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The Hungarian National Tourism Strategy focuses on investments, improving the education at different levels, developing the economic environment, keeping international cooperations, and gives an important role to the Hungarian National Tourism Office on the field of national marketing communication. The national marketing action plan concentrates on significant products, from which three will be presented.

The study reflects on the background why they are significant products to the Hungarian tourism industry, analyzes the facilities, and examines the characteristics of the demand.

The research describes one of our fastest growing tourism branch, the spa/health tourism. The paper analyzes the system, trends and breakout potentials of this tourism product.

As next MICE tourism will be raised up, as an important segment of the incoming tourism in Hungary. Hungary's competitiveness, possibilities and opportunities on the field of MICE tourism will be examined.

For cultural tourism plays an important role that in 2010 the Hungarian city Pcs as the European Capital for Culture organized all year round programmes. A prominent role is given in the study to the demonstration for the main characteristics of the Hungarian heritage tourism.

The supply of the described products can be combined in a package, so the study emphasizes synergy effects.
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Keywords: Hungary; MICE tourism; cultural heritage; hungarian spas

Document Type: Research Article

Publication date: 2012-01-01

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  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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