Plzensky Prazdroj attracts tourists to the region


The brewery and museum are most frequently visited by Czechs and Germans; the largest increase is in tourists from Russia and the USA

The Brewery Museum in Pilsen and the Plzeňský Prazdroj brewery with its tour routes, the visitor centre and Na Spilce restaurant are the greatest attractions for tourists travelling to the Pilsen region. During the second quarter, over 50 thousand tourists visited these sites. Research into visitors to the brewer and the Brewery Museum showed that visiting the brewery is for them the second most frequent reason for visiting Pilsen (immediately after the generally stated reason of “spending free time”, meaning that it represents the main specific goal). An interesting fact is that two-thirds of foreign tourists plan their visit to the brewery and museum via the Internet.

Second quarter of 2006: tourists from distant countries

The total number of visitors to the Plzeňský Prazdroj brewery and the Brewery Museum in the second quarter of 2006 rose year-on-year in the order of hundreds to 52,378 people. The majority of tourists came, as usual, from Germany (14,349) and the Czech republic (16,928). But there were also interesting changes in the composition of tourists:

  • increase in tourists from Russia (3,151 people, y-o-y of 72%)

  • increase in tourists from USA (1,862 people, y-o-y of 72%)

  • increase in tourists from Taiwan (3,680 people, y-o-y of 16%)

Visitor numbers to Pilsen during the last quarter were uniquely influenced by the ongoing Football World Cup held in neighbouring Germany. The tour of the brewery attracted tourists from as yet unusual “exotic” destinations such as Brazil, Argentina, Costa Rica, Australia, Africa and other countries taking part in the World Cup, and their fans used their trip to Germany to also get to know other parts of Europe.

Why and how tourists travel to the Pilsen brewery and Brewery Museum

According to research, for tourists from abroad the main reason to visit is “beer and its personal appeal”, while for Czechs want to “see the brewery”.

64% of foreign visitors to the Plzensky Prazdroj brewery  and Brewery Museum spend only one day in Pilsen, mainly due to the lack of accommodation in the city. This state of affairs should improve, however, in the near future following the construction of several quality hotels. The Na Spilce restaurant’s 600 seat capacity means it can boast the title of largest pub in the Czech Republic.

The main source of information by which visitors to the Plzensky Prazdroj brewery and Brewery Museum plan their journeys is the Internet (foreigners 68%, Czechs 58%). This is why Plzeňský Prazdroj devotes great care to the presentation of the brewery and Brewery Museum on its website, which is visited by ever increasing numbers. In comparison with the second quarters of 2005 and 2006, the number of unique visitors rose by 27 % and the overall interest in the website, i.e. the number of pages viewed, by 25%.

“During the second quarter we expanded the tour route in the brewery to include the Hall of Fame, where visitors can see the most important and most interesting moments in the famous history of Plzeňský Prazdroj. In the forthcoming period we are also preparing other services for visitors, such as regular joint tours of the Brewery Museum and brewery or promotional materials in translation for Asian visitors. And from autumn our guests will be able to visit the new and super-modern packaging hall, which is being built at this very moment,“ says Mgr. Markéta Formanová, Manager of Plzensky Prazdroj’s tourist services.

In developing tourism and caring for cultural heritage, Plzeňský Prazdroj works closely with municipal and regional bodies. As well as taking part in seminars, presentations and many other projects, it has traditionally participated in the key events for the Pilsen city and Pilsen region, such as Apriliáda, the Finále Czech Film Festival and the History Weekend.

Marketa Formanova, 377 224 955, Manager of Plzensky Prazdroj’s tourist services
Lucie Roztocilova, 724 617 824, Corporate Affairs department