Interview with Olivér Csendes, CEO, Visit Hungary

28 Apr Interview with Olivér Csendes, CEO, Visit Hungary

BF: Could you provide a brief insight into your career journey and what led you to your position as CEO of Visit Hungary?

Csendes: My background spans strategy consulting, private equity, and tourism. I helped build one of Europe’s largest startup ecosystems in Vienna and worked at the executive level in the gambling industry. After earning my MBA at Oxford, I transitioned to tourism as Chief Digital Innovation Officer for the Austrian National Tourist Office before being approached for this role. My diverse experience, including work in Austria and European tourism data, allows me to bring an outsider’s perspective to strengthening Hungary’s tourism ecosystem, which contributes 13% to GDP.

BF: Visit Hungary operates under the National Tourism Association but remains independent. Can you tell us more about the structure of Visit Hungary?

Csendes: We’re a subsidiary of the National Tourism Authority, funded by the ministry and public money. Hungary’s tourism system is unique—accommodation and restaurant VAT contributions are reinvested into the sector. While we don’t deliver services, we support 100,000 SMEs, unify branding, and drive growth through digitalization and data insights. Real-time analytics on bookings, check-ins, and restaurant consumption inform our targeted marketing and B2B strategies, optimizing the tourism value chain.

BF: Could you provide a breakdown of the current Hungarian tourism sector and highlight which nationalities make up the largest portion of international visitors?

Csendes: Hungary has surpassed pre-COVID levels, with Budapest leading global tourism growth. In January 2024 alone, the city saw a 30% year-on-year increase. Last year, we recorded 44 million overnight stays, with Budapest’s 6.6 million visitors far exceeding its 2 million residents.

Germany, the UK, and Poland are our largest visitor markets, with strong growth from Spain, Italy, and France (50-60%). Budapest attracts many American visitors, while Tokaj is popular for wine and Lake Balaton for active tourism. Air connectivity plays a major role—Budapest Airport, now managed by Vinci Airports, has seen 16% growth and leads in China-Europe connections, with 21 direct flights weekly to seven Chinese cities.

BF: What are you doing to promote the rest of Hungary as a destination and balance heritage, cultural tourism, and luxury? 

Csendes: Luxury varies—Budapest offers high-end brands, while the countryside is about digital detox, nature, spas, and gourmet experiences. Hungary has modernized over 20,000 tourism-related entities, partly state-funded, to enhance infrastructure nationwide.

We prioritize storytelling, collaborating with influencers for authenticity alongside traditional media. On the B2B side, we use data-driven segmentation to reach the right audience, shifting from lifecycle-based to need-based targeting that aligns with travelers’ emotional motivations. Luxury follows market demand, and our goal is to match the right visitors with Hungary’s diverse experiences.

BF: How do you feel about the current state of infrastructure? Is there a need for improvement, or is it progressing at a steady pace? 

Csendes: There’s always room for improvement, but infrastructure in Hungary is already impressive. We don’t face critical issues like over-tourism, and connectivity is strong. Budapest Ferenc Liszt International Airport grew by 16% last year, indicating increasing demand, with 85% of seats already sold. Hungary boasts good roads, highways, and a vast, sustainable train network. The Danube River adds a unique dimension to tourism in Budapest, as tourists can experience the city while cruising through its heart. We’re also a major stop for river cruises, especially with US-based customers on Viking ships.

BF: Can you tell us about some of the festivals Hungary hosts?

Csendes: Hungary is famous for its world-class jazz and classical music festivals, as well as a rich tradition of live music in cafes and restaurants. Major events like Coldplay’s sold-out concerts, along with upcoming shows by artists like Santana, Imagine Dragons, Katy Perry and Guns N’ Roses, help draw visitors to Budapest this year. We also host sports events like the 2024 Champions League final, combining these experiences to attract tourists and encourage longer stays.

BF: How do you work with organizers to attract major events and ensure that visitors have a well-rounded experience? 

Csendes: We focus on major concerts, like Coldplay, and key sports events to draw visitors. By using data and influencer marketing, we target the right segments and extend stays by offering a mix of experiences. Budapest’s rich culture, architectural beauty, and diverse communities make it a unique destination that stands out from other European cities.

BF: Hungary has produced remarkable inventions and talents, yet many find success abroad. Why do you think this happens, and how does it reflect Hungary’s identity?

Csendes: Hungary has a long history of innovation, from Nobel laureates to Olympic champions, but many of our greatest minds have made their mark internationally. That said, Hungary itself is evolving—we’ve preserved our heritage while elevating our quality of life, from Michelin-starred cuisine to world-class services. It’s time to rediscover Hungary as a destination that blends history, culture, and modern vibrancy.

BF: What factors have contributed to Hungary’s resurgence as a European powerhouse, and how will this impact tourism in the next decade?

Csendes: Hungary is at a turning point in tourism, shifting from rapid growth to a focus on quality, sustainability, and luxury. Our distinct cultural identity sets us apart—while much of Europe is becoming more homogeneous, Hungary maintains its deep historical roots and unique atmosphere. This will play a key role in attracting travelers looking for more meaningful, authentic experiences.

BF: Sustainability is a growing focus in global tourism. What are Hungary’s key initiatives in this area?

Csendes: Our goal is for tourism to enhance both environmental and social sustainability. It drives infrastructure, job creation, and education while preserving our cultural and natural heritage. The key is managing tourism’s impact—especially CO2 emissions—without overlooking its benefits.

We promote sustainable travel, such as train transport, and equip businesses with best practices. Younger travelers expect eco-friendly choices, so the challenge is making sustainability seamless and enjoyable rather than a trade-off. Education and communication are crucial in guiding visitors toward responsible travel that respects Hungary’s traditions and environment. While Hungary isn’t yet seen as a leader in sustainable tourism like Denmark or New Zealand, we’re working to change that.

BF: Every aspect of business is influenced by technology and digital transformation. What is your approach to this?

Csendes: We take an ecosystem approach, recognizing that while travel itself remains the same, how people find, book, and experience it has changed. As a small country, Hungary partners with major tech players and integrates AI into analytics and marketing rather than reinventing platforms.

A key challenge is keeping SMEs competitive. Large platforms shape what travelers see, so we use structured data to ensure Hungary is well-represented in AI-driven travel planning while equipping SMEs with digital tools. Beyond marketing, we refine our strategies by analyzing decision-making stages—identifying direct bookers, optimizing targeting, and adapting to tech trends. The digital landscape moves fast, and Hungary’s strong network gives us an edge.

BF: Many of our readers are C-suite executives seeking investment opportunities or planning their next trip. What would be your final message to them?

Csendes: Hungary offers a unique blend of tradition and innovation. While leisure travel has rebounded faster than business travel, we’re strengthening the latter—business travelers stay longer and bring high value. What sets Hungary apart is its unique blend of tradition and innovation. Ancient Roman and Turkish baths coexist with a vibrant, youthful energy that challenges conventions. Budapest itself is a city of contrasts—Buda and Pest, connected by bridges, just as Hungary serves as a cultural bridge in Europe. Whether for business or leisure, there’s no better place to start.