The Prague Convention Bureau has unveiled a new brand identity that captures what the city has long represented to event professionals: a place where heritage, creativity and innovation meet. With the new claim “Unconventional Convention”, Prague positions itself as a destination that breaks the mould – offering meetings and events that are as unconventional as the city itself.
According to managing director Roman Muška, the aim of the rebranding is to present Prague as a premium destination and to unify Prague’s visual identity in both leisure and business tourism. “The new identity combines the city’s rich heritage with its modern, free-thinking, bohemian spirit,” he says. “Our goal is to show that Prague is not only a beautiful city to visit but also a strategic, reliable and inspiring partner for international meetings and events.”
Prague’s refreshed image mirrors the city itself. Behind its historic skyline is a modern European capital investing heavily in infrastructure, technology and design. The new identity blends traditional elegance with a contemporary aesthetic and underlines the city’s growing focus on service quality, sustainability and innovation.

This evolution is already visible across the events landscape. Prague continues to expand its network of sustainable hotels, digital services and creative venues. The city’s compact layout, efficient transport and accessible public spaces make it easy for delegates to explore while keeping environmental impact low. For Muška, it’s all part of ensuring that every meeting becomes an opportunity to experience the city in a new and engaging way.
The Prague Convention Bureau’s renewed strategy also places collaboration at its core. Acting as a bridge between planners and the local supply chain, the team provides impartial advice, connects organisers with trusted partners and supports every stage of event delivery. The goal is simple: to make every event in Prague seamless, impactful and memorable.

Sustainability remains a central focus. Prague CVB continues to champion local suppliers, digital communication over print and certified green venues across the city. These initiatives align with Prague’s wider commitment to responsible growth and its vision of becoming a benchmark for sustainable meetings in Europe.
Looking ahead, the rebrand marks more than a design change. It signals a confident new chapter for Prague as a destination that honours its bohemian spirit while embracing innovation and openness. “The city is becoming a genuine European hub for creative and knowledge exchange,” says Muška. “I believe the new strategy and rebranding will strengthen our position among the leading global MICE destinations.”