Prague is experiencing a significant boom in film and television production, fueled by a new Dan Brown novel and its forthcoming Netflix adaptation. The Czech capital is rapidly becoming a favored location for major international productions, attracting not only tourists but also substantial investment and creative talent.
The source of this surge is ‘s release of Dan Brown’s “The Secret of Secrets,” the latest installment in the Robert Langdon series. Netflix has already greenlit a miniseries based on the book, and filming is well underway, transforming parts of Prague into a cinematic backdrop. While details regarding the cast are emerging – with confirmation that a new actor will portray Robert Langdon, replacing Tom Hanks – the production’s scale is already making a considerable impact.
This isn’t Prague’s first encounter with film-induced tourism. The city has served as a location for films like Mission: Impossible, Casino Royale, and The Gray Man for decades. However, officials believe the “Brown effect” – a phenomenon previously observed with The Da Vinci Code in Paris – will be unprecedented. The Louvre and Place Vendôme in Paris continue to draw thousands of visitors annually on tours focused on locations from the film adaptation, nearly two decades after its release. Prague is hoping to replicate that sustained interest.
“The book shows how Prague’s perception has shifted in the West,” explains Petr Onufer, editor at publishing house Argo and a consultant for Brown’s project. “We see no longer seen only through crime or Cold War clichés, but as a proud capital with extraordinary history.” This shift in perception is crucial for Prague City Tourism, which is actively integrating “The Secret of Secrets” into its promotional campaigns. The goal isn’t simply to attract more visitors, but to attract a different *kind* of visitor – one who appreciates Prague’s cultural richness and historical significance.
The economic implications are substantial. A report in Hospodářské noviny notes that Prague is aiming for higher spending per tourist, rather than simply increasing visitor numbers. Dan Brown’s readership and the reach of Netflix are expected to draw a more affluent demographic, boosting revenue for local businesses and supporting the city’s creative industries. The production itself is injecting hundreds of millions into the local economy, with entire sections of the city center occupied by sets, and crew.
Recent filming has taken place on Vinohradech, with reports even suggesting that the unusually early blooming of trees was attributed to the production’s lighting and activity. Other locations, including areas evoking 19th-century New York, are also being utilized, showcasing Prague’s versatility as a filming location. The production is also drawing comparisons to the impact of the 2015 Chinese romantic drama Only We Know Where, which led to a surge in Chinese tourism after becoming a box office hit in China.
The city’s appeal extends beyond its historical architecture. Prague’s established infrastructure for film production, combined with its relatively affordable costs compared to other European capitals, makes it an attractive option for studios. The success of Casino Royale, which featured scenes shot in Prague, further cemented the city’s reputation within the industry.
Klára Janderová from Prague City Tourism highlighted the importance of international productions in raising the city’s profile. “With such a strong name and a global platform like Netflix, we expect increased interest from tourists,” she stated. The city is actively working to capitalize on this momentum, positioning itself as a leading creative hub and cultural destination.
The Netflix series is not the only production currently filming in Prague. Other projects are also taking advantage of the city’s resources and locations, contributing to a sustained period of growth for the local film industry. This confluence of activity is transforming Prague into a major player in the global entertainment landscape.
While the long-term effects of the “Brown effect” remain to be seen, Prague is well-positioned to benefit from the increased attention. The city’s proactive approach to tourism and its commitment to supporting the film industry suggest that this current boom is more than just a fleeting trend – it’s a sign of Prague’s growing prominence as a global cultural and entertainment center.
