Tourist campaign At Home in Prague managed to attract over 30 thousand visitors with the ‘At Home in Prague’ initiative in July 2021 (30 percent more than in 2020).The campaign was run for the second time (for the first time in 2020) and is an extremely effective way to attract tourists in a pandemic situation. In 2020 it generated EUR 12 million in revenue, in 2021 it is estimated that it will be over EUR 15 million.

The campaign was to support hotels and tourist services (tours, museums, attractions) in the face of the collapse of the tourist services market in spring 2020 (decrease in the number of tourists by 93%).Every tourist who stays in one of Prague hotel will receive points for his stay, which can be exchanged for museum tickets or exchanged for excursions.Among the most visited attractions are Prague Zoo, Petrin Lookout Tower and the Old Town Hall..

In 2020 At Home in Prague program attracted 73,000 to capital, who spent an average of 3.2 nights and spent over CZK 220 million.It is estimated that this campaign attracted over 94,000 visitors in 2021 who meet the latest 3.5 nights and spent almost EUR 15 million.The success of the campaign (crafted by Disruptive agency) is built on the insight that everyone in Prague feels there as "at home".

The strategy of the Prague should serve as a model for the management strategy in the crisis.In Poland, the strategies of territorial brands in the crisis caused by the coronavirus pandemic rely on the ability to finance activities by the state budget or other public funds (including the travel voucher).In August 2021, the Polish Tourist Organization launched the Magic of Polish Cities campaign, but there are no integrated activities aimed at building the image of a safe tourist brand and generating additional visitors traffic. Prague's strategy aimed at stimulating tourism in better quality hotels by proven and attractive tourist products, supports the two market segments most affected by the consequences of the pandemic - hotels and cultural/tourist infrastructure.

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Prague's residents went on vacation (Less traffic in the city), a wide range of professionally created tourist products allow to attract more affluent segments of visitors.Prague, for another year, strengthens its position as the leader of urban tourism in Central Europe.

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