Pilsner Urquell: The Original Beer Experience (TOBE) has retained its title as Europe’s leading beer tour visitor experience at the World Travel Awards.
Set on Wenceslas Square in the centre of Prague, TOBE is dedicated to the story of the world’s first golden lager.
“Retaining the title means a great deal to the whole team, perhaps even more than winning it the first time, because it shows that the experience we offer is consistently excellent year after year,” said chief executive Lidija Kovarik.
The original tour takes visitors through the story of Pilsner Urquell across a 10-part immersive exhibition, from the brewing process to the lively Beer Hall, where the beer is served in its traditional Czech pours.
At the Tapster Academy, guests step behind the tap themselves to learn these pouring styles from TOBE’s expert tapsters, leaving with a certificate and a personalised bottle. For a more elevated experience, the beer sommelier dinner pairs a five-course menu inspired by Czech cuisine with five beer styles from Czechia and across Europe, guided by a beer sommelier in the Golden Bar overlooking the square. There is now also a beer sommelier lunch.
Since opening in May 2023, TOBE has welcomed visitors from more than 130 countries and become one of Prague’s five most visited attractions. The UK remains its leading source market, accounting for almost 20% of all guests.
