Prague Has a World Champion: Pilsner Urquell Wins at the World Travel Awards

The World Travel Awards have long been considered the “Oscars of the travel industry.” That makes it all the more exciting that the Czech Republic has scored a major international victory this year. The title of World’s Leading Beer Tour Visitor Experience 2025 went to Prague – specifically to the project Pilsner Urquell: The Original Beer Experience Prague.

The project stood out in strong competition from top beer attractions in the USA, Asia, and Europe, despite being one of the youngest in its category.

The jury was particularly impressed by the storytelling of the Pilsner lager, the respect for traditional brewing craftsmanship, the carefully crafted dramaturgy, and the immersive design that allows visitors to fully engage with the experience. These are exactly the elements we consider key when planning our own events and incentive programs, which is why we have a long-term collaboration with Pilsner Urquell: The Original Beer Experience and gladly recommend it to our clients as an attractive part of their programs. From the perspective of corporate events, incentives, or private groups, it is an experience that resonates across cultures. It offers a clear story, a high standard of execution, and naturally combines fun with the discovery of Czech traditions and gastronomy. And thanks to its prime location in the heart of Prague, it is an ideal part of event programs.

This year, new technological features are planned, along with expanded language options for the audio guide and additional interactive elements, making the experience even more adaptable to different types of clients and event concepts.

Planning your own event in Prague? Contact us at sales@maxin-prague.cz and together we will design an experience your guests will never forget.