The Pilsner Urquell: The Original Beer Experience multimedia visitor centre has won the title of World’s Leading Beer Tour Visitor Experience 2025 in the prestigious international World Travel Awards competition – the award for the best beer visitor experience globally. This follows its success in October, when it won the Europe title.
The world awards were presented during the Grand Final Gala Ceremony, which took place on December 6, 2025 in Bahrain. Pilsner Urquell: The Original Beer Experience succeeded in competition with other top beer attractions from various continents, including the Coors Brewery Tour in the United States, the Maui Brewing Company – Kihei Tasting Room in Hawaii and the Tiger Brewery Tour in Singapore.
“Winning the European award was a huge milestone for us. The world title is a confirmation that the concept of the experience we offer in Prague will stand out in the highest international competition. We see it as an appreciation of the work of the entire team and as a commitment for the years to come,” says Lidija Kovařík, CEO of Pilsner Urquell: The Original Beer Experience.
2025 was a record year for the center. Visitors have been arriving from more than 120 countries around the world. Guests from the United Kingdom (21%), Germany (14%), the United States (10%) and Italy (9%) formed the most numerous groups. However, visitors from as far away as Australia, the Philippines and Qatar also came to Pilsner Urquell: The Original Beer Experience, which confirms the growing international prestige of the project.
The enormous interest in the premium tasting programme in the Pilsner Urquell: The Original Beer Experience – Beer Sommelier Dinner – which was sold out repeatedly at the end of the year – led the project management to decide to expand the offer with Beer Sommelier Lunch. Starting from the end of 2025, the novelty is intended to meet the growing demand for exclusive beer and gastronomic experiences. “Guests come to us more and more often for the tasting menu. They are interested not only in selected gastronomy, but also in beer pairing and beer talks as a part of the tasting. A beer sommelier will guide them through the whole experience and share the most interesting information about beer with them,” describes Lidija Kovařík.
Other news concerns the experiential exhibition of The Original Tour itself. In 2026, Pilsner Urquell: The Original Beer Experience plans to expand the language versions of the audio guide, introduce technological innovations as part of the experience tour, and further develop interactive elements.
The project has also received extraordinary international recognition in the media – this year the British National Geographic magazine ranked it among the most interesting tourist attractions that can be visited in Europe.