CITY, Month 14, 2025

Balaton’s Wine Revival: A New Chapter

The Balaton region is aiming for year-round tourism with a focus on its burgeoning wine industry.

The Balaton Wines Visitor Center opened to promote the region’s wines.
The government seeks to extend the Balaton tourism season beyond summer.
Wine tourism could be key to attracting visitors year-round.

The Balaton region is seeking to transform itself into a year-round tourist destination, and a new visitor center dedicated to its wines is a major part of that strategy. The Balaton Wines Visitor Center, opened on Thursday, aims to make the area’s wines accessible throughout the year, boosting the region’s appeal and attracting visitors beyond the traditional summer season.

According to recent research, out of 100 adults surveyed, 88 associate Lake Balaton with summer, beach, hake, flame, and beer. Wine, however, isn’t top of mind, which presents a challenge and an opportunity, according to Péter Princzinger, managing director of Visitbalaton365. The region boasts six wine regions and nearly 200 winemakers, so the potential for wine tourism is significant.

This initiative is part of a broader effort to overcome the “double curse” of the Balaton region, where businesses are open only in summer. The government, along with various organizations and winemakers, is collaborating to break this cycle.

New Visitor Center

The Balaton Wines Visitor Center, which opened on Thursday, is intended to promote Balaton wines year-round. It’s designed to strengthen the area’s appeal as a culinary and tourist spot. The center is supported by more than 70 Balaton wineries.

The center has led wine tastings, sommelier training, professional workshops and wine shopping opportunities, welcoming guests in several languages

Kriszta Forrai Kovács, along with Miklós Forrai, is a founder of the Speaker Center and the owner of Casa Christ of Balatonszőlős. They envisioned the project drawing on their decades of experience in tourism and gastronomy, their international connections, and their Michelin Bib Gourmand-awarded restaurant in Balatonszőlős.

Kriszta Kovács Forrai

Tourism on the Rise

Márton Nagy, Minister of National Economy, highlighted that domestic tourism is setting records each year. He noted that the sector contributes 13% of GDP, rising to an estimated 15% when indirect effects are included. Tourism accounts for over 10% of central budget revenue, supporting 400,000 families.

In 2024, 3.2 million guests visited Lake Balaton, a 7.5% increase from the prior year. Guest nights totaled 9.1 million, up 4%, with accommodation revenue reaching 200 billion forints, a 14% increase.

Balaton decides peaks year by year

German tourists accounted for the most guest nights (855,000), but Polish (14% growth), Slovak (11%), and Austrian (8%) tourism also saw growth. The goal is to further develop the Balaton region and turn it into a year-round destination.

The goal of the government is clear: the 400,000 families have to further strengthen and develop a livelihood sector, and the Balaton season has to be expanded increasingly. Today we not only handed over a building, but we are building the future!

According to the minister, the Balaton Wines Visitor Center is more than a new tourist attraction – an innovative initiative at a regional and national level that combines quality wine tourism, gastronomy and adventure -based hospitality. According to Márton Nagy, this is the beginning of a new era in domestic wine tourism.

The Path Forward

Pál Rókusfalvy, government commissioner for national wine marketing, discussed challenges facing the Hungarian wine sector. He noted that 83% of winemakers operate on less than three hectares, adding the crucial message:

We have one chance, we have to work together. So the power of the community is what Miklós Forrai and Kriszta Forrai Kovács brought together here.

He highlighted the need to increase exports of bottled wines, as Hungarian winemakers currently export two-thirds of their wine abroad.

Tourism organizations provide crucial support to Hungarian winemakers.

Wine Culture Protected

Rókusfalvy criticized the World Health Organization (WHO) 2022, which stated that all forms of alcohol are harmful to health. He stated:

To blend wine culture with alcoholism is more than unworthy.

“It’s a corporate fastener, it’s part of our lives.” The commissioner also pointed out the need to engage with young people, highlighting trends like alcohol-reduced wines as a new direction in Hungary.

Balaton’s 365-Day Vision

The government aims to extend the Balaton season, with the Balaton Wines Visitor Center playing a vital role in this strategy. The center will be open year-round.

Péter Princzinger believes the center will become a major draw, similar to the Prussian Eco Center on Lake Tisza. According to Miklós Forrai, one of the Visitor Center’s founders, the goal is to establish an integrated center that allows Balaton winemakers to showcase, sell, and expand international connections.

BalatonS Wine revival: A New Chapter for Year-Round tourism

CITY, Month 14, 2025 – The Balaton region in Hungary is actively transforming itself into a year-round tourist destination, and a new visitor center dedicated to its wines is a key part of that strategy.

The Balaton Wines Visitor Center, which opened on Thursday, is designed to boost the region’s appeal and attract visitors beyond the conventional summer season. This initiative is part of a broader effort to overcome the seasonal limitations often faced by businesses in the area.

At a Glance:

The Balaton Wines Visitor center opened to promote local wines.
The government aims to extend the tourism season beyond summer.
Wine tourism is seen as key to attracting visitors year-round.

Recent research underscores the opportunity. Out of 100 adults surveyed, 88 associate Lake Balaton with summer activities, but not explicitly with wine. The region, however, boasts six wine regions and nearly 200 winemakers, promising a notable potential for wine tourism.

Péter Princzinger, managing director of Visitbalaton365, emphasizes the importance of this shift. The government is working alongside various organizations and winemakers to break the cycle of seasonal business closures.

The New Visitor Center

The Balaton Wines Visitor Center aims to promote Balaton wines year-round, strengthening the area’s appeal as a culinary and tourist spot. The center is supported by more than 70 Balaton wineries.

The center offers wine tastings, sommelier training, professional workshops, and wine shopping opportunities, welcoming guests in multiple languages.

Kriszta Forrai Kovács, along with Miklós Forrai, is a founder of the speaker Center and the owner of Casa Christ of Balatonszőlős. They envisioned the project drawing on their decades of experience in tourism and gastronomy, their international connections, and their Michelin Bib Gourmand-awarded restaurant in Balatonszőlős.