While the venue and main focus of the event remain Debrecen, this year’s forum also opened toward Miskolc and Nyíregyháza, placing the economic potential and cooperation opportunities of three counties at the heart of the discussion.
PwC Hungary said the aim of the Debrecen Business Forum is to make visible the economic strength and growth opportunities that eastern Hungary offers to domestic and international companies. The region has become one of Hungary’s most important destinations for industrial, logistics and service-sector investments in recent years, while also playing an increasingly important role in the country’s overall economic performance.
PwC’s Debrecen office now represents more than a local presence, the company said. Through its office in the Forest Center, companies in the region can access audit, tax, legal, business and technology advisory services locally.
“Eastern Hungary is facing a new era: beyond the implementation and expansion of investments, the region’s development and growth can be found in cooperation, the emergence of high value-added activities, the strengthening of SMEs and innovation. Our presence in Debrecen is closely linked to the business processes taking place in the region and to our cooperation with the University of Debrecen: beyond our outstanding professional activity, we see the key to success in promoting dialogue between stakeholders, successfully connecting them, and attracting and retaining talent,” said Tünde Kis, head of PwC’s Debrecen office, in her welcome speech.
Referring to PwC’s latest CEO survey, Agnieszka Gajewska, who will officially take over as head of PwC CEE on July 1, 2026, said companies in the region are under growing pressure to transform.
“According to our survey, more than half of CEOs in our region believe they will not survive the next decade without rapid transformation. This is significantly above the global average. The message is clear: action is needed now. In Central and Eastern Europe, companies are already acting — they are exploring new sectors, learning from one another, and looking for new sources of growth,” Gajewska said.
She added that strong foreign direct investment inflows, close cooperation between universities and industry, and continuous infrastructure development are creating an ecosystem that could provide the region with a sustainable competitive advantage over the long term.
The opening keynote was delivered by Radován Jelasity, chairman and CEO of Erste and president of the Hungarian Banking Association, who focused on the conditions required for corporate growth and competitiveness, as well as the need for predictable economic policy.
Jelasity said the Hungarian economy has essentially stagnated over the past three years, while investment has been falling persistently and GDP growth has remained modest.
“The reason for stagnation is not primarily financing, but the unpredictable regulatory environment — due to weak confidence and the partial absence of EU funds, companies are more likely to wait. State-backed subsidized loan programs alone have not been able to meaningfully accelerate either investment or economic activity. A lasting recovery requires more predictable economic policy, stronger market confidence and the resolution of EU funds,” Jelasity said.
The forum also examined how Debrecen, Miskolc and Nyíregyháza can function as part of a shared economic region. PwC said the development of industrial parks, the expansion of infrastructure and the creation of modern warehouse and logistics capacities are giving the region’s economic role a new dimension. Education institutions and the universities of the three county seats could act as real catalysts for growth.
This year’s event specifically interpreted regional development through cooperation across cities. Debrecen, Miskolc and Nyíregyháza have different economic profiles, but these can complement one another in strengthening eastern Hungary’s competitiveness, industrial development and investment attraction capacity, PwC said.
This was also emphasized in a panel discussion with László Papp, mayor of Debrecen; Dr. Ferenc Kovács, mayor of Nyíregyháza; and József Tóth-Szántai, mayor of Miskolc.
The event also featured a presentation by Dr. Gábor Csató, director general of the National Ambulance Service, who shared leadership experiences, discussing the relationship between teamwork and performance, as well as how to lead effectively in an environment where fast decision-making and responsibility play a key role.
A separate block of the forum focused on how newly arriving and long-established multinational companies are shaping the region’s economic structure. PwC said eastern Hungary’s development does not depend on individual investments alone, but on a trust-based ecosystem in which companies, educational institutions and local communities can cooperate over the long term.
Mechanical engineering, automotive manufacturing, electronics, chemicals, food production, logistics and service centers are all key sectors in the region. A major factor in long-term competitiveness will be whether Hungarian small and medium-sized enterprises can join these value chains in greater numbers, whether as suppliers, service providers or technology partners.
A corporate roundtable featuring Harro Höfliger Hungary, Meleghy Automotive Hungary, Michelin Hungária and PwC Hungary discussed adaptation strategies, growth opportunities and ways companies can remain competitive in a changing economic environment.
The availability of local knowledge and skilled labor was another central topic. PwC said universities, vocational training centers and other educational institutions in the region play a key role in ensuring that the expanding industrial and service-sector presence is supported by properly trained workers. Training profiles are increasingly aligned with corporate needs, the company added.
According to PwC, one of the main foundations of the region’s competitiveness is that knowledge is created and used locally. Cooperation with the University of Debrecen, vocational training centers and companies helps ensure that a suitably trained and motivated workforce is available behind the region’s growing industrial and service presence.
Afternoon breakout sessions addressed the role of artificial intelligence in manufacturing, supply chains, administration and training, as well as how experimentation with AI can be converted into measurable business benefits. Another session focused on the current state of the industrial, logistics, office and residential real estate markets in eastern Hungary, as well as future development plans and projects in the county seats.
PwC also presented two awards at the forum to recognize actors who have made outstanding contributions to the region’s development.
The 2026 Future Company Excellence Award went to XANGA Investment & Development Group. István Herdon, CEO of Xanga Group, received the award from László Radványi, CEO of PwC Hungary, in recognition of decades of work that have played a key role in developing Debrecen’s and the region’s industrial and logistics infrastructure.
“At Xanga Group, we never think only in terms of walls and infrastructure, but in the creation of a diverse and interconnected ecosystem that serves the region’s development and the technological needs of the future over the long term. One where, alongside modern industrial and logistics developments, high-quality office, commercial and residential functions are also present. This award is a confirmation of our vision that Debrecen and the region are capable of becoming a world-class center if strategic developments meet a sustainable business approach,” Herdon said.
The 2026 Excellence Award for Business Life was presented to Hans-Peter Kemser, director of BMW Group’s Debrecen plant.
PwC said BMW Group’s newest and most innovative manufacturing facility is a milestone not only from a technological perspective, but also in sustainability, educational cooperation and integration into local communities. The Debrecen plant also plays a pioneering role in BMW Group’s global network through operations based entirely on renewable energy.
“It is a great honor for me to receive this award, and I owe sincere thanks to everyone with whom we can work together on this journey. I am especially proud of what we have achieved together with our plant’s team, our partners and the city, because all of this is a jointly realized result. I believe that true value lies in people, trust and cooperation, which make it possible for us to create something lasting together for the future,” Kemser said.
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