In the segment of domestic tourism, we are building the brand V Praze jako doma (At Home in Prague) with its own website: vprazejakodoma.cz. In 2020 and 2021, the At Home in Prague campaign served as a benefit program to support the recovery of tourism, hit hard during and after the Covid-19 pandemic. For a night spent in Prague, the visitor received a voucher to be used for free admission to sights or live culture programs, or as a ticket for the vintage tourist tram. The economic benefit of the program was CZK 446 million over this period, with almost 150,000 vouchers issued, corresponding to a total of 345,000 overnight stays. The source code for the IT system for At Home in Prague benefit program was offered free of charge by the City of Prague through Prague City Tourism and the ICT Operator to all cities and municipalities in the Czech Republic, so they could easily use the system to create their own projects to support vulnerable segments of the domestic economy. Since 2022, the At Home in Prague campaign has systematically continued to attract mainly domestic tourists to the city. Their share in total tourism had long been low compared to other European capitals – in 2019 it accounted for only 15%, which is 1.24 million people. Thanks to the At Home in Prague campaign, this number increased to 1.49 million in 2022 and to 1.59 million in 2023.
