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Although finalized statistics have not yet been published for Hungary’s 2025 tourism sector, partial data for the first three-quarters of the year already show a rise in both domestic and international visitors compared to 2024. According to the Hungarian Central Statistical Office (KSH), “the number of domestic and international guests arriving at tourist accommodation establishments [between January and September] was 2.2% and 11% higher than in the same period of the previous year.”
In 2024, Hungary saw roughly 18 million guests across all seasons: 2025 statistics show that the number of visitors had already passed the 15 million mark by September. Combined with the fact that “Budapest Airport will offer passengers 8.9 million seats in this year’s winter schedule, 12.5% more than in the previous winter season,” an increase in the overall number of visitors in Hungary is expected by the end of the calendar year.
Holiday attractions throughout the city play a significant role in drawing in visitors in the winter months. Advent Basilica has secured a place in European tourism history twice in the past two years. It is the only Christmas market to have been named “Europe’s Best Christmas Market” four times, and was awarded the inaugural “Best Christmas Market of All Time” title in European Best Destinations’ All-Stars online publication. The annual market is the “most awarded Christmas market in Europe,” according to organizers.
Both the Advent Basilica market, sprawling at the foot of St. Stephen’s Basilica in downtown Budapest, and the nearby Vörösmarty Classic Xmas, opened their wooden stalls on Friday, Nov. 14th, with added amenities compared to previous years.
A new welcome gate directs visitors towards the market, followed by a light canopy suspended above the stalls, with a light tunnel stretching towards Bajcsy-Zsilinszky utca.
The traditional projected lightshow returns, and visitors can watch light projections every half hour from 5:30 p.m. Additionally, the fair’s multimedia LED light wall now features AI-controlled, motion-sensor animations that respond to guests’ movements. Also projected on the wall will be the fair’s music program, which will be complemented by a variety of live performers, including blues, indie-pop, classical, and traditional Hungarian sounds.
The fair is also celebrating the 120th anniversary of the completion of St. Stephen’s Basilica with a specially commissioned light show that takes viewers through the rich history of the iconic building.
Continuing a tradition first established last year, the fairs’ kitchens are once again hosting themed gastro-weekends, with a different culinary motif each weekend, during which visitors can purchase specific dishes between HUF 2,000–2,500. Items on the weekly menu reflect the cornerstones of Hungarian dining, including goulash, stews and desserts. The lineup will close with the celebration of the traditional Lentil Day on Thursday, Jan. 1, also marking the end of the market festivities. On-site online food orders and pickup will be available for the first time this year.
According to Hungary Today, the average food prices at the 2025 markets are “well below inflation,” and have “only risen by 1.5% compared to last year.” Indeed, it comments that the “prices of nearly 70% of the food items remain unchanged” from 2024.
The fixed-price meal program is also returning this year; larger kitchens must offer a full-sized portion of a meal for HUF 1,600. Dishes include traditional Hungarian staples such as stuffed cabbage, sausage, and pork and sauerkraut stew.
Further winter programs in the city include one of Europe’s largest outdoor skating rinks at the foot of Vajdahunyad Castle, an immersive outdoor light exhibition at Lumina Park in the center of Margaret Island, and special light-decorated Christmas tram rides running throughout the city.
In August, the Kisfaludy Tourism Credit Center (KTH) launched, Hungary’s first financial institution specializing in the tourism sector. The program’s primary objective is to increase investment and improve financial access for businesses contributing to the country’s tourism industry, enabling the development and modernization of tourism infrastructure, and financing investments in both real estate and equipment.
It also helps in facilitating Hungary’s green and digital transformation by offering favorable terms for investments in energy efficiency, sustainability, and digital development.
The KTH program is set to enhance the country’s National Tourism Development Strategy 2030, which aims to make Hungary a leading tourism destination in Central Europe. The strategy’s focus areas include sports-, culture- and health tourism, as well as Meetings, Incentives, Conferences, and Exhibitions tourism, aiming to double the number of international congresses and corporate Mice events held in the country.
Hungary’s goals for its tourism sector in 2026 will focus on qualitative growth contributing towards the end goal of the National Tourism Development Strategy 2030, with Visit Hungary set to host the Tourism Summit 2026, “one of the most important professional events in the tourism industry,” according to Trade Magazin.
This article was first published in the Budapest Business Journal print issue of November 28, 2025.
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