Prague is declaring a victory in the ongoing fight against overtourism. Data released by the city officials on Friday shows that while visitor numbers grew only modestly, spending on luxury services and gastronomically by an affluent clientele has dramatically increased, easing the burden on the city’s historic core.
Prague recorded 6.03 million visitors in the first three quarters of 2025, a 2 percent year-on-year increase. Nonetheless, officials see this modest number as proof that a new kind of tourism is on the rise.
“A higher number of tourists is not a priority for Prague,” Deputy Mayor Jiří Pospíšil, responsible for culture and tourism, said in a press statement.
“The goal is primarily to ensure we do not overburden the historic monument reserve and to show visitors other beautiful places in the capital. I am very glad that the quality of services… and with it, the spending of tourists in the metropolis, are increasing hand-in-hand.”
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The city’s successful pivot allows it to simultaneously protect UNESCO heritage sites and stabilize municipal income, a strategy other European capitals battling “overtourism” are keen to replicate.
The success now shifts the challenge to dispersing the crowds away from the Old Town Square, requiring Prague to invest further in marketing its lesser-known districts to maintain the delicate balance between preservation and profit.
Who’s driving the change
Guests from Asian markets surged 12 percent year-on-year, a dramatic increase directly linked to the expansion of direct flight connections. This growth is outpacing that from traditional European markets.
Two markets now lead this high-spending wave, according to city data: Israel and South Korea, with visitors from each market nearing 133,000 for the nine-month period.
Growth is also being reported from countries like Japan, Saudi Arabia, and the United Arab Emirates. These demographics are essential to the new strategy, as they are most often reported to seek out and book premium services, five-star hotels, and specialized cultural events.
“Overall, we are witnessing changing visitor habits. They are more often looking for top-notch gastronomy, cultural events and prestigious music and sports events are also attractive to them,” says František Cipro, Chairman of the Board of Directors of Prague City Tourism.
Top 5 foreign markets in Prague
Source: Prague City Tourism (Jan–Sept 2025 Arrivals)
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