Magyar Turizmus Rt. Zsámboky Gábor Research on tourism trends in Hungary and their transfer into tourism education Mihály Szabó International workshop on early identification of skill needs in the sector of tourism, hotel and catering Halle (Salle) April 2004

Magyar Turizmus Rt. Zsámboky Gábor Introduction

Magyar Turizmus Rt. Zsámboky Gábor Hungary: a spicy new member of the European Union

Magyar Turizmus Rt. Zsámboky Gábor World order by tourist arriving International tourist arriving (million persons, 2002): 1.) France /76.7/, 2.) Spain, /51.8/, 3.) USA /41.9/, 4.) Italy /39.8/,…...13.) Hungary /15.9/, 14.) Poland /13.1/ IN THE MIDDLE OF EUROPE

Magyar Turizmus Rt. Zsámboky Gábor „More than 10 per cent (€ 7.5 billion) of the GDP of Hungary has been generated by tourism regarding the multiplication effects" Estimated by WTTC, 2003 Priority Sector

Magyar Turizmus Rt. Zsámboky Gábor European Union: the largest tourism market of the world  Two third of the citizens of the European Union spend their holiday within the European Union  Half of the world tourism incomings is realized in the European Union  70 per cent of the incoming tourism to Hungary is from the European Union  No unified European level tourism policy in the European Union

Magyar Turizmus Rt. Zsámboky Gábor Unmatched position of tourism  Bad tourism lobby capabilities in the European Union > > the word ”tourism” occurs only once in 1260/1999/EC Council Regulation – basis of the National Development Plans of the members  Bad tourism lobby capabilities in Hungary > > the state allocation (investment) is reduced by 63 per cent from 2002

Magyar Turizmus Rt. Zsámboky Gábor Problems in tourism in Hungary  Low specific incoming (price/value relation problem, lack of complex products)  Regional concentration (Budapest, Lake Balaton)  Season-dependent turnover (Lack of attractions)  So called „sustainable development” (Only slogans without contents)

Magyar Turizmus Rt. Zsámboky Gábor Tourist nights in public accommodation establishment and occupancy rate of rooms in hotels in Hungary January-November 2003 (by HCSO)

Magyar Turizmus Rt. Zsámboky Gábor International arrivals, tourist arrivals and total tourist nights in Hungary in (thousands, HCSO)

Magyar Turizmus Rt. Zsámboky Gábor Rate of tourism nights by motivation and Income of public accommodation establishments January-November 2003 (by HCSO)

Magyar Turizmus Rt. Zsámboky Gábor TOURISTS SUPPLY € 96 / DAY (2003, National Bank of Hungary) € 1000 / DAY Our goal can be the exclusive tourism

Magyar Turizmus Rt. Zsámboky Gábor The transfer of the researched tourism trends into tourism education New trends of tourism need new approach in education Fields where badly needed is fresh mentality and young people in tourism in Hungary »no-frills »animator »wellness »Internet »CRS »tendering operation »investment and development »lobby 

Magyar Turizmus Rt. Zsámboky Gábor Skills tourism needs Attributes of our students Pragmatism Practice (in other language countries as well) Polyglot Keeping the eyes peeled Marketing approach Creativity Innovative approach Human approach The transfer of the researched tourism trends into tourism education

Magyar Turizmus Rt. Zsámboky Gábor International workshop on early identification of skill needs in the sector of tourism, hotel and catering Halle (Salle) April 2004 Thank you for your attention! (Köszönöm!) "The hardest thing to learn in life is which bridge to cross and which to burn." Laurence J. Peter