Amsterdam Dethroned: Prague Now UK's Most Searched Stag Do Destination

For years, Amsterdam was synonymous with the British stag do. The combination of liberal attitudes, easy flights, and endless nightlife made it the default choice for grooms-to-be across the UK.

Those days are over.

New search data analysis covering 2023-2025 reveals that Amsterdam has experienced a catastrophic 77% collapse in stag do-related searches over two years, plummeting from the undisputed #1 destination in 2023 to #6 in 2025.

Meanwhile, Prague has claimed the crown - and Riga has quietly emerged as the fastest-rising destination in Europe.

Key Findings

• Amsterdam has collapsed - down 77% in two years, dropping from #1 to #6

• Prague is the new #1 - but the whole market is shrinking, Prague included

• Riga is the only major destination growing - up 10.3% since 2023, now #2

• The overall market is down 31% - European stag do searches fell from 501,690 (2023) to 346,360 (2025)

• Eastern Europe dominates - the top 4 destinations are all Eastern European

• Western Europe is bleeding out - Amsterdam, Barcelona, Lisbon, and Dublin all down 18-77%

The 2025 Rankings: Europe's Top Stag Destinations

Data: Google search volumes, Jan-Nov each year for fair comparison

The picture is clear: Eastern Europe now dominates the stag do market, and the overall appetite for European stag weekends is shrinking.

The Collapse of Amsterdam

Amsterdam's decline is staggering. In 2023, the Dutch capital commanded 140,170 stag-related searches - more than double its nearest competitor. By 2025, that figure had collapsed to just 32,710.

The trajectory tells the story:

• 2023: 140,170 searches (#1)

• 2024: 48,120 searches (-65.7%) - dropped to #6

• 2025: 32,710 searches (-32.0%) - still falling

That's a 77% decline in two years. No other destination comes close to this level of collapse.

Several factors explain the shift. Amsterdam has actively discouraged stag and hen parties, with the city launching campaigns specifically targeting British tourists. Rising costs, stricter regulations on tourist behaviour, and a general crackdown on "nuisance tourism" have made the city less appealing - and less welcoming - for groups looking for a rowdy weekend.

The message from Amsterdam has been received loud and clear.

Prague: The New King

Prague claimed the #1 spot in 2024 and has held it into 2025, though the Czech capital isn't immune to the broader market decline.

The trajectory:

• 2023: 65,990 searches (#2)

• 2024: 73,600 searches (+11.5%) - took #1

• 2025: 60,520 searches (-17.8%) - still #1

Prague offers what stag groups want: historic architecture and a walkable city centre for daytime activities, combined with a nightlife scene that rivals anywhere in Europe - all at prices significantly below Western European alternatives.

The Real Winner: Riga

While Prague holds the crown, Riga is the only major destination showing consistent growth across both years.

The trajectory:

• 2023: 47,760 searches (#6)

• 2024: 49,110 searches (+2.8%) - climbed to #5

• 2025: 52,700 searches (+7.3%) - now #2

Riga is up 10.3% over the two-year period while almost every other destination is down. The Latvian capital has overtaken Budapest for the #2 spot and is now within striking distance of Prague.

The appeal mirrors what made Prague popular a decade ago: a compact old town, strong nightlife, and prices that make Western Europe look extortionate.

The Shrinking Market

The bigger story may be that European stag dos as a whole are in decline.

Total searches across all 10 destinations:

• 2023: 501,690

• 2024: 400,410 (-20.2%)

• 2025: 346,360 (-13.5%)

That's a 31% decline in overall search volume over two years.

Whether this reflects economic pressures, changing attitudes toward stag culture, a shift toward domestic UK destinations, or simply groups booking through different channels remains unclear. But the European stag do market is contracting significantly.

Winners and Losers: The Full Picture

Only two destinations grew from 2023 to 2025:

• Riga: +10.3%

• Tallinn: +16.3%

Everyone else declined:

• Prague: -8.3% (held #1 despite decline)

• Krakow: -11.9%

• Lisbon: -18.6%

• Budapest: -20.3%

• Dublin: -24.4%

• Barcelona: -26.1%

• Sofia: -41.5%

• Amsterdam: -76.7%

The Eastern Europe Takeover

The top four destinations in 2025 are all in Eastern Europe: Prague, Riga, Budapest, and Krakow. Dublin at #5 is the only Western European city in the top half of the table.

Amsterdam (#6), Lisbon (#7), and Barcelona (#8) - the traditional Western European stag destinations - have all seen significant declines. With the cost of living crisis squeezing household budgets, destinations where a round of drinks costs a fraction of London prices are the only ones holding their ground.

When Brits Plan Their Stag Dos

The data reveals clear seasonal patterns:

• January is peak planning season, with searches 2-3x higher than summer months

• February sees the second-highest search volumes

• June-August are the quietest months for searching (though likely the busiest for actual trips)

• December consistently shows the lowest search activity

This suggests most stag dos are planned 3-6 months in advance, with groups researching destinations in winter for spring and summer trips.

The Bottom Line

The European stag do landscape has fundamentally shifted. Amsterdam's reign is over - decisively - replaced by a new order dominated by Eastern European cities offering better value and fewer restrictions.

For best men currently planning, Prague remains the safest mainstream choice despite its recent dip. But the smart money might be on Riga - the only major destination still growing while everyone else contracts.

Methodology: This analysis examined Google search volume data for stag do-related keywords across 10 European destinations from December 2022 to November 2025. Keywords included variations of "[city] stag do," "[city] stag party," "[city] stag weekend," and "[city] stag activities." Data was sourced from Google Keyword Planner. To ensure fair comparison across years, all yearly figures use January-November data. For full data set, reach out at stagdosofia@gmail.com.