City planning card for tourists

The new card will work as a ticket to some sites and a travel card

A new card for tourists has been approved by Prague City Hall. The card will work as a ticket for select tourist attractions and also as a transportation ticket. The rights to the card project and data will be owned by the city, and the start-up cost is estimated at Kč 2 million. After that, the project should be self-sustaining.

The development of the card will be coordinated by the city-owned company Operátor ICT, which also issues the Lítačka card used by Prague residents. Other cards aimed at tourists such as the Prague Card and Prague City Pass have been operated by private companies, and have nor been popular.

“I am convinced that such a card has the potential, both financially and in terms of data, because we can get a lot of useful information from the field of tourism,” City Councilor Jan Wolf (KDU-ČSL) told the media.

The city did some research before creating the new card. Tourist cards issued so far have been impractical for Prague, according to the research. These cards also did not provide the city with data on tourism.

Last year, about 51,000 cards were sold to tourists, while more than 6 million foreigners visited the city. In comparison, Amsterdam sold 175,000 tourist cards called I Amsterdam, but sees fewer overnight tourists than Prague.

“I'm sure our card will have the potential to sell 250,000 units, and that will increase,” Wolf said, adding that people are likely to keep the card as a souvenir. The city is currently working on the design of the card.

Other cities have had success with the idea of a card for tourists. London, for example, has an Oyster card that is available to tourists. It works for transportation and also brings some discounts.

The document approved by the City Council calls for the city to retain all copyrights to the card and all licensing rights. “A good solution for creating a new Prague tourist card is to use [city firm] Operátor ICT to provide the technical side, and for the business and organizational matters to be secured through the Prague City Tourism (PCT),” the document said. A working group should now be set up, with representatives of both the city, Operátor ICT and PCT.

The places where admission will be included in the card and the amount of time it will be valid have not been determined yet. The cost to the customer and other details such as what sort of information they will provide when purchasing it also have not been disclosed. An official name also hasn't been decided.

The Lítačka card, which is used by Prague residents, can be purchased anonymously due to EU privacy rules. In most cases, though, people provide some personal information and a photograph.

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