The strategy advocates digitalization, the expansion of the data-driven management of the sector, putting a tighter squeeze on tax evaders, implementing consumer-focused marketing and sales, and enhanced training. It addresses catering, wellness tourism, business travel and conference tourism, as well as religious tourism in separate chapters. 

A key message of the plan is that working in tourism and catering is "not just a job, but a profession," Guller said. The strategy continues to target an annual 20 million visitors and 50 million guest nights and aims to make Hungary the most popular tourist destination in Central Europe by 2030, he added. 

The strategy was drafted with the participation of 49 professional associations and five historical churches. Representatives from those groups signed a memorandum of understanding on solidarity and strengthening cooperation.