‘AI Is Not a Prague Local’: Prague Focuses on Human Advice
Prague City Tourism has started a new campaign to show why local tourist information centres are important.
Photo: Prague City Tourism
Digital travel assistants can answer questions quickly. But the best tips about a city often come from people who live there and know it well. That is why Prague is holding a special week of activities to show visitors how helpful advice from local people can be.
Artificial intelligence (AI) can help people plan trips, but it does not know everything about a city. Prague wants visitors to understand why advice from local people is valuable. Its campaign uses the slogan ‘AI není Pražan’, which means ‘AI Is Not a Prague Local’.
From 24 to 30 October 2026, Prague will join Tourist Information Centres Week (TIC), an event held across the Czech Republic. This is the seventh year of the event. It is organised by the Association of Tourist Information Centres of the Czech Republic, together with its members and officially approved organisations.
Photo: Prague City Tourism
Prague City Tourism has planned different activities to show that advice from real people is still important, even as more people use artificial intelligence.
‘AI can be a great source of ideas. But we locals do more than just know Prague. We live here,’ says Barbora Plodrová, Director of Tourist Information Centres at Prague City Tourism. She explains that staff members have their own favourite places and find new things around the city every day. They can share what they have personally seen and experienced with visitors.
Competitions and a Chance to See How Information Centres Work
During the special week, visitors can pick up a game card at any tourist information centre in Prague and enter a competition. Each centre will give visitors a short task or question to complete. Staff will be happy to help them find the answers. People can win prizes such as vouchers for a ride on historic tram line 42 or a visit to Prague's towers.
Photo: Prague City Tourism
The tourist information centre at the Old Town Hall will also offer a special activity. Visitors who are interested can find out what it is like to work at an information centre while it is open as usual. Experienced staff members will guide them and help them as they give advice to other visitors.
Recent numbers show that many people still use these centres. From January to September 2026, Prague City Tourism staff answered more than 750,000 questions and requests for information. The centres are found in several places around Prague, including the Old Town Hall, Můstek, Petřín Hill, Prague Castle and both terminals at Václav Havel Airport Prague.
‘AI Is Not a Prague Local’: Helping Tourists Avoid Bad Deals
Prague City Tourism also wants its new ‘AI není Pražan’ campaign to show that travel advice from AI is not always reliable. AI can suggest many places and activities in just a few seconds. But some of its suggestions may be too expensive or lead visitors into tourist traps. These are places or offers that take advantage of tourists. Jana Adamcová, Deputy Chairwoman of the Board of Prague City Tourism, explains this concern.
Photo: Prague City Tourism
Just because something appears often or is easy to find on the internet does not mean it is good or can be trusted. Staff at tourist information centres know Prague well. They can use that knowledge to suggest good places and help visitors stay away from offers that may not be trustworthy.
The new campaign also supports an existing project called ‘Enjoy Respect Prague’. That project teaches tourists about the rules for visiting Prague and how to treat the city and the people who live there with respect.