GSTC CEO, Randy Durband, along with Michelle Janke, GSTC Regional Director for Europe, visited Budapest, Hungary, February 9 and 10, 2026, to engage with key tourism stakeholders and further strengthen collaboration around sustainable tourism development in Hungary and the wider Central European region.
The visit aimed to exchange insights on sustainability challenges specific to Hungary, strengthen relationships with national and industry partners, and explore opportunities where the GSTC Standards and programs including the GSTC’s Sustainable Tourism Training Program could support ongoing sustainability efforts in the region.
During the visit, meetings were held with representatives from Visit Hungary, Visit Budapest, VisitBalaton365, and MaReSz (the Hungarian Association of Event Organizers and Suppliers), who joined GSTC as a member in January 2026, and with whom last year GSTC announced jointly at the ‘Expand Your World, Tourism Summit Budapest 2025’ the announcement of the Hungarian version of the GSTC MICE Standard; as well as leaders from PwC Hungary, the Association of Hungarian Travel Agencies (MUISZ) and the Hungarian Hotel & Restaurant Association (HHRA). Discussions focused on the adoption and implementation of the GSTC Standards and on possible approaches to joint initiatives.
“We came to Hungary to support the great efforts of Visit Hungary and other key stakeholders in Hungarian tourism to take systematic approaches to more sustainable forms of tourism,” mentions Mr. Durband. “Everyone present exhibited strong commitment to good management of their growing tourism sector. We were delighted to offer what we can to support that commitment to meaningful and ongoing improvement.”
Michelle Janke added, “Sustainability in tourism requires more than individual initiatives. It depends on coordination across destinations, national authorities, and industry associations. In Hungary, we observed stakeholders from different parts of the tourism ecosystem actively engaging with one another around shared frameworks and practical next steps. That kind of alignment creates the conditions for consistent implementation of standards and long-term, balanced development.”
The discussions took place within the broader context of Hungary’s ongoing efforts to advance a more structured national approach to sustainable tourism, aligned with evolving European Union policies and regulatory developments. Particular emphasis was placed on the role of the GSTC Standards as practical tools to support consistency, transparency, and implementation across the tourism value chain, from destinations and accommodation providers to tourism services and event-related activities.
Invitations were also extended to all Hungarian stakeholders to participate in the upcoming GSTC2026 Global Sustainable Tourism Conference in Phuket, Thailand.
Through continued dialogue and partnership development, the visit reinforced GSTC’s ongoing engagement in Central Europe and its role in supporting GSTC Members and industry stakeholders in advancing sustainable tourism practices in the region.
Acknowledgements
GSTC would like to express its sincere appreciation to Balázs Kovács, economist and international tourism expert, Partner at the Vienna-based GD Consulting consultancy bureau, and long-standing GSTC Member, for his continued support in strengthening GSTC’s engagement in Hungary and the wider Central European region. His contribution to fostering dialogue across the tourism sector and supporting collaboration among stakeholders has played an important role in advancing sustainability discussions during the visit.
