Pilsner Urquell: The Original Beer Experience retains its title as Europe's Leading Beer Tour Visitor Experience

Prague's home of the world's first golden lager has successfully defended its crown for 2026, recognised for an experience that delivers the same high standard to every guest, every day.

PRAGUE, 18 October 2026 - Pilsner Urquell: The Original Beer Experience (TOBE) announces its win as Europe's Leading Beer Tour Visitor Experience at the World Travel Awards 2026, retaining the title for the second year and confirming its place among the continent's most celebrated drinks attractions. Set on Wenceslas Square in the centre of Prague, TOBE is dedicated to the story of the world's first golden lager.

Lidija Kovarik, CEO of TOBE, comments: "Retaining the title means a great deal to the whole team, perhaps even more than winning it the first time, because it shows that the experience we offer is consistently excellent year after year. This recognition belongs to our tapsters, guides and sommeliers, who bring the same passion and care to every guest who walks through our doors."

At its heart, TOBE is a celebration of Czech beer culture, in a country where beer is served with real ceremony and the tapster is a respected figure whose skill shapes every glass. The Original Tour takes visitors through the story of Pilsner Urquell across a 10-part immersive exhibition, from the brewing process to the lively Beer Hall, where the beer is served in its traditional Czech pours. At the Tapster Academy, guests step behind the tap themselves to learn these pouring styles from TOBE's expert tapsters, leaving with a certificate and a personalised bottle. For a more elevated experience, the Beer Sommelier Dinner pairs a five-course menu inspired by Czech cuisine with five beer styles from Czechia and across Europe, guided by a Beer Sommelier in the premium Golden Bar overlooking the square. Due to popular demand, this is now joined by the Beer Sommelier Lunch, which brings the same five-course pairing during the day, so visitors can slow down over an afternoon of food, beer and views across the city.

Since opening in May 2023, TOBE has welcomed visitors from more than 130 countries and become one of Prague's five most visited attractions. The United Kingdom remains its leading source market, with almost 20% of all guests coming from the UK, ahead of Germany, the United States and Italy.

Spontaneity shapes how British travellers visit, with around 70% of UK guests booking on the day or arriving directly at the ticket office. Its location on one of Prague's busiest squares makes TOBE a natural place to step into while exploring the city, which means the experience must be at its best at any moment of the day. Behind every visit is a team that works to the same exceptional standard from the first tour to the last, so that guests who decide on the doorstep enjoy exactly the same award-winning experience as those who booked weeks in advance, a consistency that lies at the heart of retaining the title. With the four to fourteen day window the second most popular booking period, there is also a clear opportunity for travel agents and tour operators to secure the experience as part of a pre-booked Prague itinerary.

While the Original Tour remains the most popular choice, British visitors are increasingly combining it with the Tapster Academy, and the Beer Sommelier Lunch and Dinner offer trade partners a premium option for clients, groups and special occasions.

For more information visit https://www.pilsnerexperience.com/en

About Pilsner Urquell: The Original Beer Experience

Pilsner Urquell: The Original Beer Experience (TOBE) is a visitor attraction on Wenceslas Square in Prague, dedicated to the story and culture of the world's first golden lager. The Original Tour guides visitors through immersive spaces to the Beer Hall, where expert tapsters serve Pilsner Urquell in its traditional Czech pours. Guests can go further at the Tapster Academy, learning to pour the perfect Czech pint themselves, or enjoy a Beer Sommelier pairing experience for both lunch and dinner in the on-site restaurant. TOBE holds the title of Europe's Leading Beer Tour Visitor Experience 2026.

Notes to editors

Market and booking figures are approximate 2026 data supplied by Pilsner Urquell: The Original Beer Experience.

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For further information please contact Roberta Tanase via roberta@rovepr.com.

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