The Czech Republic has a new holder of a prestigious award in tourism. It is Pilsner Urquell: The Original Beer Experience. The Pilsner Experience in Prague has been voted the hottest new destination for Europe’s beer lovers. The innovative multimedia experience, which tells the story of how Pilsner Urquell perfected pilsner beer, has won a prestigious award. It has been awarded the title of ‘Best Beer Tour Visitor Experience’ in the European segment of the World Travel Awards, outperforming the Heineken Experience, Guinness Storehouse and Stella Artois visitor centers, among others.
“This is a tremendous honour for us. It’s recognition that The Pilsner Experience delivers a world-class visitor journey that stands up to the strongest international competition. Our goal was to create a place that shows why Pilsner beer is such an essential part of Czech culture, while offering modern, world-class entertainment. Today’s award confirms that we’ve achieved exactly that,” says Lidija Kovařík, CEO of The Pilsner Experience.
Following its European triumph, The Pilsner Experience has also been nominated for the global finals of the World Travel Awards in the World’s Leading Beer Tour Visitor Experience 2025 category. It will compete with global icons such as Coors Brewery Tour (USA), Maui Brewing Company – Kihei Tasting Room (Hawaii), and Tiger Brewery Tour (Singapore).
Founded in 1993, the World Travel Awards are considered the “Oscars of Tourism,” celebrating excellence in travel and hospitality across all continents. “Even being nominated is a great honour and a validation of the work we do. We constantly strive to innovate and provide visitors with experiences that engage all the senses. These awards motivate us to keep raising the bar,” adds Lidija Kovařík.
Located in a heritage-listed building at the lower end of Wenceslas Square, The Pilsner Experience uses state-of-the-art audiovisual technologies to tell the story of Pilsner Urquell — from its origins in 1842 to today.
Ten interactive zones blend history, storytelling, and tastings, including a 360° gaming area and a symbolic toast with the first brewmaster.
Since opening, The Pilsner Experience has become one of Prague’s most visited attractions, welcoming over 100,000 guests from 112 countries in 2024 alone. Visitors most frequently come from the UK, Germany, the USA, and Italy, but also from as far as Papua New Guinea, Barbados, and even the Vatican. The experience also includes a traditional beer hall serving unpasteurized tank Pilsner, a popular Tapster Academy – attended by more than 8,000 visitors last year – and beer-paired dinners led by a beer sommelier. Thanks to this variety of offerings, appealing to tourists, expats, and corporate groups alike, The Pilsner Experience ranks among Prague’s top five attractions of its kind, boasting over 5,000 Google reviews and an average rating of 4.8/5, mirrored on Tripadvisor.
Learn more about the unique “liquid gold” experience here.
