A DESZTINÁCIÓFEJLESZTÉS HANGSÚLYAINAK VÁLTOZÁSA A BALATON TURISZTIKAI RÉGIÓBAN

Abstract

The aim of the study is to represent and evaluate the transformation of the Hungarian tourism management
system through the example of the second most popular destination of Hungary, after the capital city of
Budapest. Due to its outstanding role in the Hungarian tourism, Balaton also played a major role in the
transformation of the tourism system. After the change of regime, the first Tourinform Information Offices
appeared at the Lake Balaton, later, with the spread of the destination management thinking, the first local
and territorial tourism destination management (TDM) organizations and the only regional TDM alliance
was formed here as well.
The Hungarian Tourism Agency (HTA) was formed in 2016 by the transformation of the previous
top tourism management system, which proposed a new category of space and defined priority tourism
development areas. With the emergence of HTA, the role of the state gained emphasis again, the future
development goals were highlighted in the Tourism Development Strategy 2030.
Above the review of the literature and analysis of the secondary sources, structured interviews were
conducted with touristic experts and TDM managers working in the region of lake Balaton. Based on the
primary and secondary research results, changes of the tourism management system were evaluated,
limitations and future development goals were defined.