The best brewery tour in Europe for 2024!

5/29/2025

The Pilsner Urquell tour route has been named the winner of the 31st edition of the prestigious international World Travel Awards in the field of tourism and hospitality. During January and February 2024, public online voting took place across European countries. In the category Europe’s Leading Beer Tour Visitor Experience 2024, the Pilsner Urquell brewery tour emerged victorious—beating out strong competition from world-renowned breweries such as Heineken and Guinness.

The award-winning visitor route is one of the most popular tourist attractions in the Czech Republic. Last year, nearly 600,000 visitors came to the Pilsner Urquell Brewery for tours, events, and experiential programs. The Pilsner Urquell tour was the most visited, attracting both domestic and international tourists—especially from Germany, Taiwan, South Korea, the USA, Italy, and Poland.

What Makes It So Popular?

The Pilsner Urquell Brewery tour is available year-round. It includes a short film revealing the secrets behind the brewing of the legendary lager, as well as a closer look at the ingredients used to make the beer. Visitors are guided through the packaging hall, the brewhouse, and the historic brewery cellars. As a highlight, adult guests get the chance to taste unfiltered Pilsner Urquell beer directly from the barrel at the end of the tour.

Visitors Keep Coming Back

Nothing is left to chance—we are constantly upgrading and refining the tour so that returning visitors always discover something new. This year, for example, we are launching a special route that includes normally inaccessible industrial parts of the brewery and production technology. This special tour will be available to the public during the Industry Open Festival.

About the World Travel Awards

The World Travel Awards™ represent the most prestigious, comprehensive, and sought-after international awards program in the travel and tourism industry. The goal is to recognize and celebrate excellence across all sectors of the travel and hospitality industry. Winning this award is a true honor—many aspire to it, but only a select few succeed. Award recipients set the benchmark and become a source of inspiration in their category.