Ivan Ljubinkovic

How has Hungary performed in Indian market in 2024? 

From our perspective, we can tell you exactly how inbound tourism in Hungary looks like and not just inbound tourism, but also domestic, because we have a very precise in-house system that we implemented in end of 2019, which allows us to monitor tourism from all kinds of perspective.

This year compared to last year, we have seen an increase in the number of tourists coming from India. This increase is mainly driven by the big interest that we get from MICE groups who are very, very huge, and we receive constant requests. Budapest is a very popular destination for MICE, especially meetings and incentives. We do receive a lot of Indian incentive groups and overall we see that this trend that is here to stay. 

We also have a very good value for money in Budapest, which helps in the current European economic situation where we see that a lot of destinations that were popular in the past have become a little bit too expensive or get out of the budget zone that was defined by the companies.

In overall numbers, we see a 15pc growth from last year, year to date and that includes everything, from VFR and leisure tourists to MICE. We also had some weddings as well. 

Which are the top segments? 

Top segments are leisure and MICE

Definitely leisure and MICE. Though wedding is more niche, but we have seen some pretty good numbers in weddings as well. It is still something that, you know, is developing. And what we see is also a change in the demographics of tourists. We see a lot of couples. So, we assume that there are also some of the celebrations that are reaching out to Budapest. 

Beyond Budapest, what else is popular with Indians in Hungary?

There are many destinations that can cater to what Indian tourists are looking for. We have this advantage, which is that Budapest is located in the centre of the country and it is from there that you have all the highway networks. What happens a lot is that Budapest is combined with neighbouring destinations, such as Lake Balaton, where you can have amazing wines and restaurants and then there is the lake itself where one can go sailing. 

Also, there is a lot of redevelopment and renovation happening in Budapest and other parts of the country as there are almost 17,000 projects that have been supported by the Hungarian Tourism Board in the last five years. This is definitely something that we need to highlight because a lot of people have seen with Budapest in Hungary a long time ago, and they say, oh, we have seen it you know, we ticked the box, but coming back today, you would have to add an additional box or maybe even multiple boxes.

There is biking as well. There is 211 km of biking road that actually goes around Lake Balaton and many smaller bike roads that go inland to discover this actually nature protected area around Balaton. We have amazing facilities, attractions, hotels which are adapted for families and children as well. The water in the southern part of Balaton is very shallow and families with small children usually like this option, because it allows them to be a little bit more relaxed. 

Another major attraction is the variety of thermal baths in western Hungary that are pretty much accessible to anyone and also some very high-end and exclusive wellness facilities. And beyond this, enroute to Vienna in Austria, there are many UNESCO World Heritage sites such as castles. So there are a lot of things to see beyond Budapest, but within a couple of hours from the city.

What is the objective of your visit to India?

Budapest is combined with neighbouring destinations, such as Lake Balaton, where you can have amazing wines and restaurants and then there is the lake itself where one can go sailing

Well, we started working on the Indian markets last year as a high potential market. And we want to concentrate on travel trades and B2B activities to consolidate our presence.  We want to make sure that the Indian travel organisers, the tour operators, the travel agents, the MICE agencies, everyone involved in travel gets to get in contact and generate business, and create business ties with Hungarian companies.

And we want Indian travel organizers to meet with Hungarian DMCs, hoteliers and to fully understand what all they can sell when they are selling the destination. And in the end, our goal is to create the most room nights as possible for the country.

And you mentioned weddings are growing. Is there something special that you are going to do in that segment?  

Well, yes, we are working together with our representative company here. And we are talking with the wedding planners. We actually hosted a destination wedding there last year. This is all part of us promoting our destination in that segment, not just for India, but overall. And it is not just weddings, it is also celebrations and honeymoons.