Pilsner Urquell: The Original Beer Experience (TOBE) has retained its title as Europe’s Leading Beer Tour Visitor Experience at the World Travel Awards 2026, marking a second consecutive win.

Located on Prague’s Wenceslas Square, the attraction celebrates the story of Pilsner Urquell, the world’s first golden lager, through an immersive 10-part exhibition exploring the history and craft of Czech beer.

The Original Tour takes visitors from the brewing process to the Beer Hall, where expert tapsters serve Pilsner Urquell in traditional Czech pouring styles. Guests can also try the Tapster Academy, learning to pour their own perfect pint and receiving a certificate and personalised bottle.

For a more premium experience, the Beer Sommelier Lunch and Dinner pair five courses inspired by Czech cuisine with five beer styles from Czechia and across Europe, guided by an expert Beer Sommelier in the Golden Bar overlooking the square.

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 is its leading source market, accounting for almost 20% of guests. Around 70% of British visitors book on the day or arrive directly at the ticket office, making TOBE an accessible addition to a city itinerary.

The award recognises the team’s commitment to delivering a consistently high-quality experience, whether guests book in advance or decide to visit spontaneously.

For travel agents and tour operators, the attraction offers a range of experiences to suit different itineraries, from the Original Tour to hands-on masterclasses and premium food and beer pairings.

For more information, visit pilsnerexperience.com/en