Prague's dedication to sustainable urban development is evident in its strategic planning and policies, which encompass various aspects of sustainability. **Energy efficiency** stands as a crucial focus area, with the city implementing measures to reduce energy consumption and minimize its carbon footprint. Through investments in green technologies such as solar panels and efficient heating systems, Prague has made significant progress in adopting renewable energy sources and decreasing reliance on fossil fuels.

In addition to energy efficiency, Prague has also prioritized effective **waste management** and recycling programs. The city has implemented comprehensive waste management systems that encourage citizens to separate and recycle their waste responsibly. By doing so, Prague has not only reduced the amount of waste destined for landfills but has also fostered a culture of environmental responsibility among its residents.

Prague's commitment to **sustainable transportation** is evident in its efforts to enhance public transportation systems and promote eco-friendly mobility options. The city boasts a well-developed tram network, extensive bus routes, and a connected metro system, all of which contribute to reducing private car usage. These sustainable transportation initiatives have not only alleviated traffic congestion but have also mitigated air pollution, making Prague a more livable and environmentally friendly city.

One of the defining features of Prague is its abundant **green spaces**, which play a crucial role in the city's sustainability efforts. Parks, gardens, and urban forests are carefully maintained, providing residents with ample opportunities to connect with nature. These green spaces not only enhance the well-being of citizens but also support biodiversity and act as vital habitats for various plant and animal species.

Prague's ranking as the 10th most sustainable city in Europe underscores its commitment to creating a greener and more livable urban environment. The city's relentless pursuit of sustainability serves as an inspiration to other cities striving to implement environmentally conscious practices. As Prague continues to prioritize sustainability in the years to come, it is poised to further enhance its reputation as a model sustainable city, leading the way towards a more sustainable future for all.

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Prague ranks as the 10th most sustainable city in Europe

_"It was a very pleasant debate, although about unpleasant things. I assured Mayor Klitschko of the continued support of Prague, which is a partner city of Kyiv. And partners should help each other,"_ commented the Mayor of Prague, Bohuslav Svoboda, on the video call. "That is why we are accelerating the process of approving additional assistance to Kyiv, in the context of which Prague will donate medical supplies from the city's stocks worth over CZK 15 million,"_ he added. 

The donation was approved today by the Prague City Council and will be finally approved at the meeting of the Prague City Council on Thursday, 27 April 2023.

During the interview, Mayor Klitschko invited Mayor Bohuslav Svoboda to visit Kyiv; Prague Mayor accepted the offer while assuring Klitschko that the Czech capital will continue to stand by Kyiv. _"We will continue our support and assistance,"_ he said.

_"The Czech Republic is a country I feel many emotions towards. Prague and Kyiv have a lot in common. Not only do the two capitals have a right and left bank, connected by many bridges, but both are also home to hospitable people. I will be glad if you can see it for yourself,"_ said Mayor Vitali Klitschko of the invitation of Mayor Bohuslav Svoboda to Kyiv. _"We are stronger with you! Thank you again for the help from the Czech Republic and the city of Prague,"_ he added.

The conversation took place roughly three weeks after Mayor Bohuslav Svoboda met with Kyiv's First Deputy Mayor Mykola Povoroznyk in Prague, continuing a series of contacts between the leaders of the two capitals that have been taking place since the outbreak of Russian aggression in Ukraine.

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Prague Mayor spoke to Mayor Klitschko, who invited him to visit Kyiv

Prague is widely regarded as one of the most beautiful cities in Europe. The city boasts a rich history, stunning architecture, and a vibrant culture, but one of its most significant assets is its public transport system. Prague's public transport has been ranked highly in recent years, and it's no wonder why.

### 1. It's convenient
One of the most significant advantages of Prague's public transport is its convenience. The city has an extensive network of buses, trams, and metro lines that connect almost every corner of the city. With over 130 bus lines, 25 tram lines, and 3 metro lines, getting around Prague is a breeze. The transport system is also very well-integrated, meaning that it's easy to transfer from one mode of transport to another, making journeys even more convenient.

### 2. It's cheap
Prague's public transport is also very affordable. Compared to other major cities in Europe, the cost of a ticket in Prague is relatively low. The city operates on a zone-based ticketing system, which means that you pay according to the number of zones you travel through. A single ticket for one zone costs 24 CZK, which is roughly equivalent to one euro. A day pass that allows unlimited travel on all modes of transport costs 120 CZK, and a monthly pass costs 670 CZK. These prices are much lower than those in other European cities, making Prague's public transport very accessible to everyone. Prague's public transport system is also committed to inclusivity, with free travel available to elderly, disabled, and young passengers. This ensures that everyone, regardless of their age or physical abilities, can access the city's public transport network and enjoy all that Prague has to offer.

### 3. It's efficient
Speed is another significant advantage of Prague's public transport. The city's metro system is one of the fastest and most efficient in Europe, with trains running every few minutes. The tram system is also very efficient, with most trams running on dedicated tracks, making them less affected by traffic congestion. The bus system is also well-designed, with bus lanes and priority at traffic lights to ensure that buses can get around the city quickly.

### 4. It's green
Prague's public transport is also environmentally friendly. The city has made significant investments in recent years to reduce the environmental impact of its transport system. This includes the introduction of electric buses, trams, and metro trains, as well as the implementation of bike-sharing schemes and pedestrian zones. As a result, Prague's public transport is a sustainable and eco-friendly way to get around the city - more than half of Prague residents use public transport daily (in comparison with only 20% that use a car on a daily basis).

### 5. It's digitalised
Prague's public transport system has also embraced digitalization in recent years, making it even easier for commuters to navigate the city. The metro system now features a mobile signal, allowing passengers to stay connected throughout their journey. Online apps such as DPP Info provide real-time information on any delays or disruptions to services, enabling commuters to plan their journeys more effectively. Additionally, Lítačka, the city's transport card system, allows commuters to purchase tickets and coupons with just a few clicks on their smartphone, eliminating the need for cash or paper tickets. The Lítačka app also offers a journey planner feature, allowing passengers to easily search for the best transport connections to their desired destination. The digitalization of Prague's public transport system has made commuting in the city even more convenient and accessible to residents and visitors alike.

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Prague's public transport ranked second best in the world

During a meeting with Kyiv's First Deputy Mayor Mykola Povoroznyk, Mayor Svoboda expressed his ongoing support for the more than 120,000 refugees from Ukraine who remain in Prague. The meeting focused on the situation of refugees and the conflict in Ukraine, with Mayor Svoboda offering medical supplies worth more than CZK 15 million as a gift to Kyiv.

Prague's main focus now is on integrating Ukrainian refugees into society and providing assistance in the health, social and cultural fields. The Centre for Follow-up Support for Refugees from Ukraine (CNPUU), which remains under the city administration, serves this purpose.

Meanwhile, a four-member delegation from Kyoto, Japan - Prague's sister city since 1996 - visited the Czech capital. The delegation was welcomed by Mayor Svoboda, who emphasized the strong connections between the two cities, despite being thousands of kilometers apart. He cited the long and rich histories of both cities, as well as their mutual interests in areas such as the circular economy, energy savings, and water management.

Prague's relationship with Japan has been strengthened by recent visits abroad and the efforts of Councillor Daniel Mazur and committee chairs David Procházka and Jaromír Beránek. Thanks to this active relationship, a delegation from the Japanese twin city of Kyoto was welcomed to Prague as part of the International Urban and Regional Cooperation (IURC) programme. During their visit, the delegation showed particular interest in Prague's Climate Plan 2030, which was presented to them by Deputy Minister Jana Komrsková and Štěpán Kyjovský, Director of the Department of Environmental Protection.

Collaboration with cities from around the world is a top priority for Prague, and these exchanges with Kyoto serve as an example of the benefits of bilateral cooperation. Through these interactions, cities can share knowledge and expertise, and work together to tackle common challenges and pursue common goals. As Prague continues to strengthen its relationships with other cities, it will be better equipped to address the complex issues facing urban areas in the 21st century.

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From Kyoto to Kyiv: Prague Mayor demonstrates the benefits of working with partner cities

The report, which ranks cities and regions across Europe based on their potential for investment, growth, and business development, placed Prague in the top 10 of its overall ranking for mid-sized cities in Europe. Prague has been ranked third in the overall category of economic potential, which measures the city's attractiveness for foreign investment, economic growth, and business expansion. This ranking is based on factors such as the size of the city's economy, its growth potential, and its business environment. The Czech capital was recognized as the best city for business friendliness in its category, highlighting the ease of doing business in Prague.

One of the key factors that contributed to Prague's success in the report was its highly skilled workforce. The city has a large pool of talented professionals with expertise in a range of industries, including technology, finance, and engineering. Prague is also home to several prestigious universities, which provide businesses with access to the latest research and cutting-edge technologies.

Another strength of Prague is its central location within Europe. The city is well-connected to other major European cities by road, rail, and air, making it an attractive location for businesses that need to be able to reach other markets quickly and easily. Prague has also been investing in its transportation infrastructure, with major upgrades to its airport, public transportation systems, and highways. These improvements make it easier for businesses to move goods and people in and out of the city, and they help to reduce congestion and improve air quality.

In addition to its strategic location and highly skilled workforce, Prague has also been investing heavily in infrastructure and innovation. The city is home to several technology parks and innovation hubs, which provide a supportive environment for startups and established businesses alike. These hubs are designed to foster collaboration and knowledge sharing, and they provide access to a range of resources and support services. Prague also has a large number of research and development centers, which attract foreign investors looking to tap into the Czech Republic's highly skilled talent pool. 

Overall, the latest European Cities and Regions of the Future 2023 report by fDi intelligence highlights the many strengths of Prague and the Prague region as a location for business and investment. With its highly skilled workforce, central location, supportive business environment, and strong infrastructure, Prague is well-positioned to continue its growth and attract new businesses and investors in the future. 

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Prague ranked as one of Europe’s most appealing FDI destinations

The visit of the Prague representatives to the University of Kobe in Japan confirmed the positive impact of the official memorandums of cooperation between universities. Japan officials appreciate that the partnership with Charles University, established fifteen years ago, has so far led to dozens of joint scientific outputs across faculties and scientific disciplines. For example, the possibility of using the Fugaku supercomputer in Kobe was discussed in the context of cooperation with the city. Prague has the highest number of universities, research and technical departments of any Czech city, and bears comparison with world capitals.

Thanks to a partnership agreement between the cities, which dates back to the last parliamentary term, Prague also has similar cooperation with the capital of Taiwan, Taipei. This has proved particularly successful in the case of assistance with the supply of medical supplies during a pandemic, the introduction of robots into teaching in Prague's secondary schools and cooperation between zoos and universities.

_"After the successful cooperation with Taipei, we want to focus our long-term attention on inter-city diplomacy, specifically on cooperation with Japanese cities, which we had the opportunity to visit with the support of the Czech Ministry of Foreign Affairs and the Ministry of Industry and Trade and the Japanese counterpart. During the course of our study visit, we gathered key contacts, especially for support in the launch of the Prague Science and Technology Park, or in the framework of transnational university cooperation on student exchange with a focus on biotechnology, AI development or startup incubation. Japanese partners, on the other hand, want to get inspiration from us in working with urban data and the Golemio data platform,"_ says Daniel Mazur, Councillor for Science, Research, ICT and Innovation.

Since 2017, Prague has had its own smart city development strategy - the Smart Prague 2030 Concept. Thus, it fulfils the long-term Smart Cities concept with the aim of making life easier for the citizens of Prague through the implementation of smart solutions and helps the city management to run the metropolis more efficiently based on data, implementing pilot projects and then translating them into long-term solutions in six thematic areas ranging from transportation to waste management.

_"We want to promote the intensive development of student exchanges, foster partnerships between universities in advanced fields, and collaborate in training and experience sharing on the part of officials or employees of city companies and contributory organizations. The people of Prague are open to new technologies and foreign investors can test new solutions on our market before entering larger and economically critical markets,"_ says Jaromír Beránek, Chairman of the Committee for Foreign Relations and EU Funds.

In the past, Prague has repeatedly participated in Europe's largest smart technology fair Smart City Expo & World Congress in Barcelona or Smart City Summit & Expo in Taipei, and this year it took advantage of an invitation from Tokyo City Hall, which was co-organising the new City-Tech.Tokyo expo. Tokyo. To boost interest in business cooperation with Prague, Prague startups need to be visible and supported in their promotion. Last year, the City of Prague hosted a successful mission to its MedTech, AI and biotech partner city Phoenix. In 2021, a mission in the cultural and creative industries with an emphasis on the gaming industry (computer game development) was held in Ankara and Istanbul, Turkey. Cooperation with the partner city Kyoto is being carried out under the IURC (International Urban and Regional Cooperation programme) with the main objective of establishing closer cooperation, exchange of experience and transfer of know-how from non-EU countries to EU cities and vice versa.

_"One of my priorities in this term is to focus on the development of the startup environment and the overall support of the private innovation ecosystem. Inspiration can be drawn from a visit to the Cambridge innovation centre (CIC), where there is a high concentration of talent from startups, corporates and the public sector. We need to have something similar in Prague. Centralizing all the discussion within this sector in one place is absolutely crucial for the development of the entire ecosystem,"_ adds David Procházka, Chairman of the IT and Smart City Committee.

_"Every year Prague chooses one topic to cover in terms of the business mission. This year, the theme of urban innovation was chosen through City-Tech.Tokyo. This mission had the support and participation not only from the Ministry of Foreign Affairs through the Embassy of the Czech Republic in Japan, which hosted one of the side events, but also from the Czech Ministry of Trade and Industry through the CzechInvest and CzechTrade agencies. We look forward to the Japanese delegation from Kyoto visiting Prague next week,"_ concludes Tereza Hrušková, Head of the Foreign Relations Department.

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Prague will use contacts from Japan to launch a science and technology park, while Japanese cities take inspiration from the Golemio data platform

Until now, Prague's branding strategy has (very successfully) focused on communicating the city as a tourist destination. However, in order to maintain competitiveness in an increasingly intense race for talent and investment, Prague must strengthen its reputation abroad and actively communicate its position as a city suitable for living, working, studying and doing business.

The goal of the project is to present the uniqueness of Prague and define which of its characteristics create an emotional bond with the city. Since cooperation between individual city stakeholders is absolutely essential for the success of the project, the future branding strategy must take into account the general direction of Prague and the way it is perceived by Prague citizens, expats, tourists, institutions, entrepreneurs or investors.

### Scope of the Future Public Tender

The Future Public Tender should incorporate the following:

• qualitative research on the perception of Prague from the point of view of expats (mainly foreign students and workers with regard to their motivation when choosing Prague as their destination for life), Prague residents (with regard to their perception of life in the city and its future development) and key foreign markets (with regard to their perception of Prague);

• stakeholder management – organization of workshops and other activities for important stakeholders within the city;

• creation of a strategic vision and a strong identity for Prague in the areas of work, study and invest;

• implementation proposal and its evaluation.


### Scope of the Market Consultation

The purpose of this consultation is to collect and verify information necessary for defining a public tender, especially when it comes to:

• conducting relevant quantitative and qualitative research;

• determining the price for the services provided;

• possible methods of tackling the implementation of the project;

• defining qualification requirements for suppliers;

• stakeholder management - approach, schedule, etc.


### Practical information

The invitation to participate in the consultation is aimed primarily at entities operating in the field of city branding, nation branding, place branding and/or destination marketing. 

The consultations will take place online, in English and with each participant separately. Questions to be discussed during the consultation will be provided to the participants at least two days before the meeting. The estimated duration of the consultation is 1-2 hours, depending on the complexity of the feedback.


**If you are interested in participating in the preliminary market consultations, please fill in [the following questionnare](https://docs.google.com/forms/d/e/1FAIpQLSdOw69dMu63oes-G4Cw-CQDc3t81sOpHPZS5XP8VNsD9SQQPA/viewform?usp=sf_link) by April 5, 2023 (EOD).**


In case of any questions, please get in touch by e-mail: [lucia.legathova@praha.eu](mailto:lucia.legathova@praha.eu).

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Preliminary Market Consultation for the future place branding strategy of the City of Prague

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