Tourexpi
Prague welcomed almost four thousand events with 616,000 delegates last year,
according to aggregated data from the Czech Statistical Office (CZSO) and the Prague
Convention Bureau (PCB). Although this was an increase of several hundred percent
compared to the years of pandemic, meetings Prague has not yet come close to
the record years of 2018 and 2019. In international comparison, however, it
has improved. In the ranking of the most sought-after congress destinations
in the world by the International Congress Association ICCA, the Czech
capital has landed on the fifth place in 2022, leaving Madrid, Berlin, Athens,
Brussels and London behind.
In-Person Meetings are in Demand Again, Especially in Prague
Aggregated data, i.e. CZSO data from collective accommodation facilities
supplemented by Prague Convention Bureau statistics from the key meeting venues
in Prague, show that the number of delegates and events held in the capital
city last year reached roughly the level of 2014. Compared with the record year
of 2019, only 66% of events were held in Prague last year, but with a much
higher attendance. "The number of congresses and conferences held at
the beginning of 2022 was further affected by the fading pandemic and the
related restrictions not only in the Czech Republic but also
abroad, as well as by the outbreak of war in Ukraine. Although there were fewer
events compared to the pre-covid years, we have seen an enormous interest
in participating. Prague welcomed 616,597 delegates in 2022, which corresponds
to 86% of event participation in the record meetings year of 2019. These
numbers only confirm that personal contact is irreplaceable not only in
business communication," says Roman Muška, Director of the Prague
Convention Bureau.
Prague is the Fifth Most Sought-After Meetings Destination in the World
Although the Czech capital has not yet achieved the results of previous
years, in international comparison it has ranked the best in its history. It is
fifth in the ranking of the world's most sought-after meeting destinations,
improving by four positions since 2019. The ranking is compiled on an
annual basis, except for 2021 and 2022, by the International Congress and
Convention Association (ICCA) and includes only the number of international
association meetings held. Moving into the group of TOP 5 world
destinations is a huge success for Prague, in 2010 it was only in 19th place.
However, thanks to the conceptual approach of all organizations in the area
of meetings industry development, it has improved by 14 places and the
biggest challenge now will be to maintain its position at the top. Vienna
topped the list this year, followed by Lisbon, Paris and Barcelona. The TOP 10
cities are complemented by Madrid, Berlin, Athens, Brussels and London.
Compared with previous years, Asian destinations such as Singapore, Bangkok,
Seoul and Tokyo dropped out of the TOP 10 ranking. Prague must be able to
compete with them, which is what the Prague City Hall is aiming to with its
support campaigns.
Positive Economic Outlook: More Events for More Nights
The public health and political situation at the beginning of 2022 also
had a significant influence on the distribution of events over time and on
their structure. While the meetings season in Prague would typically spread
mainly over the spring and autumn months, last year it was extended. The
busiest months were June, and in addition to the traditional
September and October, also November. At the same time, data from the Prague
Convention Bureau show that there has been a significant increase in the
segment of larger events. Before the pandemic, most events held were those for
up to 50 persons, in 2022 the most common events were those with between 500
and 1,000 delegates. Most events last year had one-day duration, but multi-day
events recorded a notable increase, which led to an increase in the average
length of the event to 2.46 days.
"Prague is successfully rising in the ranking of the world's TOP
meeting destinations, which has a huge economic benefit for the capital.
Congresses attract more affluent tourists to Prague, who spend three times more
than the average international visitors. In addition, many delegates regularly
return to Prague for leisure holidays. In the PCC, we perceive a rapid return of
demand, which we want to meet adequately. Thanks to the Czech Presidency of the
Council of Europe, we hosted a total of 262 events last year and
documented a record year, which has also reflected in our business results,"
explains Lenka Žlebková, CEO of the Prague Congress Centre.
309 Large Events a Year: Despite the Decline in International and
Corporate Events
The uncertain international situation in the region has triggered
changes in the ratio of the participants ‘nationalities. While the
ratio of international and local events in Prague was usually balanced, in 2022
the local events still prevailed by a ratio of 2:1. Source markets
remained similar to previous years, mainly the UK, the US, Germany and Belgium,
but Europe gained even greater percentage dominance (96% of events vs. 87.8% in
2019) at the expense of North America (2.7% of events vs. 8.1% in 2019) and
Asia (0.7% of events versus 2.7% in 2019).
Postponing the large association congresses and conferences has led
to the fact that in 2022 Prague welcomed the most events of this type
in the last five years. A total of 309 of them took place here. Almost every
calendar day of the year a conference or a congress took place. On the
other hand, the share of corporate events which was at 42% of the record year
2019, did not return to its original level. "Among the most frequently
discussed topics at Prague congresses and conferences in 2022 were medical
sciences, economics and finance and technology. We have seen a significant
increase especially in the number of events dealing with ecology
or with previously mentioned technologies," adds Roman Muška.
Looking Ahead: New Hotels and Stronger Support for Tourism
In 2022, the largest number of events took place: traditionally in hotel
facilities, which are suitable for holding smaller meetings and conferences.
The hotel market is now undergoing significant expansion. In recent months,
several larger hotels have opened, and more should be added by 2024, especially
in the luxury segment. These new facilities will offer nearly 2,000 hotel
rooms, in addition to the existing 45,000 rooms in 873 premises, with more than
1,700 m2 of meeting space.
"I firmly believe that the Prague meeting industry will also
undergo positive changes thanks to the increase in the tourist tax from the
original CZK 21 (ca EUR 0.8) to CZK 50 (ca EUR 2), which the capital city
introduced at the beginning of last year. The funds obtained this way will flow
into the cultivation of tourism and its sustainable development, including
support for Prague as an important meeting destination," adds Roman Muška.
"Thanks to the increase in the tourist tax and the reinvestment of
income back into development, we are able, in cooperation with the Prague City
Tourism, to support the Stay in Prague campaign, aiming to present Prague as a
cultivated destination and to attract a solvent clientele. Prague is not
interested in tourists travelling to Prague for drunken entertainment,"
explains Jiří Pospíšil, Deputy Mayor of Prague for Culture, Tourism, Heritage
Care and Exhibitions.
"Today, half of the revenue from the tourist tax is reinvested back
into tourism, allowing us to plan marketing campaigns better, aiming at
travellers with a deeper interest in the city. Moreover, these campaigns are
paid for by the tourists themselves," adds František Cipro, Chairman of
the Board of Directors of Prague City Tourism.
New PCC Hall will Allow Prague to Host Largest Congresses and Social
Events
The support from the city is also welcomed by the Prague Congress Centre,
which has long been struggling with the lack of exhibition space necessary
for organizing the largest international events. Therefore, the Centre is
preparing to implement the long-delayed project of expanding its
capacities with a multifunctional exhibition hall. "Already in 2017, the
management of the capital city was engaged in the architectural
competition; covid interrupted our plans, but now we are reintroducing the
project of a new hall. Meetings industry has a great potential,
which Prague should use. Part of the project of a multifunctional
exhibition space is also the revitalization of the public space around the PCC,
which will allow us to revive the cultural and social life of residents in this
locality," concludes Lenka Žlebková.
Image Credit: (c)
WOW Prague Convention Bureau
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