Even before the end of the communist era, small numbers of adventurous British tourists and businessmen were visiting Hungary, at that time considered to be the “most cheerful of the East European barracks”. From the 90s onwards, tourism entered a period of much closer contacts between the two countries. Travel became simpler and British interest in Hungary increased. Since we joined the EU in 2004, growth has been dynamic: in 2005, more than 400,000 British visitors spent 830,000 nights in Hungary, a 50% increase on the previous year. Thereby the United Kingdom has leaped from eighth place two years ago to second in the ranking of our most important markets. In 2005 British tourism brought in about 250 million euros. These results can be credited largely to the increased number of air services. Currently six companies (MALÉV, British Airways, EasyJet, Sky Europe, Wizzair, Jet2.com) together operate 15 aircraft daily between the two countries, and further services are expected. Over 200 British tourist agencies offer organised tours to Hungary.

British visitors to Hungary spend on average 3-4 days in the country and are comprised largely of two groups: young people, either single or couples, in the 25-30 age group, and married couples over 45. Most of them are holiday-makers in Budapest. Apart from seeking to discover the special attractions of the city, they place a high value on the greatest possible variety of coffee-house and restaurant services and leisure activities. On the other hand, a quarter of the journeys to Budapest are for business or conference purposes.

Fortunately, in addition to the city-break trips, more and more people are looking for a wider variety of experience, including thermal spas, beauty services and dental treatments. Many are interested in golf or wine and gastronomy. Others want to see culturally significant places or world heritage sites, or visit our national parks and unique natural features, or watch our singular bird-life. As a result, an increasing number of people seek out country areas, especially the Balaton and Northern Hungary.

The aim of the marketing department of the Hungarian Tourist Office is to make Hungary popular, at home and abroad, as a tourist destination. To this end it maintains a network of offices in the sending countries. Our office in London was among the first to be set up and has been operating since 1966. Its primary tasks include handing out tourist information, publishing advertising, participating in fairs and exhibitions and preparing material for the media and for professionals involved in the tourist trade. It also represents the interests of tourism industry.

Established by the Government of the Republic of Hungary in 1998, the Hungarian Cultural Centre in London acts as an envoy of Hungarian culture, art and social sciences, in a way similar to the British Council in Budapest.

10 Maiden Lane WC2 has become the home to Hungarian culture in November 1999. But the exquisite "Wedgwood room" is only one of the venues for a wide range of events. HCC has been presenting Hungarian culture all around the United Kingdom contributing to the British cultural scene, working together with festivals, art institutions and other British cultural organizations.

Based in Covent Garden, in an impressive wing of a theatre, the Centre is overseen by the Ministry of Cultural Heritage.

It is this cultural heritage, unique and colourful, but still obscured by the legacy of the Iron Curtain, and, by a language barrier often insurmountable for foreigners, that the Cultural Centre is endeavouring to open up for audiences in the United Kingdom. The Centre is representing the dynamic, creative and charming cultural image reflecting the new momentum that has revitalized Hungary.  The Cultural Centre is working on lifting the barriers – cultural, financial, or often simply bureaucratic – to Hungarian works, artists and performers, while it also acts as a "match-maker" for young Hungarian talent, introducing them to contacts in the UK. The Centre also assists in organising cultural and scientific exchange programmes.

HCC presents a broad variety of events and series, from classical music to jazz, from theatre to literature, from dance to visual arts, from scientific seminars to talks and films. It also offers an Information Service and a Reading Room.

A team of 10 has been introducing "Magyar Magic" to British audiences with style, passion and imagination. "It is important to have a strong Hungarian presence in such a dynamic and vibrant area, says director Katalin Bogyay. Our aim is to make our culture visible in an organic way in the United Kingdom.”

Please visit our website http://www.hungary.org.uk/ for up to date information and programmes, or call 0208 2408448.

Hungarian correspondents based in London