an expansion of the Prague Congress Centre begins in June 2026, with completion expected in 2029. The bureau describes it as crucial to competing for the largest international congresses in the years ahead. The moves come on the back of a strong 2025, with more than 5,000 events and over 850,000 delegates. The city hosted some notable flagship congresses, including the 25th World Congress of Psychiatry, which drew over 3,400 experts from 117 countries, and the 47th Congress of Clinical Nutrition and Metabolism, attended by more than 4,700 delegates. Prague also retained 6th place in the latest ICCA global rankings.

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