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Priorities, Key Topics, Products, Source Markets and Promotion
Tools Used by HNTO in 2005
The Hungarian National Tourist Office has identified an increase of 3% in domestic and
foreign guest nights spent at commercial accommodation establishments as a realistic
objective for 2005. This goal should be achieved with a tighter budget than before. To
continue the concept laid out in the marketing plan for 2004 and on the basis of statistics
and research results, the HNTO will concentrate its promotion efforts on the following key
topics, as the efficiency of utilizing resources increases substantially when specific
priorities are kept in focus:
Key topics: (in international communications)
¾ Hungary
¾ Budapest
¾ Lake Balaton
¾ Health tourism
¾ Business tourism
Key topics: (in domestic communications)
¾ Health tourism
¾ Event tourism
¾ Holiday vouchers
It has been a legitimate claim for years that we should associate the properly introduced
and accepted logo of Hungary with a country specific, inviting general slogan that builds
on the tourist attractions of the country. We intend to keep the slogan (“Itthon otthon van”)
coined for domestic communication in 2003 in an unchanged form. We will need to
identify the slogan to be used uniformly in international communications. That will require
the involvement of the complete HNTO network and the technical assistance of the
Hungarian and the International Advertising Association.
The product offering of each region guarantees major attractions for the domestic market.
These are communicated to the general public by our Regional Marketing Directorates
and our Regional Tourist Project Offices. Consequently, the three topics listed above
cover the promotion of tourism in all of the regions, including holidays spent at the Lake
Balaton as well as spa tourism in Western Hungary and in the Southern Hungarian Plain.
Source Markets
Focused marketing efforts are worth the effort also in areas other than the promoted
topics, which is why source market have been clustered into three groups:
Major Source Markets (realizing the most guest nights for years)
¾ Germany
¾ Austria
¾ Italy
¾ France
¾ USA
¾ United Kingdom
Potential Markets (with great potential)
¾ The Netherlands
¾ Denmark
¾ Russia
¾ Poland
¾ Japan
¾ China
The third group obviously includes all the remaining countries.
In 2005, we continued the cooperation project that we launched with the Tourist
Organizations of the Visegrád Countries in 2003, which calls for continuing to engage in
joint promotion efforts in long-haul destinations (USA, Japan, China, India).
Promotion Tools
We have also studied the efficiency of the promotion tools used in marketing
communication. Exhibitions offered the most striking lesson as that is the area where we
spend most on accessing a potential consumer. Naturally, these results have to be taken
with care as successful promotion requires a combination of tools which interrupt with,
strengthen and complement each other. As regards exhibitions it is worth considering that
they involve active outreach and direct communication with potential customers whilst
advertisements involve passive perception. Mention should be made of the point that
service providers enjoy tourist exhibitions and participate in high numbers.
Accordingly, the order of tools is first of all an indication of where we break away from
past practices and focus most of our human and financial resources. The order may
change in the promotion of individual products and target groups.
A preference list of promotion tools used by the HNTO in 2005.:
1. Internet
2. Study tours
3. Events
4. Exhibitions
5. Publications
6. Advertisements
Resource Allocation
HUF 5 billion has been allocated to the HNTO for promoting tourism from the Targeted
Funds of Tourism, including HUF 1.6 billion to cover the operating costs of marketing and
HUF 3.4 billion for direct marketing promotion. The main figures of the marketing budget
are shown in the table below:
Description
Marketing promotion by head office
Foreign representations
Regions
2005 Budget (HUF million)
1,560
1,140
700