A secret no more

Prague Castle, Charles Bridge, church spires piercing the skyline - these are the images of the Czech capital that immediately spring to mind.

Tourists, including thousands of Brits, love it for its old-world charm mixed with modern-day energy, its diverse buildings, bars, beers and bohemian nightlife, its safety and affordability.

Americans love it, not least author Dan Brown who has based his latest novel, The Secret of Secrets, in Prague, describing it as the “mystical capital of Europe”. Read it to discover some of the city’s most fascinating places to visit.

Conference organisers globally love it. “Prague’s unique blend of culture, professionalism and welcoming atmosphere makes it one of Europe’s most inspiring destinations for both international congresses and incentive events,” says Roman Muška, MD, Prague Convention Bureau. Another plus is its commitment to sustainability and reducing carbon emissions.

According to ICCA (International Congress & Convention Association), Prague ranked fifth for numbers of international association meetings hosted both in 2022 and last year, up there with traditionally successful destinations like Vienna and Singapore. But when you consider its recent history, Prague’s rise in popularity is extraordinary. The Czech Republic has only enjoyed a free market and free movement of people since the Velvet Revolution in 1989 which ended communist rule, opening it up for world experts to attend business events. Come they did and Prague Convention Bureau opened in 2008, putting its meetings industry on an official footing.

The city offers grants for multi-day association conferences and significant international events that benefit in-bound tourism while an effective conference ambassador programme helps boost its performance.

Among many major meetings this year was the 22nd World Congress in Fetal Medicine in Prague Congress Centre, the bid led by ambassador Professor MUDr Pavel Calda. He was rewarded with an attendance of over 3,000 and added, “Many of the doctors and specialists brought their families, bringing the total close to 10,000. I’m pleased that both the experts and their companions embraced Prague with enthusiasm. The feedback was overwhelmingly positive.”

Prague found it had a fan in Dr Ivo Kocur, CEO of the International Council of Ophthalmology (ICO) in Geneva. He coordinated the bidding process for next June’s 40th World Ophthalmology Congress in Prague, its first time in Central Europe, celebrating 100 years of the ICO. He says, “Prague was chosen for its high-quality infrastructure and in recognition of the excellent cooperation between the ICO and the Czech Ophthalmology Society, one of the most active in the world, also directly involved in preparation of the professional programme.”
The backbone of the city’s success is the strong network of service suppliers, from AV companies to PCOs and DMCs.

One such is AIM Group Prague which counts many UK-based corporates among its clients. Country manager Dana Prejzkova outlines what attracts them to Prague: “First, the simplicity. Direct flights from many UK cities and a travel time of less than two hours mean delegates arrive fresh, focused and ready to engage. Secondly, the value. UK groups enjoy trying new things typical of the destination and appreciate entertaining, well curated programmes that are excellent value for money.”

When life-science company Parexel UK met in the Hilton Prague recently, AIM arranged all ground logistics for the 120 participants, including airport transfers with English-speaking meet-and-greet, curated guided tours, evening dinners at authentic Czech venues and personalised programmes such as a brewery workshop and teambuilding for small sub-groups. Parexel meetings specialist Mandy Elliott commented on how AIM’s attention to detail and professionalism turned potentially stressful moments into seamless experiences.

What’s new

Prague Congress Centre, once the Palace of Culture, is planning a new multifunctional hall, enabling it to accommodate more than 10,000 people.

The reconstruction of Prague Exhibition Grounds includes the newly renovated Křižík Pavilions, Nová Spirála with a rotating stage and neo-renaissance Bohemia Restaurant Pavilion. Still to come, the largest event venue, the revitalised Industrial Palace.
As part of the Holešovice Market revival, the old Slaughterhouse Exchange is now the Burza restaurant with a capacity for 300. A new Mexican restaurant nearby also seats 300.

Last year saw two Art Nouveau halls at Prague’s main railway station reopen as the Fanta and Column Halls, with a meeting capacity of up to 600 people.

Shark Park Hall, the flagship event space of the newly opened entertainment centre Levels Prague.

Expected to open in 2027, the Hydropolis educational centre, on the site of a former waterworks, will include a meeting room for 160 delegates.

New hotels include the W Prague, once the Art Nouveau Grand Hotel Europe, on Wenceslas Square, the Cloud One near Masaryk Station, Fairmont Golden Prague Hotel and Sir Prague Hotel near the intriguing Dancing House building. Coming soon, the five-star Akroterion hotel complex in Old Town Square.