Markets
Hungary

Market Characterization for Portugal

In 2024, Hungary ranked 26th in the tourism market for Portugal, measured by the overnight stays indicator (0.4% share), and 28th for the guests indicator (0.4% share). In 2024, the Hungarian market registered 77,400 guests (var.24/23: +5.3%), who generated 238,900 overnight stays (var.24/23: +1.9%). It stands out as the 30th market in tourism revenues with €75.4 million (share: 0.3%), up 8.6% compared to 2023.

In terms of overnight stays, Madeira is the main destination for tourists from Hungary visiting Portugal (31.7%), followed by Greater Lisbon (31.5%), the North (12.6%), and the Algarve (11.5%). In terms of type, hotel stays predominated (60.8%), followed by local accommodation (19.7%) and apartment hotels (12.4%).

Portugal ranks 15th in total outbound air traffic in the market. According to ForwardKeys, in 2024, available air capacity grew to a total of 336,700 seats (var.24/23: +11.9%), with two airlines accounting for 99.9% of total capacity: Wizz Air Hungary (share: 52.2%) and Ryanair (47.7%). Operations originate in the city of Budapest (100.0%).

It should be noted that Hungarian tourists stay an average of 13.2 nights in Portugal (ForwardKeys, 2024); most purchase airline tickets through direct channels (share: 89.5%); and travel in groups of +10 people (41.8%) followed by 1 person (19.5%).

According to SIBS data, Greater Lisbon accounts for 43.3% of the €16.9 million in card purchases originating in Hungary in 2024. Greater Lisbon has the highest volume of card transactions (43.3% share), followed by Madeira with a 22.8% share, the North (13.1%) and the Algarve (9.0%).

2025 Position | Year-over-Year Change
Guests 0.1M 32º | 0.0%
Overnight stays 0.2M 27º | 0.6%
Tourism revenue 81.9M€ 31º | 8.2%
Disembarked passengers 0.2M 23º | 7.1%

Market Profile

Change 24/23
9.6 M Population
-0.3 %
45691.5 USD GDP per Capita
4.9 %
3.7 % Inflation Rate
-13.4 pp
25.1 % Savings Rate
0.0 pp

Hungary, with a population of 9.6 million, ranks as the 64th largest economy in the world and the 23rd largest in the European Union. It accounted for 2.1% of the population and generated 1.2% of the EU's GDP.

According to Globaldata, in 2024, Hungary was the 40th largest tourist market in the world, generating 9.6 million trips in 2024, representing a 0.6% share of total global tourist demand. 

Around 96.1% of flows are concentrated on the European continent. In turn, 64.7% of trips abroad in 2024 were made by Hungarian tourists by land, while 32.7% reported air travel.

Perspectives

The latest IMF data indicate that the Hungarian economy contracted by 0.9% in 2023 as a result of the current unfavorable international situation, the conflict in Ukraine, the war in the Middle East, and the increase in energy costs and other raw materials and intermediate goods. Growth of 1.5% and 2.9% is forecast for 2024 and 2025, respectively.

According to GlobalData, between 2025 and 2028, international departures by Hungarian tourists are expected to grow at a CAGR of 4.8% to reach a total of 11.5 million departures in 2028. Meanwhile, spending by Czech tourists abroad is expected to increase at a CAGR of 8.7% over the same period.

In terms of the evolution of international tourism in Hungary in the coming years, official forecasts for this country point to a significant increase in the number of nights as well as an increase in the duration of trips made by Hungarian residents abroad.

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