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1 talent for entertaining Tourism in Hungary Talent for entertaining HUNGARY

2 To the Reader The Hungarian administration of tourism and representatives of the industry welcome your interest in our traditional publication of the most recent statistics of tourism. We have been publishing this document of facts and figures for many years. We aim to help readers understand the main trends of tourism in Hungary, and particularly service providers, who are the most important participants in the sector. It is no news to you that Hungary has been a member state of the European Union for about a year. Membership has already presented several issues and is expected to bring even more challenges in the future. As one of the prime driving forces of the Hungarian economy, tourism has been enjoying full government support. This is particularly relevant this year as a new and independent governmental body, the Hungarian Tourist Authority was set up on January 1, 2005 to act as the administrator of the sector under the auspices of the Minister without Portfolio in Charge of Regional Development and Convergence. This opens new horizons for the sector, particularly as regards the implementation of key concepts, the coordination of regional development projects and the utilization of European funds. In terms of the diversity of natural and cultural assets in Hungary, we can happily say that we are at the forefront. To highlight only three areas: the wealth of Hungarian thermal water resources, the diversity and colourful character of our cultural events and the excellence of Hungarian cuisine and Hungarian wines. Moreover, there are plenty of additional opportunities afforded by Hungary's tourism resources. To expand that supply and to further increase the attractiveness of the country as a tourist destination, we have developed the National Tourism Development Strategy, which sets priorities and directions for development until 2013 in line with the EU planning cycle. We hope that this new publication will provide you with a comprehensive description of our past achievements as well as our future opportunities. We trust that the information in this publication will be of use to you and will refine your image of us and our country. Naturally, all that cannot make up for personal experience so we take this opportunity to invite you to visit Hungary. Budapest, February 15, 2005 István Kolber, dr. Minister without Portfolio in Charge of Regional Development and Convergence 1

3 Content Welcome by István Kolber, dr., Minister without Portfolio in Charge of Regional Development and Convergence 1 General Information about Hungary 3 Facts and Figures 4 International Tourism in 2004 and Hungary s Position in International Tourism 4 The Economic Importance of Tourism in the World and in Hungary 5 Tourism in Hungary, Summary Data on Hungarian Tourism, Incoming Tourism 8 Domestic Tourism 14 Outgoing Tourism 17 Arrivals and Guest Nights at Commercial Accommodation 18 Number of guests and guest nights at private accommodations in Hungary 25 The Traveling Habits of the Hungarian Population in The Organizational Structure of Tourism in Hungary 32 Parliament 32 Parliamentary Committee on Tourism 32 Minister without Portfolio in Charge of Regional Development and Convergence 33 National Tourism Board 33 Hungarian Tourist Authority 34 Hungarian National Tourist Office 35 The Activities of the Hungarian National Tourist Office in The Focuses of the Marketing Communication 39 Image of Hungary as a Tourist Destination 39 Budapest 40 Lake Balaton 43 Health Tourism 46 MICE 47 Event Tourism 49 Holiday Vouchers of Social Tourism 51 Campaigns 53 Exhibitions, Fairs and Events 56 International Trade Events in Hungary 59 Brochures and CD-ROMs 62 Press and Trade Relations 63 Website 65 Call Center 66 Give-Away 66 Marketing Research 67 Cooperation with the Trade 68 Representations of the HNTO abroad 72 Tourinform offices in Hungary 73 The publication contains data of World Tourism Organization, World Travel&Tourism Council, National Bank of Hungary and Hungarian Central Statistical Office. Exchange rates (2004): 1 EUR = HUF 1 USD = HUF 2

4 General Information about Hungary Territory: 93,030 sq km Population: 10,116,742 persons (on January 1, 2004) Population density: persons/sq km Capital: Budapest Territory: 525 sq km Population: 1,705,309 persons (on January 1, 2004) Population density: 3,248 persons/sq km Time zone: GMT + 1 hour Daylight saving: + 1 hour from the last weekend of March to the last weekend of October Official language: Hungarian Form of state: Republic Public administration: 19 counties and Budapest Hungary is situated in the Carpathian Basin in East Central Europe. The country spans 268 km from north to south and 528 km from east to west. Two plains, the Great Plain (Alföld) in the east and the Small Plain (Kisalföld) along the north-western border, cover more than 50% of the territory of the country. Visitors may witness the typical wildlife, folklore and traditions of the popular tourist destination, known as 'Magyar Puszta', during equestrian shows held in the Hortobágy National Park in the Great Plain. The two largest rivers are the River Danube (the length of its Hungarian section is 417 km) and the River Tisza (598 km), both flowing from north to south. The hills of Transdanubia are bordered in the north by Lake Balaton, the warmest freshwater lake in Central Europe. The mountains of the country such as the m Bakony, Vértes, Velencei, Pilis Hills, the m hills along the western border (Soproni, Kőszegi Hills), and the 500-1,000 m Northern Hills (Visegrádi, Börzsöny, Cserhát, Mátra, Bükk, Aggtelek-Rudabánya, Tokaj-Zemplén Hills), each have ranges running diagonally from north-east to south-west. The highest peak, Kékes (1,014 m), crowns the Mátra Hills. The country is divided into nine tourist regions: 1. Lake Balaton, 2. Budapest and the Central Danube Region, 3. Southern Great Plain, 4. Southern Transdanubia, 5. Northern Great Plain, 6. Northern Hungary, 7. Central Transdanubia, 8. Western Transdanubia, 9. Lake Tisza. Geographic Location Topography Tourist Regions Hungary is located in the temperate continental zone. January is the coldest Climate and August is the hottest month (with average monthly temperatures at -1 C and 21.3 C, respectively). Annual precipitation is 570 mm, and the number of sunny hours is 1,785. 3

5 Facts and Figures International Tourism in 2004 and Hungary's Position in International Tourism 1 International tourism recorded extremely positive results in 2004: figures of the World Tourism Organization (WTO) showed a 10% increase in international tourist arrivals to reach an all-time record 760 million. Growth was particulary strong in Asia and the Pacific region and the Middle East. In Europe, international tourist arrivals were up 4% last year, bringing an additional 15 million tourists to the old continent (Table 1). Growth characterized both leisure oriented travel and business tourism in International Tourist Arrivals, Table 1 esedés / (million) (%) market share (%) Europe Northern Europe Western Europe Central and Eastern Europe Southern/ Mediterranean Europe Americas Asia and the Pacific Africa Middle East World Total Source: World Tourism Organization The dynamic development of world economy, and particularly the economic performance in the United States of America, in Asian countries and in some European source markets with both international and European importance influenced significantly world tourism performance in While incoming tourism to the United States of America, Mexico, the Caribbean, Central and South America, Asia, the Middle East and the United Kingdom benefited from the strong euro, it put downward pressure on the number of guests visiting Canada, Australia and New Zealand and destinations in Southern Africa. Europe has maintained her leading role in international tourism: the old continent claimed 54.6% of all international tourist arrivals in 2004, including 73 million international tourist arrivals in Central and Eastern Europe, which represents a market share of 17.6%. Fuelled by the 1 Source: WTO Barometer survey, January For further information visit: 4

6 exchange rate of the euro and the EU enlargement, the Central and Eastern European countries and Northern Europe were the engines of growth within Europe. Ranked 12th in international tourist arrivals 2, Hungary occupied a prestigious position among the most popular tourist destinations. Besides the number of international arrivals, the receipts from international tourism showed dynamic growth (+10.3%) in 2004, generating EUR 500 billion for the destinations. Europe benefited from more than half of these revenues (52.4%), with the Americas and Asia claiming 21.1% and 20.1%, respectively. Overall income per international tourist arrival amounted to EUR 660, the same came to EUR 630 in Europe, whilst tourists visiting Central and Eastern Europe spent EUR 290 on average per person. Outbound trip features in 2004: increasing number/proportion of people travelling on their own, increasing number/proportion of trips with shorter length of stay, escalating interest in the special products of tourism/niche segments, more frequent use of the Internet, expansion of low-cost flights, late booking becoming increasingly common, added price sensitivity. International air traffic also expanded substantially in Figures published by the International Civil Aviation Organization (ICAO) put the number of passengers taking regular flights last year at around 1.8 billion; moreover, passenger traffic on international flights was up 15% in The Economic Importance of Tourism in the World and in Hungary Based on the data derived from the simulated Tourism Satellite Account (TSA) developed by the World Travel & Tourism Council (WTTC), the direct contribution of tourism to global GDP amounted to USD 1,542.1 billion (3.8%) in The number of people employed directly in tourism was 73.7 million, which corresponds to 2.8% of total employment. Taking also into account the multiplier effect of tourism, the contribution of the sector to global GDP rose to 10.4% and the jobs generated by the sector reached 8.1% of total employment in Government expenditure on tourism amounted to billion USD, whilst 9.4% of all 2 In As of 2003 WTO publishes the ranking order of the top ten destinations only. The Economic Importance of Tourism, 2004 Table 2 World European Union Central and Hungary (EU-15) Eastern Europe (USD billion) GDP (direct) 1, GDP (indirect) 4, , Government expenditure Capital investment (million employees) (thousand employees) Employment (direct) Employment (indirect) Source: World Travel & Tourism Council 5

7 capital investments (i.e. USD billion) were targeted at tourism (Table 2 and Figure 1). In Hungary, the direct GDP contribution of tourism, the ratio of employment in tourism and of government expenditure on tourism each surpass the corresponding averages of the European Union and Central and Eastern Europe. On the other hand, capital investments into the sector are lower in Hungary than the averages observed globally, in the European Union and in Central and Eastern Europe. Calculations of the WTTC indicate that the contribution of tourism to economic performance reached 4.7% in 2004, and with the multiplier effect taken into account, the GDP share of the sector came to 10.1% in Hungary. A total of thousand people, corresponding to 5.2% of total employment, worked in the sector, which - upon factoring in multiplier effect - brought the number of people employed in the national economy through tourism to thousand (9.8%). That is to say one in ten jobs has been created directly or indirectly by tourism. Tourism had a 5.2% share in government expenditure Balance of Tourism, (EUR million) Figure 2 Figures of the National Bank of Hungary show that tourism receipts amounted to EUR 3,265 million in Q1-Q3 2004, which means a 8,7% decline over the corresponding period in Tourism expenditure reached EUR 2,302 million (+0.6%) and as a result the balance of tourism (EUR 362 million) in Q1-Q fell 25.3% short of the balance reached in the same period a year earlier. The decline of tourism receipts in Q3 and the rate at which tourism expenditure rose were smaller. The positive balance of tourism covered 40.2% of the balance trade's losses in January-September, 2004 (Figure 2). Figure Receipts Expenditure Balance Source: National Bank of Hungary 14 The Economic Importance of Tourism, 2004 (%) World European Union (EU-15) Central and Eastern Europe Hungary GDP (direct) GDP (indirect) Government expenditure Capital investment Employment (direct) Employment (indirect) Source: World Travel & Tourism Council 6

8 Tourism in Hungary, 2004 Summary Data on Hungarian Tourism, /2003 (%) Traffic at frontiers International arrivals (000s) 31,739 31,412 36, * Hungarians travelling abroad (000s) 12,966 14,283 17, Arrivals and guest nights at commercial accommodation Domestic Arrivals (000s) 3,163 3,367 3, Guest nights (000s) 8,089 8,571 8, Average length of stay (nights) Foreign Arrivals (000s) 3,013 2,948 3, Guest nights (000s) 10,361 10,040 10, Average length of stay (nights) Total Arrivals (000s) 6,176 6,315 6, Guest nights (000s) 18,450 18,611 18, Average length of stay (nights) From which: Hotels Domestic Arrivals (000s) 1,633 1,717 1, Guest nights (000s) 4,152 4,353 4, Average length of stay (nights) Foreign Arrivals (000s) 2,427 2,375 2, Guest nights (000s) 7,529 7,346 8, Average length of stay (nights) Total Arrivals (000s) 4,060 4,092 4, Guest nights (000s) 11,681 11,699 12, Average length of stay (nights) Arrivals and guest nights at private accommodation Domestic Arrivals (000s) Guest nights (000s) Average length of stay (nights) Foreign Arrivals (000s) Guest nights (000s) Average length of stay (nights) Total Arrivals (000s) Guest nights (000s) Average length of stay (nights) Balance of tourism (EUR million) Receipts 3,925 3,577 3, Expenditure 2,252 2,288 2, Balance 1,673 1, * Change over the year before is based on the number of arrivals at frontiers. Until 2004 departures at frontiers were registered as international arrivals. Sources: Hungarian Central Statistical Office, National Bank of Hungary Share of Foreign and Domestic Guest Nights at Commercial Accommodation, 2004 (%) Figure 3 Domestic 44.4 Foreign

9 Incoming Tourism The Hungarian Central Statistical Office (HCSO) recorded 36.6 million foreign arrivals in Hungary in 2004, representing an increase of 1.2%. Market Share of Main Source Markets, 2004* (%) Figure 4 Europe, as the main source market, generated the vast majority of arrivals (97.4%) (Table 4). Most of the visitors arrived from the neighboring countries: Romania, Slovakia, Austria, Serbia and Montenegro and the Ukraine, as well as from Germany. Three quarters of the arrivals originated in those six countries. From among the main source markets 3 of Hungary (Figure 4), the number of arrivals from the United Kingdom, the United States of America, France, Italy and Austria increased in Incoming tourism from the United Kingdom showed an outstanding growth (+38.1%) during the period. The number of German tourists to Hungary fell slightly short of the level in Of the markets with great growth potential 4, the rate of increase in the number of arrivals was especially marked in the case of Poland, Japan and China. The number of Chinese visitors doubled in The number of tourists from Denmark and the Netherlands also showed a rise whilst the Russian market was subject to minor decline. Table 3 Austria 6.9 France 3.4 United Kingdom 5.6 Germany 32.7 Italy 5.7 USA 4.4 Other 41.3 * Based on the number of guest nights at commercial accommodation. International Tourist Arrivals by Means of Transport, /2003* (000s) (%) Road 28,524 28,256 32, Air 1,302 1,353 2, Water Rail 1,746 1,611 1, Total 31,739 31,412 36, * Change over 2003 is based on the number of arrivals at frontiers. Significant increases (over 10%) were recorded for certain other source markets including Luxembourg, Portugal, Spain, Ireland, Canada, Norway, the Czech Republic, Slovakia, Greece, Belgium, Finland and Israel. Altogether 3.3 million foreign arrivals (49.4% of the total arrivals) and 10.5 million foreign guest nights (55.6% of the total guest nights) were registered at commercial accommodation facilities in The increase of the number of arrivals and guest nights came to 10.9% and 4.7%, respectively. Nearly 318 thousand guests at private accommodation establishments spent more than 1.6 million guest nights in Main source markets: Austria, France, Germany, Italy, United Kingdom and the USA. 4 Source markets with great growth potential: Denmark, the Netherlands, Japan, China, Poland and Russia. 5 Further parts of this chapter contain the analysis of the commercial accommodation establishments. 8

10 Table 4 Arrivals at Frontiers by Country of Origin, /2003* (000s) (%) Austria 4,735 4,870 5, Belgium Bosnia-Herzegovina Bulgaria Croatia 2,115 1,540 1, Czech Republic Denmark Estonia Finland France Germany 2,739 2,875 3, Greece Ireland Italy Latvia Lithuania Luxembourg Macedonia Moldavia the Netherlands Norway Poland , Portugal Romania 5,660 5,976 7, Russia Serbia and Montenegro 3,912 3,347 3, Slovakia 4,051 4,425 5, Slovenia Spain Sweden Switzerland Turkey Ukraine 2,642 2,450 2, United Kingdom Europe 30,994 30,712 35, from which: EU-15 9,089 9,461 10, EU-24 15,242 17,549 18, USA Canada Americas China Israel Japan Asia Australia and the Pacific Africa Total 31,739 31,412 36, * Change over 2003 is based on the number of arrivals at frontiers. ** In 2002 Yugoslavia. International Tourist Arrivals by Means of Transport, 2004 (%) Figure 5 Road 88.8 Air 6.2 Water 0.7 Rail 4.2 9

11 Over three quarters (77.1%) of the guests stayed at hotels last year. Representing 31.4% and 30.8% of the total foreign guest nights, respectively, four and three star hotels recorded outstanding achievements. Hotels and spa hotels registered an all-time record both in terms of arrivals and guest nights in 2004 (Table 5 and Figure 6). Figure 6 Foreign Guest Nights by Type of Accommodation, 2004 (%) The ratio of foreigners within the total number of hotel guests and guest nights was 60.1% and 64.1%, respectively. Incoming Tourism by Type of Accommodation, Table 5 Number of Arrivals /2003 (000s) (%) Hotels 2,427 2,375 2, star star , star 1, , star star Spa hotels Wellness hotels* Guesthouses Tourist hostels Youth hostels Bungalows Camping site Total 3,013 2,948 3, star hotels star hotels star hotels star hotels star hotels 0.9 Guesthouses 5.9 Tourist hostels 0.7 Youth hostels 1.1 Bungalows 2.3 Camping sites 13.0 Number of Guest Nights /2003 (000s) (%) Hotels 7,529 7,346 8, star , star 2,684 2,749 3, star 3,272 3,105 3, star star Spa hotels 1,380 1,365 1, Wellness hotels Guesthouses Tourist hostels Youth hostels Bungalows Camping site 1,556 1,483 1, Total 10,361 10,040 10, * Wellness hotels are classified as of The EU-15 generated 70.4% of the total guest nights (7,402.0 thousand nights) in Hungary in

12 Arrivals and Guest Nights at Commercial Accommodation by Country of Origin, 2004 Table 6 Commercial Accommodation From which: Hotels Arrivals (000s) 2004/2003 (%) Guest Nights (000s) 2004/2003 (%) Average Length of Stay (nights) Arrivals (000s) 2004/2003 (%) Guest Nights (000s) 2004/2003 (%) Average Length of Stay (nights) Austria Belgium Bulgaria Croatia Czech Republic Denmark Finland France Germany , , Greece Ireland Italy Luxembourg the Netherlands Norway Poland Portugal Romania Russia Serbia and Montenegro Slovakia Slovenia Spain Sweden Switzerland Turkey Ukraine United Kingdom Other European countries Europe 2, , , , from which: EU-15 2, , , , Asia from which: Israel Japan China Other Asian countries Africa Americas from which: USA Canada Other American countries Australia and the Pacific Total International 3, , , , Total Domestic 3, , , , Total 6, , , ,

13 The dynamic growth of the number of guest nights from the United Kingdom, Italy, France and the United States of America compensated for the decline of the German guest nights (Figure 7). This decline was smaller than in 2003, which is a sign of the recovery of this source market (Table 6). From among the other source markets, overseas countries, Ireland, Norway, Finland, Sweden, Portugal, Bulgaria, Spain, Croatia and Greece as well as Switzerland, Luxembourg, Belgium and Canada reached outstanding results last year. Foreign arrivals and guest nights show significant geographic concentration in Hungary. In 2004, about two thirds (63.8%) of all foreign guests visited Budapest and the Central Danube Region, whilst 13.0% chose the Lake Balaton. The role of Western Transdanubia is also important as it registered 8.6% of the foreign arrivals at commercial accommodation. The number of arrivals rose in Budapest and the Central Danube Region (+22.0%), in Western Transdanubia (+6.3%), in Central Transdanubia (+6.3%), near the Lake Tisza (+2.8%) and in the Southern Great Plain (+1.8%) Figure 7 Main Source Markets by Guest Nights, (%) Guest nights also speaks in favour of the supremacy of the capital and its surroundings and the Lake Balaton: in 2004 Budapest and the Central Danube Region claimed more than half of the foreign guest nights, followed by the Lake Balaton (one quarter of the guest nights) (Figure 8). An analysis of the main source markets of each tourist region reveals the dominance of German guests (Table 7). The guest nights spent in Budapest by UK, Italian, US, Spanish, French and Israeli tourists are also substantial. Besides Germany, Austria is the clear leader among the top five source markets of the Western Transdanubia Region, whilst the number of Polish guests is relevant near the Lake Tisza, in the Northern Great Plain and in Northern Hungary. Main Source Markets by Tourist Region, 2004 Austria United Kingdom Italy Foreign Total France Germany USA Total Country % Country % Country % Country % Country % (%) Table 7 Budapest and the Central Danube Germany 14.1 United Kingdom 9.7 Italy 9.1 USA 7.7 Spain of which: Budapest Germany 13.8 United Kingdom 10.0 Italy 9.1 USA 8.0 Spain Central Transdanubia Germany 39.1 the Netherlands 14.5 Austria 6.5 Japan 4.6 Italy Lake Balaton Germany 60.3 Austria 10.0 Denmark 8.1 the Netherlands 6.9 Switzerland Lake Tisza Germany 29.0 Poland 18.0 Slovakia 9.3 Austria 4.9 Luxembourg Northern Great Plain Germany 52.2 Poland 11.5 Ukraine 3.9 Romania 3.9 the Netherlands Northern Hungary Germany 27.4 Poland 14.8 the Netherlands 6.1 Czech Republic 5.5 Slovakia Southern Great Plain Germany 37.9 Romania 6.2 the Netherlands 5.5 Italy 5.4 Austria Southern Transdanubia Germany 57.0 Austria 7.3 Czech Republic 4.0 the Netherlands 3.3 Italy Western Transdanubia Germany 46.8 Austria 24.3 Switzerland 5.5 Czech Republic 3.4 Italy Country total Germany 32.7 Austria 6.9 Italy 5.7 United Kingdom 5.6 USA * Based on foreign guest nights spent at commercial accommodation. 12

14 Incoming tourism dominated in Budapest and the Central Danube Region and the Lake Balaton Region. In the case of the former, four out of five (81.1%) guest nights were associated with foreigners, whilst the foreign share in total guest nights was 58.1% at the Lake Balaton last year. The increase in the number of foreign guest nights was close to 20% in Budapest and the Central Danube Region, 1.8% in Western Transdanubia and 1.9% in the Southern Great Plain. Most of the foreign guest nights spent at commercial accommodation were registered in the period between May and September, including peak months such as July (15.0%) and August (15.9%) (Figure 9). The lowest number of foreign guest nights was realized in January (3.1%). Except for June, July and August, the number of guest nights increased each month in November (+18.5%) and December (+19.4%) recorded the most dynamic increase of foreign guest nights at commercial accommodation and were followed by February (+17.6%) and March (+15.6%). In 2004, foreign guests stayed 3.2 nights on average at commercial accommodation in Hungary, which was substantially longer than the average length of stay of domestic guests (2.5 nights) (Table 8). Guests from Denmark (5.5 nights), Germany (4.6 nights), the Netherlands (4.1 nights), Russia (3.5 nights), Switzerland (3.5 nights), Luxembourg (3.5 nights) and Israel (3.3 nights) were characterized by above average length of stay. Tourists visiting Hungary from the European Union (EU-15) stayed 3.5 nights on average at commercial accommodation. Foreign Guest Nights by Tourist Region, 2004 (%) Figure 8 Lake Balaton 24.2 Budapest and the Central Danube 51.6 Southern Great Plain 2.4 Southern Transdanubia 2.6 Northern Great Plain 5.0 Northern Hungary 2.1 Central Transdanubia 2.6 Western Transdanubia 8.7 Lake Tisza 0.8 The total amount of accommodation fee generated by foreign guests reached almost HUF 69.5 billion in 2004 (Table 21), which corresponds to an increase of 10.4%. Hotels realized more than ninety percent Figure 9 Monthly Breakdown of Foreign Guest Nights at Commercial Accommodation, 2004 (000s) January February March April May June Country total Lake Balaton Budapest July August September October November December 13

15 Table 8 Average Length of Stay of Foreigners by Type of Accommodation, /2003 (nights) % Hotels star star star star star Spa hotels Wellness hotels Guesthouses Tourist hostels Youth hostels Bungalows Camping sites Total (91.3%) of those receipts which meant an increase of 12.2% during the last year. Like the number of arrivals and guest nights, receipts from accommodation fee also shows marked geographic concentration with Budapest and the Central Danube Region claiming 71.5%, the share of the Lake Balaton Region at 12.9% and that of Western Transdanubia at 6.1%. Accommodation fee revenue increased in each of the regions except for three regions (Lake Balaton, Lake Tisza and the Northern Great Plain). The increase was most dynamic in Northern Hungary (+19.5%), in Budapest and the Central Danube Region (+16.4%) and Central Transdanubia (+12.3%). Figure 10 Domestic Guest Nights by Type of Accommodation, 2004 (%) Domestic Tourism Commercial accommodation units registered 3,347 thousand domestic arrivals (-0.6%) and 8,391 thousand domestic guest nights (-2.1%) in The ratio of domestic arrivals to the total number of arrivals was 50.6%, while domestic guest nights represented 44.4% of the total number of guest nights. In 2004, domestic guests spent over half of the guest nights in hotels (Table 9 and Figure 10). The number of domestic guest nights at hotels (4.5 million) reached an all-time record in Among hotels, three and four star units fared the best. The number of domestic guest nights increased substantially at four and five star hotels and at spa hotels. On the other hand, one and two star establishments recorded decline (Figure 11). The number of domestic guest nights also fell in other types of accommodation. Private accommodation establishements recorded more than 362 thousand guests and nearly 1.5 million guest nights in star hotels star hotels star hotels star hotels star hotels 4.3 Guesthouses 16.7 Tourist hostels 9.4 Youth hostels 7.0 Bungalows 8.2 Camping sites Further parts of this chapter contain the analysis of the commercial accommodation establishments. 14

16 The geographic concentration of domestic guest nights was less marked than that of foreign guest nights in Whilst 16.8% of the domestic guests opted for Budapest and the Central Danube Region, 17.9% chose the Lake Balaton. The role of Northern Hungary was also outstanding, as that region received 15.4% of all the domestic arrivals. Two regions, Domestic Tourism by Type of Accommodation, Table 9 Number of Arrivals /2003 (000s) (%) Hotels 1,633 1,717 1, star star star star star Spa hotels Wellness hotels Guesthouses Tourist hostels Youth hostels Bungalows Camping sites Total 3,163 3,367 3,347 99,4 Number of Guest Nights /2003 (000s) (%) Hotels 4,152 4,353 4, star star , star 2,107 2,075 2, star 1,002 1, star Spa hotels , Wellness hotels Guesthouses 1,422 1,471 1, Tourist hostels Youth hostels Bungalows Camping sites Total 8,089 8,571 8, Budapest and the Central Danube Region (+1.9%) and Western Transdanubia (+2.5%) registered increases in the number of arrivals, the other regions showed reduction. In terms of guest nights, the Lake Balaton Region played a leading role: more than one fifth of the domestic guest nights were registered there in Budapest and the Central Danube Region claimed 15.1% of the Figure 11 Change of Domestic Guest Nights at Hotels and Spa Hotels, (%) Hotels Spa Hotels

17 domestic guest nights; the same ratio was 13.6% in Northern Hungary, 12.7% in Western Transdanubia and 11.7% in the Northern Great Plain Region (Figure 12). Figure 12 Domestic Guest Nights by Tourist Region, 2004 (%) Domestic tourism plays an outstanding role in Northern Hungary, in the Southern Great Plain Region and in Southern Transdanubia: as domestic guests generated more than 70% of the guest nights recorded in the three regions. Commercial accommodation units registered most of the domestic guest nights in July and August (16.9% and 17.9%) (Figure 13). The number of domestic guest nights was the lowest in January (4.3%). Domestic guest nights increased in February (+7.7%), March (+8.1%), April (+0.8%), November (+7.4%) and December (+1.7%). In 2004, domestic guests stayed 2.5 nights on average at commercial accommodation (Table 10). The average length of stay of domestic guests was the longest in the Lake Balaton Region (3.1 nights). Above average length of stay was typical of the Lake Tisza and the Northern Great Plain (2.7 nights, each). Average length of stay remained below the national average in Southern Transdanubia, Northern Hungary and Western Transdanubia (2.2 nights, each). Average length of stay increased in the Northern and Southern Great Plain Regions and in the Lake Tisza Region in The total amount domestic guests paid for commercial accommodation reached almost HUF 29,8 billion in 2004 (Table 21), which corresponds to an increase of 15.2%. Hotels realized more than seventy percent (70.1%) of those receipts which meant an increase of 20.5% during the year. In 2004, 23% of the accommodation fee revenue was realized in Budapest and the Central Danube Region, 20.6% at the Lake Balaton, 12.3% in Northern Hungary and 12.4% in Western Transdanubia. Each Lake Balaton 21.8 Budapest and the Central Danube 15.1 Southern Great Plain 9.2 Southern Transdanubia 7.9 Northern Great Plain 11.7 Northern Hungary 13.6 Central Transdanubia 5.8 Western Transdanubia 12.7 Lake Tisza 2.3 Figure 13 Monthly Breakdown of Domestic Guest Nights at Commercial Accommodation, 2004 (000s) January February March April May June Country total Lake Balaton Budapest July August September October November December 16

18 Table 10 Average Length of Stay of Domestic Guests by Type of Accommodation, /2003 (nights) % Hotels 2,5 2,5 2,5 97,9 5 star 2,0 1,9 2,1 110,6 4 star 2,1 2,1 2,1 99,1 3 star 2,5 2,5 2,5 100,6 2 star 2,8 2,8 2,7 93,5 1 star 3,3 3,6 4,0 112,6 Spa hotels 3,2 3,1 3,0 96,9 Wellness hotels - - 2,1 - Guesthouses 2,2 2,2 2,2 100,9 Tourist hostels 2,6 2,6 2,6 100,6 Youth hostels 3,0 2,9 2,8 96,0 Bungalows 3,0 3,0 2,9 96,7 Camping sites 2,9 2,7 2,8 102,2 Total 2,6 2,5 2,5 98,5 region recorded an increase of the accommodation fee revenue, with Budapest and the Central Danube Region claiming +38.3%, followed by Northern Hungary (+14.2%) and Western Transdanubia (+14.3%). Outgoing Tourism Data collected by the Hungarian Central Statistical Office show that the number of Hungarians travelling abroad reached 17.6 million in 2004, which represents a marked increase (+22.9%). Outgoing tourism showed dynamic growth at the frontiers with Romania (+129.9%), the Ukraine (+103.1%), Serbia and Montenegro (+44.9%), Slovenia (+42.5%) and Budapest, i.e. Ferihegy Airport (+24.2%). Conversely, there was a simultaneous decrease in the number of Hungarians travelling abroad across the Croatian and Austrian frontier last year. The majority of Hungarians travelling abroad left during the summer months. More than 10% travelled in August, and over 40% of all outgoing trips were recorded in the period between June and September (Figure 14). Hungarians Travelling Abroad by Means of Transport, Table /2003 (000s) (%) Road 11,662 12,903 16, Air Water Rail Total 12,966 14,283 17, Monthly Distribution of Hungarians Travelling Abroad, 2004 (000s) Figure 14 January February March April May June July August September October November December 17

19 Arrivals and Guest Nights at Commercial Accommodation Capacity of Commercial Accommodation Establishments, Units Rooms Beds number 2004/ number 2004/ number 2004/ (%) (%) (%) Hotels ,512 46,252 47, , , , star ,840 3,275 3, ,979 6,859 7, star ,562 10,653 12, ,878 23,552 26, star ,696 21,449 21, ,999 50,263 51, star ,513 8,127 7, ,115 21,579 18, star ,901 2,748 2, ,928 7,473 7, Spa hotels ,426 5,819 6, ,690 12,502 14, Wellness hotels , ,634 - Guesthouses 1,361 1,439 1, ,903 17,839 16, ,744 48,908 45, Tourist hostels ,806 8,591 8, ,267 35,859 34, Youth hostels ,344 5,519 5, ,881 21,523 21, Bungalows ,313 7,264 6, ,984 24,645 22, Camping sites , ,616 98, Total 3,377 3,517 3, ,878 85,465 84, , , , A total of 3,001 commercial accommodation units were operating in Hungary on July 31, 2004 and offered 84,924 rooms and 336,494 beds (Table 12). More than one third of the capacity, i.e. 113 thousand beds was available in hotels, including three-star establishments (representing 46% of total hotel capacity), four-star houses (with 23.7% of total hotel capacity) and two-star operations (16.8%). Camping sites contributed another major component (almost 30%) of available capacity. Table 12 Table 13 The Capacity of Conference Facilities at Commercial Accommodation, July 31, 2004 Number of Conference Rooms Total Floor Area of Conference Rooms (sq m) Hotels 1, ,203 5 star ,837 4 star ,288 3 star ,384 2 star ,732 1 star 22 1,962 Spa hotels ,914 Wellness hotels 32 3,084 Guesthouses ,752 Tourist hostels 47 4,328 Youth hostels 20 2,647 Bungalows 33 2,834 Camping sites 16 1,324 Total 1, ,088 18

20 About one fifth (19.8%) of all the commercial accommodation facilities is situated in the Lake Balaton Region, followed by Northern Hungary (13.9%), Western Transdanubia (13.9%) and Budapest and the Central Danube Region, where 12.3% of the units operated in Regarding hotels, the role of two regions, namely Budapest and the Central Danube Region and the Lake Balaton Region is outstanding. Five-star hotels were available in three regions in 2004: thirteen operated in Budapest, two in Western Transdanubia and one in Northern Hungary. As regards four-star operations, the capital and its surroundings have a clear dominance with 36,2% of all four star hotels. Budapest and the Central Danube Region is followed by the Lake Balaton (18.1%) and Western Transdanubia (14.3%). Budapest and the Central Danube Region and the Lake Balaton Region each offer one fifth of the three star hotels. Figure 15 Number of Arrivals by Tourist Region, 2004 (%) Number of Arrivals by Tourist Region, 2004 Table (000s) /2003 (%) Budapest and the Central Danube 2,227 2,260 2, From which: Budapest 1,935 1,973 2, Central Transdanubia Lake Balaton 1,082 1,057 1, Lake Tisza Northern Great Plain Northern Hungary Southern Great Plain Southern Transdanubia Western Transdanubia Total 6,176 6,315 6, Lake Balaton 15.5 Budapest and the Central Danube 40.8 Southern Great Plain 6.5 Southern Transdanubia 5.6 Northern Great Plain 7.1 Northern Hungary 9.0 Central Transdanubia 4.2 Western Transdanubia 10,6 Lake Tisza 1.4 Figure 16 Number of Guest Nights by Tourist Region, 2004 (%) Number of Guest Nights by Tourist Region, 2004 Table (000s) /2003 (%) Budapest and the Central Danube 5,604 5,796 6, From which: Budapest 4,971 5,174 6, Central Transdanubia Lake Balaton 4,994 4,716 4, Lake Tisza Northern Great Plain 1,612 1,554 1, Northern Hungary 1,411 1,419 1, Southern Great Plain 969 1,049 1, Southern Transdanubia 979 1, Western Transdanubia 1,868 1,951 1, Total 18,450 18,611 18, Lake Balaton 23.1 Budapest and the Central Danube 35.4 Southern Great Plain 5.4 Southern Transdanubia 4.9 Northern Great Plain 7.9 Northern Hungary 7.2 Central Transdanubia 4.0 Western Transdanubia 10,5 Lake Tisza

21 The role of the lake is outstanding in terms of the number of bungalows (32.2% of the total) and camping sites (24.0%). Commercial accommodation units recorded around 6.6 million arrivals and 18.9 million guest nights in 2004: the number of arrivals rose by 4.8%, the number of guest nights by 1.5%. Hotels registered close to 940 thousand (+8%) more guest nights in Four out of ten guests visited Budapest and the Central Danube Region in 2004, the Lake Balaton registered 15.5% of the arrivals. In terms of the number of guest nights, the role of the Lake Balaton Region is more significant, as that region follows the Budapest and the Central Danube Region (35.4%) with more than one fifth (23.1%) of all the guest nights (Tables 14 and 15, Figures 15 and 16). Concerning the split between domestic and foreign arrivals and guest nights, the share of domestic arrivals came to 50.6%, whilst 55.6% of the guest nights total was associated with foreign guests (Table 16). In 2004, the number of guest nights spent at commercial accommodation reached a peak in August, with 16.7% of all the guest nights (Figure 17). July claimed 15.8%, and the period from June to August recorded 43.2%. May and September had an almost equal share (9.5% and 9.3%, respectively). Significant increases were achieved in the number of guest nights in February (+12.2%) and March (+12.2%), as well as in November (+13.0%) and December (+9.9%) last year. Table 16 Share of Foreign and Domestic Guest Nights by Tourist Region, 2004 (%) foreign domestic Lake Balaton Budapest and the Central Danube of which Budapest Southern Great Plain Southern Transdanubia Northern Great Plain Northern Hungary Central Transdanubia Western Transdanubia Lake Tisza Country total Monthly Breakdown of Guest Nights at Commercial Accommodation, 2004 (000s) Figure January February March April May June Country total Lake Balaton Budapest July August September October November December 20

22 In 2004, around 80% of the guests stayed at hotels bringing the share of hotels in total guest nights to 77.1% (Table 17 and Figure 18). Spa hotels reported a new historical record regarding the number of domestic and foreign guest nights in One fifth of the hotel guests were accommodated in five-star establishments, one third used four-star houses and 42.2% opted to stay in a three star facility. Guesthouses (10.7%) and camping sites (9.3%) claimed significant shares of the number of guest nights in the category of other commercial accommodation. Figure 18 Guest Nights by Type of Accommodation, 2004 (%) Table 17 Arrivals and Guest Nights by Type of Accommodation, Arrivals /2003 (000s) (%) Hotels 4,060 4,092 4, star star 1,167 1,272 1, star 1,871 1,804 1, star star Spa hotels Wellness hotels Guesthouses Tourist hostels Youth hostels Bungalows Camping sites Total 6,176 6,315 6, star hotels star hotels star hotels star hotels star hotels 2.4 Guesthouses 10.7 Tourist hostels 4.5 Youth hostels 3.7 Bungalows 4.9 Camping sites 9.3 Guest nights /2003 (000s) (%) Hotels 11,681 11,699 12, star , star 3,333 3,575 4, star 5,379 5,180 5, star 1,641 1,497 1, star Spa hotels 2,086 2,136 2, Wellness hotels Guesthouses 2,153 2, Tourist hostels Youth hostels Bungalows 929 1, Guest nights 2,007 1,958 1, Total 18,450 18,611 18, As compared to the average rate of growth at commercial accommodation units, the number of arrivals increased faster in hotels in This resulted an increase of 11.7% in the number of arrivals and an increase of 8% in the number of guest nights. The continued dynamic increase 21

23 of the arrivals and guest nights in four and five star hotels in 2004 is a signal of growing demand for higher quality services and accommodation facilites in Hungary. As a result, the share of top category hotels also showed a year on year increase. Three star hotels, on the other hand, registered a smaller increase in the number of arrivals and guest nights, whilst one and two star facilities registered a decline. The number of guest nights rose by close to a quarter at spa hotels (+22.8%) along with an increase of 16.9% in the number of guest nights, which is a historical record in terms of both domestic and foreign guest nights. Spa hotels registered over 655 thousand guests and around 2.5 million guest nights (13.2% of the total guest nights at commercial accommodation) last year. Wellness hotels received 155 thousand guests, who spent about 413 thousand guest nights there in Table 18 Average Length of Stay at Commercial Accommodation, /2003 (nights) % Hotels star star star star star Spa hotels Wellness hotels Guesthouses Tourist hostels Youth hostels Bungalows Camping sites Total Guests stayed 2.9 nights on average at commercial accommodation in 2004, with the average length of stay of foreign guests at 3.2 nights and that of domestic guests at 2.5 nights (Table 18). Camping sites recorded the longest length of stay (4.9 nights) last year. Average length of stay was 3.8 nights in spa hotels, 3.7 nights in one-star hotels, 3.3 nights in bungalows and 2.8 nights in hotels (Figure 19). Average length of stay was longest, and surpassed the national average in the Lake Balaton Region (4.3 nights), the Northern Great Plain Region (3.2 nights) and the Lake Tisza Region (3.0 nights). The shortest stays were registered in Northern Hungary (2.3 nights) and the Southern Great Plain Region (2.4 nights). Average length of stay was 2.5 nights in Budapest and the Central Danube Region and in Southern Transdanubia. Average Length of Stay at Commercial Accommodation, 2004 (nights) 3,4 3,2 3,0 2,8 2,6 2,4 2,2 2,0 1,8 1,6 1,4 1,2 1,0 0,8 0,6 0,4 0,2 0 Figure 19 January February March April May June July August September October November December 22

24 Most of the guests stayed at commercial accommodation for leisure (56%), on a business trip (20%) or when attending a conference (12%) and to receive spa or medical services (6%). Hotels show a similar distribution of main purpose of visit (Table 19). Table 19 Main Purpose of Visit, (%) Main purpose of visit Leisure/ Conference Other Health Other Total Holiday Business tourism 2002 Commercial accommodation Hotels Commercial accommodation Hotels Commercial accommodation Hotels In 2004, room occupancy at commercial accommodation facilities was 38.0%, representing an increase of 5.5%. From among the various types of accommodation, four and five star hotels had the highest occupancy rates (58.2 and 60.5%, respectively). The average rate of occupancy in hotels was 46.4%. Camping sites recorded the lowest occupancy rates at 10.6% in 2004 (Table 20). Two regions recorded exceptionally high room occupancy rates above the national average in 2004: the commercial accommodation units in Budapest and the Central Danube Region with 53.6% (including the occupancy rate for Budapest at 57.1%), and the Lake Balaton Region with 40.0%. % Occupancy Rates of Commercial Accommodation Facilities by Tourist Region, 2004 Table 20 Hotels Guesthouses Tourist and Youth Hostels* Bungalows Camping sites** Total 2004/ 2004/ 2004/ 2004/ 2004/ 2004/ % % % % % 2003 (%) 2003 (%) 2003 (%) 2003 (%) 2003 (%) 2003 (%) Budapest and the Central Danube From which: Budapest Central Transdanubia Lake Balaton Lake Tisza Northern Great Plain Northern Hungary Southern Great Plain Southern Transdanubia Western Transdanubia Country total * Combined due to data protection. ** Occupancy rates of tent places. 23

25 Revenues of Commercial Accommodation Facilities, 2004 (%) Table 21 Accommodation (domestic guests) Accommodation (foreign guests) Accommodation Total Food & Bevarage Other Services (including breakfast) Total Revenues (HUF million) 2004/ 2003 (%) (HUF million) 2004/ 2003 (%) (HUF million) 2004/ 2003 (%) (HUF million) Hotels 21, , , , , , star 1, , , , , , star 7, , , , , , star 9, , , , , , star 2, , , , , , star , Spa hotels 4, , , , , , Wellness hotels 1, ,338-2,100-2,527-6,964 - Guesthouses 4, , , , , , Tourist hostels 1, , , Youth hostels , , Bungalows 1, , , Camping sites , , , Total 29, , , , , , Commercial accommodation facilities had revenues from accommodation fee at more than HUF 99 billion in Foreign guests generated 70% of these revenues and the remaining one third came from domestic guests. In addition to the accommodation fee revenues, commercial accommodation facilities had food & beverage revenue at HUF 51.4 billion and other revenue at HUF 39.8 billion. This amounted to a total revenue at HUF billion in 2004 which represents 14.4% increase at current prices, meanwhile the consumer price index of the sector was 10.3% (Table 21) Exchange Rates of HUF to EUR and USD, EUR/HUF Figure 20 USD/HUF January February March April May June July August September October November December January February March April May June July August September October November December January February March April May June July August September October November December 2004/ 2003 (%) (HUF million) 2004/ 2003 (%) (HUF million) 2004/ 2003 (%)

26 In December 2004, the average room rate in hotels surpassed HUF 11,700 which means an increase of 2.8% over the same period in During 2004, the highest average room rate was registered in May. Among hotels, the room rate of five-star facilities was between HUF 25,300 and 33,900, four-star hotels registered average room rates between HUF 10,300 and 15,000, meanwhile three-star units charged for a room between HUF 6,100 and 8,100 on average (Table 22). Average Room Rate* and Rate Index of Hotels, Table 22 5 star 4 star 3 star 2 star 1 star Hotels Total Average Room Rate hotels 2004/2003 (%) (HUF) February ,399 10,363 6,508 5,634 4,383 10, ,220 11,660 6,712 6,504 3,851 10, May ,597 13,979 7,271 5,615 4,695 11, ,231 14,811 8,084 6,766 4,692 12, July ,432 12,865 7,780 6,377 5,603 10, ,774 11,991 7,628 6,685 5,090 10, December ,297 12,561 7,669 5,868 5,255 11, ,910 11,826 7,870 6,344 4,551 11, * Revenue per occupied room in hotels, independently of type of room. Number of guests and guest nights at private accommodations in Hungary According to data released by the Hungarian Central Statistical Office, private accommodation can provide an extra 245,000 beds in addition to the 315,000 beds available at commercial accommodation facilities. Nationally, domestic guest spent nearly half (47.2%) of the guest nights registered at private accommodation was characterised by a clear preponderance of domestic tourism everywhere with the exception of the Balaton region. The share of domestic guest nights in the Southern Great Plain, Northern Hungary and the Lake Tisza regions was exceptionally high, above 80%. Although 30% of the domestic guest nights at private accommodation spent in Hungary were registered in the Balaton region in 2004, the territorial concentration of domestic tourism was less pronounced than that of incoming tourism. Western Transdanubia, the Northern Great Plain and Northern Hungary continue to be favoured by domestic tourists who choose private accommodation. The number of domestic guests at private accommodation showed an increase in all of the regions except for two: Budapest and Central Danube Region and the Lake Tisza. There was an extraordinarily dynamic rise in Central (+46.7%) and Western Transdanubia (+26.6%). Domestic guest nights were up 5.7% in the region of Western Transdanubia and 5% in the Northern Great Plain. Table 23 Capacity of Private Accommodation Facilities by Tourist Region, 2004 Units Beds Budapest and the Central Danube 1,442 7,292 From which: Budapest 740 2,821 Central Transdanubia 1,208 6,465 Lake Balaton 29, ,532 Lake Tisza 1,023 6,727 Northern Great Plain 1,962 13,308 Northern Hungary 2,294 14,441 Southern Great Plain 984 5,683 Southern Transdanubia 3,604 16,257 Western Transdanubia 2,167 11,671 Total 43, ,376 25

27 Measured in terms of the number of nights, the role of incoming tourism was outstanding in the Lake Balaton in the past year, where foreign guests took 72.7% share of all the guest nights. The same ratio approached almost 50% in Southern Transdanubia. The exceptionally high territorial concentration of incoming tourism demonstrates that the Lake Balaton can claim more than two-thirds of all foreign guest nights registered at private accommodation. The share of Western and Southern Transdanubia was also significant. The number of foreign guests rose dynamically in Central Transdanubia (+53.6%), in the Budapest and the Central Danube Region (+35.0%) and in Northern Hungary (+11.3%). Among destinations registering an increase in the number of guest nights, we can highlight Central Transdanubia (+8.4%) and the Southern Great Plain (+4.7%) regions. The average length of stay at private accommodation came to 4.5 nights in 2004, a figure that greatly exceeds the average of commercial accommodation establishments. Hungarians spent an average of 4.0 nights and foreigners 5.1 nights at private accommodation. In 2004 holiday checks generated HUF 418 million in income for private accommodation. The number of private accommodation providers accepting checks was 569. Table 24 Number of Guest Nights at Private Accommodation Facilities by Tourist Region, 2004 Foreign Domestic Total Guest nights Budapest and the Central Danube 76, , ,674 From which: Budapest 55,190 39,295 94,485 Central Transdanubia 37,529 98, ,376 Lake Balaton 1,097, ,064 1,509,545 Lake Tisza 18,949 80,968 99,917 Northern Great Plain 101, , ,529 Northern Hungary 33, , ,545 Southern Great Plain 15, , ,838 Southern Transdanubia 124, , ,754 Western Transdanubia 127, , ,046 Total 1,632,597 1,461,627 3,094,224 The Traveling Habits of the Hungarian Population in 2004 Commissioned by the Hungarian National Tourist Office, M.Á.S.T. Market and Opinion Survey Company in November 2004 carried out a research in the travelling habits of the Hungarian population. The random sample of 3,000 Hungarians over 18 years of age is representative in terms of county, settlement structure, gender and age. Respondents were interviewed personally in their homes. The study examined day trips, overnight trips and main holidays 7 taken between November 1, 2003 and October 31, During the period surveyed 61% of the respondent households reported a day trip. The frequency of excursions was the highest among the and year old respondents, families with children and people living in the statistical regions 8 of Central and Southern Transdanubia. Of the households that reported a day trip, 90% visited domestic destinations only, 7% travelled to both domestic and foreign destinations and 3% left for destinations abroad only. 60% of the households surveyed took an overnight trip between November 2003 and October The frequency of trips was higher among families with children and the residents of the statistical regions of Central Hungary and Southern Transdanubia. Of the households that reported an overnight trip, 67% visited domestic destinations only, 17% travelled to both domestic and foreign destinations and 16% left for destinations abroad only. 7 Day trip: a one-day trip without an overnight stay, when a member of the household spent less than a day in another settlement, and his/her purpose was not work or study. Overnight trip: a trip when a member of the household spent at least one night away from his/her place of residence, his/her purpose was not work or study, and the period spent away from home did not exceed one year. Main holiday: the major travel of the household in the given period which involved at least two members of the household (unless it is a single household). 8 Statistical regions are: Central Hungary, Central Transdanubia, Western Transdanubia, Southern Transdanubia, Northern Hungary, Northern Great Plain and Southern Great Plain. 26

28 44% of the respondent households, or in other words 73% of the travelling households took a main holiday. The frequency of such trips was higher in the age group of year old people, among university and college graduates, families with children and the residents of the statistical region of Central Hungary. When asked why they failed to go on a main holiday, respondents mentioned financial reasons (51%), lack of time (17%) and family (11%) or health (8%) reasons. 64% and 36% of the trips were made to domestic and foreign destinations, respectively. Domestic trips Day trip features: 97% of the respondents took a domestic day trip (including 7% that made both domestic and foreign day trips) (Figure 21), one household made an average of 4 day trips; The most popular destinations were Budapest and the Central Danube Region with Southern Transdanubia and Lake Balaton as runner up (Figure 22); 55% of the day trips was taken during the summer months of June to August; Major motivations were visiting friends and relatives (VFR) (23%), relaxation (13%), and bathing/visiting a spa (11%); 33% of the respondents collected information before and/or during the day trip: the most important sources were brochures (45%), maps (32%), travel books (30%) and the Internet (26%). Past experience (32%) and information received from friends (29%) also played a significant role. Budapest and the Central Danube Southern Transdanubia Lake Balaton Central Transdanubia Southern Great Plain Northern Hungary Northern Great Plain Western Transdanubia Domestic Day Trips by Tourist Region, 2004 (%) Lake Tisza Figure Sources: Hungarian National Tourist Office / M.Á.S.T. Destinations of Domestic Day Trips, 2004 (%) Domestic 90 Foreign 3 Domestic and Foreign 7 Sources: HNTO / M.Á.S.T. Destinations of Domestic Overnight Trips, 2004 (%) Figure 21 Figure 23 Overnight trip features: 83% of the respondents took domestic overnight trips (including 16% that made both domestic and foreign overnight trips) (Figure 23), one household made an average of 3.3 overnight trips; Domestic 67 Foreign 17 Domestic and Foreign 16 Sources: HNTO / M.Á.S.T. 27

29 The most popular destinations of overnight trips were Budapest and the Central Danube Region, followed by Lake Balaton and Southern Transdanubia (Figure 24); The majority (70%) of overnight trips fell on the summer months of June to August; A domestic overnight trip lasted 3.6 nights on average with 73% of all the journeys lasting between 1-3 nights; Main motivations included relaxation (36%) and visiting friends and relatives (VFR) (27%); Figure 24 Domestic Overnight Trips by Tourist Region, 2004 (%) Budapest and the Central Danube 25.7 Lake Balaton 19.5 Northern Hungary 13.3 Southern Great Plain 9.3 Southern Transdanubia Central Transdanubia Western Transdanubia Northern Great Plain Lake Tisza Sources: Hungarian National Tourist Office / M.Á.S.T. The average cost of a domestic overnight trip came to HUF 25,000, with average daily spending at HUF 4,500; 42% of the respondents collected information before and/or during the trip: the most important sources were brochures (38%), past experience (34%), the Internet (30%), travel books (29%), experience of former visitors of the destination (29%) and maps (26%). Main holiday features: 64% of the main holidays were made to domestic destinations; The most popular destination was Lake Balaton, followed by Northern Hungary and the Budapest and the Central Danube Region (Figure 25); The most popular cities were Budapest, Hajdúszoboszló, Siófok, Balatonfüred, Balatonboglár and Sopron; 82% of the respondents had been to the destination of the main holiday previously, and the ratio of return visits was the highest (86%) in the case of trips to Budapest and the Central Danube Region; One-fifth of the respondents that took a main holiday had decided on the destination a month in advance, shorter periods were reported by 45% of the respondents; 40% of the main holidays fell on August, 29% was registered in July; 31% of the main holidays took less than 4 nights, 16.5% lasted a week. The average length of stay was 6.25 nights. Figure 25 Domestic Main Holidays by Tourist Region, 2004 (%) Lake Balaton 32 Northern Hungary 14 Budapest and the Central Danube 13 Northern Great Plain 10 Southern Great Plain 9 Southern Transdanubia 7 Western Transdanubia 6 Central Transdanubia 6 Lake Tisza 3 Sources: HNTO / M.Á.S.T. Figure 26 Accommodation Used During Domestic Main Holidays, 2004 (%) Private (free of charge) 38 Private (paid) 13 Second home 10 Guesthouse 8 Hotel 8 Camping site 7 Apartment 6 Company resort 6 Youth hostel 2 Tourist hostel 2 Camping out 1 Other 1 Sources: HNTO / M.Á.S.T. 28

30 The car (74%) was the most frequently used means of transport; In the case of 54% of the main holidays people stayed at unpaid accommodation (with friends/relatives or in second homes) or company resort. Hotels represented 8% (Figure 26); The participants organized 90% of the main holidays themselves; The most important activities during a main holiday included relaxation (88%), bathing/visiting a spa (51%), lakeside recreation (29%), visiting natural attractions (26%) and cities (26%) and visiting friends and relatives (VFR) (24%); 32% of the respondents who made a main holiday, gathered information before and/or during the holiday: the most important sources were brochures (41%), maps (33%), past experience (30%), the experience of former visitors of the destination (30%) and travel books (25%). 22% used the Internet; The average cost of a domestic main holiday was almost HUF 56,000, with average daily spending at HUF 4,500. Outgoing tourism Day trip features: 10% of the respondents took a day trip to a foreign destination (including 7% that left for both domestic and foreign day trips) (Figure 21), one household made an average of 1.27 day trips; The most popular destinations was Austria, followed by Romania and Slovakia (Figure 28); Figure 28 The Most Popular Destinations of Day Trips Abroad, 2004 (%) Austria Romania Slovakia Slovenia Croatia Bosnia-Herzegovina Ukraine Belgium Czech Republic The Netherlands Other Sources: Hungarian National Tourist Office. / M.Á.S.T. 30 Costs of Domestic Main Holidays, 2004 (%) Figure 27 Meals 28 Accommodation 23 Travel 15 Entertainment 13 Shopping 9 Other 6 Travel Agency service 4 Transport 2 Sources: HNTO / M.Á.S.T. 15% of the day trips fell on May, and 45% was registered between August and October; Main motivations were shopping (42%), visiting a city (18%) and visiting friends and relatives (VFR) (15%); 47% of the respondents collected information before and/or during the day trip: the most important sources were brochures (34%), past experience (29%) and the experience of former visitors (29%). 18% used the Internet. 29

31 Overnight trip features: 33% of the respondents took an overnight trip abroad (including 16% that left for both domestic and foreign overnight trips) (Figure 23), one household made an average of 3.3 overnight trips; The most popular destination was Croatia, followed by Romania, Austria and Italy (Figure 29); Two-thirds of overnight trips fell on the summer months of June to August, including 27% in August; An overnight trip lasted 6.6 nights on average. 59% of all the journeys lasted between 1-6 nights; Main motivations were relaxation (27%) and visiting friends and relatives (VFR) (17%), followed by cultural attractions (9%); The average cost of an overnight trip came to HUF 122,000, with average daily spending at HUF 11,000; The Most Popular Destinations of Overnight Trips Abroad, 2004 (%) Croatia Romania Austria Italy Germany Slovakia Greece Spain Ukraine Czech Republic Other Figure Sources: Hungarian National Tourist Office / M.Á.S.T % of the respondents collected information before and/or during the trip: the most important sources of information included brochures (43%), travel books (36%), the Internet (36%), travel agencies (31%) and maps (29%). Main holiday features: 36% of the main holidays were made to foreign destinations (Figure 30); The most popular destinations was Croatia, followed by Romania, Greece and Italy (Figure 31); Decision making was mostly influenced by favourable natural characteristics (46%), pleasant climate (31%), price (28%), recommendations by relatives and friends (24%), culture (23%) and positive past experience (21%); More than half of the respondents that took a main holiday abroad had decided on the destination more than a month in advance; 34% of the main holidays fell on August, 22% was registered in July; 26% of the main holidays took less than 6 nights. The average length of stay came to 8.04 nights; Destinations of Main Holidays, 2004 (%) Figure 30 Domestic 64 Foreign 36 Sources: HNTO / M.Á.S.T. 30

32 The car (51%) was the most frequently used means of transport, followed by chartered buses (22%) and air travel (21%); 31% stayed at a hotel, apartments were used by 25% of the trips. 21% of the travellers stayed at non-commercial accommodation facilities (staying with friends and relatives, in second homes or at a company resort); The participants organized 59% of the main holidays themselves, travel agencies participated in organizing 35% of the main holidays abroad; The most important activities during a main holiday were relaxation (79%), visiting cities (54%), bathing/visiting a spa (51%), visiting natural (50%) and cultural attractions (49%); The Most Popular Destinations of Main Holidays Abroad, 2004 (%) Croatia Romania Greece Italy Slovakia Germany Spain Tunesia Austria France Jordan Other Figure 31 Costs of Main Holidays Abroad, 2004 (%) Figure 32 Meals 31 Accommodation 14 Travel 13 Entertainment 13 Shopping 11 Other 10 Travel Agency service 5 Transport 3 Sources: HNTO / M.Á.S.T. Sources: Hungarian National Tourist Office / M.Á.S.T. 74% of the respondents gathered information before and/or the holiday: the most important sources were brochures (48%), the Internet (42%), travel books (39%), maps (35%), travel agencies (33%) and the experience of former visitors of the destination (31%); The average cost of a main holiday abroad was more than HUF 175,000, with average daily spending at HUF 11,000 (Table 25). Costs of Domestic and Foreign Day Trips, Overnight Trips and Main Holidays, 2004 (HUF) Table 25 Day trips Overnight trips Main holidays domestic foreign domestic foreign domestic foreign Total cost 11,140 23,216 25, ,280 55, ,139 Per capita spending 5,640 11,178 13,052 64,630 22,499 81,886 Daily per capita spending 5,640 11,178 4,508 10,884 4,459 10,706 Sources: Hungarian National Tourist Office / M.Á.S.T. 31

33 The Organizational Structure of Tourism in Hungary In many countries of the world tourism is managed by national, regional and local organizations that mutually complement each other. The same is true of Hungary: managing tourism is one of the responsibilities of many organizations ranging from Parliament to local governments. This chapter describes the organizations with national and regional competence, and their responsibilities in line with the structure effective on January 1, Parliament Parliamentary legislation is of prime importance in terms of both the development of tourism and the operation of businesses in the sector. Parliament legislates the acts that provide the framework for the operation of the sector. In Hungary, acts lay the economic foundations of tourism, for instance as regards tourism tax, or the support allocated in the central budget to tourism purposes. Some other legal institutions of importance in tourism, for instance the system of holiday vouchers (in social tourism), are also determined under law. Parliamentary Committee on Tourism The Parliamentary Committee on Tourism is a body responsible for initiating, proposing, and expressing an opinion about legislation and for controlling the actions of government. The most important responsibilities of the Tourism Committee involve initiating and monitoring tourism related legislation and proposed resolutions and asserting the interests of tourism in the legislative process. The Committee pays attention both to the enforcement and to the social impact of the acts in its competence. Furthermore, the Committee is in charge of supervising and controlling the way state institutions responsible for tourism fulfill their management. Its role is important, it may discuss any tourism related topic and may initiate actions to have the necessary measures taken. Parliamentary Committee on Tourism H-1054 Budapest, Széchenyi rakpart 19. Telephone: +36-1/ Fax: +36-1/ ifb@parlament.hu Website: Chairman: LASZTOVICZA, Jenő Fidesz Vice-chairmen: dr. TOMPAl, Sándor MSZP dr. TÓTH, József MSZP NÓGRÁDI, László Fidesz Members: BÁNKI, Erik Fidesz CSIGE, Tamás MSZP dr. GRUBER, Attila Fidesz HADHÁZY, Sándor Fidesz HERBÁLY, Imre MSZP HERÉNYI, Károly MDF HORVÁTH, László Fidesz dr. KATONA, Béla MSZP KOCSIS, Róbert Fidesz KOVÁCS, Ferenc Fidesz KOVÁCSNÉ dr., HORVÁTH Klára MSZP KRÁNITZ, László MSZP dr. MÉZES, Éva SZDSZ NAGY, Jenő MSZP dr. NAGY, Imre MSZP NÉMETH, Zsolt independent PÁVA, Zoltán MSZP Abbreviations: Fidesz: Fidesz Hungarian Civic Union MDF: Hungarian Democratic Forum MSZP: Hungarian Socialist Party SZDSZ: Alliance of Free Democrats 32

34 Minister without Portfolio in Charge of Regional Development and Convergence The Minister without Portfolio in Charge of Regional Development and Convergence is responsible for the government's tasks associated with urban and regional development, tourism, construction and housing. Entrusting a single minister with regional and tourism development provides tourism with the benefit of applying the principle of regionalism more efficiently. This arrangement facilitates the operation of the regional institutions of tourism, i.e. regional tourism boards can perform their tasks more efficiently. The minister is also responsible for coordinating the interdepartmental and regional activities that arise from the very nature of tourism (i.e. it overlaps sectors), for determining the conditions of certain tourism activities, for defining the necessary trade requirements and the tourism related activities that require a license (official registration). The minister coordinates the implementation of tourism related tasks the government is obliged to pursue due to Hungary's EU membership. The minister maintains working relations with the trade organizations of tourism, i.e. trade associations. A political state secretary with general competencies assists the minister without portfolio in Parliament and in carrying out professional duties. The Minister without Portfolio in Charge of Regional Development and Convergence exercises owner's rights of the Hungarian National Tourist Office which is responsible for performing the national and regional tourism marketing activities. National Tourism Board The National Tourism Board (Országos Idegenforgalmi Bizottság, OIB) was established by the Minister of Industry and Trade on February 1, Since January 12, 2005 OIB has been acting as a consulting body of the Minister without Portfolio in Charge of Regional Development and Convergence. The members of the Board represent major trade organizations of the sector and regional tourist committees. The Board participates in preparing the decisions on the principles of the strategy for developing tourism. It submits proposals to modernize the system of governance and the structure of organization of tourism, to develop the strategy for developing international relations in tourism and to award medals for trade distinction. It expresses an opinion about the directions and principles of the tourism appropriation, the objectives and means of tender calls, the marketing strategy of the Hungarian National Tourist Office and the tourist regions, the proposed principles of the development strategy, the economic and legal regulations governing tourism and the conditions created. The Board monitors and evaluates the development of domestic and international tourism, the trends in public demand for tourism, the development of tourism Prime Minister's Office, Minister without Portfolio in Charge of Regional Development and Convergence dr. KOLBER, István H-1014 Budapest, Hattyú utca 14. Telephone: +36-1/ , +36-1/ Fax: +36-1/ kolber.istvan@meh.hu Website: Prime Minister's Office, Political State Secretary PÁL, Béla H-1012 Budapest, Vérmező út 4. Telephone: +36-1/ Fax : +36-1/ bela.pal@meh.hu Website: The Chairmen of Regional Committees on Tourism Balaton Regional Committee on Tourism: ROSTA, Sándor Budapest and Central Danube Regional Committee on Tourism: RUSZNÁK, Imre Central Transdanubia Regional Committee on Tourism: SZABÓ, Gábor Lake Tisza Regional Committee on Tourism: KEREKES, László Northern Great Plain Regional Committee on Tourism: TÓTH, József Northern Hungary Regional Committee on Tourism: NAGY, Imre Southern Great Plain Regional Committee on Tourism: TOKAJI, Ferenc Southern Transdanubia Regional Committee on Tourism: GONDA, Tibor Western Transdanubia Regional Committee on Tourism: PATYI, Elemér 33

35 research and the training of tourism professionals, the social policy effects of tourism, the development of the international relations of tourism, other topical issues related to tourism. Furthermore it delegates members, upon request, to the adjudication boards of tenders invited centrally; maintains contacts with the trade organizations and with regional tourist committees. Members of the National Tourism Board Voting Members Chairman of the National Tourism Board President and Vice-president of the Hungarian Tourist Authority Chairman of the Board of the Hungarian National Tourist Office and the representatives of the following trade organizations: Coordination Council of Tourist Regions Federation of Hungarian Event Organizers Association of Hungarian Travel Agents and Tour Operators Hotel Association of Hungary Hungarian Caterers Guild Hungarian Society of Tourism National Federation of Catering and Tourism Employers National Federation of Hungarian Youth Hostels National Federation of Rural and Agricultural Tourism Trade Union of Catering and Tourism National Tourism Board Chairman: dr. WOLFF, Péter Secretary General: dr. FARAGÓ, Hilda H-1012 Budapest, Vérmező út 4. Telephone: +36-1/ Fax: +36-1/ Members with consultative right Association of Tourist Consultants Hungarian Baths Association Association of Hungarian Tourist Guides Hungarian Chamber of Commerce and Industry Hungarian Ramblers Association Friends of Nature Hungarian National Gastronomy Association National Federation of Local Governments Organization for Tourism Coordination Tourist Association of Counties Permanent invitees Chief Executive Officer, Hungarian National Tourist Office Head of Division, Service Statistics, Hungarian Central Statistical Office Secretary General, National Tourism Board Hungarian Tourist Authority The Hungarian Tourist Authority (HTA) is an administrative body that reports to the government and is supervised by the minister without portfolio in charge of regional development and convergence. Setting up the HTA on January 1, 2005 underlines the importance of tourism in Hungary and brings recognition to the trade as this national body of state administration is an independent legal entity and is the highest level authority assigned to manage tourism on behalf of any government so far. 34

36 The HTA submits proposals to the minister regarding the development of the short, medium and long term objectives of tourism, elaborates the concept of tourism policy, including the development and marketing concept. The HTA has the right to act on behalf of the shareholder of the Hungarian National Tourist Office. In addition to operating the domestic system of subsidies, the HTA cooperates in the elaboration of the programs designed to support tourism in the European Union. It is drafting the National Tourism Development Strategy in line with the planning period of the European Union. The document, which sets the priorities of developing tourism for the period , has entered the last round of wording and was adopted by the National Tourism Board in January, The HTA maintains relations with the institutions of the European Union and the work of international tourist organizations. The HTA has a working relationship with educational institutions and non-governmental organizations. Hungarian Tourist Authority President: dr. SOMOGYI, Zoltán Vice-president: dr. KOVÁCS, Miklós H-1012 Budapest, Vérmező út 4. Telephone: +36-1/ Fax: +36-1/ Website: Hungarian National Tourist Office The Hungarian National Tourist Office (HNTO) is the national marketing organization of tourism which has a single shareholder, the Prime Minister's Office. The HNTO was set up as a legal successor of the National Tourist Office (Országos Idegenforgalmi Hivatal, OIH) on March 1, 1994 under the name Hungarian Tourism Service (Magyar Turisztikai Szolgálat). The name was modified to Hungarian National Tourist Office on January 1, The main objective of the Hungarian National Tourist Office is promoting Hungary's tourism attractions and service and thereby contributing to the increase of receipts realized in Hungary from domestic and international tourism. That helps create jobs in the Hungarian economy, contributes to the balanced development of the GDP of the country and influences favourably the current account of the balance of payments. The objectives are attained by: building and improving the image of Hungary, raising awareness of the country as a tourist destination in Hungary and abroad, providing unbiased assistance to help Hungarian tourism companies to penetrate domestic and foreign markets, supporting regional cooperation in tourism marketing, PR and promotion in Hungary and abroad, providing tourist information to domestic tourists and foreign visitors staying in Hungary, to potential travellers, to decision makers and to Hungarian and foreign tourism professionals. The Hungarian National Tourist Office performs its tasks with reliance on its head office and its domestic network, including Regional Marketing Directorates and Regional Tourist Project Offices, its foreign representations and the Tourinform network, which operates in a franchise system. Hungarian National Tourist Office Chief Executive Officer: dr. GALLA, Gábor H-1012 Budapest, Vérmező út 4. Telephone: +36-1/ Fax: +36-1/ mtrt@hungarytourism.hu Website: HNTO Board of Directors Chairman: dr. NIKLAI, Ákos Members: KARÁCSONY, Mihály MESZTER, László SZÉKELY, György dr. VASS, György dr. WOLFF, Péter HNTO Supervisory Board Chairman: RUSZNÁK, Imre Members: MORVAINÉ, Lovas Erzsébet SZÉKELY, Ferenc KARDOS, Endre KOBULEJ, Angéla Domestic Networks The regional marketing directorates (RMD) operating in the seven tourist regions of the country and the two regional tourist project offices (RTPO) play an important role in developing domestic tourism. 35

37 Regional offices are responsible first of all for strengthening the identity of each region, the convergence of rural Hungary, raising awareness of the countryside and for motivating regional service providers to develop and maintain top quality tourist products. Providing unbiased assistance to service providers to penetrate the market is another priority. To achieve these goals, RMDs and RTPOs maintain relations with the local service providers and regional organizations, participate in product development and in the drafting of brochures, represent the region and regional service providers at domestic and international tourist exhibitions and participate in managing and evaluating tender applications. Budapest and the Central Danube Region Marketing Directorate H-1061 Budapest, Liszt Ferenc tér 11. phone: +36-1/ , fax: +36-1/ website: Central Transdanubia Regional Marketing Directorate H-8000 Székesfehérvár, Piac tér phone: / , fax: / website: Lake Balaton Regional Tourist Project Office H-8230 Balatonfüred, Blaha Lujza u. 2. phone: / , fax: / website: Lake Tisza Regional Project Office H-5350 Tiszafüred, Kossuth tér 1. phone: / , fax: / website: Northern Great Plain Regional Marketing Directorate H-5000 Szolnok, Sóház utca 8. phone: / , fax: / website: Northern Hungary Regional Marketing Directorate H-3300 Eger, Dobó tér 9. phone: / , fax: / website: Southern Great Plain Regional Marketing Directorate H-5700 Gyula, Erkel tér 1. phone: / , fax: / website: Southern Transdanubia Regional Marketing Directorate H-7621 Pécs, Megye utca 4. phone: / , fax: / website: Western Transdanubia Regional Marketing Directorate H-9400 Sopron, Új utca 4. phone: / , fax: / website: The offices of the Tourinform-network in Hungary are the centres of providing up-to-date tourist information about the tourism supply of the country, the tourist service providers and current events. The Tourinform Network In 2004, the Hungarian National Tourist Office operated three Tourinform offices in Budapest. The Tourinform Office in Sütő utca, the first of its kind in the country, has an average turnover of 1,000 visitors a day, which makes it the busiest information center in Hungary. Terminals 2A and 2B at Ferihegy Airport receive about 250 flights from all over Europe and 36

38 overseas every day. The two Tourinform offices there function as a gateway for passengers arriving here by air, who are provided with useful information immediately upon leaving the aircraft to help them find their way about and to make their stay in Hungary smoother. Last year, the airport offices provided information to 500 tourists a day on average. As of January 1, 2005, the office in Sütő utca and those at Terminals 2A and 2B at Ferihegy Airport are operated by the Budapest Tourism Office. This arrangement resulted a uniform standard of providing tourists who visit the capital with the necessary information and services. The HNTO is also responsible for the technical supervision of the national network, whilst the offices themselves are operated by local governments. In 2004, five new Tourinform offices were added to the network at various locations across Hungary, bringing the total to 149 offices by the end of the year. In 2004 the Hungarian National Tourist Office was operating 19 foreign representations in 17 countries and maintained information offices to provide professional service to the public in three additional countries. Close to 2.5 million visitors called on Tourinform offices in 2004, the offices of the network received nearly 400 thousand phone calls, and responses were given to almost 50 thousand questions received in writing. Like in previous years, Tourinform help desks were set up at several events in 2004 (e.g. May Day of Museums, Formula1 Hungarian Grand Prix, Budapest Waterfront/Plage). Foreign Network The representations are responsible for raising awareness of Hungary as a tourist destination, improving the image of the country in Hungary's most important and emerging source markets. To achieve these objectives, representations issue and distribute market-specific brochures, participate in exhibitions and fairs and carry out promotion and PR activities. Their websites offer comprehensive information to the general public wishing to travel to Hungary and to tour operators programming trips to Hungary. The representations maintain close relations with the local media and tourism professionals and organize study tours and press conferences. 37

39 The Activities of the Hungarian National Tourist Office in 2004 Dear Colleagues! General opinion supported by statistical data confirmed that 2004 was a year of recovery for Hungarian tourism. Tourist professionals look to the Hungarian National Tourist Office with the hope of positive changes after years of stagnation and even a slight decline in tourism, and expect to witness the continuation and strengthening of its marketing efforts, which showed definite signs of improvement starting in Although the tourism in Hungary also suffered from the crises that affected the tourism sector globally, the year 2004 have brought the long awaited revival of the Hungarian tourism. EU accession offered an ideal opportunity to the national tourism marketing organization. We are pleased to conclude that the Hungarian National Tourist Office could seize that opportunity: the campaign featuring Miss Europe 2004 generated increasing interest amongst EU member states. The success of Magyar Magic, another important series of cultural events organized last year in the UK, cannot be separated from that process since presenting the diversity of Hungarian culture contributed to an increasing influx of visitors from the UK. The focus on Europe was coupled with another priority: gaining market share in overseas markets (e.g. the United States, Japan and China), where the slogan 'European Quartet One Melody' was communicated widely in cooperation with the Visegrad Four countries (the Czech Republic, Hungary, Poland and Slovakia). Moreover, we launched a Budapest campaign in North America which resulted a significant increase in the number of American visitors. To boost domestic tourism, we continued the campaign known as 'Itthon otthon van' ('You Are at Home Here') and the series of actions designed to promote Hungary's 'Great Lakes'. We are certain that the health tourism campaign we launched in 2003 and continued in 2004 also contributed to the massive increase in arrivals and guest nights at spa hotels. It is a special pleasure that the market share of German arrivals in spa hotels reached more than 50 percent of the total foreign arrivals. In 2004 Hungary hosted ten meetings of tourism professionals from different countries, as a result of intense lobbying. Furthermore, the Conference Ambassador Program we launched early on in 2004 will be a key factor in turning Hungary into an even more attractive conference destination. To summarize, we are convinced that the sector, including the Hungarian National Tourist Office has every reason to continue optimistically with its intensive marketing efforts in Budapest, February 15, 2005 Gábor Galla, dr. Chief Executive Officer Hungarian National Tourist Office 38

40 The Focuses of the Marketing Communication Raising awareness and improving the image of Hungary as a tourist destination, Budapest, Lake Balaton, health tourism and MICE, particularly conference and incentive (C&I) tourism were in the focus of the marketing activities abroad of the Hungarian National Tourist Office. The marketing messages for domestic communication kept health tourism, event tourism and increasing the popularity of holiday vouchers in focus. In addition to the main source markets that play an important role in the marketing activities of the HNTO (i.e. Germany, Austria, Italy, France, the USA and the UK), the Netherlands, Denmark, Russia, Poland, Japan and China have also been given priority as markets representing significant growth potential. The marketing communication abroad presented the tourism supply of Hungary through five regions (Budapest and Surroundings, Lake Balaton, Puszta and Lake Tisza, the Hilly Wine Region of Eger and Tokaj and Pannonia/Transdanubia), while domestic promotion was based on nine tourist regions (see General Information). Image of Hungary as a Tourist Destination The image of Hungary as a tourist destination cannot be separated from the general image of the country. Its improvement is an important longterm priority of the HNTO. The political, economic, social, cultural, natural and technical environment also influence the tourist image of the country. The complexity of this image requires the use of a variety of image building methods, which in the case of the HNTO contains a wide array of marketing communication tools addressing both the general public and the tourism professionals. According to the research findings, the most significant elements of the image of Hungary as a tourist destination include its rich historical heritage and the communist past, almost in all of the source countries. That Hungary once was a part of the Austro-Hungarian Monarchy is a known historical fact in several countries. The hospitality of Hungarians is considered to be a noticeable and uniformly positive component, whilst Hungarian being a difficult language is mentioned by many as a negative aspect. Budapest is the most widely recognized attraction followed by the Danube and the Lake Balaton. Regarding the country's geographic location, the image is predominantly Eastern European as compared to Central European. In addition to hospitality, the landscape and nature are typical elements of the image of Hungary, the beauty of As of 2000 the Hungarian National Tourist Office launched studies of the image and awareness of Hungary as a tourist destination in Hungary's most important and emerging source markets. Primary research covered France and Spain in 2000, Belgium in 2001, Italy in 2002, Poland and the UK in Researching awareness and image continued in 2004 with market studies in the USA, Germany, Austria and the Netherlands. 39

41 Hungarian scenery and the natural treasures are uniformly known in almost every source market. Culture, including traditions, folk art, music and architecture are also important components in the image of the country. People who had been in Hungary think the country is rich in traditions and has charming sights, interesting towns, characteristic cuisine and pleasant, hospitable people. Hungarian food and wines, dishes like goulash, or paprika, the most characteristic spice used in Hungarian cuisine, are the most frequently mentioned image creating elements among people knowledgeable about Hungary. Hungary has rich and colorful culture with traditions, historic buildings and customs left behind by several cultures in the past one thousand years. Many see the country as a bridge between East and West. Attracting millions to the country, the hospitality, unique culture, traditions and customs of Hungarians are a perfect match for the countless historical relics and monuments from almost every age. The EU enlargement on May 1, 2004 offered excellent opportunities for the Hungarian National Tourist Office to introduce and promote Hungary in the most important source countries. Popular TV programs, widely read dailies, weekly and monthly papers reached millions with news and information about business opportunities, culture and customs in the ten accession countries. This improved the visibility of Hungary at the time of accession and is likely to become more prominent in the years to come. Budapest Budapest is Hungary's most important, internationally recognized tourist destination. Millions visit the Hungarian capital every year attracted by the unique geographic location, the historical buildings and monuments of the city that embraces the Danube, its World Heritage Sites, its cultural vigor, its spas, the convention and exhibition facilities and the favourable value for money ratio. No wonder Budapest is a focal point in the marketing activities of the HNTO. The capital and its surroundings also feature as a popular stop-over in tours of Central Europe. The richness and variety of cultural entertainment, especially major annual events, such as the Budapest Spring Festival, the Island Festival and the Budapest Opera and Ballet Festival attract multitudes to the capital of Hungary. Cultural programs, as well as gastronomic delights and world famous Hungarian wines, are additional attractions for a lot of foreign visitors during their stay. The internationally acclaimed historical spas that draw on the unique resource of medicinal waters below the city are likely to enjoy even more visibility and popularity in the years to come as a result of a series of reconstruction projects. Based on the results of the image studies, Hungary is associated first of all with picturesque Budapest, its rich historical heritage, monumental architecture and multifaceted culture. Branded as truly cosmopolitan, Budapest owes its unique character to its breathtaking panorama, the Danube and the abundant resource of medicinal waters. The Danube and the bridges spanning it fill the city with a sense of romance. Of the sights of Budapest, foreigners are typically familiar with the Castle District, the Opera, Parliament, Heroes' Square, the Dohány Street Synagogue, Margaret Island and Gellért Bath. Foreign visitors say Budapest 'is a large city of human scale and is a must for a tourist', it has 'so much to see', has 'everything one can imagine', it 'is alive' and is also 'charming'. 40

42 Spa development has coupled with other important capital investment projects in tourism, mostly hotel construction, to further improve the high standard of services. Measured by the number of beds, Budapest claims roughly one third of the hotel capacity available in the country. Hotels represent the vast majority (78.6%) of commercial accommodation capacity in Budapest, with 29.5% share of four-star and 27.4% share of three-star facilities (Figure 33). The supply of hotel rooms in the city covers every segment of demand and keeps growing. Among other establishments, a new five-star hotel, Four Seasons Gresham Palace Budapest opened last year, raising the number of five-star facilities in the capital to 13. Budapest is the hub of transportation by public road, rail and air in Hungary, which is why the capital is often the first stop for tourists with destinations elsewhere in the country. Ferihegy Airport, Budapest's air terminal, which is now accessible from 96 cities on flights operated by close to fifty airlines, registered 6.5 million passengers in 2005, representing an increase of 1.5 million over a year earlier. The number of passengers taking low cost flights rose dynamically in 2004 to reach one million, i.e. one in six passengers chose to fly by a low cost carrier. Budapest and the surroundings had excellent results in 2004: the arrivals at commercial accommodation establishments in the capital rose by 18.6%, and the number of guest nights surpassed the level of 2003 by 16.7%. Capacity of Commercial Accommodation in Budapest, July 2004 (%) Figure 33 5 star hotels star hotels star hotels star hotels star hotels 1.7 Guesthouses 5.0 Tourist hostels 4.2 Youth hostels 4.9 Bungalows 0.2 Camping sites 7.0 Figure 34 Guest Nights Generated by Key Source Markets 9 in Budapest, (%) % United Kingdom Japan Italy France Spain Israel Germany Finland The Netherlands USA Austria Sweden Foreign total The significance of the number of tourists visiting Budapest in Hungarian inbound tourism is indicated by the number of foreign guest nights, nearly the half (49.5%) of which occurred in the capital in Eight out of ten arrivals at commercial accommodation in 9 Source markets generated at least 100 thousand guest nights in Number of guest nights, 2004 (000s). 41

43 Budapest were generated by foreigners, and the number of foreign guest nights in the capital in 2004 was up 19% on Arrivals from the EU represent close to 60% of the guests nights. The most important source markets for the capital kept growing in Most of the growth concentrated in the number of UK guest nights (63.8%), with significant increases observed also in the Japanese (+31.2%), Italian (+30.3%), Spanish (+27.0%), French (+27.0%) and German (+20.2%) market segments (Figure 34). In 2004, Budapest's commercial accommodation facilities had room revenues of HUF 53.9 billion (corresponding to 54.3% of total revenues at commercial accommodation facilities), over nine-tenths of that revenue was generated by foreign guests. The Budapest and Central Danube Region is one of the most popular destinations for domestic tourists (Table 26) as well. 11 The information concerning the methodology of the research can be found in chapter The Traveling Habits of the Hungarian Households. Table 26 Main Features of Day Trips, Overnight Trips and Main Holidays to the Budapest and the Central Danube Region, Role of the region in domestic tourism Demographic features of visitors to the region Motivation Day Trips Overnight Trips Main Holidays 33% of the tourists who made a day trip visited the region (the most important destination) 17.7% of all day trips (2,176) visited a destination in the region (the most important destination) age groups 31-40, and secondary school graduates university, college graduates residents of the statistical regions of Central and Northern Hungary visiting friends and relatives (27%) relaxation (13%) trip to the mountains (12%) visiting cities (11%) 23% of the tourists who made an overnight trip visited the region (the second most important destination) 26% of all overnight trips (1,285) visited a destination in the region (the most important destination) age groups and university, college graduates people with lower level of income residents of the statistical regions of Southern Transdanubia, Central Hungary, Northern Great Plain and Northern Hungary relaxation (46%) visiting friends and relatives (30%) 13% of all main trips (110) visited a destination in the region (the third most important destination) age groups and pensioners single member households people with lower level of income residents of the statistical regions of Central Hungary and Northern Great Plain relaxation (38%) visiting friends and relatives (34%) visiting cities (5%) Per capita spending HUF 4,900 HUF 9,800 HUF 13,000 Daily per capita spending HUF 4,900 HUF 3,600 HUF 3,500 Sources: HNTO / M.Á.S.T. 42

44 Following the Lake Balaton Region and Northern Hungary, Budapest and the Central Danube Region was the third most popular destination of domestic main holidays in One-third of the tourists made a decision on the destination of the main holiday 1-2 weeks in advance. More than half (58%) of the main holidays to Budapest and the Central Danube Region fell on the summer months of July-August, with a quarter of the trips lasting 3 nights. Most of the main holidays (more than twothirds) were made by car. The majority of visitors to the region stayed at private accommodation or in their second homes. The tourists organized the vast majority (94%) of main trips themselves. The most important activities during the main holiday were relaxation, visiting friends and relatives (VFR), visiting cities and natural attractions, bathing/visiting a spa, gardening, lakeside holiday, shopping and visiting cultural attractions. Tourists were extremely satisfied with their main holiday and awarded scores higher than 4 to each component of the tourist services of the region on a scale of 1-5. Lake Balaton Lake Balaton is the largest warm water lake in Central and Western Europe and the region surrounding the lake, along with its 164 settlements, is one of the most popular destinations for both inbound and domestic tourism. Tourism in the region is relied on the lake and the high quality tourist products offered on the basis of natural and cultural heritage. Aquatic sports, refurbished or newly constructed marinas offering services of international quality and the bicycle path encircling Lake Balaton are important components of the tourism supply besides lakeside holidays. Recent years' developments have added a wide array of elements to the leisure, sports, culture and gastronomic program options of the region. There are 10 wine route societies in the 5 wine regions around Lake Balaton. The Association of Lake Balaton Wine Routes unites these societies and has certified members who offer a variety of programs and wine tasting. Relying on the local natural environment, health tourism has become a flagship product of the region in the wake of recent investments into tourism infrastructure. The supply side includes traditional spas and newcomers: wellness hotels, which cater first of all for keeping you in good health, and family spas with a choice of aquatic delights for the whole family. The natural treasures of the lake and the surrounding area have been protected under the auspices of the Balaton Uplands National Park since The park has developed new trails and is dotted with demonstration sites to offer tourists direct insight into the natural attractions. The structure of the accommodation facilities in the region has shown significant changes in recent years. The number of commercial 43

45 accommodation units in the Lake Balaton Region increased substantially between 1998 and 2004: close to one third of the capacity is new. In 2004, visitors to the Lake Balaton could choose from altogether 19 four-star hotels equipped with wellness and conference services, including new four-star facilities that opened last year. Figure 35 Guest Nights Generated by Key Source Markets at Lake Balaton, 2004 (%) In addition to the 93 thousand beds at commercial accommodation facilities, there is an outstanding supply of private accommodation in the region: bed and breakfast operations claim nine out of ten beds in the total private accommodation capacity of 160 thousand beds, while the remaining one tenth of the private capacity is associated with rural tourism. Furthermore, second homes have a substantial role in the tourism of the Lake Balaton Region: foreigners have purchased close to 10,000 second homes around the lake in recent years. Lake Balaton and the surrounding area offer leisure programs to everyone, the shallow southern side is especially attractive for families with small children. At present family holidays at the lakeside make up the supporting pillar of tourism near Lake Balaton. No wonder the HNTO gives priority to addressing year-old parents with children and young adults in its marketing communication. Germany 60.3 Austria 10.0 Denmark 8.1 The Netherlands 6.9 Switzerland 2.1 Russia 1.6 Other foreign 11.0 The Lake Balaton Region played an extremely important role in tourism in Hungary: it was the second most popular destination in Hungary both in terms of the number of arrivals and guest nights at commercial accommodation. It registered 15.5% of the arrivals last year; and its share of the total number of guest nights was 23.1%. In 2004, the split between domestic and foreign guest nights spent in the region was 41.9% to 58.1%. Foreign guests stayed on average 6, and domestic guests stayed on average 3 nights at commercial accommodation. The average length of stay came to 4.3 nights, which is over the national average and is the highest among the tourist regions. The most important source markets for the Lake Balaton Region were Germany, Austria, Denmark, the Netherlands, Switzerland and Russia, with tourists from these countries representing close to 90% of total foreign guest nights in 2004 (Figure 35). The Lake Balaton Region is the most popular destination of domestic tourism. Domestic tourism at the lake is positively influenced by special packages, weekend and family activities developed by lakeside hotels. The region is increasingly preferred as a venue for domestic MICE events as well. The Lake Balaton was the most popular destination of domestic main holidays in 2004 (Table 27). A quarter of the travellers made a 44

46 Main Features of Day Trips, Overnight Trips and Main Holidays to the Lake Balaton Region, Table 27 Role of the region in domestic tourism Day Trips Overnight Trips Main Holidays 19% of the tourists who made a day trip visited the region (the third most important destination) 32% of the tourists who made an overnight trip visited the region (the second most important destination) 33% of all main trips (279) visited a destination in the region (the most important destination) 13.8% of all day trips (1,697) visited a destination in the region (the third most important region) 26% of all overnight trips (939) visited a destination in the region (the second most important region) Demographic features of visitors to the region age groups 31-40, and active wage earners families with three of four members residents of the statistical region of Central Transdanubia age groups 18-24, and secondary school, university and college graduates families with four members residents of the statistical regions of Central and Southern Transdanubia, Central Hungary and Central Transdanubia age groups 31-40, and secondary school, university and college graduates families with three or four members residents of the statistical regions of Southern and Western Transdanubia and the Southern Great Plain relaxation (56%) bathing/visiting a spa (26%) Motivation bathing/visiting a spa (34%) relaxation (17%) visiting friends and relatives (15%) relaxation (50%) bathing/visiting a spa (22%) Per capita spending HUF 5,000 HUF 18,300 HUF 27,000 Daily per capita spending HUF 5,000 HUF 4,600 HUF 4,600 Sources: HNTO / M.Á.S.T. decision on the destination a month in advance. The majority (84%) of the main holidays fell on the summer months of July-August, a quarter of them lasted 6 nights. Most of the main holidays (about eighty percent) were made by car. The majority of travellers to the region stayed at private accommodation or at second homes. The tourists organized the vast majority (almost 90%) of main holidays themselves. The most important activities during the main holiday were relaxation, bathing/visiting a spa, visiting natural attractions and cities, shopping and entertainment. Tourists were extremely satisfied with their main holiday and awarded scores higher than 4.3 to each component of the tourist services of the region on a scale of The information concerning the methodology of the research can be found in chapter The Traveling Habits of the Hungarian Households. 45

47 Health Tourism Due to the even in international comparison unique wealth of thermal and medicinal waters in the country, health tourism is a significant element of Hungary's tourism supply. Traditional spas dating back to hundreds of years ago and recent capital investments into constructing new and restored old spas have strengthened both foreign and domestic demand. Besides cures and medical services, the products/services of wellness tourism are becoming increasingly popular, especially among domestic guests. Unique natural resources and the wide array of related high quality services coupled with the favourable value for money ratio generate a high proportion of return visits. The vast resources of thermal waters in Hungary and spas feature heavily in the image of the country as a tourist destination. The advantages of health tourism over other forms of tourism: the spending (especially on medical/wellness services) and average length of stay are both high; guests purchase a wide variety of services; demand shows no seasonality and is ensured by aging societies; selecting a destination/service providers is based on trust, which generates a high rate of return visits; and it requires trained staff. Based on the results of the image studies on the German market, many German tourists are familiar with the spas of Budapest and the town of Hévíz. A visit to a thermal spa is one of the favourite activities during a stay in Hungary. Tourists from Austria are mostly motivated to come to Hungary to purchase wellness services and treatments or to visit a spa. In their opinion, Hungary's strength in this segment is the rich supply of medicinal waters, the long years tradition of spas and their good reputation. Polish tourists are also attracted by the hot springs although there is a preference among them for family spas. Tourists from the United States of America fancy historic spas just like the Italian visitors. There are altogether 1,289 hot springs in Hungary. Spas with thermal or medicinal waters are operated in 385 settlements. There are 57 spa hotels, 38 settlements with qualified medical baths, 5 therapeutic caves, 13 health resorts, 81 recognized sources of mineral water and 315 springs of medicinal water, 4 deposits of therapeutic mud and 1 mofette. Figure 36 Share of Guest Nights at Spa Holels by Source Country, 2004 (%) Health tourism relies on exploiting these natural resources, which are unique in Europe and globally. Health tourists are fundamentally motivated by improving their health or healing (medical tourism) or by staying healthy and preventing illnesses (wellness tourism). The choice among tourist services based on natural healing factors, such as medicinal waters, therapeutic caves, microclimate, therapeutic mud, tends to be in favour of the medical element which is complemented by 'traditional' tourist services and attractions. The services of medical tourism in Hungary are typically recommended for curing rheumatic and locomotor diseases, as well as for respiratory, circulatory and digestive disorders. The complex services of wellness tourism, which has become increasingly popular and fashionable in recent years, seek to improve physical condition and fitness and to protect spiritual well-being simultaneously. The fact that most of the services are based on natural healing factors speaks in favour of wellness tourism in Hungary. Germany 30.2 Austria 8,1 Switzerland 2,4 United Kingdom 1,6 Italy 1,4 Japan 1,4 United States of America 1,4 France 1,2 Russia 1,2 Other foreign 10,6 Hungary 40,5 46

48 The significance of capital investments in health tourism (drawing on HUF 30.9 billion of government subsidies) is illustrated clearly by the 2,500 new jobs created by 100 projects representing total capital investment at HUF 89 billion. There were 29 subsidized capital expenditure projects implemented in 2004, and 11 new facilities are scheduled for The statistics of 2004 easily support the effectiveness of the international and domestic health and wellness tourism campaign launched by HNTO in the fall of 2003: Hungarian medical and spa hotels recorded dynamic growth in arrivals and guest nights. The number of arrivals and guest nights in 2004 surpassed the level reached in the corresponding period in 2003 by 22.2% and 16.9%, respectively. Foreign guests generated 59.2% of the guest nights, and the number of foreign guest nights rose 8.9% during 2004, along with a corresponding increase of 31% in the number of domestic guest nights (Figure 36). The key source markets of spa hotels included Germany (representing 50.8% of foreign guest nights), Austria (13.7%), Switzerland (4.1%), United Kingdom (2.6%), Italy (2.4%) and the USA (2.3%). Based on the number of guest nights, each of the source countries showed signs of growth, except for Switzerland, and the growth rates of the UK and the USA were outstanding. Close to 150 thousand registered guests spent a total of 410 thousand nights in Hungarian wellness hotels in In terms of the number of arrivals and guest nights the ratio of domestic tourists came to 74.0% and 57.5%, respectively. MICE The Hungarian National Tourist Office gives priority to conferences and incentive tourism (C&I) from among the components of business tourism or in other words MICE (Meeting, Incentive, Conference, Exhibition). Conference tourism in Hungary offers a series of advantages in contrast with other forms of tourism. Spending is higher and length of stay is longer among tourists who travel to attend conferences than among leisure tourists in general. Conference guests are leading representatives of their trade hence business tourism also triggers growth in other sectors; moreover a conference organized in Hungary boosts the visibility and appreciation of the country. Conferences help stretch the high season and offer hotels the advantage of predictability. People on business trips tend to return to the same destination as leisure tourists, which is another advantage of business tourism. Budapest has extremely good facilities to host conferences and to serve as a destination of incentive trips. The favourable location of the country makes Hungary easily accessible. The airport has direct connections to 47

49 most metropolitan areas in Europe. Thermal waters, historical spas and luxurious wellness services could complement a variety of conferences and congresses in Hungary. Hungarian cultural events and festivals are internationally recognized: for instance the Budapest Spring Festival or wine festivals to name only a few. Hungarian dishes and drinks of international acclaim, the wide selection of excellent Hungarian wines flavor the time spent in Hungary with culinary delight. Highly experienced professional congress organizers (PCOs) and event venues guarantee the delivery of top quality services that stand international comparison. Tourists on a trip to Hungary may choose from among the superb services of 13 five star and 38 four star hotels in Budapest. New congress centers and conference hotels have been built in the countryside in Keszthely, Sopron, Szeged, Siófok, Balatonfüred and Eger, whilst 2005 and 2006 will expand the facilities eligible for conference tourism in Pécs, Balatonalmádi and Debrecen. Table 28 Conferences Themes in Hungary, (%) Medical Sciences Business (& Economics) Scientific Research Transportation IT Tourism Other Source: Hungarian National Tourist Office An analysis of the main purpose of visit of hotel guests in 2004 shows that 37% of the guests travelled on business: 15% attended a conference, whilst 22% had some other business related reason to stay. That ratio was even higher in four and five-star hotels, with 38% of the guests of the former and 52% of those staying at the latter type of accommodation travelling on business. The results of conference tourism's performance in Hungary in 2004 show lower volume that coupled, however, with better and more favourable Monthly Distribution of Conferences and Exhibitions, Figure January February March April May June July August September October November December Source: Hungarian National Tourist Office tourism parameters as the decline in the number of events coincided with an increase of the average number of participating nations, the length of stay, the number of other events 13 and the ratio of foreign participants. 13 Other events include meetings held with less than 50 participants or with participants representing less than 3 nationalities. 48

50 The number of conferences commissioned by Hungarian, UK and Belgian parties rose and Germany, the UK, France, Austria and the USA generated most of the conference related arrivals (Table 28 and Figure 37). Meeting venues in Hungary, particularly in Budapest, are traditionally popular MICE destinations and rely on positive circumstances and good value for money. Data published by ICCA (International Congress and Convention Association) show that Budapest ranked number 9 among the most popular conference towns 14 in the world in That achievement can also be attributed to Hungary's positive image, high quality accommodation facilities and also to experienced Hungarian program organizers. In Hungary, the distribution of conferences by venue is different from the international pattern. Whilst 48% of all conferences are held in congress centers globally, the same rate in Hungary is a mere 12%. Most conferences (seven out of ten) are organized in a hotel, as compared to the global rate of 36%. 6% of Hungarian conferences are held at universities in contrast with 13% globally. Hungary was placed 22nd on the list of most popular conference meeting destinations 15 on a global list published by the Union of International Associations (UIA) in 2004, which corresponds to a market share of 1.4%. The UIA ranks Budapest as the 11th on a list of towns that host international meetings, i.e. 1.1% of all international meetings were organized in the Hungarian capital. Event Tourism A variety of cultural, sport, gastronomy or other events feature heavily in Hungary's tourism supply. Arts festivals are especially noteworthy as the increasing frequency indicates mounting foreign and domestic interest in Hungarian cultural heritage or in the performances by artists or ensembles invited to a festival to represent the cultural values of another nation there. Different events, one-off or in series, play an important role in forging a typical and positive image of Hungary, as they allow Hungary to enjoy public recognition and have the power to increase the awareness of the destination. As these segments are difficult to be reached by traditional marketing tools, the Hungarian National Tourist Office supports the events with a variety of tools depending on the nature of the event, including TV programs, a monthly tourist supplement, and a page with program recommendations accessible at the HNTO web-site. Taking type and target audience into account from the perspective of the HNTO, events can be classified into the following groups. Events of both national and international importance enrich significantly the tourism supply of a tourist region. In this way these events can contribute to the increase of tourist spending and the length of stay. 14 The meetings of international organizations ICCA uses as a basis for its ranking include events held by rotation in a different country each time (at least three country) with a minimum of 50 participants. 15 UIA defines meetings of international organizations as gatherings where at least 300 people are present, foreign participation reaches a minimum of 40%, the number of participating nations is at least five and the duration of the event is at least three days. 49

51 As the most prestigious and monumental arts festival in Hungary, BSF is an annually organized event just before the tourist season in spring each year. The BSF takes place for the 25th time in 2005 and is expected to present Hungarian culture through special performances, including shows of famous stars. Budapest Spring Festival (BSF), Budapest Visitors of the festival can choose from close to 200 events, among them classical music concerts, theatre performances, arts exhibitions and open air shows. Although the festival is based in Budapest, several cities in the countryside joined the initiative by organizing spring festivals: Debrecen, Gödöllő, Győr, Kaposvár, Kecskemét, Pécs, Sopron, Szentendre and Szombathely. Dozens of dazzling flower decorated floats move down the streets of Debrecen on August 20, each year, the day commemorating Hungary's statehood. The floral compositions are awarded by a jury of professionals and the public. The awarding ceremony is followed by a show with different ensembles and bands. During the some days lasting Flower Carnival visitors can see performances of foreign and Hungarian dance ensembles, brass bands and marching bands, banner artists and shows by street artists, photograph exhibition, beer festival and a variety of further musical performances. Music has filled Dome square in front of Sacramental Church in Szeged every summer for the past 70 years. Debrecen Flower Carnival and Carnival Week, Debrecen Szeged Open-air Festival, Szeged Spectacular operas, classical and modern ballet, musicals, tempestuous folk dance evenings and other performances charm and enchant around 4,000 spectators each year. Events created for a special segment offer effective channels of addressing a target audience to promote tourist products and to communicate information. This festival in the valley of arts has been organized each year for close to two decades. The objective of the event is to present Hungarian culture in tiny villages dotting the hills north of the Lake Balaton. Visitors can choose from 50 venues and 800 performances, including classical theatre, dance and other open-air performances, religious, folk and cosmopolitan music, jazz, film and fine arts, crafts fairs, folk dancing, children programs and "Green Arts Shows" committed to conserving nature and environment. Nature, architecture and cultural heritage in the region, clean air and quiet countryside coupled with the festival's spirit of protecting and creating value guarantee unforgettable experiences. Organized for the first time in 1993 on a gem of an island embraced by the River Danube, which divides the capital, Island Festival is widely recognized across Europe as a multicultural event for the young, and turns the green Island in Óbuda into the home for 400,000 visitors each summer. The 'inhabitants' of the Island Festival find everything Valley of Arts, Kapolcs, Monostorapáti, Öcs, Pula, Taliándörögd, Vigántpetend Island Festival, Budapest 50

52 required for the operation of a small town. International stars, the most popular Hungarian musicians and promising talents entertain the fans of different musical trends at 50 locations; but there are also movie shows, theatre performances, dance theatre, concerts of classical music, extreme sport facilities, exhibitions and children programmes. The visitors of the Island come from Budapest (40%), the countryside (40%) and abroad (30%). When joining an international event organized in Hungary, the main goal involves utilizing the emphatic presence of the international press and television coverage to present the country to the specific target audience. Distributing brochures at the event itself serves to provide participants with tourist information and to make their stay in Hungary more pleasant, so as to increase the number of return visits. Organized at Hungaroring in Mogyoród each year since 1986, Formula-1 Marlboro Grand Prix is an event in Hungary that attracts a huge number of foreign visitors in itself. World famous drivers do their best to bring speed and forces under control to amaze a crowd of over two hundred thousand spectators year after year, and eventually the best and the most fortunate will claim victory. Formula-1 Marlboro Grand Prix, Hungaroring, Mogyoród Holiday Vouchers of Social Tourism The national tourism organizations and decision makers, including the HNTO, keep increasing the emphasis on developing domestic tourism each year, as the competitiveness of a destination in international tourism is strongly influenced by a strong internal travel market. These efforts have led to a substantial recent increase in the number of people applying for holiday vouchers and the number of service providers accepting them. Hungary introduced the system of holiday vouchers as part of the social tourism scheme on January 1, 1998 replicating a scheme that had been operated successfully in France for decades. The regulations in effect since January 1, 2003 increased the non-taxable value of holiday vouchers, an instrument of remunerating employees in kind, Act CXVII of 1995 on Income Tax specified holiday vouchers issued by the Hungarian National Holiday Foundation (HNHF) as form of tax exempt in-kind benefit. Holiday vouchers are issued by the National Holiday Service, an entity owned by the HNHF, and can be used as a cash equivalent to pay at accommodation facilities and travel agencies that signed an agreement with the Service. At present, holiday vouchers are accepted by about 2,100 establishments (hotels, boarding houses, bungalows, private accommodation facilities, youth hostels and camping sites) and 400 travel agencies. 51

53 from HUF 20,000 to the value of the statutory wage minimum, in effect from time to time (HUF 53,000 on January 1, 2004). It granted employers 100% exemption, replacing the former 50%, from the payment of voucher related tax. Social Tourism, Table Value of Holiday Vouchers (HUF million) Number of Reciepients 130, ,973 90, , , ,831 Source: HCSO/HNHF The value of holiday vouchers purchased by employers in 2004 reached HUF 7.4 billion, which is almost 1.5 times higher than its was a year earlier. In 2004, employers supported close to 300 thousand employees go on holiday, whilst the Hungarian National Holiday Foundation ensured holiday vouchers for further 13 thousand socially handicapped employees, pensioners and their families (Table 29). Figure 38 Use of Holiday Voucher by Type of Accommodation, 2004 (%) The number of facilities/service providers accepting holiday vouchers grew to reach 2,700 last year and since March 1, 2004, holiday vouchers may be used to pay for accommodation and related services (food, medical treatment, sports) as well as for transportation (water - Balatoni Hajózási Rt., bus - Volánbusz Rt., rail - Magyar Államvasutak Rt. and the Győr- Sopron-Ebenfurt Vasút Rt.) for journeys to and from the vacation venue. Data of the Hungarian Central Statistical Office reveal that the value of holiday vouchers accepted at commercial and private accommodation facilities approached HUF 5.0 billion during the last year. In 2004, holiday vouchers generated around 17% of the revenues of commercial accommodation in domestic tourism. Most of the vouchers (32.4%) were used in three star hotels, making them the most popular service providers. Of the holiday vouchers revenue at commercial and private accommodation, 16.9% was registered at camping sites, 14.2% at guesthouses, 8.3% at bungalows and 7.7% at private accommodation facilities (Figure 38). Hotels 51.5 Camping sites 16.9 Guesthouses 14.2 Bungalows 8.2 Private accommodation 7.7 Youth hostels 1.0 Tourist hostels 0.5 Sources: HCSO/HNHF As of January 1, 2005, the per-capita value of tax-exempt entitlement to holiday vouchers rises to HUF 57,000. In this way employers can save about HUF 360 thousand by issuing holiday vouchers to each person in a family of four. The value of holiday vouchers sold to institutions/employers in 2005 is likely to surpass HUF 10 billion. The Hungarian National Holiday Foundation will spend further HUF 1.2 billion - four times the amount in on subsidizing the holidays of the socially handicapped which will help close to 100 thousand people go on a holiday. The objective of using holiday vouchers will widen in 2005 as the vouchers will also be accepted by art festivals. 52

54 Campaigns In the framework of the domestic campaign, HNTO published its tourism supplement under the title 'Itthon otthon van' ('Here You are at Home') once a month in Each issue featured a specific theme (e.g. cultural tourism) and was published in 140,000 copies supplemented to popular dailies (Magyar Nemzet, Magyar Hírlap and Napi Gazdaság) and a Sunday paper (Vasárnapi Hírek). Tourinform offices and local municipalities distributed 20,000 additional copies. Domestic The HNTO uses regular electronic media appearances as an efficient tool in its domestic PR. In 2004, two non-commercial television channels, MTV 1 and MTV 2, broadcasted a review of current events entitled 'Itthon otthon van' as part of their morning and evening programs Napkelte and Napnyugta every day. As of June 2004, the up-to-date information about current events and programs is also accessible at HNTO website. In April 2004 a three-month campaign at the web sites Index, Euro.hu, Origo and Travelport accompanied the renewed HNTO websites ( launched in March The online campaign contained advertising like sponsorship, PR articles, banners and super banners. Like in 2003, with the objective of promoting family holidays, five regional marketing directorates - the Lake Balaton and the Lake Tisza Regional Tourist Project Offices, the Regional Marketing Directorates in Southern, Central and Western Transdanubia - organized the 'Great Lakes' road show in 11 TESCO hypermarkets of the country in May and June, In the campaign of the Hungarian National Tourist Office promoting lakeside family holiday, the following lakes of significant importance in domestic tourism participated: Lake Balaton, Lake Fertő, the Orfű Lakes, Lake Tisza and Lake Velence. Press articles accompanied the road show to promote Hungary's largest lake, Lake Balaton. Advertisements on cultural and sports events around the lake were placed in five nationwide newspapers Óra, Színes Mai Lap, Családi Lap, Nők Lapja Évszakok and Hölgyvilág - between May and September, As part of the campaign, PR articles were published coupled with the Lake Balaton spot broadcasted on 580 occasions on 43 local television channels. 72 towns, 154 villages and 5 Budapest districts with a total of 236 applications participated in the environmental program 'Tiszta Magyarországért' ('Clean Up Hungary') announced by the Hungarian National Tourist Office jointly with two ministries: the Ministry of Environment and Water and the Ministry of Economy and Transport. The main objective of the initiative was to help the organizations motivate the public (with support from schools, non-governmental organizations and municipalities) to clean up their environment. Regional juries with members from the representatives of the program initiator The total population of participating cities and villages was persons, including people actively participating in the program. The volume of garbage removed from 457 sq km reached 21,461 tons. 53

55 and other environmental organizations awarded certificates and cash prizes to seven towns, one Budapest district and fourteen villages. The Hungarian chapter of 'Entente Florale', a competition with the objective of planting flowers, landscaping and decorating the environment, was organized for the 11th time in 2004 jointly by the Ministry of Interior, the Ministry of Agriculture and Regional Development, the Ministry of Economy and Transport, the Ministry of Environment and Water, the Ministry of Education, the Ministry of Cultural Heritage, the Municipality of Budapest and the Hungarian National Tourist Office. A total of 351 cities and villages participated in the contest. Two awarded cities, gold medal holder Kaposvár and silver medallist Balatonszárszó represented Hungary in the 'Entente Florale' international competition in Thanks to the very active involvement, Hungary will host the award ceremony of the international competition in The event will be held in the city of Győr. The health tourism spot Hungary Keeps the World Healthy was shown on 100 occasions on the international television channels Eurosport and Eurosport-News during the Budapest Figure Skating European Championship in February, The spot, which claimed international success, also won special recognition from prize of the jury (Prix Director VZP (BAD)) at the 37th International TOURFILM Festival held in Karlovy Vary. The health tourism campaign also included quarterly publications of advertisements and PR articles in CNN Traveller Magazine. International 21 European television channels showed the Hungary spot at the beginning of each broadcast of the Indoors Athletic World Championship held in Budapest in March, Hungary's accession to the European Union played an important role in marketing communication in The one month campaign called 'With Miss Europe to the European Union' was launched on April 15 to highlight the accession on May 1, 2004 with the participation of Ms. Zsuzsanna Laky, winner of the 'Miss Europe' contest in The campaign included 303 billboards at 15 airports in eight European countries. HNTO cooperated with the Budapest Tourism Office in further advertising like outdoor poster and supplements entitled 'Hungary and the European Union', which were published in Newsweek, International Herald Tribune, Financial Times, Stern and Handelsblatt. As part of the campaign, the Hungarian National Tourist Office in cooperation with the Ministry of Foreign Affairs participated in several presentations in Austria, Belgium, the Czech Republic, Sweden, France, Ireland, Poland, Germany, Romania, Spain and Switzerland. These events culminated in the EU accession festival in Brussels on May 1st, 2004 and the monumental 'Day of Welcomes', which the Irish presidency of the European Union by rotation hosted. During 2004 Hungary's presence at tourist exhibitions and fairs included an EU corner where 54

56 visitors received up-to-date information about the European Union and Hungary's accession. In cooperation with the low cost airline SkyEurope, the campaign included furthermore an airplane decorated with the photograph of Miss Europe. 303 billboards at the busiest airports of Belgium, Denmark, the United Kingdom, France, the Netherlands, Ireland, Germany and Italy. The Budapest spot featuring Tony Curtis, the world famous film star of Hungarian descent, was shown on more than 1,400 occasions between May 24 and June 5, 2004 on ten of the most popular television channels in the United States: CNN, CNBC, Bravo, History, A&E, MSNBC, Travel Channel, Fox News, Food Network and Discovery. The spot highlights the architectural heritage and the vivid cultural scene of Budapest, a city with an abundance of historical treasures. Furthermore the spot introduces the gastronomic delights of the country. The spot highlights the following slogan: Budapest: a city to visit, a city to live. The spot reached 3.5 million people/potential tourists representing the group of 50+ year old US citizens who represent an important segment regarding leisure tourism. Tony Curtis's visit to Hungary to shoot the film enjoyed vivid interest by the international media and the actor's stay in Hungary was covered by the domestic media as well as the international printed and electronic press and several TV and radio channels: there were about 280 news in the media covering the shooting and the spot in the United States alone. The television campaign was accompanied by four advertisements which the New York representation of HNTO placed in the trade magazine Travel World. Visitors to the web site of the representation at may access the spot and pictures as well as the interviews with Tony Curtis. As part of the campaign, tourism professionals in North America received a newsletter and direct mail was used to reach the potential visitors/general public, both including the slogan: Hungary is 'The Next Hot Destination'. In 2004, Hungarian National Tourist Office cooperated with the organizers of the Island Festival to promote the event, which included advertisements and commercial spots placed in German, Czech and Polish newspapers/press and the international music television channels MTV and VH1. A 7 minute commercial spot about Hungary's tourist attraction was completed in September, Entitled 'Hungary - Smiles', the spot won 'Special Recognition for Creative Tourist Presentation' at the 7th International TOURFILM Festival organized in Split in October, During 2004 the spot has been shown at several exhibitions and fairs, professional meetings, press conferences and presentations. 55

57 Exhibitions, Fairs and Events In 2004, the Hungarian National Tourist Office presented Hungary's tourism supply at more than 25 domestic tourist exhibitions and events throughout the country. Domestic The 13th 'Welcome to Hungary' workshop took place in the Budapest Congress Centre on March 17, 2004 with the participation of 69 Hungarian exhibitors and 202 foreign tour operators. Professionals could attend a conference with presentations where up-to-date information was provided about the following themes which play an outstanding role in the marketing activities of the HNTO: Budapest, Lake Balaton, C&I and health tourism. The Hungarian National Tourist Office presented the country's tourism attractions in the framework of a new concept at the Travel Exhibition ('Utazás') organized between 18th and 21st March, It meant that the tourism supply of the country was not presented at several but on one central stand. The stand was located in the centrally placed Exhibition Hall 'B', where exhibitors could receive visitors on a 3,000 sq m floor space. The exhibition stand incorporated a corner called 'Technology 2004' to present HNTO innovations, including inter alia a new online database (ON-TIR) with the latest tourist information. Furthermore a desk was designated to receiving visitors interested in the Hungarian chapter of 'Entente Florale'. Based on the experience of the successful series of presentations introducing the tourism supply of tourist regions in Budapest (initiated in 2003 by the Hungarian National Tourist Office and the Association of Hungarian Travel Agents and Tour Operators), in 2004 the HNTO launched a new initiative under the title 'Region of the Month - in the Region'. Its main objective was to present the tourist attractions and services of the nine tourist regions of the country. Participants received information on the tourism supply of Northern Hungary in April, of Lake Balaton in May, of Central and Southern Transdanubia in June, of the Northern Great Plain and Lake Tisza in July, of Central and Western Transdanubia in September, of the Southern Great Plain in October and of Budapest and the Central Danube Region in December. The events designated first of all to travel agencies programming domestic trips and to representatives of the domestic press were highly successful. The feedback from close to 300 trade participants in the events revealed that places of interest in the tourist regions, smaller attractions and sites that tour operators find difficult to access, less known accommodation facilities, restaurants and other services of high quality represent new and marketable products that could be merged into a program package, and thereby serve to enrich the tourism supply of the regions. Similarly to the 'Region of the Month - in the Region' initiative, domestic travel agencies, tour operators and tourism journalists participated in the 'Tourist Product of the Month' events during The events were held at various locations depending on the theme and included presentations. HNTO and recognized professionals/experts provided the latest information regarding the different tourism products. 72,348 visitors from 30 countries attended the Travel Exhibition. The number of trade visitors topped 3,150. Vajdahunyad castle: fortresses, castles, mansions and fortifications; Kogart Gallery: world heritage sites, national parks, narrow gauge railways; Hajógyári Island: aquatic, bicycle and equestrian tourism; Hotel Hilton (Buda Castle District): religious tourism, historical cities; the Wine Cellars of Budafok: wine and gastronomy tourism. 56

58 The HNTO announced the contest 'Tourism Thesis of the Year' for the third time in A total of 30 competing thesis were received from six universities and colleges. A jury including experts nominated by four organizations called upon by HNTO (State Secretariat in charge of tourism in the Ministry of Economy and Transport, the National Tourism Authority, the National Tourism Board and the HNTO) evaluated the submissions. The Awards Ceremony was held on June 15, 2004, when the prizes were presented by Mr Béla Pál, Political State Secretary in charge of tourism. The thesis were awarded in two categories: 'Thorough, Scientific Research Work' and 'Novel Topic' and it also awarded five special recognition prizes. The Hungarian National Tourist Office and Turizmus Ltd. organized the Business Travel Show for the second time on October 27-28, Held in the Budapest Congress Centre, the event offered several programs to tourism service providers and corporate customers. In the two day event more than one hundred exhibitors participated, including luxury hotels, wellness and castle hotels, meeting venues, catering facilities/restaurants, professional congress organizers (PCO) and event managements, exhibition organization and implementation companies, travel agencies and airlines. Representing the large and medium sized companies in Hungary, business travellers, executive directors, HR directors and training managers of congress participated in the event as corporate customers. On the invitation of the HNTO, about 100 delegates of international incentive houses and corporate tour operators visited conference and incentive venues in Budapest. The total number of hosted buyers increased significantly, reaching over 1,300 persons in The 'Spa' Health Tourism Trade Show, Conference and Fair was organized in the cooperation of the HNTO and Geomédia Co. for the third time on November The very successful exhibition intended to be the most comprehensive presentation of health tourism services in Hungary. 180 tourism companies presented their medical and wellness services on about 1,000 sq km of floor space. More than two hundred trade visitors from 12 countries attended the three day exhibition. The 4th Culture and Tourism International Conference and Trade Fair, the Wellness Sport Active Exhibition and the Golf Business Forum were other highlights of domestic trade events with Hungarian National Tourist Office's active participation in preparations and management in In 2004 the Hungarian National Tourist Office participated in a total of 159 exhibitions abroad which meant an exhibition area of about close to 7,500 sq m. During 2004 the uniform image of exhibition stand was modernized which meant developments regarding both the form and the content of the attractions. Unique and colorful attractions at several points of the stand included body and china painting from Herend, grinding paprika and food and wine tasting from wooden casks. Presented for the International 57

59 first time at the BIT fair in Milan, the 'Danube Promenade', including the statuette of the 'Little Princess', which has become one of Budapest's symbols, was a great success. The 'guest of honor' series launched in autumn 2003 in Germany, the most important source market of Hungary continued in Hungary was granted guest of honor status at several exhibitions including those in Mannheim, Stuttgart, Karlsruhe, Hannover, München and Darmstadt. The events were coupled with Hungarian receptions and press conferences. The Experidance Ensemble, the Rajkó Gypsy Ensemble and the BM Duna Art Ensemble took the stage on several occasions. In 2004 the Hungarian National Tourist Office participated in almost 200 exhibitions (100 with fixed and 100 with mobile stand) and 500 events, welcoming 8 million visitors. During the exhibitions 1.4 million brochures were distributed. HNTO gives special attention to the Chinese market. Among the marketing activities focusing on the Chinese market, exhibitions played an outstanding role in Hungary's tourism supply was presented at three important fairs in China in 2004: the World Travel Fair in Shanghai in cooperation with the Visegrád Four Countries in February, the Beijing BITE in July and the Shanghai CITM in November. Hungarian presence at one of the most significant international tourist exhibitions, the Berlin ITB held in March 2004 was emphasized by an illustrious press conference, a traditional Hungarian reception and a stage show. The Hungarian stand featured wine tasting, body and china painting from Herend, 'Little Princess' pantomime and grinding paprika. The fourth European Meeting Industry Fair (EMIF) was held in Brussels on March 17-18, 2004 with 500 exhibitors present from 40 countries. The Hungarian National Tourist Office built an independent stand to present Hungary's C&I services. This top priority Belgian MICE event attracted 5,200 visitors in 2004 including Belgian tourist professionals and an increasing number of stakeholders of the European Union. In the framework of hosted buyer programs, the EU-enlargement focused special attention on the accession countries. IMEX, the Worldwide Exhibition for Incentive Travel, Meetings and Events was held for the second time in Frankfurt on May in It attracted around 2,500 exhibitors and 12 thousand trade visitors representing 130 countries. The event, which is the most prestigious gathering of the C&I professionals, has increased its floor space by 30%. Several conferences, meetings and receptions were held to add a touch of color to the program of the exhibition. One tenth of the trade visitors attending hosted buyer programs of 40 countries displayed an outstanding interest in the tourism services of the new member states that joined the EU in Hungary enjoyed guest of honor status at the 'Festival of Nations' held in Baden-Baden (Germany) in June, Besides the more than 170 twin city relations, the town has been affiliated to Hungary by another tie through the accession to the European Union on May 1, The Hungarian week was organized at the most appropriate moment to celebrate the 15th anniversary of opening the borders. That is why Mr Gyula Horn and Mr Hans Dietrich Genscher, ex-ministers of foreign 58

60 affairs were invited as guests of honor. Visitors to the festival could select from an array of excellent programs including shows by Jazz Quartet and the Danube Folk Dance Ensemble, as well as concerts of classical and light music and an exhibition of Herend china, each providing an excellent opportunity to present Hungarian culture. The town of Eger also introduced itself at the event. A sweep-pole well and a Hungarian restaurant enriched the Hungarian stand in the Kurpark of Baden-Baden. As part of Hungary's presence in the festival, a Hungarian folk dance ensemble entertained the spectators, Hungarian exhibitions opened and Hungarian shop-windows, flags and banners decorated the city. The HNTO brought three exhibitions to the festival focusing on Hungarian spas, the Pan European Picnic and the World Heritage Sites. Furthermore the HNTO operated a tourist information stand. Barcelona hosted EIBTM, one of the most important MICE event for the first time in More than 100 countries participated with a total of 2,000 exhibitors in this international event. The Hungarian National Tourist Office had a stand of sq m to promote Hungary's C&I tourism supply with 15 participating Hungarian service providers, including ten professional congress organizers (PCO) and five hotels. One of the most prestigious exhibitions of the tourism sector, the London WTM was held in November The Hungarian stand covered 200 sq m and presented spectacular attractions, such as body and china painting from Herend, wine tasting, an exhibition of the puppet museum (including puppet making) in Abádszalók. The four-day exhibition, where 193 countries were present, the global tourism supply was presented on over 39.4 thousand sq m, and attracted 46,435 visitors. The Magyar Magic event in the United Kingdom was an especially important opportunity for presenting Hungary in one of Hungary s most important source markets in The venue was launched in late 2003 and lasted one year. The main organizer of the event was the Hungarian Cultural Institute, but several organizations cooperated in the programs, including the HNTO. Hungarian culture was presented e.g. through exhibitions, literary evenings, classical and light music and movies hosted in several cities in the UK. The initiative called 'The Year of Hungarian Culture' was organized in the Netherlands in 2004 and will go to Russia in International Trade Events in Hungary Thanks to the active presence of Hungarian National Tourist Office in the North American market, one of the most prestigious overseas trade organizations, the American Tourism Society (ATS) held its spring meeting in Budapest with about fifty US experts participating between 9 and 14 March, In March, 2004 Budapest hosted the meeting of the Visegrád Four countries (the Czech Republic, Hungary, Poland and Slovakia) where the representatives of participating countries agreed and signed the common marketing activities of the initiative 'European Quartet - One Melody' for

61 Collette Vacations, a top ten tour operator in North America, held its annual sales meeting in Budapest in April, One of the highlights of the program organized by HNTO was the marketing action in cooperation with the Hungarian Post Office that provided the American participants to send 7,500 postcards to their American partners. Carlson Wagonlit Travel, whose sales revenue exceeds USD 1 billion, which makes it one of the largest travel companies in North America, held its annual meeting in Budapest on May 21-23, The meeting attracted 90 participants including the owners and top management of leading travel agencies. Hungary hosted 40 leading professionals of the meeting industry from Central Europe at the meeting of the Central European Chapter of the International Congress & Convention Association (ICCA). The two day meeting organized on June 12-14, 2004 was extremely successful. The 18th Summer School of the European Federation of Conference Towns was held in Hungary between August 27 and September 1, Attendees to the meeting included young business tourism professionals from 49 towns representing 21 countries. The joint Seminar on Marketing Evaluation Methodologies organised by the European Travel Commission in collaboration with the World Tourism Organization, and hosted by the Hungarian National Tourist Office 2004 was an excellent opportunity for the travel trade to share their experience about the theme marketing evaluation methodologies. The event took place in one of Budapest's recently opened high category hotels at the end of September. More than fourty tourism professionals representing ten countries attended the two day seminar. Hungary had the opportunity to welcome travel trade representatives both from the public and the private sector, like NTOs, DMOs, tourism administrations, statistical offices, hotels, tour operators, attraction managers, other service providers, and consultants. Participants had the occasion to see several places of curiosity in Budapest as part of the leisure activities organized by the HNTO. Thanks to the active lobby activity of the HNTO New York representation, the Society of Polish American Travel Agents (SPATA) held its Annual Meeting in Budapest on October 3-9, The attendance of the Annual Meeting included one hundred members of the society set up in 1959 to unite American tourism professionals of Polish decent. Acquiring the right to organize the 3rd European Tourism Forum in Budapest on October 15-16, 2004 was a great diplomatic achievement on behalf of Hungary's tourism professionals. The HNTO cooperated with the Ministry of Economy and Transport to play an active role in preparing the event. The establishment of the European Tourism Forum dates back to a call issued by the European Commission in The Forum has been organized annually ever since and seeks, first of all, to promote cooperation between the parties engaged in tourism in Europe and to institutionalize the dialogue between the European Commission, the organizations 60

62 responsible for managing tourism and the trade organizations of the sector in the European Union. Tourism officials of the European Commission, the member states and representatives of European trade organizations of the sector addressed the challenges facing tourism and its present trends at the Budapest meeting. Representatives of 37 countries were invited to the Forum, where, employers and employees of more than one hundred European trade organizations and the bodies of trade unions were in attendance. Hungary was represented by the Parliamentary Committee on Tourism, regional tourist committees, the trade organizations, government departments, and delegates of the Hungarian Tourism Authority and Hungarian National Tourist Office. Detailed information about the forum is available at its website ( and on the CD of the proceedings. On the invitation of the Hungarian National Tourist Office, the European Travel Commission (ETC), the organization of 33 European national tourism organizations, held its autumn Annual Meeting and Board of Directors Meeting in Budapest on October 18-19, Participants of the Budapest Meeting discussed issues relating to the Internet portal of Europe (accessible at and other relevant issues of the member countries. Tourism professionals were invited by the HNTO to familiarize themselves with the tourism attractions and services of Budapest. Donau Werbung held its annual meeting in Budapest with 120 participants on November 18, Apart from the eight members of the organization uniting countries along the Danube (Germany, Austria, the Slovak Republic, Hungary, Croatia, Serbia and Montenegro, Romania and Bulgaria), the most important shipping companies of the Danube were also represented at the meeting. After the Donau Werbung meeting, the Eighth Danube Shipping Conference was also held in Budapest with 60 delegates between November 18 and 21. The HNTO played an active role in organizing the conference, as it submitted proposals to the organization regarding the nature and venues of accompanying programs, whilst the technical/professional content was determined by the organization itself. The HNTO was also representative of the organization, for assisting miscellaneous organization jobs, for recruiting Hungarian service providers for the exhibitions held simultaneously and for inviting guests of honor. Organized by HNTO, the Central European Chapter of the Association of International Tour Guides held its meeting in Budapest between November 19 and 21, 2004 with more than 100 professionals. The HNTO launched its 'Conference Ambassador Program' in At present, there are 4,418 international organizations with one or more registered Hungarian members. With the objective of complementing the fortunate rise in the number of domestic conferences, the program helps to attract international meetings to Hungary through mobilizing the 'conference ambassadors', i.e. researchers, physicians, engineers and other professionals representing Hungary in the international organizations of their field. This initiative utilizes the benefits involved in the ability of a pro- 61

63 fessional who is motivated by the prestige and the relationship equity of each visit of a foreign colleague to Hungary to argue for holding a meeting in Hungary. The Hungarian National Tourist Office promotes this activity through employing a wide array of marketing communication tools, its expertise and its domestic and international professional relations. In 2004, Hungarian chapters of 51 international organizations/associations submitted applications to participate in the Program, which includes two rounds. The jury of tourist professionals selected 19 applications as ones that are eligible for support. In the first round, Hungary managed to acquire the right to organize five international conferences, which will generate 4-5 thousand conference guests. The second round of ambassador program had already secured the title to organize an IT conference for 300 participants. Brochures and CD-ROMs In 2004, the Hungarian National Tourist Office distributed more than 9.6 million copies including 6.4 million brochures targeted at domestic tourists and 3.2 million publications for international dissemination. In the framework of a new brochure and image concept developed by the HNTO in 2003, more than 60 different printed brochures were published in around 20 languages about the following topics e.g.: Hungary, Budapest and Lake Balaton folders, Maps of Hungary - Budapest - the Lake Balaton, maps of camping sites, bicycle lanes and maps for children, Spa and wellness services, National parks, Hungarian Incentive Recipes, World Heritage Sites in Hungary, the 'Shalom' brochure of the nationwide Jewish cultural heritage, accommodation facilities and youth hostels, 2004 event calendar. In addition to the aforementioned brochures, image publications presenting the tourist regions were also completed in 2004 about the Lake Balaton, Budapest and its Surroundings, the Hilly Wine Region of Eger and Tokaj, Pannonia (Transdanubia), the Puszta and Lake Tisza. These are complemented by several regional brochures of the tourist regions to present individual tourism products and services. In 2004 the HNTO started to make available borchures also in electronic form on its website, hence some of the brochures are already accessible for browsing and in printer friendly versions at The quarterly tourism review of the HNTO, the 'Turizmus Bulletin' is the only journal of research character published in Hungary for tourism professionals. The publication is also accessible in electronic form at the HNTO website. Launched in 1997 and currently issued in Brochures can be ordered or downloaded at 62

64 1800 copies, the periodical is issued for both academics and practitioners: tourist businesses, government departments, non-profit tourist organizations on national, regional and local levels, trade associations, tourism consultants, professionals involved in tourism research and education and the next generation, i.e. students. The 'Turizmus Bulletin' regularly publishes findings of primary and secondary domestic and international researches commissioned by the HNTO, studies of current issues in tourism as well as statistics analyzing tourism performance in Hungary. A CD-ROM presenting Hungary's nine World Heritage Sites were compiled in Hungarian, English, German, French and Chinese languages in 2004, along with an English, German and Chinese speaking CD containing images and general information of Hungary and its tourism attractions. During the year, more than 10,000 copies of the CD-ROM were distributed. The Hungarian and English speaking CD entitled 'Tourism in Hungary, 2003' describes the most important features of tourism in Hungary. Furthermore, it gives a comprehensive overview of the structure of Hungarian tourism administration and the activities of the Hungarian National Tourist Office in The CD also contains two commercial spots created by the HNTO about health tourism in Hungary and Hungary in general. A CD-ROM entitled 'Hungary, the MICEst country' was published for the EIBTM exhibition held in Barcelona in November The CD describes the Hungarian MICE market in three languages: Hungarian, English and German. It is an efficient tool for professionals as it includes a comprehensive database with search options that helps find partners simply and rapidly. The hit lists offered upon querying the database of 299 service providers can be narrowed down by selecting a variety of parameters: conference hotels, meeting venues, PCOs/DMCs and incentive programs. The CD-ROM, which contains the descriptions of 128 hotels, 65 other conference venues, 79 PCOs/DMCs and 27 incentive programs is complemented with games, screensavers and pictures/photos of famous Hungarian personalities. Press and Trade Relations During the year 2004, the domestic communication of HNTO focused on promoting Hungary's 'Great Lakes', Lake Balaton in particular, health tourism, event tourism and the holiday voucher. Domestic In 2004, HNTO cooperated with 18 domestic dailies/magazines and six trade magazines. In the framework of it, PR articles were published with scheduled topics in the following travel magazines: Turizmus Panoráma, 2Heti Turizmus, GSZT, TTG and Vendéglátás. The agreement with the magazine 'Balatoni Futár' sought to address potential visitors interested in Lake Balaton directly. 63

65 In 2004, in order to promote domestic tourism the Hungarian National Tourist Office also cooperated with the editors of 'Főtér', a leading TV program. The program is broadcasted once a week and announced a prize called the 'Settlement of the Year' offered by Hungarian Television (MTV). The HNTO made a commitment to promote tourism to the awarded city more intensively. The prize went to the town of Kőszeg in In addition to the Hungarian public, foreign residents staying in Hungary for longer periods form a major target group for marketing communications. In order to access this segment effectively, in 2004 the HNTO continued to cooperate with foreign language magazines published in Hungary (The Budapest Sun, Budapest Business Journal, The Budapest Times, Budapester Zeitung, Russijskij Kurier, Le Journal Francophone, Monthly Hungary Journal) as well as with program magazines (Servus/Hello Budapest, Budapest Centrum, HoteleProgram, Magyarországi Program Magazin). Similar contacts have been maintained with accredited foreign journalists in Hungary who play an important role in international communication. HNTO also placed heavy emphasis on informing the representatives of the media and tourism professionals. As part of that, 13 electronic newsletters with up-to-date information about current topics were disseminated to more than 4,000 addresses in Efficient communication with the domestic press is furthermore supported by the 'Press Corner' section at the HNTO website. Here visitors can download the latest news, up-to-date information about marketing activities and events, press releases, photographs, background material for journalists and complete articles. During the year the Hungarian National Tourist Office organized over 25 press conferences and published 30 press releases to cover the most important events and marketing activities. Daily news for the trade and the press were ed to about 900 corporate and 4,000 trade contacts. The HNTO launched its exclusive press forum ('Sajtóuzsonna') in The purpose of these press meetings is to offer first hand information to the stakeholders of tourism, the Hungarian press and electronic media professionals about the marketing activities of the Hungarian National Tourist Office. In 2004, the Hungarian National Tourist Office received close to 1,500 professionals from 36 countries representing the most prestigious international media: i.e.g The Washington Times, Le Figaro, Schweizer Touristik, Stern, Boston Globe, Bell' Europa, Meeting & Incentive Travel, Elle. In addition to individual press contacts, 190 journalists participated in thematic study tours focusing on a core product or a specific topic: i.e. International Personal, telephone and contact with the public surpassed 7.7 million, meanwhile trade contacts registrered by the HNTO's representatives was over 13.2 million. 64

66 Lake Balaton, Budapest, health tourism, C&I tourism, golf tourism, ecotourism, newly opened 4-star and 5-star hotels. On the occasion of major events which are also of international importance, the HNTO organized study tours for journalists. These events included i.e. the Winemaker of the Year election, the Island Festival, the International Festival of Wine and Sparkling Wine, the Budapest Autumn Festival and other trade events like R3 (meeting of PCOs/DMCs), the Welcome to Hungary workshop, the 'Utazás' travel exhibition, the Business Travel Show and the 3rd Health Tourism Trade Show, Conference and Fair. Following last years' practice, the HNTO operated an international press center during the Budapest Spring Festival also in During the festival 50 journalists were invited to concerts and performances and to participate in programs with the objective to provide them up-to-date information about Hungary's tourism products and services. As a result of the media activities targeting at the general public, the newsworth of PR articles and the official tariff reached 15.5 billion HUF. In the framework of the trade media activities HNTO could reach more than 90 million persons. In 2004, 3,200 tour operators and almost 45,000 travel agencies was programming Hungary as a destination. Almost 1,000 travel agency professionals participated in a study tour to Hungary last year. More than 300 persons visited Hungary on behalf of 60 television channels last year, including the German ZDF, RTL, ARD, WDR, VOX, the French TV5, TF1, France 2, the Italian RAI 1, RAI 3, the Japanese NHK, the Chinese Taiwan TV and CCTV. Furthermore, the HNTO received representatives of well-known and recognized guide books, e.g. the American Hideaways Guide, the Frommers Travel Book and the Flammarion on several occasions. Website In 2004, the HNTO website has undergone significant developments. The new portal launched in March 2004 includes an online database (ON-TIR) of 25,000 tourism items and 3,700 accommodation facilities with online booking. In addition to the address used earlier ( the site is accessible at two new domain names ( and During 2004 the website had close to one million visitors. The online tourist information system (ON-TIR) integrates HNTO's internal marketing information system and the website constructed for the general public/potential visitors, tourism professionals and the Tourinform network. The portal offers useful and up-to-date information to tourists in three languages (Hungarian, English and German), while travel trade pages can be accessed in Hungarian and English. The public pages targeted to the general public/potential visitors contain an illustrated section with general information, furthermore practical information about transportation, programs and events, accommodation facilities and other tourist services as well as about the country's tourist regions and products. The Travel Trade Pages contain general information on the Hungarian National Tourist Office and its activities: market studies/researches, infor- 65

67 mation on exhibitions, fairs and MICE tourism, as well as the current marketing and action plan of the HNTO. Journalists are assisted by a section of news and background material accessible in the Press Corner and a wide set of easy-to-order images/photos in the Photo Gallery. Most of the foreign representations of the HNTO operate market specific websites which provide country specific information in the native language of the most important source markets. The central website of the HNTO and the homepages of the tourist regions registered one million visitors, repectively, meanwhile 2.7 million persons visited the websites of the HNTO's representatives. In order to promote the widest possible availability of tourist information on the domestic market and to commemorate the World Tourism Day, the HNTO launched a new service on September 27, 2004 in cooperation with T-Mobile, the leading mobile phone operator in Hungary. The HNTO and T-Mobile cooperated in allowing mobile phones with WAP function to access the current programs/events by showing dates, venues, a brief description and images, furthermore to access the latest news. Mobile phone users were also informed about the holiday vouchers and its purchasing opportunities. Of the close to 4 million subscribers to T-Mobile's services, customers with compatible phones may locate the nearest accommodation facility, restaurant, spa, camping site, attraction or Tourinform office quickly and easily with the help of the GSM system. Call Center HNTO's toll-free Call Center service was accessible from seven countries in 2004: the United States of America, Austria, France, Ireland, the United Kingdom, Germany and Switzerland. In 2004, the service answered 40 thousand calls: mostly about program and leisure options, accommodation, brochures, transportation, travel agencies programing Hungary, attractions (e.g. museums, monuments), restaurants/catering and Tourinform offices. 80% of the calls were conducted in Hungarian, whilst German and English language calls represented 8%, each. The Call Center also received written requests in German (47%) and in English (38%). The 24 hours Call Center service is accessible at from abroad or at 06-1/ from Hungary. At the number 06-80/ , which is available toll-free inside Hungary, people receive tourist assistance from an answering machine. Give-Away The give-away items purchased and distributed in 2004 kept the following 'Hungaricum' products in focus: paprika, paprika shaped knobs for key-rings, 'puli' dog figures and wines from Tokaj and from other major wine regions. They were distributed as gifts at important events and exhibitions in order to promote Hungary. The inventory of give-away items to be distributed to trade visitors at exhibitions or during study tours/visits to Hungary in 2004 included over 2,500 gift wrapped boxes of paprika, scarves and ties with paprika pattern, about 2,000 'Puli' dog figures, over 10,000 ball point pens, CD-s with classical music, T-shirts, 500 conference bags and nearly 2,500 books. 66

68 Marketing Research The series of image studies launched in 2000 continued in 2004 by conducting market studies in Austria, the Netherlands and Germany. The objective of these studies is to survey the image and awareness of Hungary as a tourist destination, furthermore the travelling habits of people/potential visitors from the main and from the emerging source markets. Altogether with the primary researches conducted in the Austrian, Dutch and German markets, the available primary research results elicited specific information from close to three quarter of Hungary s source markets staying at commercial accommodation facilities. The project of regular surveys, launched by the Hungarian Central Statistical Office in collaboration with the HNTO in 2003 to study the travelling habits, especially the motivations and the spending of Hungarians and foreign tourists visiting Hungary continued in The results will be published in In autumn 2004, the HNTO commissioned a research with the objective of surveying the travelling habits of Hungarian households (see chapter Travelling Habits of Hungarian Households). In the framework of product specific studies, HNTO compared and analyzed the prices of tourist services in one of Hungary's most important destinations, the Lake Balaton, and in corresponding major European seaside destinations. A quarterly survey of 220 tourist businesses, including hotels, travel agencies, trade associations, program organizers and PCOs, provided updates of the MICE market performance in Hungary. The secondary research data purchased by the HNTO concerning e.g. cultural and heritage tourism, gastronomy tourism, ecotourism, sport and youth tourism formed an important basis for product development and product specific marketing activities of the HNTO. The HNTO took an important role in preparing and commissioning several international research projects in the framework of cooperation with international organizations or other national tourist organizations. These researches included a primary research of the image of the Visegrád Four countries in the United States of America, the study into the image of Europe in the United States of America and Canada, the survey of the US and Canadian MICE market and a research project regarding European city and cultural tourism. Market and product specific information available to the Hungarian National Tourist Office supports not only the company's marketing activities but, in a wider sense, helps the activities and decision making of the tourism industry in general. During 2004 the main communication channels of the HNTO to disseminate research results and up-to-date market information included the Travel Trade Pages of HNTO's website, presentations and trade events, the quarterly tourism review 'Turizmus Bulletin', the publications entitled Tourism in Hungary, furthermore responding and telephone requests. The marketing research related pages at had almost 75,000 visitors in 2004, which corresponds to 7.5% of the total clicks on the HNTO website. 67

69 Cooperation with the Trade The intensity of HNTO's cooperation with the trade in Hungary and abroad has strengthened in the past few years. Cooperating with strategic partners is a priority in the marketing activities of the company. This means strengthening existing relations, adding new content to existing agreements and establishing new partnerships. The rolling action plan is one of HNTO's innovative marketing tools. It was upgraded in 2004, and is available under the Marketing Plan section in the Travel Trade Pages of the website to help tourism professionals join marketing activities easily. The Hungarian National Tourist Office is an associate member of the World Tourism Organization. Membership in the most prestigious organization of tourism offers several cooperation opportunities to the HNTO, including data exchange regarding the developments and trends in world tourism, purchasing publications, participation in international projects, surveys, studies and compilations of trade publications, furthermore organizing international conferences and events in Hungary. The Hungarian National Tourist Office has been a member of the European Travel Commission (ETC) almost for ten years. Members of the organization are the national tourist offices of 33 European countries. The main objective of the ETC is to promote Europe as a tourist destination and thereby to increase European inbound tourism from overseas source markets. As a result of cooperating within the organization, the HNTO has the opportunity to participate in several international research projects and marketing actions. During the last years Hungary has hosted meetings of the European Travel Commission on several occasions. The 'European Quartet - One Melody' means the cooperation of the competent ministries, government agencies and the national tourism organizations (NTO) in the four Visegrád countries (the Czech Republic, Poland, Hungary and the Slovak Republic). Cooperation started in February 2003, and aims to implement joint marketing, particularly promotion activities. The Czech, Hungarian, Polish and Slovakian national tourism organizations consider as an equally notable objective to increase inbound tourism and tourism receipts and to strengthen the awarness and positive image of their countries as tourist destinations. However, neither Hungary nor any other country in Central and Eastern Europe constitute an attractive destination in themselves on overseas markets such as the USA, Brazil, China or Japan. The overseas tourist tend to prefer touring holidays in Europe whereby the European Quartet countries' combined tourist supply is of great interest for overseas travellers. The geographical closeness, common historical and cultural heritage, religious monuments and arts enable the Visegrád Four (V4) Up-to-date information about the HNTO's marketing activities and cooperation opportunities is available at website. World Tourism Organization European Travel Commission Visegrád Four Countries 68

70 countries to cooperate in promoting certain products, including historical cities, UNESCO World Heritage Sites, Jewish culture and heritage and spas. Of the four target markets of marketing communication, i.e. the USA, China, Japan and Brazil, only the latter one failed to come up to expectations, which is why the European Quartet will replace Brazil with India as a new potential source market, starting The common marketing activity the four countries conduct with increasing intensity comprises activities such as presence at CITM in Kunming in China and at JATA in Tokyo, developing and upgrading the website accessible at shooting a film about historical cities and World Heritage Sites, organizing road shows and study tours, exchanging statistics and marketing research information. The brochures used successfully in 2004 will be enriched with recommended tours in Furthermore, a special tourist map of the V4 countries will be published. The agreement between Budapest Tourism Office and the HNTO covers the exchange of research materials/market information, joint research projects, brochures, the use of photographic archives, participation in exhibitions, organizing study tours and product development. The main goal of the cooperation is the coordination of the marketing activities of the two organizations. The main objective of the cooperation is to highlight for foreign visitors that Budapest is one of the most important Hungarian destinations of health tourism. Budapest Tourism Office Budapest Spas and Hot Springs Co. Ltd. The cooperation covers marketing communication and promotion including e.g. the reception of journalists and joint appearances abroad. The Hungarian Central Statistical Office (HCSO) modified its system of tourism survey in line with EU requirements in 2003 and This means that the HCSO conducts regular surveys of the travelling habits, motivations and tourism expenditure of foreign tourists in Hungary and of the Hungarian citizens. Hungarian Central Statistical Office In addition to participating in the development of the methodology of data collection, the HNTO makes available brochures, maps and give-away for distribution to survey participants. Moreover, the HNTO contributed to compiling 'Számokban Utazunk', a brochure published regularly in connection with the surveys. A cooperation agreement between the Association of Hungarian Travel Agents and Tour Operators and the Hungarian National Tourist Office in 2003 obliges HNTO to help the incoming tour operators/agencies of the Association actively. This means an assistance in organizing study tours, publishing brochures of high quality and design websites. Association of Hungarian Travel Agents and Tour Operators 69

71 The Hungarian Investment and Trade Development Company (ITDH) founded in 1993, is a support institution to the Ministry of Economy and Transport and the Ministry of Foreign Affairs. ITDH is to liase between Hungarian entrepreneurs, institutions of central and regional administration and foreign partners. Its formal and informal contacts with state administration and participants in the market developed during the past few years, ensure a prominent position among companies of a similar profile. ITDH is an organization: following European models in its construction, having an extensive network of offices both in Hungary and abroad, as well as an extensive database, focusing on the enhancement of investment and trade development, of a non-profit character, providing information, consulting and services. Investment and Trade Development Company Investment and Trade Developement Company H-1061 Budapest, Andrássy út 12. Telephone: +36-1/ Fax: +36-1/ info@itd.hu Website: In 2004 on the important source markets where the Hungarian National Tourist Office did not have a representation, such as Croatia, the Ukraine, China, the Slovak Republic, Canada and Turkey, the local offices of the Hungarian Investment and Trade Development Company performed the tourism related marketing activities. Another objective of the agreement between the HNTO, the ITDH and the Agricultural Marketing Center (see below) is to coordinate the marketing activities, especially the marketing communication and PR targeted at both Hungary and foreign markets. Boosting the intensity and efficiency of cooperation between the domestic and foreign networks of the three organizations through participating together in a variety of events as envisaged in short, medium and long term strategic plans is the major form of cooperation. The Hungarian Collective Agricultural Marketing Centre is an organization that was established to enlarge the markets of Hungarian agricultural and food products, and it has the following main tasks: support the sale of Hungarian agricultural products on the domestic and international markets, using Community marketing tools, spread the application of modern trade methods in the Hungarian food industry, and to strengthen the marketing approach, shape the country's agricultural supply, enhance the exportability of Hungarian products, assist producers, particularly small and medium-size businesses, processors and distributors with their activities on the markets, and to increase their competitiveness, support regional development and regional marketing projects, and promote the more efficient application of state grants. The agreement with the Agricultural Marketing Centre covers the common participation at trade fairs, the preparation of relevant brochures, the organization of study tours, and the use of photo libraries. Agricultural Marketing Centre Agricultural Marketing Centre H-1132 Budapest, Váci út 18. Telephone: +36-1/ Fax: +36-1/ info@amc.hu Website: 70

72 The main objective of cooperating with the National Federation of Rural and Agricultural Tourism is harmonizing the efforts of the two organizations and conducting common marketing activities. The cooperation includes preparing and distributing a joint brochure, participating in exhibitions, organizing study tours and trade events and online marketing/internet site. The cooperation with this famous china factory aims at raising the awareness of foreign tourists of Hungary s cultural heritage, including Herend china, which enjoys international acciaim as a unique Hungarian product Hungaricum. In the framework of the cooperation the Herend Porcelain Manufactory Ltd. has the opportunity to present itself at the major international tourist exhibitions, and to advertise in printed and electronic media and on the internet. In consideration, Herend Porcelain Manufactory Ltd. provides take away gifts to trade visitors including participants of study tours, furthermore presents the manufactory and the museum to the tourism professionals. Cooperating with MALÉV Hungarian Airlines, the national carrier, and collaborating with low cost airlines to increase incoming tourism are in the focus of the marketing activities of HNTO. This includes advertising, organizing study tours for journalists and professionals, participating in exhibitions, direct mails and cooperating in the compilation of in-flight magazines. Low cost airlines started up their Budapest service in March, 2003 and Hungary was flown by nine low cost carriers by the end of Passenger Traffic of Low Cost Airlines, (persons) Figure 39 National Federation of Rural and Agricultural Tourism Herend Porcelain Manufactory Ltd. Airlines January February March April May June July August September October November December Source: Budapest Airport Co. In January, 2005 eight low cost airlines were operating flights to Budapest from more than 40 European cities: the German Germanwings and Air Berlin, the Slovak SkyEurope, the British-Hungarian Wizz Air, the British EasyJet and Jet2, the Swedish Snowflake and Norwegian Air Shuttle. 71

73 Representations of the Hungarian National Tourist Office abroad Austria - Germany - Switzerland Region Directorate D Frankfurt, Lyoner Strasse (49 69) fax: (49 69) sekretariat@ungarn-tourismus.de website: Austria Ungarisches Tourismusamt A-1010 Wien, Opernring 5/2. Stk. (43 1) , fax: (43 1) ungarn@ungarn-tourismus.at website: Germany Ungarisches Tourismusamt Regioalbüro Nord/Ost D Berlin, Neue Promenade 5 (49 30) fax: (49 30) ungarn.info.berlin@t-online.de website: Ungarisches Tourismusamt Regionalbüro Süd München (49 171) website: Ungarisches Tourismusamt Regionalbüro Mitte/West D Frankfurt, Lyoner Strasse (49 69) fax: (49 69) ungarn.info.frankfurt@t-online.de honlap: Switzerland Ungarisches Tourismusamt (41 78) fax: (41 55) info@ungarn-tourism.ch; website: Belgium Office du Tourisme de Hongrie (Hongaars Verkeersbureau) B-1050 Bruxelles, Avenue Louise 365 (B-1050 Brussel, 365 Loizalaan) (32 2) , fax: (32 2) htbrussels@skynet.be, website: the Czech Republic Madarská Turistika Praha 7, M. Horákové 81 P.O.Box 552 ( ) fax: ( ) info@madarsko-privat.cz website: China The Commercial Office of the Hungarian Embassy Beijing, TaYuan Diplomatic Compound (86 10) , fax: (86 10) itdchina@netchina.com.cn France Office du Tourisme de Hongrie Paris, 140 avenue Victor Hugo (33 1) , fax: (33 1) othon@club-internet.fr website: Ireland Hungarian National Tourist Office Dublin 2, Hungarian Embassy, 2 Fitzwilliam Place (353 1) fax: (353 1) info@visithungary.ie website: Italy Ufficio Turistico Ungherese Milano, Via Alberto Da Giussano 1. (39 02) fax: (39 02) ungotour@tin.it website: Japan Hungarian National Tourist Office Tokyo, Minato-ku, Nishiazabu , 28 Mori Building 11F (81 3) fax:(81 3) info@hungarytabi.jp website: the Netherlands Hongaars Verkeersbureau 2593 BS Den Haag, Laan van Nieuw Oost Indie 271 (31 70) fax: (31 70) hong@euronet.nl website: Northern Europe Region Denmark Ungarns Turistkontor information office DK 2100 Köbenhavn Ö, Strandvejen 6 (45 39) fax: (45 39) htcopenhagen@mail.dk website: Sweden Ungerska Turistbyran I Norden S Stockholm, Birger Jarlsgatan 22. (46 8) fax: (46 8) htstockholm@swipnet.se website: Poland Narodowe Przedstawicielstwo Turystyki Wegierskiej w Polsce hirling@wegry.info.pl website: Romania Consulatul General al Republicii Ungare, Sectia Turism 3400 Cluj-Napoca, C.P. 352 /fax: (40 264) htcluj@codec.ro website: Russia Buro Torgovogo sovetnika po turizmu Vengerskoj Respubliki Moszkva, Krasznaja Presznya ul. 1-7 (70 95) /3241 fax: (70 95) htmoscow@huntourmow.sovintel.ru website: Slovakia Veľvyslanectvo Maďarskej republiky Obchodná kancelária Bratislava, Palisády 40 (421 2) fax: (421 2) madarska.turistika@nextra.sk website: Spain Oficina Nacional de Turismo de Hungría Madrid, Avenida de Brasil 17., 10 o B (34 91) fax: (34 91) hungria@hungriaturismo.com website: Ukraine Komercijnij Viddil Posolstva Ugorskoji Respubliki Informacijne Bjuro "Ugorshina-Turizm" Kijev, vul. Striletska 16. (380 44) /fax: (380 44) htkiev@hungarytourism.hu website: United Kingdom Hungarian National Tourist Office SW1X 8 AL London, 46. Eaton Place (44 207) , fax: (44 207) htoffice@btinternet.com website: United States of America Hungarian National Tourist Office N.Y New York, 150 East 58th Street, 33rd Floor (1 212) , fax: (1 212) hnto@gotohungary.com website: Published by the HNTO Photos: Archive of the HNTO Layout: ViVA Média Holding 72

74 Address: Budapest H-1548 Telephone: (+36 1) (0-24) Fax: (+36 1) Hot-line: Internet: BUDAPEST AND SURROUNDINGS Budapest H-1052 Sütő utca 2. (Deák tér) Budapest H-1185 Ferihegy Airport, Terminal 2A and 2B Budapest H-1014 Szentháromság tér, (Buda Castle) (+36 1) Fax: (+36 1) Budapest H-1061 Liszt Ferenc tér 11. (+36 1) Fax: (+36 1) Budapest H-1062 Nyugati Railway Station /fax: (+36 1) Budapest* H-1052 Városház u. 7. (+36 1) , (+36 1) Fax: (+36 1) Cegléd H-2700 Kossuth tér 1. (+36 53) Fax: (+36 53) Gödöllő H-2100 Gödöllő Royal Palace /fax: (+36 28) , (+36 28) Ócsa H-2364 Bajcsy-Zsilinszky utca 2. (+36 29) /fax: (+36 29) Ráckeve H-2300 Kossuth L. u. 51. /fax: (+36 24) Rétság H-2651 Rákóczi út 26. (+36 35) Fax: (+36 35) retsagnform.hu Szentendre H-2000 Dumtsa Jenő u. 22. /fax: (+36 26) , (+36 26) Vác H-2600 Március 15. tér (+36 27) Fax: (+36 27) Veresegyház H-2112 Fő út 35. 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(+36 59) Fax: (+36 59) ( ) H-5241 Deák Ferenc u. 1/17. /fax: (+36 59) abadszalok@tourinform.hu Baja H-6500 Szentháromság tér 5. (+36 79) /fax: (+36 79) baja@tourinform.hu Békéscsaba H-5600 Szent István tér 9. /fax: (+36 66) bekescsaba@tourinform.hu Berekfürdő H-5309 Berek tér 11. (+36 59) Fax: (+36 59) berekfurdo@tourinform.hu Berettyóújfalu H-4100 József Attila u. 35. /fax: (+36 54) Tel: 54/ berettyoujfalu@tourinform.hu Csongrád H-6640 Szentháromság tér 8. /fax: (+36 63) csongrad@tourinform.hu Debrecen H-4026 Kálvin tér 2/A. (county) (+36 52) , (+36 52) hajdu-m@tourinform.hu H-4024 Piac u. 20. (city) (+36 52) , (+36 52) Fax: (+36 52) debrecen@tourinform.hu Gyomaendrőd H-5500 Erzsébet liget 2. (+36 66) Fax: (+36 66) gyomaendrod@tourinform.hu Gyula H-5700 Kossuth L. u. 7. (+36 66) /fax: (+36 66) bekes-m@tourinform.hu Hajdúböszörmény H-4220 Kálvin tér 6. /fax: (+36 52) , (+36 52) hajduboszormeny@tourinform.hu Hajdúnánás H-4080 Fürdő u. 7. /fax: (+36 52) ( ) H-4080 Köztársaság tér 6. /fax: (+36 52) hajdunanas@tourinform.hu Hajdúszoboszló H-4200 Szent István park 1-3. /fax: (+36 52) , (+36 52) hajduszoboszlo@tourinform.hu Hódmezővásárhely H-6800 Szőnyi u. 1. /fax: (+36 62) hodmezovasarhely@tourinform.hu Hortobágy H-4071 Pásztormúzeum, Petőfi tér 1. /fax: (+36 52) ( ) H-4071 Czinege János u. 1. (+36 52) Fax: (+36 52) hortobagy@tourinform.hu Jászapáti H-5130 Tompa M. u. 2. /fax: (+36 57) jaszapati@tourinform.hu Jászberény H-5100 Lehel vezér tér 33. /fax: (+36 57) jaszbereny@tourinform.hu Karcag H-5300 Dózsa György u /fax: (+36 59) karcag@tourinform.hu Kecskemét H-6000 Kossuth tér 1. /fax: (+36 76) kecskemet@tourinform.hu Kisköre H-3384 Kossuth L. utca 8. /fax: (+36 36) kiskore@tourinform.hu Kiskőrös H-6200 Petőfi tér 4/a. (+36 78) , (+36 78) Fax: (+36 78) kiskoros@tourinform.hu Kiskunfélegyháza H-6100 Szent János tér 2. (+36 76) Fax: (+36 76) kiskunfelegyhaza@tourinform.hu Kiskunmajsa H-6120 Zárda u. 2. /fax: (+36 77) kiskunmajsa@tourinform.hu Kisújszállás H-5310 Rákóczi u. 3/a (+36 59) Fax: (+36 59) kisujszallas@tourinform Kistelek H-6760 Kossuth u (+36 62) , Fax: (+36 62) kistelek@tourinform.hu Makó H-6900 Széchenyi tér 10. /fax: (+36 62) mako@tourinform.hu Mezőtúr H-5400 Szabadság tér 17. (+36 56) /fax: (+36 56) mezotur@tourinform.hu Mórahalom H-6782 Röszkei u. 1. /fax: (+36 62) morahalom@tourinform.hu Nagykörű H-5065 Május 1 út 1. /fax: (+36 56) , (+36 56) nagykoru@tourinform.hu Nyíracsád H-4262 Petőfi tér 3. /fax: (+36 52) nyiracsad@tourinform.hu Nyíregyháza H-4400 Országzászló tér 6. /fax: (+36 42) , (+36 42) szabolcs-m@tourinform.hu Ópusztaszer H-6767 Szoborkert 68. (+36 62) /121m Fax: (+36 62) opusztaszer@tourinform.hu Orosháza H-5904 Fasor u. 2/a. /fax: (+36 68) oroshaza@tourinform.hu Pusztamérges H-6785 Móra tér 4. /fax: (+36 62) pusztamerges@tourinform.hu Ruzsa H-6786 Alkotmány tér 2. /fax: ( ) ruzsa@tourinform.hu Sóstógyógyfürdő H-4431 Nyíregyháza Sóstógyógyfürdő, Víztorony, /fax: (+36 42) ( ) sostofurdo@tourinform.hu Szarvas H-5540 Kossuth tér 3. /fax: (+36 66) (+36 66) szarvas@tourinform.hu Szeged* H-6722 Tábor u. 7/b. (+36 62) , Fax: (+36 62) csongrad-m@tourinform.hu Szeged H-6720 Dugonics tér 2. /fax: (+36 62) (+36 62) szeged@tourinform.hu Szeghalom H-5520 Szabadság tér /fax: (+36 66) szeghalom@tourinform.hu Szolnok H-5000 Ságvári krt. 4. (+36 56) Fax: (+36 56) szolnok-m@tourinform.hu Tiszacsege H-4066 Fő u. 38. Tel/fax: (+36 52) , (+36 52) tiszacsege@tourinform.hu Tiszafüred H-5350 Fürdő u. 21. /fax: (+36 59) , (+36 59) tiszafured@tourinform.hu Tiszaújváros H-3580 Széchenyi út 27. (+36 49) , (+36 49) Fax: (+36 49) tiszaujvaros@tourinform.hu Tótkomlós H-5940 Marx u. 15. /fax: (+36 68) totkomlos@tourinform.hu Vásárosnamény H-4800 Szabadság tér 33. (+36 45) /fax: (+36 45) vasarosnameny@tourinform.hu * Information is available via post or telephone.

75 Tourist Regions and Tourinform Offices in Hungary Tourist regions Budapest and Surroundings Lake Balaton Pannonia/Transdanubia The Hilly Wine Region of Eger and Tokaj Puszta and Lake Tisza Tourinform office

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