Discover Czechia: Brown’s Latest Book Unveils a New Era of Literary Tourism
Books as a travel magnet
Books can spark curiosity, encouraging explorations to places that might otherwise go unnoticed. It’s not just Dan Brown’s bestsellers inspiring readers to follow Professor Langdon from Paris to Rome; in Czechia, Karin Lednicka’s Slanting Church trilogy has boosted tourism in and around Karviná, sparking discussions about the region’s history. Similarly, the novel Habermann’s Mill has piqued interest in the Jeseníky Mountains. Another mention is the Trujkunt detective series by Petr Sagitarius, which takes readers to the easternmost corner of Czechia—the tri-border with Poland and Slovakia.
“Dan Brown’s novel is a major event with huge potential for tourism, propelling Prague into the ranks of leading cultural capitals that attract foreign tourists. Our capital has made it onto the pages of a global bestseller, and readers will want to experience its unique and mysterious atmosphere in real life. We’ll show them paths beyond the capital to regions that offer comparably powerful stories and experiences. Prague remains the gateway to Czechia, but we aim for it not to be the only destination,” says František Reismüller, Director of the Czech Tourism Centre – CzechTourism. “In our marketing efforts, we showcase places linked to Franz Kafka, Bohumil Hrabal, or Václav Havel—not just as monuments, but as atmospheric locations where visitors are drawn by compelling stories.”
Stories that change tourism
Literary inspiration has a measurable impact both in Czechia and abroad. For instance, the series about Commissaire Dupinov has brought thousands to Brittany. In Czechia, the Prašina trilogy has ignited interest in lesser-known parts of Prague, creating an adventure map for families.
The impact extends beyond books. The video game *Kingdom Come: Deliverance* has significantly boosted interest in certain areas: after its launch, Kutná Hora saw a 30% increase in domestic tourists in April alone, translating to roughly 22,000 more visitors compared to the previous year, according to O2 Dataclair.ai Centre for Artificial Intelligence data. The Town of Suchdol experienced a 45% surge in visitors, while State Castle Trosky enjoyed a 22% increase. This data highlights that the game significantly attracted younger visitors, particularly Generation Z, who increased by up to 300% year-on-year in some areas.
“Kingdom Come illustrates how a story can entice travel. The same effect can be expected with Brown’s book—authentic narratives often motivate more than traditional advertising,” adds Tereza Hofmanová, Director of B2B and Product Marketing at CzechTourism.
CzechTourism’s strategy: How to harness literary potential
CzechTourism is launching targeted activities in response to the book’s release. They are promoting the bestseller on the Kudy z nudy portal, aimed mainly at the domestic audience. International visitors will find engaging, regularly updated content on the VisitCzechia website, including links to events and thematic tours provided by Prague City Tourism. Additionally, from September 9, fans will find a dedicated page featuring locations from the novel, with communication also taking place across the agency’s social media profiles. Much of this outreach is also handled by CzechTourism’s international representatives. In the USA, they participated in a book tour at the popular Barnes & Noble bookstore and collaborated with Penguin Random House. In the UK, they have launched an interactive game called Where Am I? and secured discount codes for the Prague City Pass. They’re also involved in special screenings of The Da Vinci Code in boutique cinemas and a unique Secret Keeper event for TikTok creators. In Poland, book competitions are held with Sonia Draga publishing, and launch events took place in Bratislava and Amsterdam. In Germany, CzechTourism is partnering with Bastei Lübbe publishing for activities and competitions promoting trips to Prague. They also engage with local media and influencers, preparing them for press trips. Collaborations extend to Prague City Tourism and other regional partners.
“Cultural tourism is integral to our campaigns, highlighting Czechia as a prime cultural destination. We’re organizing press and influencer trips, developing content for global campaigns, and introducing new digital formats like a scavenger hunt game,” emphasizes Jana Štumpová Konicarová, Director of Marketing and Foreign Representations.
Direction Frankfurt 2026
Brown’s release coincides with Czechia’s upcoming major cultural event—the country will be a guest of honour at the Frankfurt Book Fair in 2026. The fair, scheduled for October 7-11, will spotlight contemporary Czech literature under the theme “Czechia – the land on the coast”. Throughout the year, the Year of Czech Culture will feature exhibitions, cultural presentations, author readings, and debates in German-speaking countries, aimed at capturing public interest. Support will also be extended to publishers, authors, literary agents, and translators.
Film venues are also pulling in
The film industry plays a crucial role in the domestic economy, generating income not just for filmmakers but also for ancillary industries like hospitality, transport, and catering—about 60% of filming revenues benefit these sectors. Filming locations often become tourist attractions; for example, the Pachinek Glassworks, featured in *On Knives: Glass Onion*, gained global recognition.
Both Hollywood and European productions use Czech settings as picturesque backdrops, inspiring travel to both familiar and off-the-beaten-path locales. In 2022, nearly half of domestic tourists reported visiting a site linked to a film or series in the last five years. Popular destinations include the historical centers of Prague, Czech Krumlov, and notable castles like Hluboká and Karlštejn. Czechia has appeared in many well-known productions, from the Bond film Casino Royale to the Oscar-winning Edith Piaf. Recent films include *Gray Man* and *Remission*, originally aimed for Australia, but filmed in Czechia instead. Bollywood films have also captured the charm of Czech cities like Prague and Karlovy Vary (notable titles include *Superstar, Jab Harry met Sejal,* and *Bang Bang*). The Korean series *Lovers in Prague* also drew attention from Korean tourists, alongside the Dutch reality competition *Wie is de Mol?*, which has led to increased interest in traveled-off locations.
In addition to films and series, Czechia has featured in numerous famous music videos. Ozzy Osbourne filmed videos in Prague, including *I Just Want You*, while Depeche Mode chose the romantic stone bridge in Rabštejn nad Střelou for their remix *Personal Jesus*. American singer Anastacia also picked Prague for the backdrop of her video *What Can We Do? (A Deeper Love)*.
Domestic projects have also played a significant role; the Police Modrava series attracted visitors to Šumava filming locations, while recent years have seen increased collaboration between authors, cultural institutions, and tourism organizations, exemplified by the Šumava Litera festival, which merges literary creation with regional experiences.
The same enthusiasm is anticipated for the Chinese reality series *Divas Hit the Road: Bond of Hearts*, which filmed its seventh season in Czechia and will air in autumn. Such high-profile productions elevate publicity, positioning Czechia as a desirable destination and motivating future visits.
Sustainability as a priority
As tourism in Prague grows, maintaining the balance is crucial. CzechTourism emphasizes sustainable travel, encouraging tourists to explore lesser-known areas while offering equally rich experiences.
“Accompanying activities based on Brown’s novel allow us to distribute interest so that tourists explore various locations and enjoy their experience. Preparation, timing, and collaboration among all partners are vital. Brown’s book will bring in new visitors, and we must work to motivate them. Our goal is to enrich their experiences while ensuring local communities benefit,” adds František Reismüller.
CzechTourism is thus crafting projects that promote responsible travel, like the Responsible Tourist Manual, partnering in the Tourism without Tracks initiative, and developing digital tools such as the EPU app. The aim is that tourism enriches the entire country, economically and socially, encouraging visitors to return for more unique experiences.
