The Czech Republic has a new holder of a prestigious award in tourism. The exhibition Pilsner Urquell: The Original Beer Experience, which tells the story of the most famous Czech lager in a modern and interactive way in the center of Prague, has been announced as the winner of the category Europe’s Leading Beer Tour Visitor Experience 2025 at the World Travel Awards. These awards are considered the Oscars of tourism and are among the most prestigious accolades that can be achieved in the tourism industry.
In the European finals, Pilsner Urquell: The Original Beer Experience stood out among the most famous European brands, including Heineken Experience from the Netherlands, Belgian Maison Leffe, Stella Artois Brewery, and German Beck’s Brewery and Erdinger. The result was announced by the organizers of the competition during a festive gala evening at the Italian Forte Village Resort in Sardinia.
“This is a huge honor for us. It is recognition that Pilsner Urquell: The Original Beer Experience can offer an experience that stands up even in the strongest international competition. Our goal was to create a place that shows visitors why Pilsner beer is such an important part of Czech culture, while also providing them with modern entertainment at a world-class level. Today’s award confirms that we have succeeded,” says Lidija Kovařík, CEO of Pilsner Urquell: The Original Beer Experience.
In addition to the European triumph, Pilsner Urquell: The Original Beer Experience is also nominated for the global round of the World Travel Awards. In the category World’s Leading Beer Tour Visitor Experience 2025, it will compete with attractions from around the world, including Coors Brewery Tour from the United States, Maui Brewing Company – Kihei Tasting Room from Hawaii, and Tiger Brewery Tour from Singapore. The World Travel Awards were established in 1993 and have become synonymous with excellence in tourism over more than three decades. They annually honor the best destinations, products, and services in individual regions as well as globally. “Just being nominated is a huge honor for us and recognition of the work we do. We constantly strive to move forward and provide our visitors with unique experiences that they can enjoy with all their senses. These prestigious awards are a driving force for us and proof that our work makes sense,” added Lidija Kovařík.
Pilsner Urquell: The Original Beer Experience is located in a listed building at the lower end of Wenceslas Square. The exhibition uses the latest audiovisual technology to bring visitors closer to the tradition of Pilsner Urquell beer from its inception in 1842 to the present day. Ten parts of the tour connect history with interactive elements and tastings, featuring a 360° play zone and a moment when guests symbolically toast with the first Pilsner brewer.
The exhibition quickly established itself among the most visited attractions in Prague – in 2024 alone, it was visited by over 100,000 people from 112 countries around the world. The most visitors came from Great Britain, Germany, the USA, and Italy, but groups from exotic destinations such as Papua New Guinea, Barbados, and even the Vatican also arrived.
Part of the visitor experience is a traditional pub with tank Pilsner, and the pouring school, which was attended by over 8,000 people last year, is also popular, along with a tasting dinner with a beer sommelier, where each of the five courses is paired with a selected beer.
Thanks to these activities and offerings that target various audiences from tourists to expats and corporate clients, Pilsner Urquell: The Original Beer Experience has ranked among the five most visited attractions of its kind in Prague. The exhibition has over five thousand reviews on Google with an average rating of 4.8 out of 5, and it holds a similar standing on Tripadvisor.
