Hungary, traditionally seen as a stopover destination in Europe for Indian tourists, is now focusing on changing that perception by positioning itself as a year-round destination. With a strategic focus on expanding its appeal to Indian travelers, Visit Hungary has set its sights on welcoming 29,000 Indian visitors in 2024. The country’s National Tourism Authority, led by Ivan Ljubinkovic, Regional Head of Business Development for India at Visit Hungary, has been working relentlessly to elevate Hungary’s tourism offerings, aiming for a sustained and robust relationship with India—a high-potential market for Hungary’s growing tourism sector.

Growth in Indian Arrivals and Overnight Stays

India’s appeal as a tourism source market for Hungary is on the rise. Between January and July 2024, Hungary recorded a 14% increase in Indian visitors, with over 29,000 Indian tourists visiting the country and staying nearly 97,000 nights. This significant growth is reflected in the 8.6% increase in overnight stays compared to 2023. More than 26,000 Indian guests stayed in Budapest alone, contributing to a total of 80,000 nights, marking a remarkable increase in both guest numbers and overnight stays. This upward trend speaks volumes about Budapest’s growing popularity as a destination for Indian tourists and lays the foundation for even further growth in the coming years.

Changing the Perception of Hungary as a Stopover Destination

Historically, Hungary has been viewed as a short stopover on the European circuit for Indian travelers, often part of a larger Central European itinerary. However, Visit Hungary is working to change this by encouraging Indian visitors to stay longer and explore the rich diversity of experiences the country has to offer. While Budapest remains the focal point of tourism, the broader goal is to establish Hungary as a standalone, year-round destination. To this end, Hungary is promoting its historical sites, UNESCO World Heritage locations, vibrant festivals, and scenic regions beyond Budapest.

Hungary’s strategic focus is reflected in the growth of Indian travelers who are now spending longer in the country and venturing beyond the capital. The average length of stay for Indian visitors in 2023 was 3.5 nights, but Visit Hungary is working hard to encourage travelers to stay longer, with a particular emphasis on exploring destinations outside Budapest. Ljubinkovic explained that Hungary’s rich cultural history, combined with unique experiences such as wine-tasting tours in Tokaj, scenic landscapes around Lake Balaton, and historic towns like Eger and Szentendre, offer ample reasons for Indian tourists to extend their stays and explore more.

The Appeal of Budapest and Beyond

Budapest continues to be Hungary’s flagship destination for Indian tourists. The city is famous for its historical thermal baths, Michelin-starred restaurants, lively festivals, and the majestic Buda Castle. It is also known for being extremely safe, family-friendly, and welcoming, offering something for every type of traveler. However, Visit Hungary is making a concerted effort to shift the focus to the other regions of Hungary, which are rich in attractions and provide visitors with a more immersive experience of Central Europe.

Hungary’s central location makes it a great addition to multi-country itineraries in Europe. It is ideally positioned for visitors traveling from Vienna, Prague, or other European capitals, with a number of UNESCO World Heritage sites and scenic routes that travelers can explore en route. The Pannonhalma Archabbey, for example, offers visitors a chance to explore vineyards, medicinal plant gardens, and even sample locally produced wines, soaps, teas, and beers. The Balaton region, with Central Europe’s largest lake, also offers scenic views, water activities, and vineyards, making it an ideal destination for tourists seeking a blend of relaxation and adventure.

The Appeal of Hungary to Luxury and MICE Segments

Beyond the typical leisure tourist, Hungary is also focusing on attracting MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors and luxury travelers from India. Over the past few years, Budapest has seen a rise in luxury tourism, with boutique five-star hotels set in historical buildings offering modern amenities while preserving the city’s cultural heritage. Indian tourists seeking luxury, privacy, and cultural experiences are increasingly turning to Budapest for an exclusive and refined getaway.

The MICE segment, in particular, is booming, with the city hosting international conferences, events, and exhibitions. The Budapest Convention Bureau is playing a critical role in this growth, and Visit Hungary is focusing on increasing collaboration with Indian MICE operators to further enhance Hungary’s appeal as a destination for business and leisure travel.

Film Tourism: A Growing Interest from Bollywood

Hungary’s dynamic film tourism sector is another major attraction for Indian visitors. The country has become a hub for international film productions, with major Hollywood films and series shot in its largest film studios. Bollywood has also taken notice, with films like Rockstar showcasing Budapest’s cultural landmarks such as Buda Castle and the Chain Bridge. The city’s romantic ambiance, amplified by Bollywood’s influence, has made Budapest an attractive destination for young couples, honeymooners, and millennials from India.

Future Plans for India and Hungary’s Tourism Industry

As Hungary looks to 2025, it aims to surpass pre-pandemic tourism levels with a focused promotional strategy. Visit Hungary’s team has been actively working with Indian travel agents, MICE operators, and airlines to build deeper relationships with India’s travel industry. Their efforts have included organizing sales missions in cities like Mumbai and Delhi, where they engaged with Indian stakeholders to boost tourism. Additionally, Visit Hungary is planning roadshows, FAM trips, and collaborative campaigns with Indian tour operators to ensure continued growth in the Indian market.

Ljubinkovic concluded, “Hungary’s commitment to India remains strong, and we are confident that the sustained efforts we are putting into promoting Hungary as a year-round destination will yield results for both leisure and MICE tourism.”

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