Although the crisis cannot be ignored, some positive trends can be seen in the three-year strategy and 2010 marketing plan of the Hungarian National Tourist Office.
The plan targets neighboring markets and aims to keep Hungarians in the country. For the domestic market the HNTO appeals to locals with the Year of Festivals, 2010, which includes such highlights as Pécs, European Capital of Culture 2010, natural waters, health and event tourism. In its communication strategy for foreigners, the Tourist Office focuses on Budapest and surroundings, the Balaton, MICE and health tourism while priority projects and various high-end hotel developments also receive special promotion.
In terms of public accommodation, the goal is to keep the number of domestic and foreign guests at the 2009 level in 2010, but in 2011 and 2012 a 3–4 pct increase is predicted, while in terms of guest nights, following stagnation in 2010, a 1–2 pct hike is expected for 2011 and 2012.
