Published on
December 16, 2025
By: Paramita Sarkar
In 2025, Hungary has become one of the most impressive performers in European tourism, surpassing other popular destinations like Malta, Cyprus, Spain, and France in guest volume, revenue, and overall growth. Hungary’s tourism success isn’t just a fluke—it’s a result of strategic planning, affordability, and regional development, which have proven to be effective in attracting a broad range of tourists, both from Europe and beyond.
With a strong foundation laid in the tourism sector, Hungary has seen a 7% increase in guest volume, a 12% rise in accommodation revenues, and a 9% boost in food-service turnover in 2025, according to Visit Hungary and other official sources. This growth has surpassed even last year’s record levels and sets Hungary apart from many other European destinations that are still struggling to meet pre-pandemic tourism figures.
So, what’s driving Hungary’s tourism growth in 2025, and how does it compare to other countries in Europe? Let’s break it down by the numbers and strategies that are making Hungary a tourism success story.
How Hungary Outshines Other Countries in Tourism
1. Hungary’s Growth in Guest Volume
Hungary’s guest volume reached 18.2 million by December 2, 2025, surpassing the 2024 total almost a month earlier. This marks a 7% increase in guest volume compared to the same period last year. When we compare this to other countries, Hungary’s performance stands out for its consistent growth across both peak and off-peak seasons.
Growth in Guest Volume by Country:CountryGrowth Rate in Guest VolumeTotal Guest NumbersComparison to 2024Hungary+7%18.2 millionSurpassed 2024 total almost a month earlierMalta+12.7%Not ProvidedHighest increase in overnight stays (H1 2025)Cyprus+15.4%Not ProvidedStrong growth driven by off-season demandSpain+7.7%83 million (2024)Steady growth but lower than HungaryFrance+4%90 million (2024)Slower growth compared to Hungary
While Malta and Cyprus show impressive percentage growth due to their off-season demand, Hungary demonstrates consistent year-round growth. Countries like Spain and France, despite being top destinations, are showing slower growth compared to Hungary.
2. Hungary’s Revenue Growth vs. Other Countries
Hungary’s accommodation revenue has increased by 12% in 2025, far outpacing the 9.9% average growth forecast for Europe. This strong revenue growth highlights Hungary’s success in attracting both high-volume and high-revenue tourists. By offering quality experiences at affordable prices, Hungary remains highly attractive to price-sensitive European travelers.
Accommodation Revenue Growth Comparison:CountryRevenue GrowthKey InsightsHungary+12%Strong growth in both volume and revenueMalta+8%Growth driven by high foreign visitor shareCyprus+9%Strong revenue from off-season demandSpain+7.7%Consistent but modest growth in revenueFrance+6%Lower revenue growth compared to Hungary
Hungary’s value-for-money approach allows it to outperform many of its European counterparts in terms of revenue generation. While Malta and Cyprus rely heavily on high-value off-season demand, Hungary’s year-round appeal has resulted in strong, sustained revenue growth.
3. International Arrivals Growth: Hungary vs. Competitors
Hungary’s 11% increase in international arrivals is particularly notable when compared to other countries, especially in the Central and Eastern European region. Many countries like Malta, Cyprus, and Latvia have seen rapid growth in off-season demand, but Hungary’s growth is driven by consistent year-round tourism from both Europe and long-haul markets like China and South Korea.
Growth in International Arrivals:CountryGrowth Rate in International ArrivalsKey Performance IndicatorSourceHungary+11%18.2 million total guests by DecemberVisit HungaryMalta+17.2%Highest share of foreign visitors (93.6%)EurostatCyprus+16%Strong growth in arrivalsETC / ETCSpain+7.7%High inbound visitor spendingUN Tourism / WTTCFrance+4%Targeting 100 million international visitorsNational Tourism Authorities
Hungary’s 11% increase places it among the top performers, ahead of destinations like Spain and France, which have shown slower growth. Countries like Malta and Cyprus have higher percentages, but their growth is often concentrated in off-season periods, while Hungary’s growth remains consistent throughout the year.
4. Hungary’s Strategic Focus on Long-Haul Connectivity
Hungary’s long-haul connectivity, particularly with Asian markets, is another key factor behind its success. While many Western European countries focus on the US market, Hungary is focusing on Asia, where China and South Korea are key sources of visitors. Hungary’s strategic partnerships, like the direct Seoul–Budapest route starting in 2026 and Air China’s daily Budapest–Beijing flights, are set to bring thousands of additional travelers from these high-growth regions.
Strategic Connectivity in 2025:CountryLong-Haul ConnectivityKey DetailsHungaryExpanding connections with China and South KoreaAir China upgrading to daily flights from Beijing, Asiana Airlines launching Seoul–Budapest route in 2026MaltaLimited focus on long-haul marketsPrimarily short-haul and off-season tourismCyprusFocused on Russian and European marketsIncreased arrivals from Russia and EuropeSpainStrong focus on US marketHigh numbers from the US and EuropeFranceHigh traffic from US, EuropeLimited long-haul expansion
Hungary’s ability to attract long-haul travelers—especially from China and South Korea—sets it apart from countries like Malta, Cyprus, and Spain, which remain more dependent on short-haul European tourists.
5. Sustainability and Green Tourism
Hungary is also positioning itself as a leader in sustainable tourism. The launch of the “Travel Lightly” initiative by Visit Hungary in partnership with Sustainia showcases eco-friendly tourism practices across the country, including sustainable mobility solutions and eco-tourism at wineries and cultural sites. This focus on green tourism helps Hungary stand out from countries like Spain and Cyprus, where sustainability efforts are still in early stages.
Sustainability Initiatives in 2025:CountrySustainability InitiativesKey DetailsHungary“Travel Lightly” campaign50 sustainable tourism stories, eco-friendly wineries, mobility solutionsMaltaEarly stages of eco-tourism effortsFocus on off-season growth, limited green initiativesCyprusSome eco-tourism initiativesSlow adoption of sustainable practicesSpainIncreasing focus on sustainable tourismLarge tourism industry, slower green transitionFranceStrong sustainability focus in major tourist citiesEco-tourism limited to certain regions
Hungary’s eco-tourism initiatives give it a competitive edge over other Southern European destinations that are still catching up with green tourism efforts.
Hungary’s Winning Formula
Hungary’s tourism success in 2025 is no accident—it’s the result of a strategic approach that blends value-for-money offerings with regional balance, long-haul connectivity, and a commitment to sustainability. While countries like Malta, Cyprus, Spain, and France have seen some growth, Hungary’s year-round appeal, combined with a focus on emerging long-haul markets and affordable tourism, positions it for sustained growth in the coming years.
By offering high-quality experiences at competitive prices, ensuring regional tourism balance, and focusing on international connectivity, Hungary’s model stands as a highly successful tourism strategy that many other countries should consider replicating.
