The Future
The Future
It is well-known that, unlike some of its more fortunate competitors in this race, Hungary does not possess seashores or snowy mountain peaks fit for winter holidays, or historical, archeological, cultural, church, religious, climatic or other absolute advantages that can attract huge crowds of well-off tourists during the better part of the year. Given its dimensions, its weight and role played in international tourism, it cannot be expected to become a leading factor of the sector.
Sensitive to the economy of the outside world, extroverted in its economic orientation, with its inhabitants having centuries-old neighborly and international ties – with its comparative touristic values rising only as recently at the beginning of the 21st century – Hungary still has a fair chance to become at least a power to be counted with in the region in terms of tourism in the medium term. One of the prerequisites for this has been gradually satisfied over the past years: the government recognized and accepted that tourism is a strategic sector of Hungarian economy producing more and more foreign currency income; therefore, the resources allocated for development were also defined through this optics, taking into account the obvious constraints.
The potential force of Hungarian tourism lies in its versatility, and the efficient use of varied comparative advantages such as cultural and historical values, world famous, unique possibilities for thermal and medical tourism, different forms of active tourism (horseback-riding, water sports, cycling, and hiking), quality services for bargain prices, gastronomy, or the conference and incentive tourism so popular these days. The plans announced by the government seek to encourage the development of just these sectors even in the short term, and the medium-term concepts also point into this direction. To better appreciate this, it is worth noting that in addition to a number of other products, the locus of national promotion in 2000 was on culture and the double millennium; in 200l it will be active tourism, in 2002 medical tourism, in 2003 conference and incentive tourism, and according to plans in 2004 again (as in 1999) gastronomy will be the focal point of national tourism promotion.
At present we are in the initial phase of this medium-term process. The various international tourism organizations forecast that by the second half of this decade Central Europe, with Hungary in its center, will have good chances to become the number one destination of Europe. Our results so far are promising; government officials, promotion and marketing experts and the representatives of the profession must all work to achieve these objectives and the next years.
On 13 October 1999, on the Day of Tourism celebrated in the Parliament, the Prime Minister delivered a speech in which he voiced his opinion that considering the potential of the sector, the foreign currency income generated by tourism should be doubled in six or seven years. He also promised that to achieve this, the Hungarian Government would undertake to put the appropriate promotional, marketing and investment tools at the disposal of the tourism sector.
Looking at the results of the first ten months of 2000, we can firmly state that this year will be the best year in the history of Hungarian tourism. According to professional sources, this year tourism succeeded in creating cca. 25,000 (!) new job opportunities. Moreover, being a developed sector, Hungarian tourism will be able to double its foreign income in the period indicated, thus becoming a more important part of Hungarian economy.
So be it!
Dr. Péter Kraft
Sources: Ministry of Economy, Hungarian Statistical Office, Hungarian Tourism Co. Ltd.
