Visit Hungary Zrt., a subsidiary of the Hungarian Tourism Agency, organized a professional summit for the sector entitled Tourism Summit 2025 in Budapest on October 14-15.
The two-day conference focused on sustainability, responsible travel, and ethical innovation. “The Tourism Summit is not an event, but a process. That is why we will continue it in 2026 with new topics and with the aim of keeping Hungary at the forefront of sustainable tourism with a promising future,” announced Olivér Csendes, CEO of Visit Hungary. Tourism is one of the most important components of competitiveness and economic growth in Hungary, accounting for more than 13% of gross domestic product and providing a livelihood for 400,000 Hungarian families. The sector made history in 2024, with a total of 18.2 million visitors arriving in Hungary, more than ever before. By the end of September this year, three weeks earlier than last year, 15 million tourists had already visited Hungary.
Hungary has centuries of tradition in the field of bathing culture, so it is no coincidence that the Budapest Tourism Summit hosted the international launch of a calculator that measures the ecological footprint of baths, spas, wellness centers, and bathers (as is already common practice in air travel). The UK government has long supported such projects as part of its knowledge transfer partnership program, which has resulted in the carbon calculator developed by renowned researchers and professors at the University of Surrey and the Therme Group. The creators’ intention is to use this solution to help facility operators operate in a smart, optimized manner, reduce costs, and comply with future EU legislation.
On the second day of the Tourism Summit, sustainable tourism and responsible travel were the focus of presentations and roundtable discussions. Our Association was represented by Gergely Hankó, Executive Director, who moderated a panel discussion on the introduction of ESG, its impact on the sector, and the steps to be taken. Our individual member, Zsófia Tomaj, Executive Director of Vantage Point, also participated in the discussion. The participants agreed that a thorough assessment is necessary to determine the exact emission reduction and adaptation points, for which internal demand, senior management commitment, and consistent implementation are essential. Micro, small, and medium-sized enterprises are essential for more sustainable tourism, as they can bring local attractions and services with a small ecological footprint into the market.
On the closing day, a publication summarizing the fifty best domestic practices in sustainable tourism was presented, which was prepared in cooperation between Visit Hungary and Sustainia in Copenhagen, and which places our country on the emotional map of environmentally conscious travelers. The publication summarized the fifty best domestic practices, ranging from wineries to accommodations to various tourist attractions, in which our Association’s staff and projects were also involved. The publication is already available for download in English and will soon be available in Hungarian on the Visit Hungary website.
In his closing remarks, CEO Olivér Csendes emphasized that “we organized this conference in Budapest to provide a space for learning, inspiration, and professional exchange” and drew the participants’ attention to European Waste Reduction Week, which tourism businesses and and their partners can not only demonstrate their commitment to sustainability with their own innovations, ideas, and best practices, but also compete for the Week’s national and international awards.
