Visit Hungary expands use of Amadeus Media solutions to drive demand

Hungary has recorded a 20% year-over-year increase in bookings made through travel sellers after expanding its collaboration with Amadeus to include travel agencies in its digital marketing strategy.

The partnership with Visit Hungary integrates travel agencies into targeted digital campaigns using the company’s media and data capabilities. The initiative has significantly boosted destination awareness among travel advisors while helping generate stronger, year-round travel demand.

By using Amadeus Media Solutions together with insights from Amadeus Travel Intelligence, the destination marketing organization can analyze a wide range of data, including air searches, flight bookings, air traffic flows, accommodation trends and airfare patterns. These insights allow Hungary to continuously refine campaign targeting and adjust strategies based on real-time performance feedback.

“Our ambition is for Hungary to be a top-of-mind destination for travel agents around the world,” said Krisztina Henyecz, Head of Business Development at Visit Hungary. “Through Amadeus’ targeted digital media solutions and comprehensive data, we can clearly see how a data-driven approach has driven growth and higher-yield bookings for our destination.”

Visit Hungary has been working with Amadeus since 2022, initially using its marketing technology to encourage travelers to explore beyond the capital, Budapest. The campaigns use Amadeus’ proprietary travel data to build audience segments based on genuine travel intent, allowing Hungary to launch highly targeted promotions across key international markets.

A central objective of the program has been to spread tourism demand more evenly across the country. In addition to increasing overall visitor numbers, the strategy highlights lesser-known rural regions while also promoting established leisure areas such as Lake Balaton and the wider Balaton region.

Jan Tissera, President of International, Global Accounts and Destinations, Hospitality at Amadeus, said the collaboration demonstrates how data-driven marketing can transform destination growth. “By combining smart data and targeted marketing, we have been able to see Hungary flourish as a destination and turn travel into real economic value,” he said. “With the transition to an always-on strategy, Visit Hungary can continuously refine its audiences and optimize campaigns to drive high-quality traffic and bookings.”

The partnership illustrates how destinations can leverage travel intelligence, real-time data and targeted media to better understand traveler behavior and convert travel intent into measurable tourism growth. Amadeus and Visit Hungary say they plan to continue expanding the collaboration as Hungary strengthens its global tourism positioning.