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The post pandemic improvement in booking demand was a theme universally acknowledged during my visit, including by the Prague Marriott, the Almanac X Alcron hotel, Cubex and Prague Boats whose marketing director Lucie Nedvědová commented:“ In terms of MICE events, we are seeing strong and growing interest not only from international clients, but from Czech companies, chambers of commerce and institutions. Our electric boats – especially Bella Bohemia, Marie d’ Bohemia and the flagship Anna Carolina – are increasingly used for product launches, networking evenings, strategy presentations and award ceremonies.”
Prague Exhibition Grounds The soft reopening of Prague Exhibition Grounds, scheduled to take place in around 12 months’ time followed by a full reopening in 2027 after a major refurbishment of the historic Industrial Palace( Prumyslový palác), the central building, which was partly destroyed by fire in October 2008, will undoubtedly boost the capital’ s MICE offering.“ It will be a nice addition to the Prague Congress Centre and O2 Universum – it shouldn’ t be a competitor – and will be able to host large groups( over 1,000 in the right wing). It is the
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venue we were missing in the past and I see huge potential for this area for any type of major event,” the PCB’ s MD said.
Blue riband conference venue, Prague Congress Centre, in June, officially gained sole ownership of the venue after an exchange with the state authorities.
Located in Prague 4 next to Vyšehrad metro station, PCC boasts 70 halls and lounges, with a total capacity of nearly 10,000, including the main Congress Hall seating up to 2,764 delegates.
And, in terms of new unique venues, Prague Planetarium reopened as Europe’ s first fully digital LED planetarium dome following a twoyear renovation, also in June.
The city’ s airlift offer for MICE received a boost when a new direct route between its Vaclav Havel Airport to Abu Dhabi through Etihad airlines was launched on 2 June.
In terms of Czech challenges, geopolitical issues are a concern, as indeed for many others. Overtourism and new regulations affecting airbnb are also big topics.
But Muška finished up with a positive note, playing Prague’ s MICE ace cards of heritage and culture:“ If you really bring a specific event to Prague focused on culture or history, for example, you will encourage people to stay longer.”
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Left:
Almanac X Alcron
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Hotel choice: Almanac X Alcron Prague Originally called The Alcron and situated on Stepanska street moments from Wenceslas Square in the heart of the city, this 204-room luxury hotel with its Art Deco style and Crystal ballroom has a rich history. Since opening its doors back in 1932, the hotel has been a mirror to key historical events. In August 1968 the Associated Press correspondent filed his first report from the hotel’ s reception on Soviet tanks rolling into Prague, and during its lifetime the great and the good, including royalty and leading actors, musicians, film directors and artists, have passed through its doors.
Acquired by an Austrian family, the Haselbachers, in 1995, the hotel, which now forms part of the Almanac Hotels portfolio, was relaunched as the Almanac X Alcron Prague in March 2023.
MICE business is very important for the hotel( 50 / 50 split with leisure). There is the Crystal ballroom, which can host up to 200 people theatre style, three boardrooms and five salons. Booking visibility for 2026 is looking good with many conferences and smaller corporate offsites already confirmed, the sales / events team said.
Future angles The PCB is working with the local authorities on developing a new business brand for Prague, Muška told me, a key part of which is to convey to tourists the message that the city is not just about the castle and the historic old town and the Charles Bridge, but a modern, vibrant city that is developing with new architecture and buildings.
The PCB is obviously hoping that an increased budget will be allocated for the MICE sector. And, with both the city’ s main convention centres enjoying record years, a new events era is clearly underway. n
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