Prague expects tourist boom from film and TV projects in wake of new Dan Brown book and Netflix series

Prague is preparing for a surge of visitors as a new Dan Brown novel, largely set in the Czech capital, heads for release this fall. The Secret of Secrets, which follows the adventures of Harvard symbologist Robert Langdon, will be published worldwide on Sept. 9. A Netflix miniseries based on the book is already in the works, placing Prague on screens across the globe.

The Czech capital is no stranger to film tourism. Locations from Mission: Impossible, Casino Royale, and The Gray Man have drawn international visitors for decades. But the scale of interest generated by Brown’s books and their screen adaptations—recalling the lasting tourist pull of The Da Vinci Code in Paris—suggests Prague could face an unprecedented wave of literary and film-inspired travel.

Tourism officials and cultural consultants say the upcoming spotlight will highlight Prague not as a “post-communist backdrop” but as a confident, historic European capital with global appeal. The city is now looking to harness that attention as part of a wider strategy to build its reputation as both a creative hub and a cultural destination.

From the Louvre to Charles Bridge: Brown effect comes to Prague

When The Da Vinci Code hit cinemas in 2006, Paris landmarks like the Louvre and Place Vendôme became must-see stops for fans. Nearly two decades later, guided tours of the film’s shooting locations are still offered, drawing thousands of visitors each year. Prague officials believe Brown’s new story could create a similar effect along the city’s historic streets.

“The book shows how Prague’s perception has shifted in the West,” Petr Onufer, editor at publishing house Argo and a consultant for Brown’s project, tells iRozhlas.cz. “It is no longer seen only through crime or Cold War clichés, but as a proud capital with extraordinary history.”

Prague City Tourism has already announced plans to integrate The Secret of Secrets into its promotional campaigns. The organization sees Brown’s novel and its adaptation as aligning with Prague’s broader image as a bohemian city inspiring global artists.

“With such a strong name and global platform as Netflix, we expect heightened interest from tourists,” says Prague City Tourism spokesperson Klára Janderová.

The potential is significant: Paris still benefits from the “Langdon effect,” and Prague’s UNESCO-listed center—with landmarks like Charles Bridge, Old Town Square, and the Astronomical Clock—offers no shortage of atmospheric settings. If the Netflix production films extensively in the city, as expected, those sites could become fixtures on the itineraries of Brown’s international readership.

Global productions fuel wider tourism strategy

Brown’s upcoming novel and Netflix series arrive amid a broader push to link Prague’s film industry with tourism. Large-scale productions have long boosted the city’s visibility. The release of Mission: Impossible in 1996 introduced Prague to millions of cinemagoers, while Casino Royale in 2006 helped cement its reputation as a European filming hub. More recently, Netflix’s The Gray Man brought high-profile action scenes to the city’s streets.

Beyond Hollywood and streaming platforms, Asian audiences are also driving new tourism flows. In China, the reality show Divas Hit the Road, which filmed its latest season in Prague and Český Krumlov, reaches hundreds of millions of viewers. CzechTourism officials estimate that the program could meaningfully increase visitor numbers from China, where nearly 30,000 travelers came to Czechia in the first quarter of 2025—a 39 percent year-on-year rise.

“The impact of such shows is measurable,” said CzechTourism director František Reismüller. “They reach huge audiences and motivate people to visit in person. That is why we are pleased the producers chose Czechia.” Direct flights between Beijing and Prague, restored in 2024, further support this trend by making the city more accessible.

As Prague positions itself at the intersection of global publishing, streaming, and tourism, the release of Brown’s The Secret of Secrets may mark a turning point. Like Paris two decades ago, the Czech capital could soon find that its historic streets are not only backdrops for fictional chases, but destinations drawing real-world travelers eager to walk in Robert Langdon’s footsteps.

Lead photo: Prague’s Astronomical Clock and Old Town Square courtesy Depositphotos.com