Markets
Hungary

Market Characterization for Portugal

In 2025, Hungary ranked as the 27th largest source market for Portugal in terms of overnight stays (0.4% share) and ranked 32nd in terms of guests (0.4% share). In 2025, the Hungarian market recorded 77,300 guests (year-over-year: +0.0%), who generated 240,200 overnight stays (year-over-year: +0.6%). It stands out as the 31st market in terms of tourism receipts with €81.9 million (share: 0.3%), up 8.2% compared to 2024.

In terms of overnight stays, Madeira is the top destination for tourists from Hungary visiting Portugal (30.4%), followed by Lisboa (29.8%), Norte (13.7%), and the Algarve (11.9%). By accommodation type, hotel stays predominated (60.5%), followed by alojamento local (19.8%) and hotéis-apartamentos (12.6%).

According to Amadeus, in 2025, available seat capacity grew, totaling 357,700 seats (year-over-year: +6.2%); with two airlines accounting for 99.8% of total capacity: Wizz Air Hungary (market share: 52.3%) and Ryanair (47.5%). Operations originate from the city of Budapest (100.0%).

According to SIBS data, Lisboa accounts for 40.9% of the 15.8 million euros in card spending originating from Hungary in 2024. Lisboa accounts for the highest volume of card transactions (40.9% share), followed by Madeira with a 22.5% share, Norte (12.8%), and the Algarve (10.9%).

2025 Position | Year-over-Year Change
Guests 0.1M 32º | -1.0%
Overnight stays 0.2M 27º | -0.2%
Tourism receipts 81.9M€ 31º | 8.2%
Disembarked passengers 0.2M 23º | 7.1%

Market Profile

Change 25/24
9.5 M Population
-0.5 %
48178.6 USD GDP per Capita
5.4 %
3.5 % Inflation Rate
-0.2 pp
23.8 % Savings Rate
-0.1 pp

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

According to Globaldata, in 2024, Hungary was the 40th largest source market for tourists worldwide, generating 9.6 million trips in 2024, which represents a 0.6% share of total global tourism demand. 

About 96.1% of tourist flows are concentrated on the European continent. Meanwhile, 64.7% of trips abroad in 2024 were made by Hungarian tourists via land travel, while 32.7% were made by air.

Outlook

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

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

In terms of the outlook for international tourism in Hungary over the coming years, the country’s official forecasts point to a significant increase in the number of overnight stays as well as a rise in the duration of trips taken by Hungarian residents abroad.