Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

From Party Tourism to Stars, Detox, and Foam Parties: Hungary’s New Experiential Tourism Strategy and Target Market Redefinition

Zita Kelemen

On a cold autumn morning, Anna Szabó, the Director of the Hungarian Tourism Association, was sipping her pumpkin spice latte in her Budapest office while scrolling through the 2025 Tourism Trend Report. In recent years, tourism had changed so fast that even TikTok’s algorithm couldn’t keep up with it. Anna was only 30 years old, but she had recently been appointed to lead the Association – her mission: to refresh Hungary’s tourism image with a bold new strategy.

The goal? To steer the country out of the dark shadow of party tourism and turn it into a mecca of premium, sustainable, and experience-based travel.

The SWOT analysis – a classic tool of strategic planning – examines an organisation’s internal Strengths and Weaknesses, as well as external Opportunities and Threats. The case also provides an opportunity to apply the STP process. Segmentation aims to divide heterogeneous markets into homogeneous parts, which can be demographic, psychographic, or behavioural. Targeting identifies the most promising market segment where the company can build a competitive advantage. Positioning, as the continuation of this process, means consciously occupying a place in consumers’ minds by communicating a unique value proposition (Bauer et al, 2016).

Defining a buyer persona involves creating a detailed description of a typical, fictional representative of the chosen target group, helping to design an empathetic marketing strategy ( Revella, 2015 ). Storytelling, a key element of modern marketing, makes a brand more authentic and emotionally appealing through narratives ( Escalas, 2004 ).

The latest report on Hungarian tourism showed positive trends, especially in domestic travel. In 2019, the sector hit a record with over 16 million guest nights in commercial accommodations, contributing nearly 8% of GDP. The COVID-19 pandemic significantly disrupted this momentum in 2020, with international guest nights dropping by more than 70%. Recovery slowly began in 2021, with domestic tourism being a cornerstone: by 2022, the number of domestic guests reached 12 million, and occupancy rates in local accommodations climbed to 75% (NTS2030, 2021).

Budapest remained the primary tourist destination, attracting over 60% of foreign guest nights in 2023. Yet, growing attention turned to rural destinations. In 2023, bookings around Lake Balaton increased by 10%, and in Tokaj by 15%. Thermal spas and health resorts such as Hévíz and Hajdúszoboszló accounted for more than 5 million guest nights, confirming their key role in the tourism industry.

By 2023, the number of international visitors had returned to 85% of pre-pandemic levels, opening new opportunities for the sector (NTS2030, 2021).

Sustainability gained increasing importance: in 2023, funding for the green transition exceeded 25 billion HUF. The digital transition also accelerated – online bookings surpassed 70%, and AI-based recommendation systems increased guest satisfaction by 20%. Premium experiential tourism grew stronger, focusing on small-group, personalised programmes, while health tourism continued expanding, with wellness demand up 18% in 2023.

Alternative destinations also saw a 12% growth in popularity, signaling a shift away from mass tourism. The number of digital nomads rose – over 40,000 long-term stays were registered in Hungary, stimulating new accommodation and service developments (NTS2030, 2021).

Anna knew that Hungary wasn’t just Budapest and Lake Balaton. Hidden rural treasures – Tokaj, Bükk, and Lake Tisza – were waiting to be discovered, but the tourism offering wasn’t yet ready to showcase them. “But is destination marketing still the right direction? Or should we try something new?” she wondered.

As she flipped through the International Tourism Bulletin, Anna’s eyes caught the trends of digital detox tourism and slow travel. Modern travellers, it seemed, weren’t just hunting for Instagrammable moments anymore – they were chasing serenity, authenticity, and nature-connected vibes. Anna felt that this was precisely the direction Hungary should pursue – but the strategy still needed to be built. So she gathered the leaders of the tourism sector for a brainstorming session to create something truly innovative.

Anna opened the meeting enthusiastically:

“Let’s kick off this brainstorming as if we were embarking on a creative journey – anything goes that can help us rethink Hungarian tourism. Today’s travellers don’t just want brochures with pretty pictures and attraction lists. They don’t want pre-packaged shelf experiences. They want to be part of the story – not just observers, but characters. They don’t want to act like tourists; they want to live like locals: sip coffee in a tiny café, shop with locals at the market, take part in daily life.”

“More and more people choose destinations based on the feelings they evoke – the atmosphere they can immerse themselves in. It’s not about how many famous landmarks they can tick off, but how deeply they can connect to a place’s vibe. That’s the path we need to follow!”

The first idea that came up: adult-only accommodations – not just for couples, but for girls’ getaway trips or child-free travellers. The new luxury of wellness?

Total peace, zero kid noise, and of course, Instagram-worthy views.

Next came the concept of social and thematic tourism: Culinary and wine adventures, religious and retro tours, concerts, football mania trips, and even jet-setting to the filming locations of favourite shows – all in small groups with personal guides. After all, Budapest had become a film capital. Guests don’t just want photos anymore – they want stories to take home. #StoryTime

Health tourism has long been one of the strongest pillars of Hungarian tourism, generating nearly 30% of accommodation revenues. The country’s thermal and medicinal waters – Hévíz, Hajdúszoboszló, Budapest’s thermal baths – are globally known. In 2023, more than 5 million guest nights were recorded in spa and wellness hotels – an 18% year-on-year increase. This was something to repackage for Gen Z: nighttime wellness experiences, moonlit spa sessions at Hévíz, foam parties in Budapest baths – the exact vibe that Gen Z and premium-seeking international tourists adored.

But Anna wanted innovative, Gen Z-compatible ideas too. “These are great,” she said, “but let’s also look at new trends abroad – like noc tourism (tourism by night) and coolcationing. The latter – travelling to cooler destinations to escape extreme heat – might not suit Hungary, but night tourism surely could. People increasingly seek starlit hikes, aurora hunts, and tranquil places. According to National Geographic, full moon festivals, midnight street food markets, stargazing, aurora safaris, and otherworldly accommodations are part of this trend. In Piedmont, Italy, they even offer night truffle hunting! (Vermillion, 2024). Basically, anything can fit here – we just need some creativity! A recent survey found that over half of travellers are considering exploring destinations at night to avoid daytime crowds and UV rays. Plus, more and more people literally want to get closer to the stars – space tourism is becoming real. So why not reposition our party tourism into a premium experience, filled with night adventures and stargazing?”

Meanwhile, alternative destinations were also trending. Once-unknown spots were now hot search tags. Thermal cabins with wood-fired tubs, treehouses – explicitly exclusive, remote, and crowd-free.

And of course, digital detox. A constant online presence burns people out. In the Mátra mountains, cabins without wi-fi or phone signals or TV offer meditation and nature-based programmes. Offline, experiences become deeper – and burnout stays further away.

Hungary’s 1000-year spiritual heritage shouldn’t be forgotten either. Religious tourism is not just about visiting churches – it’s a spiritual road trip. More than 330 million people embark on such journeys annually, with over 600 million pilgrimages to major religious centres (UNWTO, 2017 cited in Griffin and Raj, 2017). It’s a blend of stories, history, and culture – helping travellers connect with God, each other, and themselves.

By the end of the meeting, everyone agreed that these narratives could perfectly serve to reposition Hungarian tourism. The brainstorming was so productive that even after her colleagues left, Anna couldn’t stop thinking about it. “We need to define new target groups with personas,” she thought. “I already have some draft material summarizing German tourist persona types — I’ll pull that up.” She hurried to her desk:

Brigitte and Heike (Adult-Only Wellness Squad): Two best friends in their late forties, arriving in Hévíz without their husbands. Their only goal: total relaxation and champagne in the jacuzzi, snapping selfies with the “No Kids Zone” sign. They try every massage and end up arguing about who found the better detox smoothie.

Hans (Thematic Gastro and Wine Tourist): In his sixties, visiting Tokaj from Bordeaux because he heard “they drink something golden here too.” Within three days, he visits every cellar, and at every other tasting, he says: “Better than the French.” The guide swears Hans tells more wine stories than the winemakers themselves.

Lena (Gen Z Health Tourist): Flew in from Berlin to try Budapest’s nighttime wellness party — foam party in the spa, light show, DJ set, then moonlit bathing in Hévíz. She uploads every moment to TikTok and concludes: “Hungary = spa paradise.”

Uwe (Nighttime Adventurer – Noc Tourism): A retiree who climbs the Bükk hills like he’s 30. Stargazing, full moon festivals, and sunrise street food tours – Uwe posts everything first on Facebook. He travels with his telescope and has already paid for the first European space tourism flight – “just to get closer to the stars.”

Klara and Jonas (Digital Detox Couple): Swap Berlin startup stress for a cabin in the Mátra mountains with no internet or TV. At first, they panic at the “no signal” sign, but two days later realise how good it feels to be offline. Their vacation ends with a sunrise meditation – which they don’t post anywhere, because they finally don’t have to.

Franziska (Religious Tourist): 55 but as enthusiastic as an Erasmus student. Visits every church in Hungary, from Pannonhalma to Esztergom. Talks to everyone during her pilgrimage and buys every souvenir as part of her “spiritual recharge.” At the end, she tells her friends: “This wasn’t just a trip – it was my spiritual reboot.”

“This is a good starting point,” Anna thought. “The agency can elaborate later. And Germany is the perfect target market – surveys show 43% of Germans are experience seekers.” With that momentum, she sent an email to her colleagues, asking them to expand the German tourist personas in detail for the next meeting in three weeks.

“Oh, and let’s also prepare an Instagram post for the chosen experience-based narratives,” she added, flipping through her notes until she found the image she had seen at an international tourism conference about France: ‘France by Sunrise: Wine, Lights, and Secret Adventures’.

As Anna sent the email, she leaned back in her chair and smiled. “Well, if this doesn’t boost Hungarian tourism, nothing will.” Just then, her phone pinged – a new TikTok trend had gone viral: #SpaHabPartyChallenge, showing German tourists jumping around Budapest’s baths with foam sticks in hand. Anna chuckled: “Looks like the world’s already discovering that Hungary = spa paradise – even before the strategy’s ready.”

Tartalomjegyzék

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2026

ISBN: 978 963 664 217 4

Marketing Turizmus

The publication of the third volume of Cases in Tourism Marketing is truly welcome news from both an educational and a professional perspective. Through real-world, timely, and thought-provoking cases, this collection helps readers – students and practitioners alike – gain a deeper understanding of the complex world of decision-making in tourism marketing. The case studies not only convey professional knowledge but also develop analytical skills, problem-solving abilities, and critical thinking. One of the volume’s key strengths is its focus on issues that define contemporary tourism, including the role of digitalization, artificial intelligence, destination branding, and stakeholder collaboration in tourism marketing. Long-awaited and highly relevant, this third volume is a worthy continuation of the previous collections and will undoubtedly serve as a valuable resource in higher education in tourism, while also being highly recommended to professionals who enjoy reflecting on challenges and opportunities beyond their own immediate field of expertise.

Tamara Ratz PhD

Director, Centre for International Relations, Kodolányi János University

Head of Tourism Department, Professor of Tourism

It is an honor for me to recommend this volume to everyone who wishes to understand tourism marketing not only in theory, but also through its real business and human dimensions. The worlds of tourism and hospitality have undergone fundamental changes in recent years, which makes case studies based on real market situations, decision-making dilemmas and current challenges especially valuable in supporting both learning and critical thinking. This book provides not only professional knowledge, but also encourages a complex mindset, creative problem-solving and the ability to think in connections — exactly the skills today’s tourism professionals need most. I wholeheartedly recommend this volume to students, educators and tourism professionals alike.

Judit Fodor (Liptai)

Group Director of Sales and Marketing, Danubius Hotels

Hivatkozás: https://mersz.hu/deli-gray-cases-in-toursim-marketing-iii//

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