New MTÜ Campaign Invites Tourists to Relax at the Waterfront


In order to ensure that Hungarian tourism remains strong after the first four months of the year and to lay the foundations for an excellent high season, the Hungarian Tourism Agency (MTÜ) is conducting a continuous marketing campaign. After a domestic campaign promoting active tourism, the agency's summer promotion campaign was launched in mid-May. The Hungarian beaches are waiting for you all summer long - with this main message, the MTÜ is encouraging Hungarian, Czech, Polish, Austrian, German, and Israeli tourists to recharge their batteries.

To promote water experiences, the MTÜ has launched its latest domestic and international campaign in its biggest markets: the Czech Republic, Germany, Poland, Israel, and Austria. As in previous years, the campaign, which will run until the end of June, will also focus on the operators themselves, i.e. accommodation and catering establishments and tourist attractions offering travelers discounted and unique offers.

These are promoted by the MTÜ in several languages on the websites and

"We have two goals with the campaigns: to stimulate traffic in the short term and to build our image in the long term. We also want to contribute with our data-driven marketing activities to ensure that the momentum in tourism seen in recent months remains strong and continues to generate a steady increase in traffic for service providers. With pre-booking data showing a particularly busy peak season for Balaton, we have sought to focus the campaign on our country's other hidden gems of water experiences. Our aim is to close the summer season as successfully as possible as a result of our sales and marketing activities", emphasized Zsófia Jakab, deputy director general of marketing and communications at MTÜ. 

Thanks to the National Tourism Data Centre (NTAK), the agency is targeting tourists from the most promising markets with personalized messages based on current traffic data and pre-booking figures. In Hungary, the MTÜ encourages travelers to discover the domestic offer through a comprehensive, integrated campaign, which is widely visible online and offline. In foreign markets, the online space is the main way to inspire travelers to go abroad. In addition, MTÜ's travel messages are communicated in the print media and through international media partnerships, including online tour operators and global media companies.

The European Travel Commission, the European tourism agencies' organization, has published its latest report on travel demand, which shows that "beaching" remains the most popular leisure activity for Europeans, but that city breaks and cultural and heritage exploration also feature prominently.

"Our country is the perfect alternative to these motivations. So, as well as our rural areas, we inspire foreign travelers to discover the vibrant cultural life of the capital. Based on NTAK data, we focus on spas for Czech and Polish visitors, for example, while we encourage people from the United States to explore Budapest," added Jakab.

For example, in addition to communicating the summer waterfront experience, a campaign focusing on Budapest will be launched, especially in more distant outbound markets, to highlight the city's vibrant vibrancy, a wide range of programs, and internationally recognized quality services from New York to Shanghai.

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