More than just a good time

This article is available for reading in Trade magazin 2025/4.

In 2024 the number of visitors at Sziget Festival was close to 400,000 in six days.

Tamás Kádár
CEO
Sziget Cultural Management Kft.

“We wish to open a new chapter after last year’s 30th anniversary Sziget, so this year there will be a number of new features, including a “night district” with spectacular stages and a brand new club venue”,

informs Tamás Kádár, CEO of Sziget Cultural Management Kft. In his view the participation of national and international trade partners in the festival has two main motivations – or a combination of these: to increase sales at the festival (primarily through listing and sales agreements), and to raise brand awareness and deepen brand recognition in a young and otherwise hard-to-reach target group.

The diversity of Sziget Festival creates opportunities for different brands to strengthen consumer loyalty through creative presence. As a result, there is a very wide range of sponsorships, from FMCG to telecom, beauty and banking.

At festivals, brands can encounter a young, otherwise hard-to-reach target group

An ideal platform

Ádám Szabó
creative director
EFOTT

In 2024 EFOTT festival welcomed more visitors than in 2023, suggesting that the event successfully offset the general decline in consumer spending. This was mainly the result of offering more programmes, attracting families, introducing a day ticket and preserving EFOTT’s strong university identity.

“When organising the 2024 festival, we paid special attention to sustainability and enhancing the community experience. Plus EFOTT was the first Hungarian festival to prepare an ESG report”,

says Ádám Szabó, creative director of EFOTT. Every year EFOTT attracts numerous higher education institutions, important educational and innovation projects, NGOs and various companies.

The organisers are working with a growing number of large companies. Their main objective is to turn EFOTT into a platform where higher education institutions and companies can meet.

Festival-goers are increasingly looking for authentic, experiential programmes

A little more, a little better

Rita Oláh 
communications manager
Budapest Wine Festival

Last year’s Budapest Wine Festival attracted only half the usual number of visitors, but still nearly 20,000 enthusiastic wine lovers showed up, who weren’t deterred by the unusually cold and rainy weather. One of the biggest changes was the renewal of the musical and entertainment elements – which proved to be really successful. It is a priority for the festival to support wine and gastronomy exhibitors and help them with suggestions, advice and creative ideas, so that their festival presence is as successful as possible.

“Budapest Wine Festival attracts wine professionals, traders, wine buyers, wine lovers and newcomers alike, so every exhibitor has the opportunity to build their brand and promote their products”,

explains communications manager Rita Oláh.

Always a little more, always a little better – this is the festival’s motto, and every year they strive to offer something new, for instance two years ago they opened a VIP section.

Family gathering

Adrienn Pusztai
marketing and
PR manager
Csabai Sausage Festival

The 2024 Csabai Sausage Festival boasted an outstanding attendance and one of the most striking changes was the increased participation of younger generation, thanks to the organisers combining tradition with modern approaches.

“This year we are introducing a Family Day, which focuses specifically on strengthening links between the generations and creating shared experiences. Grandparents, parents and grandchildren can make their own Csabai sausage together”,

says Adrienn Pusztai, marketing and PR manager of Csabai Sausage Festival.

She adds that visitors are more and more looking for authentic, experience-based programmes where they can be active participants rather than just observers.

One of the most pressing challenges for festival organisers is the steady increase of costs

Credibility and reliability

Andrea Herczeg
founding owner
Csak a Mentes

Gluten-, sugar- and lactose-free and vegan foods, ingredients, ready meals, natural cosmetics and environmentally friendly products – they can all be found at Free-from Only Festivals. About 10 new exhibitors show up every time and the number of visitors is constantly growing, with an average of 4,500 people.

“Today shoppers make decisions based on trust, which is much easier to build through personal contacts. Participation in various events is therefore an excellent marketing tool for companies. At Free-from Only Festivals food is in the spotlight, so tasting sessions are very popular”,

explains founder and owner Andrea Herczeg.

Besides being credible and reliable, the organisers are always asking for feedback from visitors in order to adapt development ideas to their needs.

Two years ago they successfully introduced card payment, and this year the festivals will also become a SZÉP card acceptance point. //