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Transformation in post-communist Perspectives on Business and Economics

1-1-2006 Hungarian : At a Crossroad Sara Lupson Lehigh University

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Recommended Citation Lupson, Sara, "Hungarian Tourism: At a Crossroad" (2006). Transformation in post-communist Hungary. Paper 7. http://preserve.lehigh.edu/perspectives-v24/7

This Article is brought to you for free and open access by the Perspectives on Business and Economics at Lehigh Preserve. It has been accepted for inclusion in Transformation in post-communist Hungary by an authorized administrator of Lehigh Preserve. For more information, please contact [email protected]. HUNGARIAN TOURISM: AT A CROSSROAD Sara Lupson

Introduction puts it in a situation similar to that of Hungary, is expected to reap roughly $9.44 billion more Since the fall of the Iron Curtain, tourism than Hungary in tourism-related economic has played a vital role in Hungary’s growing activity in 2005. (“ Travel & economy. According to the World Travel & Tourism…,” p. 3) The Czech Republic’s higher Tourism Council (WTTC), tourism in Hungary level of tourism revenue comes as a surprise accounted for 9.3 percent of the total GDP since Hungary received roughly twice as many and 8.9 percent of total employment in international visitors in 2004. (“Tourism 2005. (“Hungary Travel & Tourism…,” p. 3) Highlights: 2005 Edition,” p. 6) This is indica- Additionally, tourism is a profitable sector of tive of many shortcomings of Hungary’s Hungary’s economy, instrumental in covering tourism industry. 73.9 percent of Hungary’s 2002 foreign trade In this article I survey the international deficit. (“Tourism in Hungary, 1990–2002,” tourism industry of Hungary to provide better p. 2) Thus, it is not surprising that the insight into the industry’s potential as a larger Hungarian government seeks to improve all economic influence. I review the history of forms of tourism and make Hungary the spa tourism in Hungary as well as specific sectors and convention center of Europe. (“The of tourism, namely business, cultural, health- Shortened Version…”) However, Hungary still and-wellness, and wine tourism, that I feel have has a long road ahead to becoming the tourism the ability to flourish. I then examine the cur- “Queen of the .” rent efforts of Hungary to become a highly- While the tourism industry bolsters the frequented tourist destination and provide Hungarian economy, Hungary is not fully tak- ideas to possibly aid Hungary in capitalizing on ing advantage of the world’s propensity to trav- its potential to become a tourism hub of el. The Czech Republic, whose transitional state Europe.

55 A History of Hungary’s tion faded in the second half of the 1990s, Tourism Industry tourism continued to grow in Hungary. By 2001, the WTTC attributed 10.9 percent of Hungary experienced travel and tourism employment in Hungary to tourism. (Kiss, as early as 9 BC when Roman occupation p. 105) The growth in Hungary’s tourism indus- brought improvements in transportation, eco- try was halted in 2001 when the global tourism nomic growth, and a strong tradition of leisure industry was shaken by the terrorist attacks of tourism. (Rátz, pp. 14–18) After the Middle September 11th, the war in Iraq, and the SARS Ages, travel and tourism were rekindled during outbreak. Only recently has tourism in Hungary the 16th to 19th centuries by improvements returned to the levels of growth experienced and developments in transportation such as the prior to September 2001. The recovery of invention of the stagecoach, improved roads, tourism worldwide and Hungary’s accession to and later the development of the railway. The the European Union in May 2004 present new speed, ease, and relative affordability of Hungary with the opportunity to further travel encouraged the middle class to tour strengthen its tourism industry. Opportunities Europe en masse, resulting in the rise of a sub- to draw international tourists are most preva- stantial tourism industry. Hungary, in particu- lent in the areas of business tourism, cultural lar, developed a strong bath and spa tradition as tourism, health tourism, and wine tourism. such towns as Hévíz became prominent desti- Each of these areas of tourism will be discussed nations for those seeking health benefits. (Rátz, in the following sections. pp. 15–20) In the mid-19th century, ’s role Hungary’s Potential Moneymakers as a capital in the Austro-Hungarian Empire prompted growth in both business and cultur- Business Tourism al tourism. Tourism was halted, however, by World War I and then again by World War II. One potential area of growth for Hungary The conclusion of the Second World War left is in business tourism, frequently referred to as Hungary behind the Iron Curtain, cutting off the “MICE industry” (meetings, incentive 1 all tourism from the West. Under communist tourism , conferences, and exhibitions). While rule, leisure tourism was viewed as a dangerous this form of tourism has existed since the early luxury and thus discouraged. However, the state 19th century, during the 1960s the MICE indus- did offer the opportunity for citizens to travel try began to develop into the economic force it within a state-owned network of holiday resorts. is today. (Kiss, p. 91) One reason behind this Travel from one socialist bloc country to anoth- economic force is the business tourism indus- er was available, though monitored. As a result, try’s relative independence from the weather. domestic tourism became very important in Business tourists are more likely to travel in the Hungary. Mountainside and lakeside resorts in traditional tourist off-season, thereby creating the and regions a more stable industry. While all forms of busi- became frequent tourist destinations. While ness tourism are beneficial, Hungary current- domestic tourism was at very high levels, it was ly focuses on drawing conference tourists, as strictly controlled by the government, thus lim- this is the larger moneymaker. Conference iting its role as an economic asset. (Kiss, tourism generates higher revenue because pp. 103–104) these tourists generally stay longer and spend After the fall of the Iron Curtain in 1989, more than other types of tourists. (“Tourism in the socialist bloc countries transitioned to mar- Hungary 2004,” p. 46) Conference tourism is ket economies. As a result Western tourists, also indirectly responsible for growth in other long denied access, flooded into Hungary. The areas of the economy. The reason is that lead- consequent flow of money aided Hungary’s fledgling market economy. Despite a marked 1Incentive tourism refers to the practice of companies decrease in international interest in the former offering travel products such as cruises or retreats to their socialist bloc countries as the West’s infatua- employees as an incentive for good performance.

56 ing professionals attending the conferences preserved relics of its rich history that draw often help to bring new technology, ideas, and many tourists from within and outside Europe connections in their areas of expertise to the who wish to expand their cultural horizons. host country’s industry. (“Tourism in Hungary Budapest’s castle district, grandiose architec- 2004,” p. 46) ture, museums, and opera scene all help Hungary’s success in the MICE market Hungary draw these tourists to Budapest. In has been mixed, however, according to data addition, many annual cultural events, folk generated by the International Congress and music events, and craft fairs also draw tourists Convention Association (ICCA). Hungary to Hungary. With the abundance of these cul- ranked 14th in 1996 on the list of popular con- tural attractions, Budapest should be a prime vention countries, while Budapest ranked 3rd destination for the cultural tourist. among cities. However, in 2004 Hungary sank However, Hungary’s success as a cultural to 19th and Budapest to 9th. (Kiss, p. 94) While tourist destination is somewhat unclear. Typical private investors and the government pour tourism indicators do not distinguish cultural money into the MICE industry to expand hotels, tourists from other types of tourists, making it conference halls, and supplementary infra- difficult to assess the health of the cultural structure, the industry’s growth seems to be tourism industry. Still, most tourists, regard- slowing. This may be due to a decline in less of their motivation for the trip, engage in Hungary’s ability to offer tourists good value for basic cultural tourist activities such as sight- their money. As Hungary strives to strengthen seeing. Thus, some statistics, such as the num- the forint in order to join the European ber of international visitors entering Hungary Monetary Union (EMU), tourists find that their (international arrivals), may be good indicators money does not go as far in Hungary as it once of the industry’s health. According to the 2005 did. Since the MICE industry is sensitive to this, World Tourism Organization (WTO) data, Hungary must fight hard to prevent additional Hungary attracted 2.9 percent of all interna- decline in the industry. Moreover, the ICCA tional arrivals in Europe in 2004. (“Tourism reported a recent decline in MICE tourism Highlights: 2005 Edition,” p. 6) Hungary’s worldwide. This global decline, coupled with numbers actually exceeded those of the Czech Hungary’s reduced popularity as a conference Republic, which claimed only 1.5 percent of destination, has cast a shadow on the country’s international arrivals in Europe. Additionally, most potentially lucrative form of tourism. Hungary’s 2.9 percent ranked closely behind Still, the Hungarian National Tourist those of and , traditional Office (HNTO) remains hopeful about tourist “heavy-hitters,” which accounted for Budapest’s future prospects as a MICE tourism 4.8 percent and 4.7 percent of the internation- destination. The HNTO continues to focus its al arrivals in Europe respectively. Another pos- efforts on improving conference tourism in itive indicator of cultural tourism is the num- Hungary. It has noted that the drop in confer- ber of nights spent in Hungary by tourists ence tourism was accompanied by several pos- (guest nights). Since the recovery of the itive changes in the tourism climate. These pos- tourism industry following 2001, there has been itive changes included an increase in the significant growth in the number of guest number of countries sending tourists to nights in Budapest. Guest nights in Budapest Hungary and an increase in the average length exceeded 6 million for the first time showing a of stay. (“Tourism in Hungary 2004,” p. 47) growth of 16.9 percent in 2004 from the previ- These data provide reason to believe MICE ous year. (“Tourism in Budapest…,” p. 8) The tourism could be strengthened in Hungary with aforementioned statistics are suggestive of a appropriate management and funding. healthy cultural tourism industry. However, Hungary’s relatively high inflow of tourists does Cultural Tourism not generate proportional revenues. Hungary claims only 1.2 percent of international tourist Cultural tourism is a mainstay of the receipts for the European market, a percentage tourism industry. Europe benefits from well- less than that of the Czech Republic, despite

57 receiving almost twice as many international tourists. With their increase in expendable visitors in 2004. (“Tourism Highlights: 2005 income, are participating more fre- Edition,” p. 6) quently in HWT within the country. Drawing While Hungary has the opportunity to be both international and domestic tourists and successful in business and cultural tourism, thus generating large receipts, an expanded many countries have similar opportunities and HWT industry could be an important compo- compete with Hungary for their share of these nent of Hungary’s economy. markets. Finding a niche specific to Hungary’s The HWT industry has already seen sig- many assets would help reduce this competi- nificant development. The number of interna- tion and create a larger draw for tourists. For tional guest nights spent in spa hotels and well- example, while Lake Balaton has traditionally ness hotels increased 5.7 percent and 18.8 been a prime destination for sun and beach percent, respectively, in 2004 and 2005. tourism, it now has a difficult time competing (“Tourism: January–December 2005,” p. 6) To with Mediterranean Europe for international match this increased demand, Hungary has tourists in this category. Hungary, however, is expanded its HWT industry infrastructure. uniquely positioned to claim prominent posi- Hungary now has 59 spa hotels offering a wide tions in the sectors of health-and-wellness variety of services, and wellness hotel capacity tourism and wine tourism, both of which are also continues to grow. In 2005 Hungary discussed below. reported an increase of 47.3 percent in wellness hotel guest capacity. Should global interest in Health-and-Wellness Tourism HWT continue to grow, Hungary has the oppor- tunity to distinguish itself in this lucrative sec- In recent years, the increased interest in tor of tourism. However, the future of the health and the quality of life has resulted in the health-and-wellness trend is uncertain. While development of health-and-wellness tourism the Hungarian government’s goal is to become (HWT). These tourists travel to a location to a major European spa center, should the indus- regain their health or participate in activities try lose steam, Hungary could be left with many that purport to maintain good health. Health- costly renovated, but unfilled, spa hotels. and-wellness destinations most notably include those with medicinal waters and spas. Wine Tourism Fortunately, Hungary has a wealth of these commodities and a well-established tradition of The rich tradition of winemaking has held spas. A total of 1,289 hot springs and spas pos- a central role in Hungarian culture for more sessing thermal or medicinal waters can be than a thousand years. There are currently found in 385 settlements. (“Tourism in 22 wine regions, many producing wines unique Hungary 2004,” p. 45) Thirty-eight locations to Hungary. Prior to communism, these boast medicinal baths, and Hungary can also Hungarian wines were prominent throughout take advantage of its five therapeutic caves, 81 Europe, with Tokaj even gracing the tables of sources of mineral water, and four deposits of Louis XIV at Versailles. (Friedrich) However, the therapeutic mud. With these unique assets and nationalization of Hungary’s vineyards and the Hungary’s long-standing tradition of spas and mass production of wine, enforced by the com- wellness activities, a prominent spot in the munist regime, disrupted the unique methods modern health-and-wellness tourism industry of Hungarian winemakers and diminished the may be attainable. quality of their wines. With a return to a mar- The potential benefits of a large HWT ket economy, Hungary has the opportunity to industry make investment in the industry well redevelop the industry and reclaim its past worth the effort. These tourists usually stay glory. The wine industry has been privatized longer, spend more on services, and make more and is now meeting European production stan- return visits. Additionally, demand for this type dards. Already the best Hungarian wines are of tourism shows little seasonality. HWT also considered by some to be in the same class as has the benefit of drawing many domestic those of Germany and . (Mészáros)

58 Despite the quality of the wine, weak market- Portfolio in Charge of Regional Development ing has kept Hungary from the forefront of the and Convergence2 at the head of the govern- wine market thus far. (Mészáros) ment’s tourism sector. Several bodies report to Developing a stronger presence in the and assist the Minister. The Hungarian Tourist wine industry would allow Hungary to improve Authority (HTA), an administrative body creat- wine tourism with significant benefit to the ed in January 2005, operates as an independent country. Wine tourists, who travel leisurely with legal entity. Responsible for the development the intent of experiencing local culture through and fulfillment of the National Tourism sampling traditional wines, are likely to spend Development Strategy, the HTA monitors more time and money in the host country. industry growth and acts as a liaison with the Additionally, these tourists travel the country- European Union and various international side, thus bringing revenue to more rural areas. tourism organizations. The National Tourism This could help Hungary close the income gap Board (NTB), comprised of representatives from between rural and urban areas. Finally, since major trade organizations, acts as a consultant wine is so closely intertwined with Hungarian to the Minister without Portfolio, submitting culture, investing in wine tourism development proposals to improve the tourism industry. The is also an investment in the preservation of Hungarian National Tourist Office (HNTO) is Hungarian culture. responsible for all marketing of Hungary’s Some promising developments have tourism industry and for ensuring cooperation recently been seen in this industry. Tourism between the different regions of Hungary. professionals frequently offer wine tours Finally, Parliament plays the most vital role and cruises to wine tourists. The number of in the tourism industry, passing all acts that wine tourists often exceeds the number of avail- lay the framework for the industry’s success or able accommodations. (Smyth) While this indi- failure. cates an existing interest in culture, it also demonstrates the need for Promoting Hungary Hungary to further develop the capacity of this industry. Despite the wine industry’s A country must have effective market anticipated aid from EU subsidies of ?10 mil- access and promotion to create a healthy and lion in 2004, both the wine industry and the sustainable tourism industry. (“Making Tourism wine tourism industry are in need of still fur- More Sustainable…,” p. 26) Hungary’s main ther funding. Little government funding has marketing body, the HNTO, currently has rep- been earmarked for marketing, which when resentation attempting to market Hungary as combined with high taxes on exporting wine a prime tourist destination in over 20 countries. has caused the Hungarian wine industry to suf- (“Tourism in Hungary 2004,” p. 71) Many coun- fer in the international market. (Schweizer) tries with high numbers of Hungary-bound While an improved position in the wine market tourists are Eastern European, indicating that would attract more wine tourists, better fund- Hungary has relatively good market access in ing for improved roadways and increased that region. Unfortunately, tourists from these accommodations would enable Hungary to bet- generally less affluent countries are unlikely to ter capitalize on the current interest in wine spend as much money as Western Europeans tourism. and may account for Hungary’s disproportion- ately small tourism revenue. This is not to say Hungary Strives to Advance Tourism that Hungary does not attract tourists from Western Europe. The HNTO has good repre- A Change in Government Structure sentation in the Austria-Germany region, which is reflected in high numbers of tourists from In its effort to promote a healthy tourism these countries. An increase has also been noted industry, Parliament has revamped the organi- zation of the tourism sector several times. The 2A Minister without Portfolio refers to a government current structure places the Minister without position with no specific responsibilities or ministry to head.

59 in the number of nights tourist spent in wellness-oriented tourist. Therefore, the HNTO Hungary (guest nights) from the U.K., France must make a bigger “splash” if Hungary wish- and , corresponding to the HNTO’s pres- es to become a bath and spa mecca. ence in EU member states. With the goal of making Hungary a prime Hungary’s 2004 Marketing Plan reflects a conference destination, the HNTO is trying to push to reach more affluent source markets. reach out to the MICE source market. HNTO Hungary’s accession to the EU in May 2004 pro- offices abroad are instrumental in lobbying for vided the perfect opportunity to improve businesses and societies to hold their interna- Hungary’s image and reach Western Europe. To tional meetings in Budapest. In 2004 Budapest highlight this accession and affirm Hungary as played host to over ten conferences, as a result a European nation, one campaign featured Miss of various HNTO offices. (“Tourism in Hungary Europe 2003, Hungarian Zsuzsanna Laky, wear- 2004,” pp. 58–60) In addition, the HNTO tries ing her crown and sash with the words “One of to reach the MICE source market through other Us” proudly displayed. Billboards promoting means. Online information, brochures, and CD- Hungary as a tourist destination were placed in ROMs are easily attainable, free of charge. These high-traffic locations in the U.K., France, the publications paint Budapest as a city with both Netherlands, Ireland, Germany, and Italy. an old-world culture and modern amenities, Additionally, the HNTO participated in tourist perfect for hosting conferences. exhibitions and fairs in EU member states Despite these marketing attempts, emphasizing Hungary’s accession to the EU and Hungary has yet to become a leader in confer- Hungary’s role as a truly European nation. The ence-and-meeting tourism. This may be attrib- HNTO has also reached out to non-European uted to Budapest’s negative image as a city with source markets. One campaign placed com- a poor transport system, poor telecommunica- mercials on popular United States television tions, and a low quality of life. (Eddy) The channels, reaching an estimated 3.5 million HNTO has made some attempts to change this U.S. citizens in the age range of 50+ years, a negative image. One campaign utilized celebri- group known to be important spenders on ties with Hungarian roots to promote the coun- leisure tourism. (“Tourism in Hungary 2004,” try as a cultural destination and to improve its p. 54) An increase in guest nights generated by general image. Hungary also hopes that its key source markets such as , Israel, the image may be improved by participation of the U.S., and many EU member states from 2003- HNTO and Hungarian celebrities in prestigious 2004 was subsequently reported by the and respected trade events organized in other Hungarian Central Statistical Office, indicating countries. (“Marketing Plan 2004,” p. 4) the success of the HNTO’s efforts. (“Tourism in Additionally, Hungary anticipates that its Hungary 2004,” p. 9) campaigns emphasizing accession to the Similar efforts have been made to reach EU will reinforce its European character, boost- out to the source markets of the different types ing tourists’ confidence in Hungary as a of tourism. Hungary’s key market for health destination. and wellness tourism is more affluent countries within close proximity, such as Germany and Room for Improvement Austria. To reach this source market, the com- mercial “Hungary Keeps the World Healthy” Better Marketing has been shown on international television channels, and quarterly printed advertisements With its intent to reach higher spending and PR articles promoting wellness tourism source markets, Hungary’s 2004 Tourism have been placed in CNN Traveller Magazine. Marketing Plan shows many steps in the right (“Tourism in Hungary 2004,” p. 54) While the direction. However, the marketing plan still health and wellness commercial was claimed a leaves much to be desired. While Hungary has success, it failed to reach non-European source marketed itself in many key Western European markets. Additionally, Hungary is competing countries, it has not effectively reached out to with Mediterranean spas for the health-and- other big spenders such as Japan, Canada, and

60 the Russian Federation. Better access to these quality and quantity of services, events, [and] untapped prime source markets could produce accommodation establishments.” (“Marketing an increase in tourism revenue. Furthermore, Plan 2004,” p. 4) Correcting this image prob- the HNTO should focus on attracting the most lem is essential, since a destination must profitable types of tourists. While Hungary has present a positive and consistent image to tried to promote its health and wellness sector, attract tourists. (“Making Tourism More the campaigns have not reached the North Sustainable…,” p. 26) Tourists need to feel con- American market, a rich source of these fident in their safety, the healthcare system, the tourists. Hungary must also focus on better transport system, the telecommunications sys- reaching the business tourism source market, tem, and environment quality. Although the as this sector provides a higher return on current campaigns seek to improve Hungary’s investment. Thus, Japan and the U.S., two image by associating it with other EU member nations known for business related travel, need states, these campaigns have not been very suc- more attention from the HNTO to attract busi- cessful. However, marketing alone is not ness tourists to Budapest. enough to improve Hungary’s image. Hungary A good way for Hungary to better present must take steps to actually improve the quali- itself to all source markets is through the inter- ty of its tourism product. net. Since self-booking tourists are increasing- ly common, Hungary must seek to better uti- Enhancing Accessibility lize the internet to convey its appeal. While the HNTO maintains a comprehensive website, its Even with successful marketing of technology and capacity need updating. Hungary as a tourist destination, potential vis- (Végvári) Although this website is linked to itors must have access to Hungary. Without safe major search engines and to the HNTO’s pro- and economical means of getting to Hungary, motional partners, other means of finding the tourism is unlikely to flourish. In 2004 88.8 per- site are limited; and the HNTO’s restricted e- cent of Hungary’s international tourists entered marketing budget does not allow for extensive the country by road, reflecting the fact that online campaigning. Improvements in this area many of Hungary’s tourists come from border- of marketing would be beneficial to all sectors ing countries. Only 6.2 percent entered by air of tourism, enabling Hungary to reach source and 4.2 percent by rail. (“Tourism in Hungary markets around the globe and appeal to the 2004,” p. 9) Since most tourists enter by road, information-age generation. Hungary needs a good highway system. Another major focus of the marketing plan However, the ratio of Hungary’s country area to must be image improvement. While the current paved road length is significantly larger than plan strives to promote Hungary as a modern that of rival Czech Republic, indicating that the and competitive European country with a highway system may need improvement. (The unique character, many still view Hungary in a World Factbook) Additionally, the EU has negative light. According to the 2004 Tourism acknowledged the need for a main traffic route Marketing Plan, the world’s varied perception that would run from the Baltic region to the of Hungary makes effective marketing difficult. Adriatic. The lack of this connection is thought Central and Eastern European countries gen- to greatly hinder north-south traffic. The rem- erally have a positive image of Hungary and are edy proposed by the EU would run through well informed about the country, reflected by Hungary, making it more attractive for busi- the high number of tourists received from these ness and encouraging travel to and through regions. Western European countries, on the Hungary. other hand, tend to be less knowledgeable about In addition to highway improvement, Hungary, associating Hungary with its com- Hungary needs greater air travel capacity. munist past, poor infrastructure, poverty, and Hungary’s currently limited access by air low living standards. Western tourists also tend may play a major role in discouraging high- to link Hungary with the rest of Eastern Europe spending tourists from the U.S., U.K., Ireland, and regard Hungary as having “insufficient Canada, and Japan from coming to Hungary.

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Currently, Hungary offers very limited options mote by word of mouth. A lack of data on visitor in terms of air travel. Few airlines fly to and satisfaction to Hungary may indicate that more from Hungary. Prior to late 2003, no budget air- attention should be given to monitoring this. line flew out of Hungary. (Major) A lack of dis- Tourism-generated revenue can also be increased counted flights puts Hungary at a serious dis- by luring higher-spending tourists and increas- advantage for attracting budget-conscious ing their duration of stay. Hungary should strive tourists. Similarly, tourists who do fly to to satisfy those tourists who tend to spend more, Hungary by more expensive means are likely to such as health-and-wellness and MICE tourists spend less once in Hungary in order to stay who are prime candidates for return visits. within their budget. Fortunately, budget air- Tourists can also be enticed to stay longer lines such as Skyeurope and Germanwings have through the promotion of activities and attrac- recently started service to Hungary. tions throughout Hungary. To this end, the Additionally, terminals in Budapest have been HNTO’s website and tourist information offices modernized in order to serve these new airlines, situated throughout the country help to inform increasing the city’s air traffic capacity. (“May tourists of desirable destinations and activities. in Review”) Since a continued growth in Better relations with trade professionals can also Hungary’s air service is likely to increase work towards this end. Hungary’s appeal as a tourist destination to more remote and higher-spending source mar- Conclusions kets, the Hungarian government must encour- age this growth in air travel through means of From my visit to beautiful Budapest and incentives and funding. the scenic Hungarian countryside, the rich experiences Hungary has to offer tourists Increasing Visitor Spending around the world are clear to me. Tourists, how- ever, also have a lot to offer Hungary. As I have In order for Hungary to maximize the ben- stressed in this article, improving the tourism efits from tourism, it must not only draw tourists product, marketing, accessibility, and visitor but entice them to spend more money. Currently spending could make the tourism industry Hungary tourism revenue is not proportional to flourish, allowing Hungary to reap more bene- the number of visiting tourists. One way for fits from tourists. Though the improvements to Hungary to receive higher revenue is to ensure the industry may be expensive, the potential visitor fulfillment. Satisfied tourists are more gains make tourism an industry in which it is likely to stay longer, return more often, and pro- well worth investing.

62 REFERENCES

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