Hungarian Tourism Agency introduces competitive management model

The Hungarian Tourism Agency (MTÜ) is implementing a new management model for Hungarian tourism based on open competition and a partner pool system. This shift aims to ensure more transparent and cost-effective use of public funds by moving away from previous practices that assigned large task packages to a limited circle of partners.

As part of this transition, three EU-accelerated public procurement calls were issued on September 3. These calls offer business opportunities for the third quarter of 2026 and the first quarter of 2027 in the areas of strategic and digital media, as well as market research. The MTÜ and Visit Hungary intend to create a multi-actor cooperation system where selection is based on professional performance, specialization, and objective criteria.

MTÜ CEO Olivér Csendes stated that broader competition among the market's best players is expected to bring more expertise, innovation, and better results to Hungarian tourism while maximizing the value of every forint spent.