Travel Exhibition Professional Day: in 2024 we will draw a map to 19

22 February 2024.

Hungexpo, F1 Reception Building (Budapest, Albertirsai street 10, 1101)


8:30 – 9:00 Arrival, registration

9:00 – 9:10 Professional welcome
Máriusz Révész, State Secretary for Active Hungary

9:10 – 9:30 Curiosity turned into adventure: the top travel destinations of 2024 as seen through Google’s eyes
Ádám Erdős, freelance digital consultant, ex-Google

9:30 – 9:50 Light at the end of the tunnel? Will we surpass the 2019 peak numbers this year?
Dr. László György Government Commissioner – Ministry of National Economy

9:50 – 10:15 The splendour of the Bulgarian Riviera: Introducing Bulgaria, Guest of Honour at the Travel Exhibition
Prof. Mariela Modeva, Bulgarian Ministry of Tourism


10:45 – 11:05 Innovation and the visitor economy: the Linz tourism revolution
Mag. (FH) Marie-Louise Schnurpfeil, Managing Director of Linz Tourismus

11:05 – 11:35 Impact of the 2024 European Football Championship on inbound and outbound tourism
Round table discussion

11:35 – 12:05 Summer sensations: strategies and new destinations for the leisure market
Round table discussion

12:05 – 12:20 Experiences close to nature: active tourism
László Szilasi (BalatonBike365)

12:20 – 12:50 Combining culinary journeys and cultural experiences: Taste Balaton – Gastro Festival
Round table discussion

12:50 – 13:05 2024 inland event plans and outlook
Natália Oszkó-Jakab, Hungarian Tourism Programme Foundation


“The world is a book, and those who do not travel only read a single page.” (Saint Augustine)



DATE: 23 FEBRUARY 2024 11:00 – 14:30

LOCATION: HUNGEXPO Pavilion AI Gallery Room 106

Presenters of the event: Dr. Tamara Rátz and Dr. Andrea Szegedi

Conference on tourism textbooks and the power of storytelling in destination marketing

The aim of the conference is to raise awareness of the importance of textbooks published by tourism researchers and to present good practices on the role of stories and legends in destination marketing. The invited speakers are tourism researchers, tourism service providers, writers, journalists, marketing professionals and academics. They all share a love of books, stories and travel. What they have in common, however, is the way they present or use the relationship between books and travel in their work.

The organisers welcome representatives of the press and students of tourism studies, as well as representatives of the tourism profession.

The conference is free of charge but registration is required!

The conference programme:

I. Adventuring in textbooks

Moderator: Dr. Tamara Rátz

11:00 – 11:05 Opening speech by Klára Tihanyi, Exhibition Director of the Travel Exhibition

11:05 – 11:10 Opening speech by Dr Tamara Rátz

11:10 – 11:25 Dr. Gábor Michalkó, Professor at the University of Pannon; Scientific Advisor at the Institute of Geography, HUN-REN CSFK: The essence of tourism, or a bold attempt at instant knowledge sharing

11:25 – 11:30 Questions and answers

11:30 – 11:45 Dr. Tamara Rátz, Tourism Researcher, Senior Lecturer at the Department of Tourism, Kodolányi János University: Responsible Tourism – Opportunities and Challenges in the Post-Covid Period

11:45 – 11:50 Questions and answers

11:50 – 12:05 Dr. Jácint Farkas Senior Research Fellow, Budapest University of Economics and Business, Research Fellow, Corvinus University of Budapest, HUN-REN CSFK Institute of Geography – Dr. Zoltán Raffay Associate Professor, University of Pécs, Faculty of Economics and Business: Travel Studies: accessibility dimensions

12:05 – 12:10 Questions and Answers

12:10 – 12:25 Ildikó Béky and Gábor Szalay, owners of KönyvBár & Restaurant: KönyvBár – Cooking up your favourite books

II. Adventuring with books

Moderator: Dr. Andrea Szegedi

12:25 – 12:30 Introductory speech by Andrea Szegedi, introduction of Andrea Oláh, radio journalist, editor and host of the radio programme and podcast “In the Book I Travel”.

12:30-13:00 Tales and legends – Are they just for entertainment or can they also play a role in building a local brand?

Talking partners: Csilla Moisko, consultant of the Bács-Kiskun County Municipality, Béla Szekeres, marketing manager of the Bács-Kiskun County Municipality and Tamás Taschner, tourism expert and tourist guide

The discussion will be moderated by Andrea Oláh

13:00 – 13:45 Crime, thrills, chills – how can a crime thriller make a destination attractive?

Talking partners: Judit Szlavicsek, writer, and Dr. Judit Sulyok, Senior Research Fellow at the Department of Tourism, Faculty of Economics, University of Pannonia, Head of the Balaton Tourism Research Institute.

The discussion will be moderated by Andrea Oláh

13:45 – 14:30 Romantic historical novels set in Germany – Can the impact of fiction on tourism be measured?

Talking partners: Leonóra Mörk, writer, journalist and Miklós Czeiszing, Head of the Hungarian Office of the German Tourist Office

The discussion will be moderated by Andrea Oláh