MTÜ: Hungarian tourism has reached historic records in recent years

By: Trademagazin Date: 2026. 04. 06. 10:40

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Hungarian tourism has reached historic records in recent years, and it is now clear that maintaining growth does not lie solely in the rising number of guests, but in the kind of experience we provide, how we help them find their way, and the quality of the experience the guest has with Hungary – stated the CEO of the Hungarian Tourist Agency (MTÜ) in Zalakaros on Thursday.

At the handover of the new Tourinform info point, built with a grant of nearly 30 million forints, Mrs. Egresitsné Katalin Firtl spoke about Zalakaros as a destination that has been providing stable performance for a long time and that consciously builds its year-round tourism.

The offer based on medical and wellness services, the family-friendly approach and the strengthening of active tourism fit well with the national goal of “making more and more rural destinations in our country four-season, diverse and sustainable destinations”

– he said.

He called the role of the Tourinform network of strategic importance, because in many cases these offices decide how much time the guest spends in a settlement and what experiences he or she will have. That is why the program aimed at modernizing the Tourinform offices was launched, so that visitors can expect a unified, modern image, expanded services, and designs that act as a real meeting point between guests, local values, and service providers.

The CEO reported that Zalakaros is one of the best examples of sustainable tourism in Hungary as a spa town. Their climate-conscious efforts have been recognized with several awards, and the city has been included in publications presenting the best Hungarian sustainable practices as an eco-settlement worth following.

Based on its tourist traffic, Zalakaros is the third most visited rural spa town – emphasized Katalin Egresitsné Firtl.

Mayor Judit Czirákiné Pakulár spoke about how the tourist appeal of a city is not only determined by the values it has, but also by how it can bring these closer to people.

The vast majority of information is now available digitally, but travelers still require personal conversations and insider tips about local values - the mayor referred to the role of Tourinform offices.

Judit Czirákiné Pakulár told MTI that last year Zalakaros welcomed 255 thousand guests, where almost 780 thousand guest nights were spent.

The new information point in the Karos Korzó building was built with 29.3 million forints from the Kisfaludy Tourism Development Program, where they also offer local products, among other things. Seating areas, bicycle storage and rental facilities have been created in the outdoor area, and in addition to traditional and electric bicycles, bicycle trailers suitable for transporting children have also been purchased.