Published on
September 29, 2025
United States, United Kingdom, and China are leading the charge in a tourism boom in Prague, fueled by the global success of Dan Brown’s The Secret of Secrets. As more travelers flock to explore the city’s iconic landmarks featured in the novel, American Airlines, British Airways, and Air China are expanding their routes to accommodate the growing demand. At the same time, major hotel chains like Marriott and Hilton are offering exclusive themed stays and packages, allowing visitors to fully immerse themselves in the literary world of Robert Langdon. With Prague becoming a must-visit destination for literary enthusiasts, the city’s hospitality and airline industries are adjusting to the surge in tourism, offering new and enhanced services to ensure travelers have a seamless and unforgettable experience.
Expansion of Prague Tourism and Flight Routes
Ever since the release of Dan Brown’s The Secret of Secrets, the growing popularity of the Czech capital has become closely intertwined with literary tourism. Tourists from the US, UK, and China are visiting Prague to experience the novel first hand, and to see the Robert Langdon sites. This growing demand has led to Prague becoming a focus of route expansions by American Airlines. In addition, this demand sparked the creation of Robert Langdon-themed stays by American hotel chains. With the growing interest of tourism to Prague, potential tourists should be aware of the growing interest of hotel chains, and airline dynamics. This includes the probable influx of tourists and the impacts this will have on the respective industries.
Distinct Rise in American Visitors to Prague and American Airlines Extended Flight Plans
The most noticeable increase in Prague tourist visits since the release of The Secret of Secrets comes from the United States. Following this, American Airlines has upgraded services to and from the city. With new one-stop, direct flights to Prague (PRG) from New York (JFK) and Chicago (ORD) hubs, American tourists have more options than ever to access and explore the streets, landmarks, and historic synagogues of Prague, some of which are described in the novel.
American Airlines has consolidated new services to Prague as an endpoint to multiple European cities, which it has said to increase. As visits to Europe, and more specifically Prague, increase from the States with the release of this novel, American Airlines prepares to increase the number of flights and enhance the quality of services offered to these customers.
Travelers from the U.S. also have more convenient options for their travel plans, as the airline offers flexible flights more frequently. This makes travel to Prague more feasible and sensible than ever. The airline’s close partnership with Prague City Tourism and their award-winning customer service makes this airline the best option for American tourists looking to travel to the city and tour Prague like Robert Langdon.
Increased Travel to Prague from Both the United Kingdom and China, Leading to Increased Capacity from British Airways and Air China
The increase in travel from the United Kingdom to Prague has also been substantial due to the influence of The Secrets of Secrets. In response to this trend, British Airways, the primary airline between London and Prague, has increased the number of flights to Prague and has offered better timing for the London to Prague route. British tourists can now more easily fly to Prague and visit the enchanting locales that the novel describes, from the Old Town’s narrow, twisting streets to the enigmatic areas around the Prague Castle.In recent years, an increasing number of tourists from China have come to Prague. In order to meet this demand, Air China has increased its direct flights to Prague from Beijing (PEK) and Shanghai (PVG). Offering direct flights makes China likely to offer Prague as a travel destination to more tourists. Responsiveness to direct flights and service from Air China improves overall tourist satisfaction. For tourists coming from China and the United Kingdom, the new flights make Prague more affordable and easier to reach.
Prague offers a destination marked with an extensive history and literature, and the new flight arrangements improve the ability of China and the U.K. tourists to enjoy Prague’s history. Air travel, whether British Airways or Air China, makes a commitment to service, which upgrades the travel experience to and from Prague.
Marriott & Hilton Capitalize on The Secret of Secrets with Themed Stays and Packages
In light of the rapid expansion of literary tourism in Prague, Marriott and Hilton are offering unique themed stays as captured by the Prague tourism in the contemporary literary work The Secret of Secrets. These hotel chains are offering exclusive packages that allow guests to immerse themselves in the world of The Secret of Secrets and experience Prague as Robert Langdon might.
Marriott’s Prague hotels, notably the Courtyard by Marriott and the Prague Marriott Hotel, have recently incorporated The Secret of Secrets packages into their services. These packages feature guided walking city tours that retrace the steps of the novel, including the Clemetinum, the Old Town Square and the Jewish Quarter. Other adventurous dining experiences are offered, including themed meals pair with cocktails inspired by the novel. Guests are also offered privileged access to book-related events. These tailored experiences respond to the need of the travelers who want to explore Prague’s historical richness in close relation to the themes in Brown’s recent publication.
Hilton Prague has started to provide several options for literary tourism. As an example, Hilton Prague Old Town has collaborated with Prague City Tourism to provide the The Secret of Secrets package, which includes a stay in a specially designed room, participation in exclusive literary activities, and private guided tours of the most important sites in the city. Hilton also has customizable guided packages for tourists who prefer a more personalized itinerary to see the hidden spots of Prague, like the enigmatic Jewish Cemetery, or the Baroque walls of the city as referenced in the novel.
The specially designed experiences offered by both Marriott and Hilton work to attract more literary tourists and provide an exciting and immersive way to see Prague. Enhanced relationship between the hotels and Prague City Tourism allows people to understand and appreciate the sites that Brown has intricately woven into the novel.
The Impact on Prague’s Hospitality Industry
Prague’s hospitality sector has been heavily influenced by the growing number of visitors to the city. Marriott and Hilton are certainly benefitting from the increase in visitors, but local hotels are also marketing to the literary traveler by providing unique tours and special offers.
The demand for housing has a direct impact on the price of accommodations, and the price of rooms in central Prague has increased. Thankfully, central Prague has a range of accommodations available from luxury hotels to budget hostels. Given their pricing, hostels are especially useful to less economically developed visitors. Due to heightened interest in Prague during events featuring The Secret of Secrets, early bookings are advisable.
Local businesses beyond hotels, such as eateries, cafes, and tour providers, are also reaping the benefits of the rise in tourism. Prague restaurants have created themed menus inspired by the novel, and several nearby literary-themed cafes serve dishes named after characters and events from the story. Tour providers capitalize on the literary tourism boom by providing specialized walking tours, like The Secret of Secrets city tours, which take the same routes as Langdon and his companions in the novel.
Preparing for Your Trip: Flight Details and What to Expect
With the chance of flight disruptions, tourists visiting Prague should take into account the logistics of flying as part of their trip preparations. Major airlines such as American Airlines, British Airways, and Air China operate flights from the US, UK, and China to Prague. Direct flights are available from the main international airports.
Daily flight options from New York (JFK) to Prague (PRG) are available with American Airlines providing non-stop service. Also, British Airways is providing direct flights to Prague from London Heathrow (LHR). This makes the journey comfortable and convenient for British tourists. Air China offers direct flights to Prague from Beijing (PEK) and Shanghai (PVG), making the city more accessible to Chinese tourists as well.
When visitors are in Prague, they are able to take advantage of the efficient public transport of the city which consists of trams, buses, and the metro. Prague is well able to cope with a large number of tourists and has signage available in several different languages to assist visitors with navigation. Information is available in several languages as well.
United States, United Kingdom, and China are driving a surge in Prague tourism, spurred by Dan Brown’s The Secret of Secrets. American Airlines, British Airways, and Air China are expanding routes, while Marriott and Hilton offer themed stays for literary travelers.
The Growing Appeal of Prague
With the growing popularity of The Secret of Secrets, the tourism market in Prague will thrive as well. The tourism market in Prague will continue to thrive with the services offered by airlines, hotels, and tour operators, as travelers from the U.S., U.K., and China can reach the city and access its history and culture. For those travelers heading to the city, to avoid disappointment, reservations, especially for airline tickets and lodgings, should be made well in advance as the city becomes more and more in demand. Prague has something to offer every traveler, from its stunning landmarks to its rich cultural history to literary Prague.
