“India is a high-potential market for us,” said Ivan Ljubinkovic, Regional Head of Business Development for India at Visit Hungary. Though still emerging in Hungary’s top 10-15 source markets, India shows promising growth each year. In Budapest, more than 26,000 guests have stayed by July this year, spending a total of 80,000 nights, an increase of 13.55% and 5.98% respectively compared to the same period last year with spending increasing to 2.17 billion, a change of +2.86%.
Hungary has traditionally been seen as a stopover European destination for Indian tourists, often only visited for a brief stay of two to three nights. However, Visit Hungary is determined to change this perception and position the country as a sought-after, year-round destination for Indian travellers. Ivan Ljubinkovic, Regional Head of Business Development for India at Visit Hungary, points to the 14% growth in Indian arrivals as a clear indicator of the growing interest while anticipating an upturn in numbers for near future. As Hungary’s National Tourism Authority, Visit Hungary is dedicated to furthering this upward trajectory, working strategically with its India representative firm Brand It to solidify its position as a standalone destination for Indian tourists. Ljubinkovic chats with T3 exclusively while sharing the insights into country’s focused in 2024, goals to establish a deeper, more sustained connection with the Indian travel market with Budapest at the heart of these efforts.
India showing promising growth each year:
“India is a high-potential market for us,” said Ljubinkovic. Though still emerging in Hungary’s top 10-15 source markets, India shows promising growth each year. “We’ve seen a notable increase in interest across multiple segments, not just leisure,” he added. This interest is strongly reflected in the latest figures—between January and July 2024, over 29,000 Indian tourists visited Hungary, spending nearly 97,000 nights, marking a 14% increase in visitor numbers and an 8.6% increase in overnight stays compared to the same period in 2023.
“In Budapest, more than 26,000 guests have stayed by July this year, spending a total of 80,000 nights, an increase of 13.55% and 5.98% respectively compared to the same period last year with spending increasing to 2.17 billion, a change of +2.86%.”
These numbers, he noted, underscore the appeal Budapest holds for Indian tourists and reveal a strong foundation for further growth. “We’re witnessing substantial year-on-year growth, and with Hungary’s diversified offerings, we anticipate this trend continuing through 2024 and beyond.”
In 2023, there was a 36% increase in the number of overnight stays compared to 2022. Last year, the average length of stay for visitors from India was 3.5 nights. Currently, many Indian travellers include Hungary as part of a larger Central European itinerary, often spending three nights in each country. “While this is convenient, we’re encouraging them to add an extra night in Hungary to explore beyond Budapest.”
Beyond Budapest:
Hungary is promoting itself as a year-round destination offering diverse experiences, such as Danube cruise, UNESCO World Heritage sites, architectural marvels like Buda Castle, historical thermal baths, vibrant festivals, culinary delights, wine-tasting tours, vineyards and wineries in the wine regions like Tokaj, scenic countryside, Balaton region, walking tours in Eger, Debrecen, Veszprém, Balatonfüred, Szentendre, local cuisine, and Michelin starred restaurants, positioning as a standalone destination in Europe.
“Budapest itself is our flagship,” he emphasised. “The city is extremely safe, family-friendly, and has something for every type of traveler—from relaxing in historic thermal baths to exploring Michelin-starred restaurants and vibrant festivals.”
Hungary’s central location also lends itself to multi-country itineraries in Europe. Ljubinkovic highlighted that Hungary can offer a seamless Central European experience by integrating attractions near major travel routes. For instance, Budapest to Vienna is just a 2.5-hour drive, with options to explore UNESCO sites like the Pannonhalma Archabbey along the way. “This abbey has vineyards, medicinal plant gardens, and even produces its own soaps, teas, wines, and beers—truly an immersive experience,” he said, encouraging travellers to take advantage of Hungary’s scenic stops en route to other destinations.
“We encourage Indian travellers to explore beyond the capital,” asserted Ljubinkovic. “Regions like Balaton, with Central Europe’s largest lake, offer scenic landscapes, vineyards, and water activities, making it a destination in itself.”
Additionally, Events like the Sziget Music Festival and the Formula 1 Hungarian Grand Prix also draw a notable influx of Indian tourists, adding to the city’s lively appeal and lure the Indian guests.
Beyond Budapest, Hungary is working to establish itself as more than a transit stop in a Central European tour. The city of Budapest serves as a prime attraction with its accessible location, connected to 128 airports worldwide, 112 cities in 44 countries and 35 airlines. Along with European airports, hubs for the Indian travellers to get to Budapest are Dubai, Doha and Istanbul.
The multifaceted appeal luring the Indians:
Hungary’s fascination for Indian travellers spans various niches, including MICE (Meetings, Incentives, Conferences, and Exhibitions), luxury travel, and celebrations such as weddings. This also includes families, solo travellers, honeymooners. “We’ve seen steady annual growth, particularly in leisure and MICE tourism. Especially Budapest, has witnessed a surge in luxury demand thanks to a growing number of boutique five-star hotels in historical settings,” Ljubinkovic shared. This unique hotel landscape allows guests to experience Budapest’s rich history while enjoying modern luxury. Along with these, an availability of Indian restaurants is some of the draws for Indian travellers.
Additionally, the young couples and millennials are drawn to Budapest’s romantic ambiance, which has been amplified by Bollywood’s influence in showcasing the city’s scenic spots like Chain Bridge & Buda Castle.
“Hungary is indeed a very dynamic filming destination, featuring one of the largest film studios near Budapest, which hosts a significant volume of Hollywood films and series, including projects by Netflix and other major studios. Regarding Indian cinema, there’s definitely interest, and we’ve seen some Indian films shot here—Rockstar being a prominent example where Budapest’s cultural backdrop was showcased. There’s still a strong potential for growth in collaboration with Indian cinema. On the tourism side, we recognise the opportunity film tourism brings and are open to exploring more partnerships with Indian filmmakers to further promote Hungary as a captivating film destination,” Ljubinkovic told T3.
Commitment to India stays strong:
Fast forward to 2025, Hungary aims to surpass pre-pandemic levels next year with a focused promotional effort and engaging travel trade. “We’ve been actively working with travel agents, MICE operators, and carriers since 2023. In 2024, Visit Hungary organised a sales mission in Mumbai and Delhi, where the team engaged with stakeholders in the Indian travel industry. Our approach includes sales goals, roadshows, FAM trips, and co-op campaigns with tour operators,” added Ljubinkovic.
Creating deeper connections between Hungarian tourism stakeholders and Indian travel operators is crucial to sustaining growth, he said. “We’re working with partners to encourage longer stays and add unique experiences that extend beyond typical sightseeing.”
Notably, the Visit Hungary delegation visited Mumbai and Delhi for a sales mission to connect with travel agents, MICE operators, and Indian carriers. Visit Hungary also hosted a networking dinner for the travel trade in partnership with the Embassy of Hungary in Delhi.
“We’re finalising plans for 2025 and aim to expand in both the leisure and MICE segments, supported by initiatives from the Budapest Convention Bureau. Specific activities are still under development, but our commitment to the Indian market remains strong,” concluded Ljubinkovic.
