Pilsner Urquell, recognised for creating the pale lager style, has been sealed a leading accolade for its visitor attraction The Original Beer Experience (TOBE).

The Czech brewery was awarded Europe’s Leading Beer Tour Visitor Experience at the World Travel Awards 2026 and in doing so retaining the title for the second year.

The brewery tour takes visitors through the story of Pilsner Urquell across a 10-part immersive exhibition, from the brewing process to the lively Beer Hall, where the beer is served in its traditional Czech pours.

At the Tapster Academy, they said, guests step behind the tap themselves to learn these pouring styles from TOBE’s expert tapsters, leaving with a certificate and a personalised bottle.

On offer is also a ‘Beer Sommelier Dinner’ that pairs a five-course menu inspired by Czech cuisine with five beer styles from Czechia and across Europe, guided by a Beer Sommelier in the premium Golden Bar overlooking the square.

Lidija Kovarik, CEO of TOBE, commented: “Retaining the title means a great deal to the whole team, perhaps even more than winning it the first time, because it shows that the experience we offer is consistently excellent year after year.

“This recognition belongs to our tapsters, guides and sommeliers, who bring the same passion and care to every guest who walks through our doors.”

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 United Kingdom remains its leading source market, with almost 20% of all guests coming from the UK, ahead of Germany, the United States and Italy.

Spontaneity, the company added, shapes how British travellers visit, with around 70% of UK guests booking on the day or arriving directly at the ticket office. Its location on one of Prague’s busiest squares makes TOBE a natural place to step into while exploring the city, which means the experience must be at its best at any moment of the day.