Budapest Tourism: Marketing Strategy For Tourist Destination & Budapest Card

BUDAPEST TOURISM:
Marketing Strategy for Tourist Destination

&
Budapest Card
 Presented By:
 Vishal Vyas
 Jaykumar Changrani
 Samrat Kumar
 Sudanshu Patro
 Niraj Singh
Contents
1 Introduction
Introduction
2 Budapest
Budapest Tourism
Tourism
3 Marketing
Marketing Strategy
Strategy
4 Budapest
Budapest Card
Card
5 Conclusion
Conclusion &
& References
References
Hungary
 In the heart of Europe for over 1100 years

 Member of the European Union since May 2004
Tourism in Hungary
 Visitors: 41 million
 Guests: 7 million
 Guest Nights: 19 million
 Number of visitor increased by 6.2%
 Domestic guest nights increased by 9.5%
Hotels in Hungary
 70% of guest nights spent in
hotels  Hotel room revenues
 799 hotels ; 113298 beds in increased by 15%
Hungary
 4* Hotels : 122 units 1,132 billion HUF
 5* Hotels : 18 units
 75% of guest nights spent by
citizens of European Union
• Ratio of foreign guest nights: 51,6%

• Ratio of domestic guest nights: 48,4%
Budapest : The Capital City
 Pearl of the Danube
 Magical Panorama: World Heritage Site
 237 Monuments – 223 Museums
 Internationally Recognized Cultural Events &
Festivals
 Rich Architectural Heritage
 Europe’s Largest Spa City : 100 Thermal
Springs
LAKE BALATON
Lake Balaton
 The largest fresh water lake in the European
Union.
 The favourite summer holiday destination in
Hungary.
 Focusing on families, wellness and culture.
– Pleasantly warm
– Sandy, grassy beaches
– Safe for small children
– Water sports
– Spa & Wellness centres
– Famous wine regions
SPA & Wellness
 Medicinal spas HUNGARY BOASTS
 Wellness-hotels
 Ancient bathing culture THE WORLD’S
5th LARGEST SUPPLY
OF THERMAL WATERS
 Qualified medicinal waters: 147
 Spas: 39
 Health resorts: 13
 Spa hotels: 47
 Around 40 wellness hotels
 Medicinal caves: 5
 Therapeutic muds: 4
Business Tourism
BUDAPEST IS THE 8TH MOST POPULAR
CONFERENCE DESTINATION IN THE

WORLD*
 New 5000-seat congress center to be built in

Budapest
 Number of conferences growing continuously
 Average lengths of stay 4,4 days
*According to the data published by ICCA

(International Congress and Convention
Association)
Budapest Card
 Free brochure of 112 pages
 In four languages:
 German
 Hungarian
 Italian
 English
 Valid:
for 48 or 72 hours

 Price in 2010:
HUF 6300 for 48 hours
HUF 7500 for 72 hours
 Each Card is valid for one adult and one child

up to 14 years of age..
Availability
 Can be purchased from 250 sale points
throughout Budapest:
 Hotels
 Airports
 Major Underground stations
 TourInform Offices
 Travel Agencies
 Thomas Cook, Jetair(Major Tour Operatos)
Benefits
More than 100 services Travel accident Insurance
Sightseeing Tours Budapest Discounts in spas &

restaurant
Card
Unlimited travel Reduced price tickets for

on public transport programmes
E-Marketing Advertisements
PR, Press Marketing Publications
Travel Events Exhibitions

Press & Publications
 Promotion of card through press
 Attractive pictures in publications
 Press is expensive
 Travel vouchers through publications
 There should be advertisements in other
tourism publications whose main purpose is to
sell holidays.
Situation Analysis
SWOT
 Strengths:
 General Characteristics-
• “Hospitable nation” image
• Safe destination
 Competitiveness & quality of life-
• Favorable price-value ratio
• Holiday voucher system
 Tourism Supply
• Health tourism, Active tourism
• Wine tourism, Cultural Assets
 Weaknesses:
 Strong seasonality both in demand and
supply
 Short average stay.
 Low per capita average spending.
 There is no consciously formulated, uniform
Hungary brand
 Low promotion of on-line services
 Bankruptcy of low cost airlines
 Air traffic capacity will not meet the growing
demand
 The black and grey economy may become
stronger on the eastern borders of EU.
 Opportunities:
 Favorable climate
 Central, geopolitically important location
 Small area (the attractions are not far away
from each other)
 Growing role of hiking in health preservation
and the changing of attitudes of young
people
 Due to the spreading of e-tourism and
internet the proportion of independently
organized travel is growing
 Growing demand for regional products
 Threats:
 Threat of international terrorism.
 Recession in the traditional source markets.
 Changing environment protection aspects.
 The competitive position of the surrounding
countries.
 Bankruptcy of low cost airlines.
 Air traffic capacity will not meet the growing
demand
Conclusions of SWOT
 Foundations of tourism should be strengthened.
 Specialized organizations should be established
to manage the attractions and destinations.
 Training and primarily school education must
also be a priority.
Pillar Structure
Budapest Brand Architecture
 Brand Experience
 Budapest is an invigorating city , blend of
past and future with the pulsating beat of
people who enjoy the spice of life
 Emotional Benefits:
 It uniquely combines openness and
hospitality wrapped within an edgy urban
cynicism.
 Functional Benefits:
 It has survived all the hard times and
managed to develop and preserve its own
unique atmosphere and heritage. An
authentic Hungarian city with a past, present
and future
 Brand Attributes:
 Wide range of theater, arts, cafes and
nightspots for all tastes and persuasions by
night
 Lots of shopping, sight-seeing and recreation
options by day
 Cost of Entry:
 It has survived all the hard times and
managed to develop and preserve its own
unique atmosphere and heritage. An
authentic Hungarian city with a past, present
and future
 Easy access (land, air, and river)
 Good service, modern infrastructure. Wide
variety of activities for day and night
Customer Centric Touch Points
Exploration and Planning,Doubt Trip Experience Return

Consideration & Anticipation
Travel Hotel
Agents Programs
Guide
Books Info
sources
Memories
Friends
ArrivaL
Internet
CRM & Loyalty

Internet Transportation Program
Recommendations
 Better Infrastructure than neighboring capital
cities
 Higher education levels
 Stable economy
 Coordinated tourism administration
 Improved marketing levels
 Improved rural destination
References
 www.nfh.hu
 en.wikipedia.org/wiki/Tourism_in_Hungary
 www.budapestinfo.hu/en/
 dissertations.ub.rug.nl/FILES/faculties/rw/2008
/m.../07-c6.pdf
 ww.mfa.gov.hu/.../AvailableInvestmentOpportu
nitiesinHungary.pdf
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BUDAPEST TOURISM:

Marketing Strategy for Tourist Destination

 In the heart of Europe for over 1100 years

• Ratio of foreign guest nights: 51,6%

5th LARGEST SUPPLY

CONFERENCE DESTINATION IN THE

 New 5000-seat congress center to be built in

*According to the data published by ICCA

 Each Card is valid for one adult and one child

More than 100 services Travel accident Insurance

Sightseeing Tours Budapest Discounts in spas &

Unlimited travel Reduced price tickets for

PR, Press Marketing Publications

Travel Events Exhibitions

Exploration and Planning,Doubt Trip Experience Return

CRM & Loyalty

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