Czech Tourism, September 10, 2025: Prague City Tourism, in partnership with Argo Publishing, is proud to announce the global launch of Dan Brown’s highly anticipated novel The Secret of Secrets, set in the heart of Prague. A special bookstore will open on Tuesday, 9 September at 7:00 AM on the ground floor of the Old Town Hall—coinciding with the book’s English-language release in New York. The first 100 customers will receive signed copies, and all receipts will be entered into a draw where 20 lucky winners will receive complimentary tickets to Dan Brown’s live show on 18 September at the Great Hall of Lucerna. The launch will feature a performance by the Prague Philharmonic Orchestra FOK, with appearances by editor Petr Onufer and translator Michala Marková.
This milestone event marks the first time Prague plays a central role in a Dan Brown novel, a development long awaited by fans and the publishing community. “We are thrilled to see Prague featured in Dan Brown’s storytelling,” said František Cipro, Chairman of the Board of Prague City Tourism. “This presents a unique opportunity to promote culturally motivated tourism. We are preparing thematic walks and experiences that connect the book’s narrative with real locations across the city.” Alongside the print edition, an e-book and audiobook narrated by Aleš Procházka will also be released, offering fans multiple ways to engage with the story.
As part of above initiatives, Prague City Tourism is thrilled to unveil its latest immersive experience: the “Prague of Dan Brown” guided tour, launching on September 12, 2025. Inspired by the thrilling narratives of author Dan Brown, this unique walking tour invites visitors to explore the city through a lens of mystery, symbolism, and hidden history.
The tour leads participants through Prague’s most enigmatic landmarks, weaving together real historical facts with the fictional intrigue that fans of Dan Brown have come to love. From the Astronomical Clock to the depths of the Old Town, guests will uncover the city’s secrets in a way never experienced before.
“This tour is more than just a walk through Prague — it’s a journey into the heart of the city’s mysteries,” said a spokesperson from Prague City Tourism. “Whether you’re a fan of Dan Brown or simply curious about Prague’s hidden layers, this experience offers a fresh and thrilling perspective.”
The “Prague of Dan Brown” tour is conducted in English and is led by certified guides trained to bring the stories and symbols to life. It’s perfect for literature lovers, history buffs, and curious travelers alike.
Tour Details:
- Start Date: September 12, 2025
- Language: English
- Booking & Info: https://prague.eu/en/produkt/prague-of-dan-brown-tour-in-english/
About Czechia
Czechia in Central Europe is a country that’s known for over twelve hundred castles, sixteen UNESCO World Heritage Sites, natural healing waters and traditional European thermal spas, sophisticated crystal design and glassworks with a long history. Omnipresent beer culture with original lager production that has been adopted around the world. The country has mild climate and cozy atmosphere, with well-preserved architecture across the ages, gentle rolling hills, deep green forests and natural lakes creating unique landscape. There is lot more to be discovered beyond the “crown jewel” of the destination – Prague- like the famous spa triangle in Western Bohemia (Karlovy Vary being the most known), Czechia has picturesque historical towns like Český Krumlov, Telč, Olomouc. The South Moravian region is traditional wine region with vibrant city Brno as the region capital. Stunning Lednice – Valtice complex in vicinity. Embrace the magic of Czechia and explore a realm of cultural wonders and breathtaking beauty.
Czech Tourism Authority is represented by VFS Global in the Middle East.
For more information, check out our website:
https://www.visitczechrepublic.com/en-US
About VFS Global Tourism Services
VFS Global has established its regional and global footprints in the space of tourism services, complementing its core visa services business. With 16 years of experience, the Tourism Services Unit has served more than 25 destinations. The team partners client destinations, across different countries, to enable the achievement of their travel and tourism promotional objectives and business targets. We specialize in destination representation, outsourced tourism office management and trade support services for national tourism authorities from client governments. We facilitate them in a wide range of destination promotional activities.
Some of the key services include dedicated tourism support offices, destination training, product development, B2B roadshows & workshops, consumer events, digital campaigns, MICE engagement program, public relations and e-learning modules. The team is able to partner client destinations across different countries to deliver the desired tourist arrival and spend targets.
About VFS Global
As the global leader in trusted technology services, empowering secure mobility for governments and citizens, VFS Global embraces technological innovation including Generative AI to support governments and diplomatic missions worldwide. The company manages non-judgmental and administrative tasks related to applications for visa, passport, and consular services for its client governments, increasing productivity and enabling them to focus entirely on the critical task of assessment.
With a responsible approach to technology development, adoption and integration, the company prioritizes ethical practices and sustainability while serving as the trusted partner to 68 client governments. Operating over 4,000 Application Centres in 165 countries, VFS Global has efficiently processed more than 504 million transactions* since 2001.
Headquartered in Zurich and Dubai and majority owned through investment funds managed by Blackstone Inc, along with minority stakeholders including Swiss-based Kuoni and Hugentobler Foundation
Comprised of 320.8 million transactions by VFS Global and 183.9 million transactions by CiX Citizen Experience