Balaton as a MICE destination: VisitBalaton supports the region’s business tourism with a new publication

By: Trademagazin Date: 2025. 03. 20. 10:34

VisitBalaton365 has compiled an English-language online MICE (Meetings, Incentives, Conferences, Exhibitions) publication of the event venues and service providers available around Lake Balaton to present the region’s business tourism opportunities to the international market. The 36-page Balaton MICE Guide aims to support Lake Balaton’s four-season tourism concept and strengthen the region’s position in the conference and incentive tourism market – Turizmus.com writes.

Balaton as a business tourism destination

Although Lake Balaton is primarily known for its leisure tourism, developments in recent years have enabled the region to become competitive as a business tourism destination as well. Kristóf Sztojanovits, International Marketing Manager at VisitBalaton365, said that the geographical location of the region is excellent: Budapest, Vienna, Graz and Zagreb are all quickly accessible. In addition, several new hotels and conference venues have opened, which also meet the needs of MICE tourism.

What are the opportunities in the Balaton MICE market?

In business tourism, it is worth focusing on two main areas:

Congress tourism: Larger-scale events for which the appropriate infrastructure conditions are already available, such as the Balatonfüred Congress Center and other conference venues with a smaller or larger capacity.
Incentive tourism: Balaton has a rich program offering, including unique wine regions, premium gastronomic events and developments implemented in connection with the Veszprém European Capital of Culture project. An important element of the further growth of incentive tourism is the presentation of unique, creative programs and attractions, such as CODE in Veszprém, which creates new opportunities for business tourism.
Where can the Balaton MICE Guide be found?

The publication is available in digital form and, in cooperation with the Hungarian Convention Bureau, will be present at all international business tourism events that may be relevant to Balaton. The target group is primarily business travelers from nearby European markets – Czech, Slovak, Polish, German and Austrian – as well as Hungarian event organizers and corporate clients.