2019 Annual Report City Tourism 2019 Annual Report Prague City Tourism CONTENTS

FOREWORD BY INTERIM CEO...... 4 PUBLISHING ACTIVITIES...... 28 ORGANIZATION PROFILE...... 6 HALL...... 30 About us...... 6 PRAGUE LOCAL HISTORY AND EDUCATION...... 34 Organizational Chart Prague City Tourism 2019...... 7 Educational tours...... 34 MARKETING AND PUBLIC RELATIONS...... 10 Tour guide training...... 34 Marketing communication objectives and means...... 10 The Everyman’s University of Prague...... 35 Working with the media, fam trips and domestic media...... 11 2019 IN PRAGUE CITY TOURISM NUMBERS...... 38 Domestic and international marketing campaigns...... 13 Cooperation and partnerships...... 14 PCT BUSINESS PERFORMANCE IN 2019...... 40 Trade fairs, conferences and special events...... 14 Core activities...... 40 Supplemental activities...... 41 TOURIST SERVICES ...... 18 PCT: 2019 financial breakdown...... 42 Tourist Information Centres (TIC)/Visitor Centre...... 18 Mobile Tourist Information Centre (mTIC)...... 20 PRAGUE TOURISM IN 2019...... 46 Prague.eu website...... 22 OUTLOOK FOR 2020...... 50 Tour guide services...... 24 Online sales system...... 24 FOREWORD BY INTERIM CEO

Tourism in Prague has changed beyond recogni- where as part of the special tours for our youngest visitors they can complete a pre-prepared tion in recent years. Long gone are the times when model of the Town Hall buildings. Five years on, we published a ‘Prague:kids’ brochure and our main task was to attract as many visitors map, intended for parents and grandparents looking for tips and recommendations where to Prague as possible. In many European capi- in Prague to go with children. The map was published in seven languages and its users will tals, the term overtourism is not unheard of, and find dozens of places where children will have fun and quite possibly learn something new. Prague is no exception. Although the rapid growth of arrivals has slowed, we are beginning to ap- We also focused on young visitors, in this case 2nd year pupils of elementary and second- proach the maximum visitor capacity of the city. ary schools, and set up an event ‘At the Old Town Hall’ to mark the 30th anniversary of the We must therefore pay attention to the negatives Velvet Revolution, and make it clear that ‘It wasn’t just November’. The concept is that of that the increase in tourism brings and be more an interactive tour through the 20th century, whereby each of the Town Hall rooms takes on forthright in communicating them. Our approach the guise of one historical period. In cooperation with Post Bellum, we made use of audio is therefore to continue to encourage visitors to recordings made with old-timers who were part of it all, as well as period sound tracks, stay longer in Prague and make repeat visits. We dramatic etudes, unique props and worksheets. The project drew a huge response, and so continue to actively promote the appeal of places is still on our agenda this coming year. and neighbourhoods outside the city centre, and "Change is not just something to will also accentuate this in the coming year. I am In 2019, we also focused on expanding our training programmes. We organized lectures for accept, but to initiate and turn glad that most of the city boroughs we have ap- Czech secondary and higher education institutions in the field of tourism and hospitality. to advantage." proached for cooperation are enthusiastically Apart from presenting what we do, in our talks we cover Prague tourism issues and challen- involved in our projects. ges, the training of guides, the work of the TICs, statistics, analyses, as well as tourism-re- lated media and PR. We are preparing a series of B2B supplementary courses for hotel and We are increasingly facing criticism from the media, Praguers, and the general public about travel agency staff, mainly to update them on what is currently on offer in the metropolis the negatives of tourism. In addition to the above-mentioned overtourism, complaints most beyond the obvious places. I am pleased to say we are able to welcome students, experts often relate to disturbing the peace at night and flouting rules and regulations, e.g. not to and attendees of our public courses in our modernized lecture rooms. drink alcohol on the streets. That’s why I’m personally very happy that we teamed up with the ‘Night-watch mayor of Prague’ and jointly put together an outdoor information campaign 2019 in Prague City Tourism was notable also for the optimization of internal processes whose main goal was to encourage more acceptable behaviour at night. In the summer, and reviewing our activities to date, in view of the major changes awaiting us in the coming we also jointly conducted a survey (STEM/MARK), whose findings will allow upcoming year. In particular, the summer will see a ‘transformation’ of our public sector subsidized campaigns and measures to accurately target the most problematic areas. organization into a joint-stock company. In autumn we are also going to open new tour guide courses – almost 20 years on, we have decided to rework them and adapt them to the In November we were given the welcome opportunity to organize the Member Forum of the dynamic developments in today’s tourist industry. We want our courses to be well-aligned A.T.I.C. CR, returning to Prague after a 10-year absence for its 25th anniversary meeting. with current trends, while reflecting the city’s long-term strategic objectives. The curriculum Thanks to the excellent work of our staff, we managed to prepare a dignified celebration of now includes neighbourhoods outside the city centre. the Association’s quarter-century and to present the capital in the best light. I am particularly proud of one special conference at which participants also became acquainted with more From all of the above it follows that we have many challenging tasks and changes to meet, unusual topics, e.g. trips into space or the geopolitics of tourism. incomparable to what has gone before in our more than 60-year history, not just in scope. Nevertheless, I am confident that we are well prepared and will deal with every challenge As a parent, I know how hard it is to come up with more and more new activities for children without undue trouble. I trust that all the novelties will bring fresh energy and inspiration to enjoy. That is why I am delighted to note that one of the main priorities of 2019 was ‘Fam- and help us move on together. ilies with children’. We built a children’s workshop on the second floor of the Old Town Hall, Petr Slepička, Interim CEO 4 FOREWORD BY INTERIM CEO ORGANIZATION PROFILE ORGANIZATIONAL CHART PRAGUE CITY TOURISM 2019

nterim ABOUT US C PRAGUE CITY TOURISM (PCT) is a marketing organization tasked with fostering the develop- Head of Press & Media IT ment of domestic and international tourism in the Czech capital. Director’s Office The traditional tasks of the Organization are to provide professional information about Prague’s tourist opportunities, to mediate tourist services to existing and potential visitors to the capital, to organize educational courses on the historical and present-day life of the city for the profes- sional and lay public or to secure visitor traffic to the historical premises of the Old Town Hall. areting isitor inane Proessional e ontent l Ton all trategy series atiities Pulising The core activities of the organization cover the promotion and marketing of Prague to foster domestic and international tourism, both within the Czech Republic and abroad. The PCT represents active tourism management; a modern service organization. Our organization has a dynamic and yet unambiguous symbol – a stylized way-marker or signpost, to help visitors Advertising Visitor centres Accounting Education Web content and Prague residents navigate the plethora of current tourist and cultural events. & promotions & training

Prague City Tourism is a member of the prestigious international organization ECM (European Cities Marketing), and within it a member of the TIC Knowledge Group. ECM brings together B2B Telephone Controlling Guide office Publishing some 110 European cities and large towns. & written enquiries Within the Czech Republic we are active in the A.T.I.C. CR (Association of Tourist Information Centres in the Czech Republic); an associate member of the CR Association of Tour guides; the CR Association of Travel Agencies, and also the regional coordinator of tourism for the Capital Fam Fairs, Expert City of Prague at the CR Ministry for Regional Development. The PCT actively collaborates with HR and payroll & press trips exhibitions consultant professional tourist associations at home and abroad, with the CzechTourism agency and Czech events Centres, PCB, PFF, Prague Airport, the CR Ministry for Regional Development, the embassies of the CR Foreign Ministry, Czech Railways, Czech Airlines, Ropid and with international and national media. Together with other city organizations, we play an active part in the innovative MICE Partnerships Maintenance Smart Prague project. & commerce SEAT OF THE ORGANIZATION MANAGEMENT Prague City Tourism is publicly co-funded by the Capital City of Prague. It was founded on 1 January Arbesovo nám. 70/4 Petr Slepička, Interim CEO 1958 as the ‘Prague information service’ and is one of the oldest organizations of its kind in 150 00 tel. +420 221 714 302 Europe. The Capital City of Prague Metropolitan Authority decided by its resolution 37/126 of tel. +420 221 714 714 e-mail: [email protected] Film office Reception 17 May 2018 to transform us from a subsidized organization to a joint-stock company. To this www.praguecitytourism.eu www.praguecitytourism.eu end, a new company was established, Prague City Tourism a.s. The expected migration date www.prague.eu www.prague.eu of the subsidized organization’s activities to the joint-stock company is 1 July 2020.

Statistics Prague & analysis Visitor Pass 6 ORGANIZATION PROFILE ORGANIZATION PROFILE 7 ŽIŽKOV

"Most guides to Žižkov start by mentioning how this was once a nondescript, working-class part of town – those days are long gone, and the district now has plenty to offer visitors. The controversial yet iconic TV Tower – once ranked the second ugliest building in the world…"

Culture Trip – Guide to Prague’s Districts and Neighbourhoods (John William Bills; Published: 1 July, 2019) MARKETING AND PUBLIC RELATIONS The posts we communicated targeted users aged over 30, with a variety of interests. Interest- cultural and historical context to encourage a more sensitive look at the surroundings. At the -group based targeting was adapted to fit the individual contributions and communications. The same time, which is especially true for the kids’ brochure, complemented by original illustra- efforts of the performance evaluation team were aimed at building awareness of Prague and tions, we try to create a more meaningful emotional connection to the city and motivate man´s University of Prague courses, or the customers of our e-shop, B2B contacts, journalists, achieving the greatest possible degree of click-through and interaction for the respective posts. a follow-up trip to Prague. MARKETING COMMUNICATION OBJECTIVES AND MEANS domestic and international visitors or anyone else interested in Prague. Last but not least, The long-term goal of Prague City marketing is not to achieve annual increases in arrivals. the CRM system has saved us significant outlay, spent in previous years on the outsourced Photos and Videos It is the development of the kind of tourism that brings the city all economic, cultural and management of electronic newsletters. In 2019 we significantly expanded our collection of photo and video materials about Prague. social benefits but does not jeopardize the quality of life of residents and is sustainable in Pride of place went to a new video entitled Prague:inside stories, with several footage options. the long term. Prague City Tourism’s marketing activity in 2019, in line with the organization's Social media The video aims to present the city at domestic and international events, as well as B2B and B2C. medium-term strategy, pursued the following objectives first and foremost: Since 2018, our social media have been managed by the Kindred agency, who won the public Prague is shown in the video not through the eyes of tourists, but ‘insiders’ – as a confident 1. Encouraging the media, tourism professionals and visitors to take an interest in loca- tender. The contract scope covers profile management, content creation, advertising procure- contemporary city with interesting and creative residents; the spot features actual people and tions beyond the Old Town, which is overloaded, especially during the tourist high season. ment and reporting on Instagram, Facebook, Twitter and Pinterest networks. their work from artists and designers to restaurateurs, wine growers and a café proprietor. Although it is not realistic to expect from anyone coming to Prague for the first time that their interest in the historical centre will be pipped by enclaves such as Letná, Holešovice The most important goal of our activities on social media was to give relevant advice to tourists Newly on the scene is a series of attractive videos partly taken by drone, partly by hand-held or Karlín, it makes sense to promote the wider centre catchment to Prague’s repeat visi- before they reach Prague, i.e. to expand their awareness of the breadth on offer, of the places camera, with footage of both the historical centre and the 7th Prague district. Individual short tors, to those with accommodation in these areas during their stay, and last but not least and activities in the destination. Secondly, our social media presence serves to maintain con- video clips have been included in our online video library for downloading and subsequent use to tourists who stay in Prague for longer than the usual 2–3 nights. tact, emotional ties and interest in the city, to actively communicate with potential and existing by our partners. 2. This also leads to stimulating repeat visits to the city, by suggesting novel places visitors, and to strengthen the Prague brand in line with the three key values of the destination of interest, new activities and topics that go beyond the traditional, hackneyed visitor (culture and inspiration – convivial living – in harmony with nature). Our photobank has been expanded with hundreds of new shots, from attractive locations in the repertoire. centre, as desired by partners, to landmarks, details and nooks in the various Prague districts. 3. Support for products and services focused on cultural, experiential and luxury tourism. For social media communication, we chose to promote locations out of the mainstream. In 4. Support for domestic tourism, which in the case of Prague has long been lagging so doing we tried to raise awareness of urban areas outside , such as Letná and Printed titles and their distribution significantly behind the international incoming footfall. Holešovice, or Karlín. We also featured the classic, most popular places, but offered From the point of view of our marketing priorities, we consider quite salient our contribution to 5. Better respect for local laws and regulations from the minority of tourists who come a fresh angle, new information or a story. This is evidenced by the diversity of posts on social Prague districts through a mini-guide series under the title Prague:neighbourhoods. In 2019 to Prague for binge drinking and cheap entertainment, and through our efforts to improve networks: Facebook, Instagram and Twitter. we published three titles – Holešovice & Letná, Vinohrady & Vršovice, and Karlín. We focused the quality of life of residents in the most affected parts of the city. on the widest possible distribution of these titles, especially to place them in local accommo- We set and maintained high standards in the quality of our graphic design, the use of stories dation facilities, in the relevant borough zones. The goal of the mini-guides is not necessarily Merchandise Our marketing communication tools are primarily: and dynamic formats. Among our goals was also to have more interaction with the fan-base to create new tourist destinations out of these neighbourhoods, but rather to advise anyone In 2019, we expanded our range of merchandising items with new products, e.g. a set of wooden • social media – Facebook, Instagram, Twitter, Pinterest, YouTube on social media. We started to make more use of our own photos of visitors to Prague, thus staying there that Prague 1 is certainly not the only part of the city where you can have an block stamps with graphic motifs of Prague monuments, an eco-water-bottle with a map of • our prague.eu website, electronic newsletters (B2C, B2B) expanding interest in our activities, and subsequently growing awareness of the prague.eu entertaining, cultured and interesting time. Prague drinking points, bags out of organic cotton, or popular mugs with architectural icons • printed titles (brochures and maps) distributed in our information centres, at trade shows, website on social networks. of historical and modern Prague. We sell these items through the e-shop and in our tourist through partner organizations and other entities Distribution owes much to our newly created position of B2B manager, whose task is, among information and visitor centres and at the tour guide services office. • location photos, video clips and other media Campaign targeting and optimization other things, to establish and maintain contacts with partners, especially hotels and other • domestic and international media, including bloggers and influencers The indicators we tracked included reach and ad-recall. The target group were foreign nationals business entities, as distribution channels for our materials. There is a lot of interest in the • our tourist information and visitor centres abroad, but also tourists currently in the Czech Republic. Tourists were offered tips on places, mini-guides about Prague neighbourhoods; two titles have already had to be reprinted. WORKING WITH THE MEDIA, FAM TRIPS AND DOMESTIC MEDIA • advertising – outdoor, print and online. products and events taking place during the given period. In 2019, we received a total of 198 requests for support and cooperation from international Another title – Prague:hidden stories and its version for children subtitled The secret of golden media, bloggers, influencers and tour operators preparing sightseeing trips to Prague, including CRM system Selected countries included the USA, U.K., Germany, Scandinavia and others. During 2019, poppyhead turrets and a dozen more Prague stories – also have marketing aspirations. Due 32 requests from CzechTourism’s international offices. There were a total of 184 requests from To improve the quality, flexibility and efficiency of our electronic communication and data language tests were conducted comparing the success of posts in English with texts in the to global tourist trends and affordability, our city has largely become the target of superficial media, bloggers and influencers and 16 requests from travel agencies representatives. More collection, we implemented a new customer relationship management (CRM) system in 2019 native language. The test findings led us to communicate in the native languages of Korea, mass tourism, in which its monuments, history and culture are taken only as an aesthetic back- than 70 trips did not eventually take place or were postponed. that allows us to better adapt the frequency and targeted content of our communication to France, Spain and Russia. -drop without greater relevance. The aim of the brochures, which contain real stories related to a broad range of addressees, be they those who frequent our educational walks and the Every- a number of places in the wider centre of Prague is to enrich the visitor experience with enough

10 MARKETING AND PUBLIC RELATIONS MARKETING AND PUBLIC RELATIONS 11 Press trips with PCT support...... 184 comments. We have seen a great deal of media uptake about our educational walks, generating Luxury magazines, the magazine Všudybyl, the catalogues of the Prague Symphony Orchestra A winter campaign in the pre-Christmas period called Prague:present did not repeat the popular, Fam trips with PCT support...... 16 161 media outputs. In addition, the organization and its activities have featured in a further and the Czech Tour guides Association as well as the book ‘Best Czech Restaurants 2020’. but somewhat long-in-the-tooth theme of Christmas shopping and markets, but drew attention Of these, events in cooperation with CzechTourism...... 32 434 printed, digital and audiovisual media. to Czech design – from iconic interiors to museums, shops and galleries. This encompassed Total number of Fam or Press trip requests received...... 200 In the first half of the year we implemented two series of advertising spots on Praha TV to a knowledge competition with a design weekend in Prague as the main prize. The most attractive media items were, as always, the tourist arrivals statistics and footfall promote the education walks and courses for tour guides. In the journal Ekonom we published The Press trips on which Prague City Tourism participated in 2019 have given rise to 157 at the Old Town Hall. The largest number of journalist questions came in connection with the a five-part series about Prague districts outside the centre. In the spring we launched a com- During the year, in selected locations we also ran an outdoor campaign against undesirable media outputs – articles in international printed and online media as well as posts on blogs termination of the Prague – Beijing partnership agreement. bined promotion of the tour guide courses and the Prague:kids guide and map, via Sklik. We tourist phenomena (appealing for more regard to be given to overnight peace and quiet, and and social networks, videos and radio reports. also established more regular cooperation with Moje země magazine, which will continue in advising that alcohol consumption in unlicensed public areas was prohibited) as well as an Successful cooperation continued notably with the editors of ČTK, the dailies Pražský deník, the coming year. interviewer survey among visitors to these sites, focused on their demographics and patterns Among the leading media we’ve worked with are Deutsche Welle (DE), The Independent (U.K.), Metro and MF Dnes, the Pražský patriot portal, Seznam zprávy and Seznam TV, Czech Radio, of behaviour. Daily Mail (U.K.), National Geographic Traveller (U.K.), The Telegraph (U.K.), Repubblica Sapori Czech Television and Praha TV. In the past year, we have given interviews to e.g. KLM Flying Dut- (IT), Fly Alitalia magazine (IT), New York Times (USA), Up (TAP Air Portugal in-flight magazine). chman, The New York Times, The Guardian, the Dutch newspaper Algemeen Dagblad, and CNN. DOMESTIC AND INTERNATIONAL MARKETING CAMPAIGNS International campaigns and other marketing activities In addition to the information campaign for the already traditional January event, the ‘Hotel The most important international campaign was undoubtedly the joint campaign in Tokyo by Domestic media In 2019 our press department secured regular advertising of our activity in the titles published Night’, whose main organizer is the Association of Hotels and Restaurants of the Czech Re- Prague City Tourism, Prague Airport, CzechTourism and Central Bohemia Tourist Board, which In 2019, we published 15 press releases, which the media in the Czech Republic and Slovakia by KAM po Česku, in the Metro daily paper, the COT magazine, the City magazine section of public, 2019 saw the following campaigns on the domestic market: followed a similar campaign in New York in 2018. With the tagline ‘No Spoilers. See it Live’ we took up a total of 224 times, published some 29 PR articles and provided 222 interviews and MF Dnes, the on-board magazine of train dining and sleeper cars, Meridian, in TTG and TTG presented iconic visuals of Prague and Central Bohemia as an authentic experience that can A somewhat smaller-scale June campaign focused on families with children and holiday only be duly experienced in person. The campaign involved the complete branding of Tokyo’s trips. It involved public-transport screen displays in other cities and drew attention to a special Shibuya metro station, as well as other visuals in railcars, and subsequent B2B events. It was brochure and landing page www.prague.eu/deti. organized by the Tokyo representative office of CzechTourism. MEDIA REACH IN 2019 BY TYPE 26 2 Prague was also showcased at a number of international presentations, in addition to the event in Tokyo these included roadshows in Guangzhou, Hong Kong and Taipei, as well as 140 441 81 roadshows around Japan and Brazil.

Film industry We operate a Film Office within the marketing department, tasked partly with support (helping 30 film and television companies with the basics needed for ‘making movies in Prague’) and also marketing – using the film industry to present Prague as an attractive, versatile and popular film-making location, not forgetting film production centres with an exceptional concentration of local talent in all the cinematic professions. This sphere of our activity enjoys significant 325 support from the Capital City of Prague through the Prague Film Fund. 25

Congress tourism support Activities in the field of congress tourism were, as in previous years, mainly carried out in co- operation with the Prague Convention Bureau, supporting major congresses held in Prague. This comprises mainly preparation of the accompanying programme and the provision of information and promotional materials. Active communication outcomes Other PCT brand and activity reports

online print TV radio

12 MARKETING AND PUBLIC RELATIONS MARKETING AND PUBLIC RELATIONS 13 COOPERATION AND PARTNERSHIPS ITEP, Plzeň – tourism fair...... 19–20 Sep The international activities of Prague City Tourism benefit greatly from the synergy of four key Czech Travel Market, Prague – professional tourism fair ...... 30–31 Oct players – Prague Airport, the CzechTourism agency, Central Bohemia Tourist Board and our organ- ization – in the TouchPoint initiative. This covers joint marketing projects, chiefly in the more distant markets, shared presentations and campaigns (see International campaigns above). TRADE FAIRS ABROAD ITF Bratislava, Slovakia – international tourism fair...... 24–27 Jan CzechTourism and Prague Airport also remain our strategic partners outside the TouchPoint ITB Berlin, Germany – international tourism fair...... 6–10 Mar platform; mutual coordination of marketing activities through shared stalls at trade fairs, as well ILTM Latin America, Brazil – international tourism fair ...... 11–25 May as participation in the organization of press trips and presentations. Our partners also include WTM London, United Kingdom – international tourism fair...... 4–6 Nov the Prague Film Fund, the National Gallery in Prague, the Prague Symphony Orchestra and the Prague Municipal Botanical Gardens. Other cooperating organizations we can mention include e.g.: RunCzech, Metronome and United Islands festivals, DOX and Prague Boats (especially PARTICIPATION AT OTHER PARTNERS’ EVENTS when organizing programmes for journalists and international partners). The European Association for Haemophilia and Allied Disorders (EAHAD), Prague – conference...... 6–8 Feb From a professional point of view, we find our partnering cooperation within the European Cities Europe Day, Prague – European festival...... 9 May Marketing platform very valuable and we participate in a number of events throughout the year. Greater China B2B Road Show, China – roadshow in 3 Chinese cities ...... 21–23 May London City Fair, United Kingdom – workshop and conference...... 16–18 Jun ATCM Conference (Antarctic Treaty Consultative Meeting), Prague...... 30 Jun–11 Jul TRADE FAIRS, CONFERENCES AND SPECIAL EVENTS Mariánske Lázně at TIC Můstek, Prague – presentation of the spa town ...... 13 Sep We regularly take part in important international and domestic fairs, conferences, workshops B2B Road Show Japan, – roadshow in 4 Japanese cities...... 20–25 Sep and other events focused on tourism. We participate in special events at festivals, congresses, Opening the Mariánské, Prague – Prague City Hall event on Mariánské sq...... 21 Sep annual meetings, etc.; mostly in cooperation with other entities and partners such as the Prague Conference and Member Forum of the A.T.I.C. CR, Prague...... 6–8 Nov City Hall (MHMP), A.T.I.C. CR, CzechTourism, Prague Convention Bureau, ČSA and others. ETAF Poznań, Poland – B2B conference...... 11–13 Nov Eurocities, Prague – European Cities Members’ Conference...... 21–22 Nov To the organizers of congresses and conferences we give the option to hire a conference info- -stand with a pop-up wall display, including trained staff, as well as printed tourist information materials about Prague.

For the second year in a row we have showcased Prague in cooperation with Prague City Hall on our own trade fair stand, also offering free presentation space to municipal organizations. In 2019 this option was taken up by the Municipal Library, Prague City Gallery, Prague Municipal Zoo, Prague Municipal Botanical Gardens, Theatre in Dlouhá, Prague Academy of Arts, Architecture and Design, Prague City Hall Heritage Preservation Department, Vinohrady Theatre, Prague Planetarium and the Prague Public Transit.

TRADE FAIRS WITH PCT PARTICIPATION IN 2019

DOMESTIC FAIRS Holiday World, Prague – tourism fair...... 21–24 Feb Holidays and the Region, Ostrava – tourism fair ...... 1–3 Mar TravelFest, České Budějovice – tourism fair...... 26–28 Apr

14 MARKETING AND PUBLIC RELATIONS HOLEŠOVICE

"It took some time to seed that soil, but in the last few years, arty new arrivals have transformed Holešovice into a hub of trendy design as well as a beckoning food and drink scene. It’s not all concrete and old rail tracks—two of Prague’s best parks, Stromovka and Letná, border the area, offering a little greenery with all that industrial chic."

The Wall Street Journal – A Guide to Prague’s Buzziest Neighborhood (Evan Rail; Published: 16 May, 2019) TOURIST SERVICES Work-shift scheduling software Prague Visitor Pass – new tourist card For the second year in a row, we have been using the TIC shift-planning software "Plánuj From June 2019 onward we began closely working together with the Prague City Hall De- směny" and providing regular feedback to the developers about the respective functions. This partment of Culture and Tourism and Operator ICT to prepare the new Prague Visitor Pass We regularly perform mystery shopping – during 2019 organized in cooperation with IPSOS, system is also newly available in a mobile app and so each staff member has a better overview tourist card. Our work largely comprised preparing the Visitor Pass card website, the logo for TOURIST INFORMATION CENTRES (TICs)/VISITOR CENTRE with two visits to every TIC (in Czech and English). The overall satisfaction index was at an of scheduled shifts, holidays, etc. There are also contacts for colleagues, payroll processing the manual, as well as the graphic design manual, visuals and the application. We also selected In 2019 Prague City Tourism operated five tourist and visitor information centres, located in excellent 92 percent. We monitor, actively respond to and evaluate the ratings and feedback reports, etc. the buildings we will be cooperating with under the Visitor Pass scheme. the historic heart of the City and at Václav Havel Airport in the arrivals halls of both terminals. of tourists on Google and TripAdvisor servers. A.T.I.C. CR and the Information Centres Day Awards won by the TICs Overview of PCT tourist and visitor centres: Internships and professional experience stays Tourist Information and Visitor Centres run by Prague City Tourism are members of the Asso- In the 2019 contest to find the most popular TIC in greater Prague, organized by the A.T.I.C. CR • Old Town Hall, Old Town Square 1, Prague 1 – Old Town TIC has been working with tourism colleges for a long time to provide students with work ciation of Tourist Information Centres of the Czech Republic, three of which are certified by the and the KAM po Česku publishing house, our Visitor Centre at Prague airport T2 won 1st place, • Na Můstku (Rytířská 12), Prague 1 – Old Town experience. Every year, we also avail specialised internships to a number of students from A.T.I.C. CR at the highest level. This year, airport Visitor Centre T2 attained said certification. the airport Visitor Centre at T1 won 2nd place and the downtown TIC at Na Můstku came 3rd. • Wenceslas Square (corner of Štěpánská Street), Prague 1 – New Town different European countries under the Erasmus scheme. • Václav Havel airport, Terminal 1 – arrivals hall, – Ruzyně In cooperation with the A.T.I.C. CR, on 24 October 2019 we held an Information Centres Day. • Václav Havel airport, Terminal 2 – arrivals hall, Prague 6 – Ruzyně Readily accessible brochures and materials Visitors at the TIC Na Můstku were able to try out working in the tourist information centre; we We purchased a new cabinet for TIC Můstek, with pockets for our own brochures. The proto- also prepared for them, among other things, a quiz and a short tour around the area. With the exception of the information centre on Wenceslas Square, all TICs are open 365 days type is bespoke and to our own design, allowing interested parties to help themselves to the a year. printed materials on their own, in limited quantities only. If they want more than 5 copies, they can order them through our e-shop or via the distribution channel at head office. In the information centres we cover (among other things): • all information about Prague (culture, tourism, getting around the city, transport, accom- modation and catering, commerce and services, nature, sport, useful addresses, monu- ments, museums, etc.) • information brochures about Prague, maps and leaflets for free • admission tickets to cultural events – accommodation booking • sightseeing tours through Prague and trips outside Prague, boating • sale of public transport season tickets • sale of merchandising items • sale of tourist business cards

During 2019, 1,744,743 people visited the Prague City Tourism TIC, where we answered 2,043,093 questions. In the Tourist Information Centres at the airport we also represent the CzechTourism agency, and handle some 200 queries about the Czech Republic per month. For the sixth year running we have also been representing the inland ticketing service of Czech Railways. Under this cooperation, in 2019 we sold Czech Railways tickets to 37,000 passengers.

Quality of services provided and mystery shopping In order to improve the quality of the services provided, the staff of the TICs attended a num- ber of training courses and lectures, e.g. courses from Prague Airport, regular courses from Czech Railways, seminars organized by the A.T.I.C. CR, excursions to museums and tourist sites, first aid training.

18 TOURIST SERVICES TOURIST SERVICES 19 TOTAL NUMBER OF TIC QUERIES BETWEEN 2012–2019 ATTENDANCE AND NUMBER OF TIC QUERIES IN 2019

2 500 000 QUERIES 2 043 093 TIC VISITORS 2 000 000 ANSWERED 1 633 623 Old Town Hall 813 599 581 142 1 500 000 Na Můstku 291 864 416 949 1 194 237 1 129 981 Wenceslas Square 81 484 162 967 1 000 000 796 895 599 771 633 169 607 789 Václav Havel airport, Terminal 1 200 026 285 752 500 000 Václav Havel airport, Terminal 2 357 770 596 283 TOTAL 1 744 743 2 043 093 0 2012 2013 2014 2015 2016 2017 2018 2019

MOBILE TOURIST INFORMATION CENTRE (mTIC) OVERVIEW OF 2019 mTIC EVENTS For several years now, our efforts to promote Prague and the Czech Republic around the border have been greatly facilitated by our mobile tourist information centre, created by remodelling Dresden and rebranding one of our vans. We first went on the road with it to the Regions in 2014. It is often to be seen participating at city festivals, leisure events and tourism fairs. Here, TIC pro- fessional staff provides information, printed maps and brochures and promotes Prague City Liberec Hall seasonal marketing activities.

An overview of events undertaken with the mTIC in 2019: Praha Ostrava: Holidays and the Region, Ostrava – tourism fair...... 1–3 Mar Nymburk České Budějovice: TravelFest – tourism fair...... 26–28 Apr Mariánsk Mariánské Lázně: Opening of the Spa season – city festival...... 11 May Lázně Plzeň Ostrava Nymburk: Ships on the Elbe – city festival...... 12 May Olomouc: City festival, Olomouc – regional celebrations...... 30 May–1 Jun Olomouc Liberec: Liberec Fair – city festival...... 8 Jun Dresden: Canaletto Festival – city festival...... 16–18 Aug Pilsen: ITEP Plzeň – tourism fair...... 19–20 Sep Prague: Opening the Mariánské – Prague City Hall event...... 21 Sep Česk Budějovice

20 TOURIST SERVICES PRAGUE.EU WEBSITE Corporate site Awards Under our www.prague.eu domain we run interconnected websites focused on tourist infor- The www.praguecitytourism.eu portal is the B2B communication tool of our organization with For the third time in a row, our web portal www.prague.eu won first place in the Zlatý erb 2019 mation and services for the Czech, international and professional public. This is an important representatives of domestic and international media, bloggers, tour operators, guides and other competition for the best tourist presentation on a website. platform for showcasing Prague as a tourist destination and encouraging visits to the me- tourism experts. The most sought-after sections in 2019 were the photobank, as well as the tropolis, to provide potential and existing visitors with fully-fledged tourist information, tips on statistics and analysis on Prague tourist arrivals. interesting events, places and experiences as well as keeping professionals up-to-date with relevant information from the field of tourism.

Record visits 2019 confirmed the trend of several prior years, interest in the site gradually growing –our total MAIN SOURCE COUNTRIES IN 2019 VISITS TO PRAGUE.EU 2012–2019 5,008,338 visits broke the previous record from 2018. The site was searched out by 13,721 users per day on average, the best month being September, with 480,683 visits. The site brings 5 008 338 5 000 000 4 802 203 the benefits of a broad spectrum of verified information with modern intuitive graphics, which COUNTRY VISITS % SHARE makes the pages clear and user-friendly, coupled with attractive images, and last but not least a whole range of language versions. Czech Republic 1 462 756 29 % Germany 439 827 9 % 4 000 000 Thematic landing page 3 528 864 Italy 196 827 4 % Current marketing topics, important anniversaries, seasonal propositions in the metropolis or other priorities are dealt with through the tried and tested format of a topical landing page U.K. 189 458 4 % 3 000 000 2 871 596 with an easily memorable address based on the prague.eu domain. USA 185 023 4 % 2 344 758 OVERVIEW OF LANDING PAGES France 157 366 3 % LANGUAGE VARIANTS 2 103 652 2 091 291 PREPARED IN 2019 Spain 123 860 2 % 2 000 000 Prague.eu/1989 CZ, EN, DE Austria 74 170 1 % 1 460 601 Prague.eu/vinice CZ Slovakia 64 489 1 % (in cooperation with the Prague City Hall) 1 000 000 Prague.eu/valentine-in-prague CZ, EN Russia 57 371 1 % other countries Prague.eu/golf CZ, EN 2 057 191 41 % and administrative areas 0 Prague.eu/spring CZ, EN, DE TOTAL 5 008 338 100 % 2012 2013 2014 2015 2016 2017 2018 2019 Prague.eu/easter CZ, EN, DE Prague.eu/kids CZ, EN, DE, FR, IT, ESP, RUS Prague.eu/summer CZ, EN, DE Prague.eu/autumn CZ, EN, DE Prague.eu/christmas CZ, EN, DE Prague.eu/darek CZ Prague.eu/daytrips CZ, EN, DE, FR, IT, ESP, RUS Prague.eu/prague-guidestours CZ, EN

22 TOURIST SERVICES TOURIST SERVICES 23 TOUR GUIDE SERVICES • brochures, maps: tourist and thematic maps, brochures about Prague In 2019 our tour guide office provided guides for 1280 occasions and events, attended by • exceptional events: online bookings for Prague City Hall and their partners’ events a total of 14,972 people. • follow-up training: various activities for professional guides We organized group walks (so-called walking tours) in the Old Town and with English • Everyman´s University of Prague: educational series of lectures and walks commentary on a daily basis since the summer, on selected dates due to high demand also in German, and later added a walk around the Lesser Town and to . A total of 3386 In 2019, we introduced the online selling of training events that serve for the further professional people took part in group walks. To go with the walking tours we issued special leaflets and development of tour guides. We have also increased the number of educational courses and distributed them directly to accommodation facilities and cultural institutions. These walks can lectures on offer. One novelty is the option to sell on commission, whereby our contractual now be booked on the Get Your Guide, Booking Experience and Trip Advisor servers. partners can offer clients our professional services.

In 2019, in cooperation with the Prague Public Transit Company we continued pro- Ever popular are maps and brochures from our own production, available to order free of charge, viding guides on historical trams. As ever, out tour guides coordination office organized private or for the price of postage only. In 2019, we sent out 63,500 maps and brochures all around the thematic walks on request and conducted the scheduled walks as offered in our e-shop. Our world. We also had much success in selling merchandising items and local educational walks. clients for these were both individual visitors and tourist trade professionals, travel bureaux and agencies, companies, and schools. Our established public sector partners were the Mu- In all, 9583 transactions were successfully processed. nicipal 1, 2 and 8, the Ministry of Industry and Trade, the Ministry of Regional Development, the State Agricultural and Intervention Fund, the Senate of the Czech Republic and Prague City Hall.

In close synergy with the marketing sector, we provided guides for press and fam trips, journalists, bloggers and influencers. Important events included the ATCM conference – the Antarctic Treaty Consultative Meeting, the Prague Vineyard Project, the A.T.I.C. CR member forum. The Prague Airport and the Prague Convention Bureau also booked our tour guide services.

The tour guide office is located on the ground floor of the Old Town Hall and, in addition to the services already mentioned, on sale on its premises you’ll find merchanising items from our own portfolio. Toward the end of 2019 it was decided to change the original name of the tour guide coordination office from the Czech “Dispečink průvodců” to the more apt Prague: Guides&Tours. We have prepared a special landing page of the same name comprehensively presenting our tour guide services offering.

ONLINE SALES SYSTEM

The online sales system www.eshop.prague.eu serves as an e-shop and is also used by staff in our TICs as a sales tool, whether at individual branches or at our contracted partners. The e-shop is tri-lingual – in Czech, English and German.

This system offers: • educational walks: guided thematic walks • private walks: individual tours with our professional guides • courses: educational courses of lectures and walks • souvenirs: practical gift items with Prague themes

24 TOURIST SERVICES VIEW OF PRAGUE FROM LETNÁ

An iconic place with a sad history. It was here that a monument to Stalin became "Kultowe miejsce ze smutną historią. To na tym wzgórzu stał kiedyś okryty złą sławą the then largest monument in the world… Standing in its place today is a huge największy na świecie pomnik Stalina… Dziś na jego miejscu stoi ogromny metronom, metronome, surrounded by a park where Praguers meet, ride skateboards, a wokół rozciąga się park, w którym prażanie chętnie się spotykają, jeżdżą relax, drink beer and enjoy looking at the city as it lies at their feet... na deskorolkach, odpoczywają i popijają piwo, u stóp mając całe miasto."

10 miejsc, które warto odwiedzić w Pradze; Łukasz Grzesiczak, Anna Maślanka; 12. 05. 2019; 10 miejsc, które warto odwiedzić w Pradze; Łukasz Grzesiczak, Anna Maślanka; 12. 05. 2019; www.vogue.pl www.vogue.pl PUBLISHING ACTIVITIES OVERVIEW OF TITLES PUBLISHED IN 2019

DIRECTORY 48. Diego Beer Bar – sister restaurant of Cafe Frida walks 11. Former Karlín Synagogue – from the time of its 22. Delice Cafe – French-style desserts 33. River Garden Grill – modern steak restaurant

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With Prague City Tourism maps and guides, you’ll feel right at home in Prague. Pick up these and other titles free of charge at one of our tourist information centres, where we’ll also be happy to assist. Old Town Hall, q Old Town Square No. 1, Prague 1 r daily 9 a.m. - 7 p.m. Na Můstku, q Rytířská No. 12, Prague 1 r daily 9 a.m. - 7 p.m Discover the magic of Prague„s neighbourhoods q w with our professional guides! Book your private tour via eshop.prague.eu. q w Prague.eu establishment, Karlín was primarily an industrial and commercial q w Sokolovská 114 diegopivnibar.cz 57. Port 18600 (Přístav 18600) – open air “Living Park” on PCT18036_100x210 Praha Pivo_obalka_EN_hrbet4i5mm_04.indd 1 5. 11. 2018 12:34:22 Sokolovská 39 delicecafe.cz Za Karlínským přístavem 8 rivergardengrill.cz With Prague City Tourism Printed information materials remain an important segment of our tourist services. Continued We regularly publishmaps and guides, you’ll feel popular cultural quarterlies with a cross-genre selection of the most in- right at home in Prague. Pick up these and other titles free of charge at one of our tourist information centres, where we’ll also hidden be happy to assist. Old Town Hall q Old Town Square No. 1, Prague 1 r daily 9 a.m. - 7 p.m. Na Můstku neighbourhoods q Rytířská No. 12, Prague 1 r daily 9 a.m. - 7 p.m Discover the magic of Prague s neighbourhoods with our professional guides! Book your private stories district, and there were large numbers of Jews living there the riverside with sandwich bar, playground and culture events tour via w eshop.prague.eu. TITLE PRINT RUN/COPIES LANGUAGE VERSIONS oleoie Prague.eu

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represents centuries of technological ingenuity in 14 permanent the result of rebuilding an old factory. Worthy of particular atten- centrepiece of the Holešovice exhibition grounds Parks Jana Zajíce 7 alchymista.cz Letná mansion; great views q Jankovcova 14a w homekitchen.cz periodicals q Veverkova 5 w pagefi ve.com & Letná beaten path to etn cafés cafés Modern architecture Modern

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Peperoncino – Mediterranean food, lovely garden Pick up these and other titles free of charge at one of our q Veletržní 45 w polanskygallery.com of our tourist information centres, where we’ll also 51. Bitcoin Coffee – legendary cryptocurrency-only café 94. Lasvit Flagship Showroom – handmade glass light fi x- 19. La Fabrika. Another multi-genre cultural centre focusing on 1914 Strossmayerovo náměstí/Square svatyantonin.cz Milady Horákové 9 Nám.onigirazu.cz Míru 6 aromi.lacollezione.cz Přístavní 27 twenty7.czKodaňská 37 cafejen.cz Milady Horákové 28 Annyscorococo.cz Letenské 2 bazarpj.cz Pick up these and other titles free of charge at one be happy to assist. q Pickw up these and other titles free of charge at one q Letohradská 34 w restaurant-peperoncino.cz Pick up these and other titles free of charge at one Pick up these and other titles free of charge at one tourist information centres, where we’ll also be happy to of our tourist information centres, where we’ll also Dělnická 43 bitcoincoffee.cz 78. Altenburg1964 – summer music stage and bar aboard tures and other items by leading Czech glass design company assist. of our tourist information centres, where we’ll also of our tourist information centres, where we’ll also of our tourist information centres, where we’ll also 9. Alfred ve dvoře. 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DOX by Qubus – gallery selling the work of leading Czech Old Town Hall, Old Town Square No. 1, Prague 1 Architecture q Old Town Square No. 1, Prague 1 q q audio-visual projects, theatre and dance, multimedia and tradi- r daily 9 a.m. - 7 p.m. 13. Vila Štvanice. A restored villa on Štvanice Island, home Old Town Square No. 1, Prague 1 designers: glass, porcelain, jewelry q Poupětova 1 w dox.cz Old Town Square No. 1, Prague 1 q Old Town Square No. 1, Prague 1 classic Czech deli in modern incarnation Na Můstku r daily 9 a.m. - 735. p.m. Sólista espresso bar – try their cult espresso r Design, Fashion, r 10. National Gallery Prague – Veletržní palác (Trade Fair & Sculpture 53. Cà phê – chicdaily Vietnamese 9 a.m. - 7 p.m.café/bistro 63. Garuda Restaurant – Indonesian restaurant daily 9 a.m. - 7 p.m. r daily 9 a.m. - 7 p.m. Na Můstku base of three theatrical ensemblesq Rytířská No. 12, Prague 1 q Milady Horákové 48 w solistaespressobar.cz q w – bakery famed for its bread & croissants Na Můstku, Milady Horákové 12 garudarestaurant.cz 11. Pekárna Praktika q U Průhonu 9 w ca-phe.cz Books & Antiques 34. Jan Paukert – Palace). The fi rst Functionalist building in Prague was built q wr Na Můstku, Na Můstku, Na Můstku, Pragueeu neighbourhoods neighbourhoods q Ostrov Štvanice 858 vilastvanice.czdaily 9:00-19:00 Rytířská No. 12, Prague 1 21. Hanavský Pavilion – built in 1891 as a showcase forq cast Rytířská No. 12, Prague 1 q q 43. Dos Mundos – premium coffee, red swings in 1928 and was the largest building of its type in the world – Rytířská No. 12, Prague 1 Rytířská No. 12, Prague 1 q Rytířská No. 12, Prague 1 r daily 9 a.m. - 7 p.m r daily 9 a.m. - 736. p.m Letec – Berlin-style espresso bar 79. Ema Mamisu – handmade functional designer potteryThe museumRegular Events is aimed at children and adults alike, who become Discover the magic of Prague‛s neighbourhoods iron, now a restaurant q Letenské sady 173 r daily 9 a.m. - 7 p.m 64. Bistro 8 – modern French-style bistro r daily 9 a.m. - 7 p.m r daily 9 a.m. - 7 p.m 28. Memorial of Silence – memorial dedicated to Czech 59. Bistro Milada –36. modern Bad Jeff’sbistro with– real a creative American kitchen barbecue 71. Phill’s Corner – modern raw bistro & design shop 86. Papírna – stationery70. Shit shop happens with handmade – ceramics notebooks and jewelry and even Le Corbusier was an admirer. It now holds the National 14. Planetarium Prague. The planetarium offers q Šimáčkova 17 w cafeletec.com q w tional exhibitions, lectures, workshops, and concerts Discover the magic of Prague’s neighbourhoods with our with our professional guides! Book your private Discover the magic of Prague„s neighbourhoods q Veverkova 8 w bistro8.cz Jana Zajíce 24 emamamisu.cz Gallery’s collection of modern and contemporary art, including astronomy-themed programmes for children and adults Restaurants,Discover the magic of Prague„s neighbourhoods Designblok – international design show held in the Industrial Discover the magic of Prague„s neighbourhoods professional guides! Book your private tour via tour via eshop.prague.eu. with our professional guides! Book your private Discover the magic of Prague„s neighbourhoods q w 22. Metronome – symbolic sculpture by artist Vratislav Novák w works by Picasso, Renoir, Gauguin, van Gogh, and Klimt among q w – fun bar/café inside a cinema; good beer selection with our professional guides! Book your private Palace (autumn) w designblok.cz with our professional guides! Book your private with our professional guides! Book your private Bělehradská 66 pekarnapraktika.cz eshop.prague.eu. Královská obora 233 planetarium.cz 37. Bio Oko 80. Charaktery Design Store – fashion and home accessories q Letenské sady tour via eshop.prague.eu. Pubstour via eshop.prague.eu& Bistros. 65. Hillbilly – burger bistro tour via eshop.prague.eu. q w others. The gallery’s monumental interior is itself worth a look q Františka Křížka 15 w biooko.net by a group of local designers tour via eshop.prague.eu. Milady Horákové 38 dos-mundos.cz q Pplk. Sochora 21 w hillbilly.cz q w 2. Church of the Most Sacred Heart of our Lord – q w 54. Lokál Nad Stromovkou – iconic Czech pub with Pilsner Metronome Festival Prague – popular international music q w q q w q w q q w w Dukelských hrdinů 47 ngprague.cz holds a massive col- co-discoverers of natural laws and rules Kostelní 44 nzm.cz 15. Lapidarium of the Prague.euNational Museum q Milady Horákové 13 charakterydesignstore q w. Holocaust victims Nádraží Bubny bubny.org Šmeralova 22 milada_bistroAmerická 32 badjeffs.cz Komunardů 32 phillscorner.cz envelopes Františka AnnyKřížka Letenské 8 papirna.net 18 shit-happens.cz 23. Ventilation chimneys with abstract decor by renowned Prague.eu Title: Prague neighbourhoods: Holešovice & Letná th 38. Kavárna pod Lipami – homey café with small garden; beer festival (summer) w metronomefestival.cz Komunardů 28 and 30 lafabrika.cz lection of sculpted stone artifacts dating from the 11 to the late Prague.eu Text: Prague City Tourism in collaboration with Czech artist Zdeněk Sýkora q Letenské sady Prague.eu 66. U houbaře – old-school Czech pub Prague.eu Prague.eu Municipal Offi ce of and Art District 7 11. Studio Hrdinů. A progressive theatre venue with 19 th centuries q Výstaviště 466 w nm.cz sometimes hosts art and photo exhibitions q Nad Královskou oborou 31 w lokal-nadstromovkou.ambi.cz/en 81. Kuráž –affordable items by young Czech and Slovak Cocktail bars, beer bars, Maps: Kartografi e Praha q Dukelských hrdinů 30 w u-houbare.cz

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Javánka & Co. – Indonesian restaurant 74. Tiskárna na Vzduchu – summer culture club with outdoor 90. Garage Store –q shop Francouzská with vinyl 76and w record boho.cz players Jiřího z Poděbrad Square (Wed – Sat) one of our tourist information centres, where Old Town Hall, Old Town Hall, q Old Town Square No. 1, Prague 1 Old Town Hall, r daily 9 a.m. - 7 p.m. q w we’ll also be happy to assist: q Old Town Square No. 1, Prague 1 q Old Town Square No. 1, Prague 1 q Old Town Square No. 1, Prague 1 Slezská 15 zmrzlinar.cz 57. Bonvivant’s CTC bar – cocktails and food r daily 9 a.m. - 7 p.m. r daily 9 a.m. - 7 p.m. Na Můstku r daily 9 a.m. - 7 p.m. themed programmes q Dukelských hrdinů 47 w cafejedna.cz Old Town Hall, Na Můstku, Na Můstku, q Rytířská No. 12, Prague 1 Na Můstku, q w q w q w q r Máchova 22 javanka.eu Veverkova 6 garage-store.net Old Town Square No. 1, Prague 1 q daily 9 a.m. - 7 p.m bar Výstaviště 67 tiskarnanavzduchu.cz q Rytířská No. 12, Prague 1 Rytířská No. 12, Prague 1 q Rytířská No. 12, Prague 1 q r daily 9 a.m. - 7 p.m. r r Kubánské náměstí (Tue, Thu, Sat) daily 9 a.m. - 7 p.m th daily 9 a.m. - 7 p.m Discover the magic of Prague s neighbourhoods r daily 9 a.m. - 7 p.m q Mánesova 55 w bonvivantsprague.com Discover the magic of Prague„s neighbourhoods with our professional guides! Book your private synagogue was built in the 19th century in Neo-Romanesque Discover the magic of Prague„s neighbourhoods Discover the magic of Prague‡s neighbourhoods 6. Rangherka, a.k.a. Vršovický zámeček – formerly a 19 c. Na Můstku, tour via w eshop.prague.eu. q with our professional guides! Book your private with our professional guides! Book your private with our professional guides! Book your private Rytířská No. 12, Prague 1 tour via eshop.prague.eu. Museum with confectionery tour via eshop.prague.eu. 5. Coffee Museum Alchymista. r tour via eshop.prague.eu. 32. Former Holešovice Town Brewery – exceptional 74. Xaoxax – graphics-focused bookstore daily 9 a.m. - 7 p.m Prague.eu 16. Dos Mundos Coffee Roastery – outpost of a popular Prague.eu Prague.eu Prague.eu Prague.eu silk factory founded by Italian entrepreneur Giuseppe Rangheri shop q Jana Zajíce 7 w coffeemuseum.cz 48. Café Liberál – popular café and culture venue Spižírna 1902 41. Hanil – Korean-Japanese restaurant 91. Jakoby – slow fashionq showroomw q w historic-modern architectural complex 75. Cross Club – music club with space for performing arts Krymská 29 xaoxax.cz th q w Holiday markets along with mulberry orchards; now the town hall for Prague’s 10 Letná roastery/café Korunní 31 dos-mundos.cz q Heřmanova 6 kavarnaliberal 58. Dno pytle – multi-tap beer bar q w q Komunardů St. / U Průhonu St. 25. Coffee Corner Bakery – lavish breakfasts and homemade q Slavíkova 24 w hanil.cz q Plynární 23 w crossclub.cz q Veverkova 8 w jakoby.store q PCT19007_Praha Pesky 2_EN_obalka_100x210_02.indd 1-2 16. 4. 2019 9:53:38 q w náměstí Míru Square (Easter, Christmas) PCT18036_100x210 Praha Pivo_obalka_EN_hrbet4i5mm_04.indd 1 5. 11. 2018 12:34:22 district q Moskevská 21 Vinohradská 63 dnopytle.cz 6. RockOpera Praha. The fi rst theatre for rockers cakes to die for q Korunní 96 coffeecornerbakeryprague 75. NILAstore – clothes, home décor, kids 17. Monolok – quietly stylish café; lovely back patio with a q Křižíkova 37 parlor.cz q w nám. Jiřího z Poděbrad Square (Christmas) q Komunardů 1 w rockopera.cz 33. Classic 7 – 1911 steam mill adapted for modern use as an 49. Barry Higgel’s Coffeehouse – “a piece of London in 42. Yamato – authentic Japanese food and sushi 76. Holešovická Šachta – gallery and music club 92. Recycle Vintageq StoreKorunní – stylish91 w nila.cz vintage and upcycled Březinova 21 badfl ash.cz 7. Hus Congregation House in Vršovice – a.k.a. „the waterfall q Moravská 18 w monolok.cz q 59. Bullerbyn – cocktail barq Chodská 17 w bullerbyn.cz offi ce complex q Jankovcova 49 Prague“ Tusarova 26.25 Antonínovo BarryHiggel1704 pekařství – popular bakery chain; tasty breads q U Kanálky 14 w yamato.cz q Bubenská 14 w holesovickasachta.cz clothing q Veverkova 8 w recyclevintagestore.com q Tylovo náměstí (Christmas) q With Prague City Tourism maps 7. Bio Oko. A beloved single-screenWith Prague art cinema City The bar Tourism and café maps lighthouse“, a striking, yellow 1930 church. Moskevská 34 q w Rohanské nábř. 15 janpaukert.cz 18. Kavárna Šlágr – classic Czech sweetshop in the prewar & pastries Moskevská 38 antoninovopekarstvi.cz 60. Bad Flash Bar – multi-tap beer bar p For all upcoming events, please visit w prague.eu q w 50. Vnitroblock – café, creative hub and culture centre and guides, you’ll feel right at are popular meeting spotsand Františka guides, Křížka you’ll 15 biooko.net feel right at 34. Holešovice Docks, Prague Marina – rusting boats side by 43. Levain – chef-driven, ambitiousLetná bistro Beer Garden 77. Containall Stalinq and Stromovkaw – summer culture 93. Epes Rádes – interior design and decoration 8. Church of St. Wenceslas in Vršovice – stunning style; limited seating q Francouzská 72 w kavarnaslagr.czq w Krymská 2 badflash.cz Wooden pavilion in Grébovka vineyard side with the modern Prague Marina luxury apartment complex Tusarova 31 vnitroblock.cz27. Tvoje máma – if “Your Mom” was a coffee geek & champion q Kozácká 6 levainbistro scenes in Letná Park and Stromovka Park with concerts, cinema, q Dělnická 21 w epesrades.cz home in Prague. home in Prague. Modernist church in náměstí Svatopluka Čecha Square by 8. Polansky Gallery. Conceptual art gallery q V Přístavu St. baker q Holandská 52 w kafeodmamy.cz theatre performances and workshops w containall.cz The histories, 19. Café v lese – legendary café, concert venue, & event space 61. Peperoncino – Mediterranean food, lovely garden 61. Beer Geek – multi-tap beer bar Pick up these and other titles free of charge at one of our q Veletržní 45 w polanskygallery.comPick up these and other titles free of charge at one of our noted Czech architect Josef Gočár; a must-see for all fans of 51. Bitcoin Coffee – legendary cryptocurrency-only café 44. Cafe Sladkovský – popular café just off Krymská 94. Lasvit Flagship Showroom – handmade glass light fi x- in one; the heart of Krymská q Krymská 12 cafevlese.czq w q Letohradská 34 w restaurant-peperoncino.cz q Vinohradská 62 w beergeek.cz tourist information centres, where we’ll also be happy to tourist information centres, where we’ll also be happy to architecture. Like the Most Sacred Heart on Jiřího z Poděbrad Dělnická 43 bitcoincoffee.cz28. Moravské koláčky Doležal – delicious, always fresh q Sevastopolská 17 w cafesladkovsky.cz 78. Altenburg1964 – summer music stage and bar aboard tures and other items by leading Czech glass design company assist. assist. th 9. Alfred ve dvoře. Theatrical stage and venue for live art. Most Square, it was completed toDOX commemorate Centre for Contemporary Artthe 1000 anniversary Moravian pastries q Žitomírská 34 w moravskacukrarna.cz a boat q Partyzánská 23 w altenburg1964.cz Komunardů 32 w lasvit.com 20.Cafés Coffee Source – that and more; shop, roastery, café & 62. Belcredi Bistro – modern bistro 62. Los v Oslu – multi-tap beer bar with focus on Belgium; own productions are without language barriers of St. Wenceslas’ death. q náměstí Svatopluka Čecha 3 52. Biblioteca del vino – Italian wine bar 45. Mozaika Burger & Bistro – serious burgers Old Town Hall Old Town Hall Veletržní palác / Trade Fair palace © National Gallery Prague q q w lovely& gardenBars Francouzská 106 coffeesource w Komunardů 32 w biblioteca.cz q Milady Horákové 19 w belcredibistro.cz kitchen Perunova 17 losvoslu.cz q Old Town Square No. 1, Prague 1 q Františka Křížka 36 wq alfredvedvore.cz Old Town Square No. 1, Prague 1 Architecture 29. Café Tout va bien – Japanese cheesecake, Korean teas q Nitranská 13 w mozaikaburger.cz 95. DOX by Qubus – gallery selling the work of leading Czech r daily 9 a.m. - 7 p.m. r daily 9 a.m. - 7 p.m. 13. Vila Štvanice. A restored villa on Štvanice Island, home and more q Slezská 125 cafeToutvabien designers: glass, porcelain, jewelry q Poupětova 1 w dox.cz 35. Sólista espresso21. bar Cafefi – try n their – popular cult espresso café with fun, artsy décor 53. Cà phê – chic Vietnamese café/bistro 63. Garuda Restaurant – Indonesian restaurant Design,63. Fashion,Pivo a párek – beer and sausages 10. National Gallery Prague – Veletržní palác (Trade Fair base of three theatrical ensembles & Sculpture 46. Kofein – tapas restaurant q Nitranská 9 w ikofein.cz Na Můstku Na Můstku q Milady Horákové 48q Nám.w solistaespressobar.cz Jiřího z Poděbrad 4 w cafefi nvpraze.com q Milady Horákové 12 w garudarestaurant.cz q Korunní 105 w pivoaparek.cz Palace). The fi rst Functionalist building in Prague was built q U Průhonu 9 w ca-phe.cz Books & Antiques mysteries, teresting q eventsq q Ostrov Štvanice 858 w vilastvanice.cz for the coming time of year; key public holidays and anniversaries have their interest in them by both visitors and the professional public demonstrates that they still have Rytířská No. 12, Prague 1 Rytířská No. 12, Prague 1 21. Hanavský Pavilion – built in 1891 as a showcase for cast r daily 9 a.m. - 7 p.m in 1928 and was the largestr daily building 9 a.m. of its - 7 type p.m in the world – 47. KRO Kitchen – modern Czech bistro-style food 1. Forum Karlín – multifunctional complex which, in a relatively 36. Letec – Berlin-style22. Leespresso Caveau bar – coffee, wine, French baked goods and Restaurants – modern French-style bistro 79. Ema Mamisu – 64.handmade Hostinec functional U Vodoucha designer – classic pottery Czech pub Regular Events style. Since 1950 the building has been used as a chapel by the iron, now a restaurant q Letenské sady 173 64. Bistro 8 even Le Corbusier was an admirer. It now holds the National 14. Planetarium Prague. The planetarium offers q Vinohradská 66 w krokitchen.cz Discover the magic of Prague’s neighbourhoods with our Discover the magic of Prague’s neighbourhoods with our q Šimáčkova 17 w cafeletec.comdesserts, even kosher breads q Café: Nám. Jiřího z Poděbrad 9 q Veverkova 8 w bistro8.cz q Jana Zajíce 24 w emamamisu.czq Jagelonská 21 w uvodoucha.cz Gallery’s collection of modern and contemporary art, including astronomy-themed programmes for children and adults Restaurants,& Bistros Designblok – international design show held in the Industrial professional guides! Book your private tour via professional guides! Book your private tour via 22. 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Karlín complex Pick up these and other titles free of charge at one q w q w of our tourist information centres, where we’ll also Sokolovská 101 krystal-bistro.cz Thámova 34 vinarna-krizik.cz be happy to assist. establishments such as Eska and Spojka Karlín. q Old Town Hall Vítkova 13 q w neighbourhoods q Old Town Square No. 1, Prague 1 Prvního pluku 2 kasarnakarlin.cz/en/program/kavarna their place in today’s digitized world. Tourists can pick them up free of charge in our and our own sections and r daily enough 9 a.m. - 7 p.m. space is devoted to thematic articles promoting interesting sites Na Můstku q w q Rytířská No. 12, Prague 1 Pernerova 51 forumkarlin.cz FLYERS r daily 9 a.m. - 7 p.m. Regular Events Discover the magic of Prague„s neighbourhoods 36. Sangam – popular Indian restaurant 51. Café Bar Antony – music bar with our professional guides! Book your private tour via w eshop.prague.eu. 12. 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Podolka – vegetarian restaurant q w q Rytířská No. 12, Prague 1 daily 9 a.m. - 7 p.m q Rytířská No. 12, Prague 1 U Nádražní lávky 2 grilskarlin.cz r daily 9 a.m. - 7 p.m Discover the magic of Prague s neighbourhoods r daily 9 a.m. - 7 p.m Discover the magic of Prague„s neighbourhoods with our professional guides! Book your private Discover the magic of Prague„s neighbourhoods w w with our professional guides! Book your private tour via eshop.prague.eu. with our professional guides! Book your private Prague. When it opened, the Karlín Theater presented circus q w mirigili.cz tour via eshop.prague.eu. tour via eshop.prague.eu. Šaldova 34 karlin.restauracepodolka.cz Prague.eu 13. Tea Mountain – tearoom and shop Prague.eu Prague.eu and vaudeville acts and was even considered one of the 41. Original Curry & Tandoor restaurant – Indian/ 55. Cloud 9 Sky Bar & Lounge – cocktails with great views best in Europe. Starting in 1945, it gained a reputation as a q Křižíkova 488 w teamountain.cz congresses, conferences, workshops and other events of international reach. In cooperation with Prague City Hall and the Prague Wheelchair Organisation, we issued the 2nd 29. Garage Karlín – your (only) poutine fi x in Prague Bangladeshi food q Hilton hotel, Pobřežní 1 w cloud9.cz Farmers Market Heřmaňák – a zero-plastic Saturday market PCT19007_Praha Pesky 2_EN_obalka_100x210_02.indd 1-2 16. 4. 2019 9:53:38 PCT18028_Praha_kavarny obalka EN_100x210_hrbet4i5_03.indd 1 31. 7. 2018 15:15:37 Prague:winter 25 000 CZ, EN, DE contemporary music theatre and resumed its activities after q w q w held on Řezáčovo Square 14. Loft Cafe Karlín – stylish espresso bar Křižíkova 58 poutine.cz Sokolovská 46 currytandoor.cz the devastating floods in 2002. Today locals and visitors enjoy w farmarsketrziste.cz/en/hermanak-en musicals and operettas in the large Neo-Baroque auditorium. q Křižíkova 68 w loftcafe.cz 30. Eska – ambitious Scandinavian-ish food, Czech ingredients, 42. Nejen Bistro – stylish bistro with eclectic food; Josper grill part of our publication for peopleq Křižíkova with 10 w hdk.czreduced mobility – the brochure Prague:four accessible own bakery Children’s Playgrounds With Prague City Tourism maps Barracks Karlín 15. Můj šálek kávy – the pioneer that made Karlín hip q Křižíkova 24 w nejenbistro.cz Prague:neighbourhoodsq Pernerova 49 w eska.ambi.cz – and guides, you’ll feel right at 5. The City of Prague Museum – situated on the imaginary q Křižíkova 105 w mujsalekkavy.cz 56. Kaizl Gardens (Kaizlovy sady) – a beautiful city park used border between Karlín and the New Town. The main draw is 43. Indian by Nature – authentic curry35 000 and more EN The brochures, maps and leaflets showcase Prague as an attractive destination, provide basic walks 2. homeIt covers in Prague. four outings beyond the historical centre,7. Kotelna and Machinegeared House – the modern toward offi ce buildings thisof targetthe arrival of Cyril and group. Methodius in the Czech lands. for sport and relaxation the astonishingly detailed 1837 model of Prague by Antonín 16. Kaava – popular coffee-clothing store combo 31. Polévkárna – homemade soups, Georgian breads q Pernerova 1 w ibn-restaurant.cz called Kotelna and Machine House boast preserved factory Highlights of the church’s painting and sculptural decoration Holešovice & Letná Pick up these and other titles free of charge at one of our Langweil. q Sokolovská 101 kaava24 q Sokolovská 97 @polevkarna exteriors including an imposing chimney; they were originally the include rich ornamentation, fi gural carvings, and an organ with tourist information centres, where we’ll also be happy to q Na Poříčí 52 w muzeumprahy.cz 44. Presto Meat Market Bistro – popular butcher shop boiler room and machine house of the famous ČKD factory. 3,000 pipes. The church fi gures prominently as part of the information for the tourist public, present current marketing priorities or important anniversa- Each routeassist. is also inclusive of a clear map. 17. Mamacoffee – Karlín branch of popular premium roastery; 32. Spojka Karlín – both meat and vegan dishes in stylish serving meats q popular Signal Festival, when a videomapping show is projected Pernerova 55 food served all day setting q w Old Town Hall on its façade. Vítkova 11 meat-market.cz/bistro q Sokolovská 85 w mamacoffee.cz Prague:neighbourhoodsq Pernerova 35 w spojka-karlin.cz – q Old Town Square No. 1, Prague 1 Architecture 8. National Memorial at Vítkov – this monument, with its q Karlín Square (Karlínské náměstí) w farnost-karlin.cz 45. Mlsná kavka – vegetarian restaurant ries. In addition to their text, we place great emphasis on lively visuals and plenty of top-notch, r daily 9 a.m. - 7 p.m. remarkable Art Deco interior, was originally built to honour the 30 000 EN 18. Cafe Frida – café/restaurant serving Mexican food q w Na Můstku 6. Invalidovna – a massive Baroque building, inspired by the Czechoslovak Legionnaires who fought abroad during World 10. Main Point Karlín – an impressive modern 10-storey building Sokolovská 29 mlsnakavka.cz q Karlínské nám. 11 w cafefrida.cz Vinohrady & Vršovice q Rytířská No. 12, Prague 1 Invalides in Paris, built to house war veterans. Although only War I and as a mausoleum in which the fi rst Czechoslovak with an unusually shaped sculptural facade with colourful r daily 9 a.m. - 7 p.m one-ninth of the entire building was completed, it is one of the president, Tomáš Garrigue Masaryk, was to be entombed. Today vertical bands. The building was chosen as the “Best Offi ce 46. Veggie Garden – vegan bistro highly professional photos. We entered into a long-term frameworklargest Baroque complexes in the contract Czech Republic. At present, for printingthe National Museum’s military services history collection is on displayat theBuilding end in the World”of at the2019, 2012 MIPIM Awards and is the 19. Kafe Karlín – tiny espresso bar, a neighbourhood institution q Pobřežní 12 veggiegardenkarlin Discover the magic of Prague’s neighbourhoods with our q w the National Heritage Institute owns the property, and a guided here. Together with the gigantic equestrian statue depicting headquarters of the Kooperativa insurance company. The Sokolovská 51 kafekarlin.cz professional guides! Book your private tour via tour is available during the main tourist season. The complex w eshop.prague.eu. the legendary Hussite leader Jan Žižka, after whom the entire building is especially environmentally friendly. One interesting Prague:neighbourhoods – Karlín 30 000 EN having gone out to tender. This comesform alive with aof programme relationship of festival and community withsurrounding the district printer is named, the Vítkov will Memorial is allowone of the usfact isto that water print from the river only fl ows through its underground 20. Minho coffee & bakery – small homey café, Vietnamese Cocktail bars, beer bars, activities. In the future, the building will be used to exhibit items visual dominants of the city. The roof, accessible by paying a fee, spaces and is used to cool the building. The building food Prague.eu deposited here from prominent Czech institutions and as a offers a panoramic view of the city. “communicates” compositionally with the Danube House, a q Sokolovská 62 @minhocoffeeandbakery wine bar Title: Prague neighbourhoods:Karlín cultural and educational centre. q U Památníku 1900 w nm.cz modern building located directly opposite, which, together with Text: Prague City Tourism 21. Café Element – Italian-style premium coffee, homemade 47. Veltlin – wine bar focused on Central European terroir CZ, EN, DE, FR, IT, ESP, RUS, POL, During 2019 we published 22 booklets, map and leaflet titles with a total print run of 1,182,200, as many brochuresMaps: and © Kartografi e PRAHA, leaflets a. s. qas Sokolovská are 24 w invalidovna-praha.cz actually needed, not least because this willother new reduce buildings on the riverbank, our form what’s known as River Design and Layout: NeoMedia-Czech s. r. o. q w 9. Church of Sts. Cyril and Methodius – dominating Karlín City Prague. q Pobřežní 21 w mainpointkarlin.cz desserts Old Town Hall in Prague Křižíkova 115 veltlin.cz 200 000 Print: All 365 a.s. /2019, 1st edition, not for sale Square is a three-aisled Romanesque basilica, which was q Vítkova 32 w cafeelement.cz Prague City Tourism – Arbesovo náměstí 70/4, POR, KOR, CHI most of them in multiple language versions; particularly highlighting the 30th anniversary of potential warehousingPrague 5, Czech Republiccosts. We will also be able to meetcompleted unexpected and consecrated in 1863 to celebrate demand the millennium with due supply.

the Velvet Revolution, our strategic focus on promoting districts outside the historical centre, PCT19021_Karlin harmonika_10x 100x210_02_v7_41bbac_v15.indd 1-10 Prague:Walking Tours 55 000 EN 10/12/2019 10:22 not forgetting families with children coming to Prague. AWARDS Prague:Town Hall Pass 30 000 CZ, EN We regularly take part with our publications in the TURISTPROPAG competitive showcasing of Prague City Tourism 10 000 EN At the start of the year we printed a commemorative brochure to mark the anniversary of the tourism promotional materials. In April 2019, for the second time in a row, we had success – plac- Velvet Revolution, titled Prague:1989 with the apt subtitle ‘30 Years of Freedom. Places, Events, ing third in the ‘Tear-off Map’ category and second in the ‘Maps of Cities and Regions’ category. Praha:staňte se průvodcem 5 000 CZ Histories’. In addition to the calendar of key commemorative events, with ongoing supplemental Inbound Tourism in Prague 2018 200 EN updates on the web landing-page of the same name, the publication briefly acquainted readers Pražská vlastivěda – monthly 77 000 CZ with important historical milestones, leading figures of this watershed event, as well as the kids programme respective places in Prague that witnessed the 1989 ‘velvet’ overthrow of the regime. MAPS

The secret of golden Prague:kids 85 000 CZ, EN, DE, FR, IT, ESP, RUS Taking the form of a more unusual 10-section foldout, our Prague:neighbourhoods pilot project poppyhead turrets and a dozen more launched 3 leaflets focused on Holešovice & Letná, Vinohrady & Vršovice, and Karlín. The aim Prague stories BROCHURES was to advise tourists of attractive Prague locations beyond the well-trodden historical centre. Prague.eu/kids Prague:1989 15 000 CZ, EN, DE Many places have undergone unprecedented transformation and offer plenty of sights worth Prague:walks 2 60 000 CZ, EN, DE, FR, IT, ESP, RUS seeing and getting to know, despite being overlooked by the usual guidebooks. This project will continue in the coming years with presentations of other Prague districts. Prague:Pocket Guide 173 000 CZ, EN, DE, FR, IT, ESP, POL, RUS Prague:hidden stories 100 000 CZ, EN, DE, FR, IT, ESP, RUS A whole new area was our ‘mysterious Prague’ theme, bringing together a number of mysteries Prague:Jewish 80 000 CZ, EN, DE, FR, IT, ESP, RUS and fascinating, sometimes dark stories from the history of the city, but also some peculiarities Prague:four accessible walks 2 12 000 CZ, EN and curiosities. We prepared two publications, namely a brochure for adult readers Prague:hid- den stories with the subtitle ‘The histories, mysteries and symbolism of Prague’s monuments’ Prague:kids 85 000 CZ, EN, DE, FR, IT, ESP, RUS PIS brozura Praha pro děti 200x200 UK v2.indd 1 20/12/2019 13:25 and for youngsters, Prague:kids, subtitled ‘The secret of golden poppyhead turrets and a dozen The following table gives an overview of all titles issued during 2019, including print runs TOTAL 1 182 200 more Prague stories’. and language versions:

28 PUBLISHING ACTIVITIES PUBLISHING ACTIVITIES 29 OLD TOWN HALL With the onset of the summer season we modified our mobile admission ticket purchase portal To mark the 30th anniversary of the Velvet Revolution, we joined forces with the Post Bellum to keep things running smoothly. The interface has had changes made both technically and organization and put on a special event called ‘It wasn’t just November’. To this end we cre- to content as well as a facelift, in keeping with our organization’s corporate style. Accordingly, ated a brand new visitor route, which presents the representative halls of the site as a journey YEAR-ON-YEAR COMPARISON OF OLD TOWN HALL VISITS time-slots were introduced as part of buying mVstupenky mobile tickets – a limit to the number through 20th century Czech history. This exceptional awareness-building project, led by two JAN–DEC 2018 AND JAN–DEC 2019 of people buying within each half-hour. We have thus precluded demand overload to some parts presenters, was complemented by a full-featured accompanying programme – the narrative The Old Town Hall has long been a popular destination for inland and international visitors to of the building and, above all, despite the steeply growing footfall kept the greatest benefit of was accompanied by scenes acted out in period costumes and uniforms, the recollections of 80 000 Prague. The recently completed overhaul of the oldest parts of the building has added to its mobile tickets, which is the priority admission. There is growing interest in this benefit – the eye witnesses, or utilizing a whole range of unusual prospectuses. The event is meant primarily appeal. The building work took two years and tourism related activities had faced numerous more than 7000 tickets purchased in December have set a new record. for educational institutions and will be on the regular agenda next year, too. restrictions. Compared to the previous year, 2019 saw significantly greater footfall, which 70 000 grew by an average of 63% per month in the first quarter, and showed an overall increase of On the technical side, we also improved the payment systems, since July 2019 operating on a During autumn 2019, a new five-part series called ‘The Town Hall, step by step, house by more than 30% in the first half-year. This fact, undoubtedly related to the refurbishment of the 60 000 modern online server basis that guarantees their stability, and enables better use and moni- house’ was added to the range of kids’ tours on offer. Each of its episodes, always focused on Prague Astronomical Clock in the first half of 2018, is a testament to the great importance of toring. In connection with this upgrade, new barcode readers were put into operation to ena- a particular topic, takes place in another of the Town Hall’s five buildings. The new children’s this integral part of the Old Town Hall. It is also an interesting indicator of how one missing ble the online verification of the printed and mobile ticket validity. This innovation has greatly workshop where the tour ends is equipped to let our small visitors make a model of the Town 50 000 feature can affect visits to the whole building. The high point of 2019 was December, with a increased the security of our sales systems. Hall building that hosted the tour. Those who visit all five parts of the series will ultimately get record of 2,500 visitors a day. a model of the entire Town Hall, by combining the respective houses. We launched the first two 40 000 Some changes were made to our procedures and processes in light of last year’s security audit. episodes at the end of 2019, the remaining three will be run in the first half of the year after. Visitor access to the Old Town Hall is by a single ticket covering both tour circuits, i.e. the 2018 At the beginning of the year we modified the orientation and information system at the Town Town Hall Tower, and the historical interiors. Our Town Hall Pass – a combined ticket to the Hall – we improved the marking of sales points, admission rate notices, the navigation info for Throughout the year we organized the traditional evening tours of the Old Town Hall. We also 30 000 New Town Hall and Old Town Hall is a popular item. After its very successful pilot operation 2019 smoother flow when joining the tour circuits, and introduced tickets in English. Our mystery played an important role as a partner to the ‘Hotel Night 2019’ and ‘Icy Prague 2019’ initiatives. in 2018, it has become a permanent item in our ticketing offer and interest in it continues to shopping feedback exercises during the summer months confirmed our good understanding rise – up to 1000 people buy it per month. Following on from our successful cooperation with 20 000 of the products we offer. Ten random visits evaluated the overall surroundings while visiting the Booking Experiences and Viator websites, we also started distributing tickets to the building January March May July September November heritage site, tourist materials availability and, above all, customer service. Some shortcomings through the Get Your Guide portal in 2019. February April June August October December were identified and will be addressed by new operational measures.

One negative development accompanying growing attendance is pickpocketing. We responded TOTAL NUMBER OF OLD TOWN HALL VISITORS IN 2019 to this adverse news in the summer months by increasing the number of security agency staff, 77 913 and so quelled this criminal activity altogether. 80 000 75 186

70 000 64 854 64 411 During the summer period, we reconstructed some of the interiors, including office space 62 699 and employee facilities. Opening a children’s workshop in the previously unused halls of the 58 477 57 961 60 000 56 799 second floor was a big novelty. The creative activities that are traditionally included in tours for children have thus found a new and suitable home. 50 000 47 677 47 665 41 280 40 276 The end of the high season belonged to the ‘City Hall Wide Open’ initiative, whose fifth year 40 000 became the largest event ever experienced by the Old Town Hall. In less than ten days the herit- 30 000 age site came to life with numerous themed tours, musical performances, lectures, and access to normally inaccessible spaces. The unifying theme of the programme was commemoration 20 000 of King Wenceslas IV, 600 years after his death. The spectacular staging culminated with an interactive spectacle in the Town Hall basement – the cellars were taken over by twenty ar- 10 000 chaeologists, who put on a convincing show of everyday medieval activities and specialized crafts. More than 2,600 took the opportunity to experience the City Hall Wide Open project in 0 January February March April May June July August September October November December 2019.

30 OLD TOWN HALL KARLÍN

After the floods in 2002 this neighbourhood was rebuilt and transformed into "C’est à la suite des inondations de 2002 que le quartier a été reconstruit et a été a modern centre. Today, Karlín is a cool hipster neighbourhood and just the transformé en centre plus moderne. Aujourd’hui, Karlin se veut LE quartier place to go for good drinking, eating and… partying until morning, if that’s hipster de Prague et l’endroit où l’on se rend pour bien boire, bien manger et... what you want. faire la fête toute la nuit si tel est notre désir."

8 coups de coeur pour découvrir Prague comme un vrai de vrai Pragois; Sarah-Émilie Nault; 8 coups de coeur pour découvrir Prague comme un vrai de vrai Pragois; Sarah-Émilie Nault; 5 avril 2019; www.journaldemontreal.com 5 avril 2019; www.journaldemontreal.com PRAGUE LOCAL HISTORY AND EDUCATION THE EVERYMAN´S UNIVERSITY OF PRAGUE During 2019, The Everyman´s University of Prague prepared 5 lecture cycles for its students. Apart from the ongoing courses from the previous period, these newly prepared course cycles were on sale from June: EDUCATIONAL TOURS TOUR GUIDE TRAINING The term Prague local history (Educational tours) covers a wide range of thematically varied In 2019, we offered 201 teaching-hour accredited retraining courses for those interested in • Prague, the Mother of Cities and educational walks around Prague and its surroundings. Lectures are also included in the tour guide work. In all, 7 courses were run: • Anniversaries Almanac 2019–2020 educational programme, conducted in the newly renovated lecture rooms of Prague City Tourism • Aristocratic Families headquarters. Walks are led by experienced and licensed guides or lecturers from professional • Prague Guide retraining courses (with weekend study option) • Châteaux, Castles, Follies institutions. The broad knowledge base of the well-established team of guides allows us to • Prague Guide and Tourist Guide retraining courses • Prague’s Film Industry map-out not only Prague’s city centre locations, but also the surrounding districts, sometimes • Tourist Guide retraining courses beyond the borders of the capital. As a novelty, we offered interested parties the opportunity to attend lectures not just in the af- We organized 11 professional exams for the Prague Guide programme, attended by 26 appli- ternoon and evening, but also in the morning. There is always a lot of interest in the Everyman´s In 2019 we and the guides organized 509 such events, attended by 17,940 people. In addi- cants, and 1 exam for the Tourist Guide programme. In cooperation with the Jewish Museum University of Prague – most of the lecture cycles sold out within 14 days of becoming available. tion, we put on 34 individual events, among them bespoke walking tours for private customers, in Prague, we have arranged 2 courses and 9 exams. senior clubs or state institutions, e.g. for Prague City Hall or the Prague 7 City District. We also THE EVERYMAN´S UNIVERSITY OF PRAGUE IN NUMBERS participated in the SenSen project and the Bethlehem Cultural Nights, in the City Hall Wide Open In addition to the above activities, we also organize interest-based supplementary training for Total courses offered...... 10 2019 project, and in Pragodent 2019. our guides on various topics. In 2019, we had 42 follow-up education events for 690 guides. Total events...... 190 Total attendees...... 462 To mark the 30th anniversary of the Velvet Revolution we devoted a significant part of our Old Prague Guide accreditation passcards were exchanged for new ones, which was completed November programme to walks and lectures revisiting this important topical milestone in our mid-year and from July onward only new passcards were issued. A total of 130 guides applied history. Prague’s local history programme didn’t overlook even the smallest participants on our for this service during the year. PROFESSIONAL LIBRARY walks with special popular educational walks laid on. In 2019 we also once again offered our The library is intended for course attendees, guides, employees and interested parties from popular Nordic-walking tours, either with a guide or a sports coach. We continued our lasting As of 31 December 2019 we said goodbye to the VIP Guides Club which no longer met the the professional public. At the end of the year, it held some 14,000 books and is continuously cooperation with many institutions such as the National Gallery in Prague, Prague City Gallery, needs of modern day tourism in concept. Instead, we will offer all-day seminars on interesting growing with new titles, mainly on Prague topics, as well as on history of art, technical heritage The Chamber of Deputies, The National Theatre, Rudolfinum, Prague Castle, Prague Academy contemporary topics to the guides interested. monuments, etc. The book catalogue is available to readers on www.praguecitytourism.eu. of Arts, Architecture and Design, and Břevnov Monastery among many others. We also renewed cooperation with the Jewish Community and the Jewish Museum in Prague. TOUR GUIDE TRAINING IN NUMBERS Total courses...... 9 Among the most successful walks in 2019 were the ever-popular ‘Courts, Courtyards, Back- Total course attendees...... 117 yards’, ‘Secret Gardens’, ‘Prague Malls and Passageways’, ‘Romanesque Prague’, a series of Total training events...... 42 walks around the heritage sites of the Jewish Community and the Jewish Museum in Prague, Total training event participants...... 690 walks ‘to the Černošice villas’ or the Lesser Town palaces. Total Prague Guide passcards issued...... 130 Total Prague Guide passcard holders...... 1591 EDUCATIONAL TOURS IN NUMBERS Total walks ...... 509 Total visitors ...... 17 940

34 PRAGUE LOCAL HISTORY AND EDUCATION VYŠEHRAD

If you’d rather avoid the crowds of tourists besieging Prague Castle every day, head to the thousand-year-old fortress of Vyšehrad, in many ways as beautiful as the Castle, but far less well-known and visited.

PRAG: Zlatni grad u srcu Evrope; Tanja Marković; Nov 15, 2019; www.medium.com

"Ukoliko biste radije izbjegli horde turista koji svakodnevno opsjedaju Praški dvorac, zaputite se onda do tvrđave Vyšehrad, stare hiljadu godina, koja je podjednako lijepa kao i dvorac samo mnogo manje znana i posjećena."

PRAG: Zlatni grad u srcu Evrope; Tanja Marković; Nov 15, 2019; www.medium.com 2019 IN PRAGUE CITY TOURISM NUMBERS

visits to the PCT websites from 228 countries and administrative areas 5 008 338 worldwide 2 043 093 inquiries answered at the TICs 1 744 743 visitors to the TICs 1 182 200 tourist brochures, maps and leaflets issued 695 198 visitors to the Old Town Hall 223 287 Prague.eu Facebook fans 63 500 copies of printed tourist materials ordered through the e-shop 25 381 Prague City Tourism Facebook fans 17 940 educational tours participants 14 280 volumes in the PCT professional library 13 721 daily (average) visits to the Prague.eu websites 9583 transactions ordered through the e-shop 7246 merchandising items sold 4362 written and phone inquiries answered 3386 walking tours participants 2600 visitors to the City Hall Wide Open 2019 event 1280 events provisioned by the tour guide office 690 guides at our follow-up education events 636 features in the press and digital domestic media 509 local education walks 462 students at the Everyman´s University of Prague 232 fam trips and press trips with the PCT participation 130 Prague Guide passcards issued 42 follow-up training workshops for the guides 21 languages of the Prague.eu tourism website 9 trade fairs in the CR and abroad with the PCT participation 5 tourist information centres under PCT stewardship

38 2019 IN PRAGUE CITY TOURISM NUMBERS PCT BUSINESS PERFORMANCE IN 2019 with other tourism operators (the tourist portal Get Your Guide, etc.) and supported by popular products (Town Hall Pass and mTicket). In the first quarter of 2019, this increased the number of visitors by an average of 63% per month compared to the same period in 2018, with the first We also undertook the remodelling of both our classrooms, which now reflect a wholly modern half of 2019 showing an overall increase of more than 30% compared to the previous year. CORE ACTIVITIES concept and are prepared for providing a wider range of services. We bought modern office The main activities of Prague City Tourism (PCT) was to promote Prague as an attractive tourist furniture for the offices, classrooms and the Old Town Hall, where a children’s workshop has destination on the domestic and international market, as well as providing tourist services to been created. SUPPLEMENTAL ACTIVITIES visitors, training guides and providing visitor services in the Old Town Hall. The supplemental activities of the organization in 2019 do not include sales of the Prague From a financial point of view, 2019 has been very successful. We managed to achieve all- Card product, which had a significant economic impact on our supplementary activity figures Marketing communication took place through various channels in both online and offline -time record sales of 142,822.7 thousand CZK. The main component of our total revenues for 2018 and prior years. Our contract with Hello Prague Card ended on 31 January 2019. This environments. of 133,025.4 thousand CZK were sales from the Old Town Hall. Total costs were 138,232.8 is due to a new and comparable tourist card product newly being provided by Prague City Hall thousand CZK, making a profit of 4,589.9 thousand CZK, without having to draw a revenue (MHMP), instead of a private operator, as in the case of the Prague Card. PCT was closely in- 1. WEB and online advertising. In the online environment, we have our web portal www.prague.eu, contribution. volved in the creation of the new card and will take over its management for MHMP in the future. which generates a high volume of spontaneous traffic, SEO – Search Engine Optimization related. This traffic was appropriately supplemented by PPC campaigns. Unlike previous years, in 2019 our operations in the Old Town Hall were not hampered by any The supplemental P&L was negative: –2,235.6 thousand CZK. construction work or partial repairs. Thanks to the restoration of the oldest parts of the building 2. Social media. As regards social networks, we communicated actively via Instagram, Facebook in 2017 – 2018, the attractiveness of the edifice from a tourist point of view has grown yet The loss was caused by the tourist card, in that it ran up costs, mostly payroll, without any sales. and Twitter through the tender-winning digital agency Nydrle. more. As a result, visitor numbers were high, with a commensurate volume of sales revenue. The organization took action to change the accounting split between main and supplemental Attendance of the Old Town Hall was also significantly influenced by intensive cooperation activities, due to the termination of the tourist card as of 31 January 2019. 3. E-mailing and sales support. As for automated e-mail communication, we have begun using a novel automatic communication tool integrated in our CRM system. In addition to the Revenues of 24.9 million CZK are made up of the sale of public transport tickets, tour guide traditional published newsletters we have started to actively promote our products, which activities – guides office, e-shop sales, merchandising items sales, and agency services. we sell online. Of these 13.5 million CZK derives from public transport fares and 1.2 million CZK from our e-shop sales commissions, and 3.9 million CZK from guide services in the professional activi- 4. Our offline advertising largely took the form of printed advertising in relevant domestic and ties sector, as well as 3 million CZK from agency services, 740 thousand CZK from leases and international media, as well as outdoor advertising boards. 2.4 million CZK from Prague Card sales in January 2019.

5. Public Relations comprised our publishing press releases and organizing meetings for Total costs in the supplemental activity category were 27.1 million CZK. The highest proportion journalists, as well as keeping up personal and electronic contact with media, bloggers and are consumed purchases of 16 million CZK of which sold goods is by far the largest component influencers, creating hardcopy documents and materials and distributing them. at 15.7 million CZK. However, this item corresponds to revenues from public transport tickets and TIC goods sales. Other significant items are staff costs, amounting to 5.6 million CZK and The key communication themes about Prague in 2019 were the hidden history of Prague (with services at 3.5 million CZK, which saw a significant increase in rental costs due to increased the aim to let the visitors see more of what lies behind the visual side of the city), promotion floorspace, just as in our core activity. of neighbourhoods outside the historical centre, the 30th anniversary of the November 1989 uprising, and Prague for families with children.

In the field of tour guide services we further expanded and improved our portfolio of walks for international clients, both in the historical centre of Prague and beyond. We continued to educate guides and offer popular educational programmes, including local history educational walks for the general public.

40 PCT BUSINESS PERFORMANCE IN 2019 PCT: 2019 FINANCIAL BREAKDOWN

CORE ACTIVITIES IN THOUS. CZK SUPPLEMENTAL ACTIVITIES IN THOUS. CZK APPROVED REVISED BUDGET ACTUAL ACTUAL APPROVED ACTUAL BUDGET 2019 AS AT 31/12/2019 AS AT 31/12/2019 AS AT 31/12/2018 BUDGET 2019 AS AT 31/12/2019 TOTAL REVENUES 91 300,0 98 000,0 142 822,7 117 277,3 TOTAL REVENUES 15 000 24 894,00 of which: admission 89 000,0 84 180,0 133 025,4 115 245,3 sale of services 0,0 4 820,0 3 147,5 0,0 TOTAL COSTS 14 931 27 129,60 other revenues 2 300,0 9 000,0 6 649,8 2 032,0 of which selected items TOTAL COSTS 108 554,0 149 100,1 138 232,8 115 362,1 Consumed purchases 6 900 15 983,90 of which selected items of which: consumables 122 122,30 Consumed purchases – of which: 6 650,0 9 352,5 7 275,8 8 467,3 energy consumption 90 132,90 consumables 5 800,0 8 141,5 6 280,6 7 648,1 energy consumption 850,0 1 211,0 995,2 819,2 Services 3 400 3 505,20 Services – of which: 30 200,0 56 678,1 34 598,5 31 591,3 of which: repairs and maintenance 35 139,40 repairs and maintenance 950,0 1 244,5 1 194,4 928,7 travel expenses 20 22,60 travel expenses 700,0 971,5 921,1 657,6 rent and services (non-residential 255 352,90 costs of representation 250,0 250,0 237,5 245,0 space) rent and services (non-residential space) 2 400,0 3 297,8 3 280,5 2 326,0 cleaning 78 120,50 cleaning 490,0 655,3 654,5 465,3 communications 88 95,20 communications 830,0 901,0 900,5 828,4 buildings security 980,0 2 980,0 1 479,4 978,6 Staff costs – of which: 4 000 5 597,50 promotions 17 000,0 36 850,0 16 466,7 17 207,6 payroll costs 2 520 3 458,80 Staff costs – of which: 51 918,7 59 700,0 60 708,1 50 996,1 sundry staff costs 650 619,30 salary costs 27 205,3 34 700,4 34 412,2 28 990,9 statutory social insurance 750 1 274,40 sundry staff costs 9 100,0 9 100,0 11 029,1 9 034,0 statutory social & cultural costs 50 70,00 statutory social insurance 11 500,0 11 786,2 13 207,3 11 104,4 statutory social & cultural costs 560,0 691,0 690,7 581,4 Taxes and fees 40 170,40 Taxes and fees 350,0 479,2 470,6 347,4 Other costs – of which: 1 735,3 3 753,8 7 046,0 1 726,6 Other costs – of which: 78 372,50 contractual penalties and interest on late payment 0,0 0,0 0,0 0,0 contractual penalties and interest 0 2,00 other fines and penalties 0,0 0,0 0,0 44,5 on late payment deficits and damage 0,0 2,0 1,9 263,9 other fines and penalties 0 0,00 Depreciation of fixed assets 3 500,0 3 990,0 3 870,8 3 246,5 deficits and damage 0 0,00 Prague City grant funded 3 500,0 3 990,0 3 870,8 3 246,5 State subsidies and overseas funds 0,0 0,0 0,0 0,0 Depreciation of fixed assets 211 239,00 Small-value assets 3 200,0 4 140,0 4 139,0 1 070,0 of which: buildings and structures 76 54,00 Income tax 11 000,0 11 006,5 20 124,0 17 916,9 facilities 135 185,00 Business Performance -17 254,0 -51 100,1 4 589,9 1 915,2 Small-value assets 289 201,90 Non-capital contribution 15 000,0 48 846,1 48 846,1 27 702,5 Income tax 13 1 059,20 State subsidies 0,0 0,0 0,0 0,0 Other 0,0 0,0 0,0 0,0 BUSINESS PERFORMANCE 69 -2 235,60 TOTAL PROFIT/LOSS -2 254,0 -2 254,0 53 436,0 29 617,7 (+ revenues, – costs)

42 PCT: 2019 FINANTIAL BREAKDOWN PETŘÍN

"Przez ponad 300-metrowe wzgórze Petřin prowadzi dwukilometrowy szlak 300300 mm highhigh PetřínPetřín hillhill featuresfeatures aa two-kilometretwo-kilometre sightseeingsightseeing trail,trail, startingstarting inin thethe gardensgardens widokowy - rozpoczyna się w ogrodzie klasztornym na Strahowie. Starannie ofof StrahovStrahov Monastery.Monastery. Well-maintainedWell-maintained pathspaths leadlead toto secludedsecluded placesplaces andand variousvarious utrzymane alejki prowadzą do ustronnych zakątków i licznych atrakcji. pointspoints ofof interest.interest. TheThe locallocal parksparks andand gardensgardens areare idealideal forfor aa strollstroll –– whereverwherever youyou Tutejsze parki i ogrody są idealnym miejscem dla wielbicieli havehave comecome from,from, nearnear oror far.far. spacerów – mieszkańców i turystów."

Praga.Praga. ZwiedzanieZwiedzanie najciekawszychnajciekawszych atrakcjiatrakcji ww stolicystolicy Czech;Czech; PodróżePodróże RadiaRadia Z;Z; 7.7. 2.2. 2019;2019; www.radiozet.plwww.radiozet.pl Praga. Zwiedzanie najciekawszych atrakcji w stolicy Czech; Podróże Radia Z; 7. 2. 2019; www.radiozet.pl PRAGUE TOURISM IN 2019 Of the international visitors, those from Germany spent the most nights, (2,048,576 nights), mak- MAIN SOURCE COUNTRIES IN TERMS OF GUEST NUMBERS ing 11% of the total number of overnight stays. Like the previous year, visitors from Russia took IN 2019 second place among the countries with the highest number of overnight stays with 1,380,287 For the first time in its history, Prague has topped the 8 million visitors mark and, as in many The list of TOP 10 source countries (see table), from which Prague records the most arrivals overnights, contributing 7.5% to the total number of overnight stays. Guests from other major COUNTRY GUESTS % SHARE previous years, seen a record number of guests and overnight stays. Prague’s group accommo- each year, was in 2019 virtually unchanged compared to previous years. As in 2018, the top five source countries, such as the United States and the United Kingdom, whose total overnight dation facilities, which include hotels, pensions, hostels, hostelries and campsites, welcomed slots go to Germany, the United States of America and the United Kingdom, followed by Russia stays also exceeded one million, are significantly represented in the number of overnight stays. Czech Republic 1 242 959 15,5% 8,029,110 guests during 2019. Their overnighting totalled 18,456,261 nights. and Italy. Compared to 2018, 6th place went to Slovakia, beating China by 129 visitors into Germany 898 339 11,2% 7th place in terms of guest numbers. Also keeping their places in this group are South Korea The average length of stay in group accommodation facilities in Prague held steady at 2.3 Compared to 2018, the number of visitors grew by 136,926, the year-on-year equivalent increase and Poland stable in 8th and 9th position. France took last place in the TOP 10 by incoming nights, as in 2018. The average length of stay of residents (1.7 nights) and non-residents (2.4 USA 510 720 6,4% of 1.7%. The same percentage increase also applies to guests from the non-resident group, country, with a year-on-year percentage increase of 8.2% and deposed Spain, which had taken nights) saw no change either. Traditionally the longest staying visitors in the capital are from U.K. 432 188 5,4% whose number increased by 115,445 guests compared to last year. The increase in visits from that place the previous year. In most monitored areas (30 territories out of 55), there was also Russia (3.5 nights), and other above-average visitors come from Malta (3.4 nights) and Israel in-country resident guests was 21,481 so the percentage year-on-year increase is slightly higher an increase in the number of guests. (3.3 nights). The fewest nights are spent by residents (1.68 nights), visitors from South Korea Russia 392 996 4,9% than for non-residents, at 1.8%. (1.7 nights) and China (1.75 nights). Italy 334 560 4,2% As well as the number of guests, the number of overnight stays reached a record high of While 6,786,151 non-residents i.e. guests from abroad were registered during 2019, only 18,456,261 nights, with non-residents totalling 16,340,315 (88.5%) overnight stays, and In 2019 net use of beds in group accommodation reached 68.4%, with 70.1% occupancy of Slovakia 310 478 3,9% 1,242,959 residents stayed in Prague’s group accommodation facilities. As in the previous in-country residents 2,115,946 (11.5%) stays in group accommodation. Compared to 2018, rooms. Most guests were staying in four-star hotels. China 310 349 3,9% year, the share of international guests accounted for 84.5% of the total number of visitors, there was a 1.1% increase in overnighting, equivalent to a total of 207,177 more nights. We owe South Korea 269 407 3,4% significantly exceeding the percentage of visitors from the domestic population, who made this growth largely to international guests, whose number of overnight stays grew by 207,315 Tourist arrivals also developed positively in other parts of the Czech Republic, with a year- up 15.5% of the total number of visitors to Prague. year-on-year, i.e. by 1.3%. Conversely, the number of overnight stays in Prague accommodation -on-year 2.6% increase of international guests heading to the Czech Republic, surpassing the Poland 252 452 3,1% among in-country residents decreased by 138 nights. year-on-year increase of Prague guests. Taking the Czech Republic as a whole, Prague remained France 248 792 3,1% the most frequently visited city and region, as ever. TOTAL NUMBER OF GUESTS AND OVERNIGHT STAYS FOR 2014–2019 Guests Overnights other countries 2 825 870 35,2% 20 000 000 Detailed statistics and analyses of Prague tourist arrivals including international comparison TOTAL 8 029 110 100,0% 18 249 084 18 456 261 and other interesting figures about Prague, attendance of heritage sites etc. can be found in the 18 055 838 18 000 000 16 796 384 dedicated Statistics and Analysis section of www.praguecitytourism.eu. Data source: CSO 2/2020; for 2019, the data are unrevised. 15 917 265 16 000 000 14 750 287 14 000 000

12 000 000

10 000 000 8 029 110 8 000 000 7 652 761 7 892 184 6 605 776 7 127 558 6 096 015 6 000 000

4 000 000

2 000 000

0 2014 2015 2016 2017 2018 2019

46 PRAGUE TOURISM IN 2019 PRAGUE TOURISM IN 2019 47 VINOHRADY

"Much quieter than the centre, but still boasting plenty of magnificent architecture – Neo-gothic, Baroque revival and Renaissance pastiche can be found within a few metres of each other – Vinohrady is where Prague’s well-heeled live. That makes for a lot of good eating and a thriving coffee bar scene. It’s directly south of Žižkov, and the two neighbourhoods make for an interesting contrast."

Travel Weekly – Prague neighbourhoods: Go beyond the Charles Bridge (David Whitley; Published: 3 October, 2019) OUTLOOK FOR 2020

In the middle of 2020, a fundamental conceptual transformation awaits us, namely the transition We will also work on developing the prague.eu website and also promote neighbourhoods of our legal basis to a joint stock company. While long-term marketing and communication outside the historical centre on this platform. This aim will require major reworking of not only priorities remain unchanged, the importance of both commercial B2B and B2C activities will the site’s own content, but will also significantly affect its structure. grow, given that joint campaigns can be implemented. Central to our performance will remain the sales of our own products and services to finance our activities, as well as the development Following the successful mystery shopping in the TICs in 2019, we also want to maintain the and sale of the new Prague Visitor Pass city tourist card, together with expansion and im- high standards of service and professional quality of our staff in the future. We will therefore provement of the merchandising range. We plan to make further videos showcasing individual organize other interesting courses focused on customer service, visits to museums, exhibi- Prague districts. tions and interesting buildings. We will complete one of the most demanding projects of recent years, namely the new city tourist card, the Prague Visitor Pass. The tourist public will be able Cooperation in remote markets will continue as part of the TouchPoint initiative, although the to purchase it from our TICs, our partners, our e-shop and through an app. concrete form of the 2020 campaign has to be finalised. We will participate in several trade fairs and other tourism events at home and abroad, both With regard to other international marketing activities, we will focus on promoting culture, in concert with our traditional partners and independently, e.g. ITF Slovakia Tour Bratislava, gastronomy and experiential tourism in accordance with our priorities, as well as promoting Holiday World Prague, ITB Berlin, ILTM Latin America or WTM London. We will be taking our Prague districts outside the centre. The Bachtrack.com portal, as the largest website dedi- mobile information centre to the outlying regions of the Czech Republic and abroad in order cated to live classical music in European countries, will run a year-round campaign with articles, to promote popular and lesser known parts of Prague, as well as current marketing topics. interviews, competitions and reviews of Prague concerts, and opera and ballet performances. We are also preparing thematic press trips. Prague’s local history initiative will add new lectures and fresh thematic walks around the me- tropolis and beyond, featuring, among others, one of the main themes of 2020, namely Czech Another phase of the communication campaign aimed at preventing negative phenomena in Cubism. We will continue with our popular walks for children and also have technical heritage urban tourism will follow, mainly through online media. monuments in our sights.

At the Old Town Hall we will be expanding our portfolio of thematic tours – completing the The Everyman´s University of Prague will take its participants out of the centre of Prague and series of tours for children, preparing tours for the elderly, and adding premium tours of the acquaint them with the history and attractions of less-touristified Prague districts. Under our underground levels. We anticipate major changes for our operations with the possible imple- education agenda we are preparing a brand new concept of courses for guides and we will offer mentation of a new permanent exhibition on the history and development of the Old Town Hall. our existing guides all-day seminars on engaging topics, not confined to the tourism industry. A far-reaching and long-planned reconstruction of the interiors is likely to significantly affect our current operations in the entire building. We will build on the findings of our mystery shopping For 2020 we plan to publish a new comprehensive catalogue of Prague:Guides&Tours (formerly to continue improving the quality of our customer service. We will once again organize the the “Dispečink průvodců” or tour guide coordination office), including active expansion of our increasingly popular City Hall Wide Open events project. portfolio of commercial partners. At the same time, it will be more focused on travel bureaus and agencies; enabling individual visitors to buy private or group walks from where they are In accordance with our strategy aimed at accentuating interesting locations outside the tour- staying, i.e. we will establish close cooperation with group accommodation providers. ist-overloaded historical centre, we will focus our publishing activities on the popularization of other districts, namely Žižkov, Smíchov, and Vyšehrad & the New Town. We will publish the popular brochure on the Prague Astronomical Clock in yet more of the world’s languages and completely revise our publication on the historical interiors of the Old Town Hall. We will continue to publish regular cultural quarterlies and re-publish a number of proven brochures and maps.

50 OUTLOOK FOR 2020 2019 Annual Report Text & photo © Pražská informační služba – Prague City Tourism q Arbesovo náměstí 70/4, Prague 5 w www.prague.eu w www.praguecitytourism.eu

Graphic design Peppermint, s. r. o.

2019 Annual Report for download:

Teambuilding PCT 2019 in Liberec 2019 Annual Report Pražská informační služba – Prague City Tourism Arbesovo náměstí 70/4, 150 00 Prague 5 www.prague.eu www.praguecitytourism.eu