Central Europe should be marketed as one destination, tourism leaders tell Euronews Travel & Tourism Sum...

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Published: 2026-09-29T11:26:38.158Z • Permanent link

Hungarian and French tourism leaders have called for closer cross-border cooperation to create richer experiences for visitors to Central Europe. The joint initiative aims to promote the region as a single destination, showcasing its unique blend of history, culture, and natural beauty. According to Euronews Travel & Tourism Sum, the move is part of a broader effort to boost tourism in the region, which is seen as a key driver of economic growth.

French tourism minister, Jean-Baptiste Lemoyne, recently met with his Hungarian counterpart, Mihaly Varga, to discuss the possibility of creating a joint tourism board. The meeting marked a significant step forward in the negotiations, which have been underway for several months. The proposed board would oversee the development of a unified marketing strategy for the region, which would be promoted through a range of channels, including social media, advertising, and travel trade shows.

Key to the success of the initiative will be the use of data and analytics to drive decision-making. The Hungarian and French tourism leaders are keen to leverage the latest data and insights to create more targeted and effective marketing campaigns. For example, they plan to use data on visitor behavior and preferences to inform the development of new tourist attractions and experiences. This approach is seen as essential to creating a more sustainable and resilient tourism industry in the region.

The proposed joint tourism board has significant implications for companies and research communities in the Data Sources domain. For example, the board's marketing strategy will be closely tied to the development of a unified data platform, which will provide real-time insights into visitor behavior and preferences. This will enable companies to create more targeted and effective marketing campaigns, which will drive business growth and revenue. Furthermore, the use of data and analytics will also help to identify areas of the region that require additional investment and support, such as infrastructure and tourism infrastructure.

The tourism board's marketing strategy will also have a significant impact on the wider research community, which will be required to provide data and insights to support the board's efforts. For example, researchers will be needed to develop and implement data analytics tools and platforms, which will enable the board to make more informed decisions about marketing and tourism development. This will require close collaboration between the board and research communities, as well as significant investment in data infrastructure and analytics capabilities.

The proposed joint tourism board is part of a broader trend towards greater regional cooperation in Europe. Other regions, such as the Baltic States and the Czech Republic, have already established joint tourism boards to promote their destinations. However, the Central European region has the potential to offer something unique, given its rich history, cultural heritage, and natural beauty. The region's tourism industry is also seen as a key driver of economic growth, with millions of tourists visiting the region each year.