ICJ Dialog: Roman Muška, Managing Director, Prague Convention Bureau
ICJ: What strategic measures is the Prague Convention Bureau currently pursuing to further strengthen Prague’s position as a leading destination for international congresses and incentive travel?
We try to keep things quite straightforward. Our main focus is on bringing events to Prague that really fit the city—especially those linked to science, technology and creative fields, where there is strong local expertise. That means working closely with universities, researchers and professional communities so organisers can rely on solid local support.
At the same time, we stay active in our key markets and keep close contact with international partners. Together with the city and national institutions, we also look at the long-term picture—making sure infrastructure and services continue to develop so Prague remains a dependable destination over time.
ICJ: How does the Bureau specifically support companies and event organizers in planning and executing large-scale events in Prague?
For association congresses in particular, we act as a very practical point of contact. We help with bid preparation, suggest suitable venues and hotels, and connect organisers with experienced local suppliers.
We also work closely with the City of Prague, which offers financial grant support for qualifying association congresses. Our role is to guide organisers through that process and explain what support is available. On top of that, eligible events can offer delegates free public transport, which makes getting around Prague much easier for participants.
ICJ: What trends are you currently observing in the MICE sector, and how is Prague responding to them?
Organisers today are looking for clarity and reliability. They want destinations that are easy to understand, easy to move around and flexible enough to support different types of programmes. There’s also more interest in events that feel connected to the place, rather than being the same wherever you go.
Prague responds to this quite naturally. The city is compact, public transport works well, and there’s a strong base of local partners—from universities to cultural institutions—that organisers can tap into. We also continue to improve venues so they keep pace with what organisers expect.
ICJ: What sustainable or innovative initiatives is Prague implementing to meet the growing demands of modern event planners?
Sustainability in Prague is approached in a very practical way. Public transport is already the easiest way to get around, and for eligible association congresses the city even provides free transport passes for delegates.
Many venues and hotels are gradually improving how they manage energy, waste and everyday operations. From our side, we mainly help organisers understand what’s realistically available and put them in touch with suppliers who already work responsibly. The idea is to keep things achievable, not complicated.
ICJ: How is demand from various international markets developing, and which regions are currently the focus of your marketing activities?
Europe is still our main market. Germany, the UK, Benelux and France continue to generate steady demand and are very familiar with Prague as a meetings destination.
North America is also among our top three source markets and remains an important focus for us. Interest from that region is consistent and fits well with what Prague offers overall.
In Asia, activity is more selective at the moment, so our main attention stays on Europe, with targeted efforts in North America.
ICJ: Which new locations or infrastructure projects in Prague could be particularly attractive for international event organizers in the future?
Prague is continuing to invest in its event infrastructure. One important area is the Prague Exhibition Grounds, which are being gradually upgraded to better host large congresses, exhibitions and major events.
A highlight will be the reopening of the historic Industrial Palace in autumn 2026, offering flexible space for exhibitions, congresses and large social events. At the same time, the city’s high-end hotel offer is expanding, with new properties such as Fairmont Golden Prague, W Prague Hotel, boutique Sir Prague and the return of the InterContinental brand under IHG. Together, these developments give organisers more choice and more flexibility when planning events in Prague.
