From cocktails to city walks: Prague gets ready for a Langdon-inspired tourism boom

Prague's Old Town Hall was transformed into a pop-up bookstore at dawn on Tuesday, as nearly a thousand fans queued for the first copies of bestselling American author Dan Brown's first new novel in eight years.

It was barely light in Old Town Square when the first hundred readers emerged with their coveted signed copies of the 630-page tome, with some having camped out overnight. The Prague-set thriller, The Secret of Secrets, protaganist Robert Langdon's sixth adventure, launched simultaneously in New York and the Czech capital.

The novel follows Langdon as he searches for a missing scientist, love interest Katherine Solomon, and her manuscript on human consciousness, a plot that takes the professor from St. Vitus Cathedral and Charles Bridge to hidden bunkers and Soviet-era swimming pools.

The attention comes with both promise and risk: will the turtleneck-wearing symbologist's latest fictional exploits give Prague's stag-party-worn tourism a lift? Or will the Langdon effect add pressure to the city’s already overrun cobbled lanes?

Brown's novels have a proven record of boosting tourism. Vatican tours still reference Angels & Demons, while Paris trades on its ties to The Da Vinci Code. Rosslyn Chapel in Scotland, featured in The Da Vinci Code, saw visits rise from around 38,000 to 80,000 after the book, and over 176,000 once the film followed. Nearly half of visitors still cite the novel or movie as a primary reason for coming.

Now it's Prague's turn, with walking tours, themed cocktails, and marketing campaigns already rolling out. Netflix secured adaptation rights in May.

The timing couldn't be better. In recent years, the city has worked to rebalance its tourism strategy, promoting culture and gastronomy over rowdy alco-tourism. Officials hope the book will accelerate this shift.

"We believe Prague's role in the plot will strengthen the city's reputation and attract visitors who come mainly for culture, not just entertainment," said František Cipro, chairman of Prague City Tourism. "This type of visitor is key for us."

The novel features familiar sites like St. Vitus Cathedral and Charles Bridge, but also ventures to Klementinum library, the Old-New Synagogue, Nusle's Folimanka bunker, Strahov swimming pool, the American ambassador's residence in Bubeneč, and the Bastion at Calvary overlooking Vyšehrad.

Co-translator Michala Marková was struck by Brown's choices. "I'm a Praguer and I have to say I was surprised by the places Brown chose. They're not just the most famous ones," she said at Tuesday's event.

Daniel Karský, director of brand management for Prague City Tourism, predicts this will attract adventurous tourists to unknown destinations. "Wait for a couple of years when the Netflix show comes out; that’s when you’ll see the bigger crowds," he said.

Prague has recent evidence that fantasy fandom drives tourism. The video game Kingdom Come: Deliverance II inspired a 30 percent visitor surge to Kutná Hora—22,000 additional visitors in April alone—leading to dedicated costumed tours and themed festivals.

Local businesses are taking note. Prague City Tourism will offer guided literary tours in English starting Sept. 12. Black Angel’s Bar, prominently featured in the novel, will launch Dan Brown-inspired cocktails this fall: Katherine (cognac and Grand Marnier), The Bridge (whiskey sour twist), Search for the Secret (fruity gin long drink), and Inferno (spicy cachaça blend).

“[He] devoted far more space to Black Angel’s than we ever imagined,” said bar manager Pavel Šíma. “It plays a crucial role in the story, and discovering that after the book’s release was incredible.”

Karský for now remains cautiously optimistic about the novel's effect on visitor numbers. "It's the best advertisement for our city," he said.

Yet early reviewers argue that The Secret of Secrets, with its kitsch and product placements, from designer labels to hotel chains, may be exactly that: too much of an advertisement, rendering Prague as a showcase for glossy globalism at its worst.

Aleš Půta, owner of Hemingway Bar, which also appears in the book, sees it differently: “I personally welcome this type of tourist much more. Just as the Michelin Guide draws visitors for food, this book won’t just benefit the places mentioned—it will bring new opportunities to many other local businesses as well.”

Dan Brown will introduce the book and appear at a Q&A session on Sept. 18 at Lucerna Great Hall.