Prague braces for major influx of tourists thanks to trending fiction novel

The newest blockbuster from best-selling author Dan Brown not only takes place in Prague — the Czech capital itself serves as one of the novel’s central characters. The city is now preparing for a surge in visitors inspired by the author’s latest work.

The US fiction writer's new novel, “The Secret of Secrets,” is already dominating international bestseller lists since its global release in early September, Deutsche Welle reports.

In the Czech Republic — a nation of 10 million people — approximately 120,000 copies were sold in the first week alone, setting a national sales record.

Yet, as Czech translator Petr Onufer explained, Prague’s role in the novel goes far beyond being a picturesque backdrop.

“We guessed that Prague would play a big role in Dan’s new novel about human consciousness,” Onufer said on a local podcast. “But when I received the first version of the manuscript, I was really surprised. I very quickly realized that Prague itself was one of the main characters in the story.”

Published on September 9 in 50 languages including Turkish and Russian, The Secret of Secrets was launched in person by Brown in Prague — one of the first countries to host him. Fans camped outside bookstores overnight, scenes which a local critic says were last seen when the Harry Potter mania that once swept the country.

During his visit, Brown was received at Prague Castle by President Petr Pavel, and Mayor Bohuslav Svoboda presented him with the Key to the City.

“Prague is one of those places where you, for example, stand on Charles Bridge and look up at the castle and the towers and feel like you're in a fantasy film. It's hard to believe it's all real. It's wonderful,” Brown told Czech television, adding that he first visited the city in 1984.

Known for global bestsellers such as The Da Vinci Code, Brown described his latest book as his most ambitious yet.

“It is the longest, has the most complex plot and the most characters,” he said.

Vital injection into Czech economy

Czech tourism officials were quick to recognize the economic potential of Brown’s novel. While Prague is already a major tourist destination — attracting around 12 million foreign visitors in 2024 — the book’s success is expected to give the sector a significant boost.

To capitalize on the momentum, Prague City Tourism launched themed walking tours in Czech and English that guide participants through key locations featured in the novel.

“The interest is huge. These tours take visitors around Prague to the various stations of Dan Brown's book. At the moment, they are booked out for weeks in advance,” said Klara Janderova, spokesperson for Prague City Tourism. “We'll be adding new tours to the program in the new year.”

Authorities anticipate that the upcoming film adaptation, scheduled for release in two years via the Netflix streaming platform, will further intensify international interest in the city.

By Nazrin Sadigova