With luxe from Prague: The Czech capital debuts a new set of souvenirs

As the Czech capital aims to reinvent a kinder, gentler tourism in the wake of the pandemic – one that relies more on slow travel than stag parties – its official tourism board has launched a new line of souvenirs intended to present Prague as a "cultured and sustainable" city.

Cooperating with well-known Czech artists, Prague City Tourism has developed a series of English-friendly comic books, crystal art, and Prague-motif jewelry that it says captures the beauty of traditional Czech art not just for foreign tourists but to anyone with an appreciation for "golden Czech hands."

"We have decided to enter the market with authentic souvenirs that incorporate the stories of their creators which makes them not just pleasing on the surface level," said Jana Adamcová, from the Prague City Tourism Board of Directors. 

The release of the new line of souvenirs goes hand in hand with the city's strategy to continue cultivating a more sustainable and innovative form of tourism. Souvenirs can be purchased via its e-shop or at the Petřín lookout tower, which will serve as a point of sales during the pilot phase.

The collection includes the debut of limited-edition crystal glasses by designer Rony Plesl with gilded symbols of Prague towers, comics featuring art in the metro from Magnesia Litera award-winner Ondřej Horák and illustrator David Kalika, and an illustrated guide to the Prague Monument Reserve by acclaimed artists Michaela Kukovičová and writer Alena Ježková.

Also among the take-home treasures, special-edition jewelry that pays tribute to the blossom of the Petřín Hill orchards in the shape of rose glass with sandblasted cherry blossoms from the Ko-ra-le workshop.

Traditional souvenirs – postcards, magnets, notepads, and pencils from illustrators Linh, Smota, and Gabriela from the DRAWetc studio, the Bohemia Paper workshop, and the Pragtique studio portfolio – are also part of the new line. 

The Czech capital's tourism board also focused on sustainability in its selection, which is one of the main goals of the new tourism strategy for the metropolis. 

"Behind each souvenir, we see a specific Prague artist," said Adamcová. "For us, cultural sustainability means supporting economically and via marketing efforts the Prague craft and artistic community by choosing the best it has to offer. After all, this is also the historical role of public institutions," she said.