The week starts with a record — in tourism, no less. The latest tourism figures for 2025 are out, and for the first time in Hungary’s history, the number of guests has exceeded 20 million. That’s an impressive figure. For context: tourism growth in Hungary was two and a half times the EU average. Compared to Austria, our growth rate was double; compared to Croatia, five times higher; and it even surpassed the Czech figures.
This is very good news for the Hungarian economy and for the hundreds of thousands of people who work in tourism and make their living from this sector. It also clearly shows how important it is that in 2026 the government will continue to develop Hungary’s airports, because these investments all contribute to ensuring that Hungarian tourism keeps breaking records.
And there’s another key factor here: Hungary — and especially Budapest, where most tourists arrive — is a very safe country. I believe that when people choose destinations for their trips abroad, safety plays a major role. Budapest is known as a place you can travel to safely: no terrorist attacks, no car burnings — just a city where you can relax and enjoy yourself in security.
So, full speed ahead for Hungarian tourism!
1️⃣ Record numbers = automatic success
- Technique: triumph narrative built on big numbers (“20 million visitors”).
- Trick: no breakdown (domestic vs. foreign, overnight stays, actual spending).
- Missing: inflation-adjusted revenue, seasonal distortion.
2️⃣ Selective international comparisons
- Technique: cherry-picked relative indicators (EU, Austria, Croatia, Czech Republic).
- Problem: different base years, different post-Covid effects → apples to oranges.
- Message: “we’re better than everyone else” — without methodology.
3️⃣ Generalizing economic benefits
- Technique: “good for the economy, good for workers.”
- Missing: real wage trends, seasonal employment, labor shortages.
- Reality: the sector is under pressure; not everyone benefits.
4️⃣ Future promises: airport development
- Technique: using future investments to validate present success.
- Risk: promise ≠ delivery; no timeline, no identified funding.
5️⃣ Security = implicit fear framing
- Technique: positive self-image contrasted with Western European chaos.
- Keywords: “no terrorist attacks,” “no car burnings.”
- Effect: implicit message — “elsewhere it’s dangerous, here there’s order.”
⚖️ Summary
This is campaign rhetoric, not policy analysis:
- big numbers ✔️
- selective comparisons ✔️
- future promises ✔️
- security fear contrast ✔️
Real questions left unanswered:
- how much does a tourist actually spend?
- whose revenues really increased?
- is the growth sustainable?
Flashy? Yes. Conclusive? Not really.