From 18 to 22 February 2026, OOCR Region Šariš participated in the largest tourism fair in Hungary, Utazás 2026, which took place in the HUNGEXPO Budapest - Trade Fair Exhibition Centre, 1101 Budapest, Albertirsai út 10 (Expo tér 1).
The Slovak Republic was presented under the heading SLOVAKIA TRAVEL together with several regions of Slovakia. The fair is intended for both the professional and general public and represents an important platform for establishing new contacts, presenting trends in tourism and comparing the tourist offer of countries. The Caravan szalon, E-Bike Test & Show and Budapest Boat Show events were held in parallel, which significantly expanded the range of visitors.
Course and atmosphere
The first day (19.2.) was marked by the official opening and a press conference attended by about 40 journalists. From the very beginning there was a great interest of the media and the professional public in Slovakia. During the weekend, the nature of the visitors changed - the exhibition centre was filled mainly with families with children looking for specific holiday tips.
The atmosphere of the Slovak stand was very lively and authentic. Visitors were attracted by:
- tastings of Slovak wines, cheeses and beer,
- traditional gastronomic specialities,
- gingerbread decorating by gingerbread makers,
- presentation of rafting and playing the fujara
Just folklore a gastronomy often attracted people to the booth and subsequently became interested in specific destinations.
Composition of visitors
At the stand we also met: visitors from the USA (Americans travelling in Europe), tourists from Scandinavian countries - especially from Denmark, Hungarian students, a smaller number of visitors from other European countries.
Foreign visitors often planned longer journeys around Central Europe and classified Slovakia as a less discovered, authentic destination.
What was of most interest
The most frequent questions were directed to the specific offer of the Šariš region. Visitors were most interested in: castles and historical monuments, cycling and active holiday options, accommodation options, the cities of Bardejov, Prešov and the wider surroundings, spas and wellness stays, camping and caravanning (especially for Danes and visitors to the caravan fair).
They reacted very positively to information about UNESCO sites, the quieter atmosphere of the region and the affordability compared to Alpine destinations.
During the fair we managed to establish several new contacts with travel agencies, organizations, journalists and other Slovak regional organizations. We discussed the possibilities of media appearances, study trips and cooperation in promoting the region. It was also interesting to meet with American tourists planning a thematic tour of the historical cities of Central Europe, who expressed a particular interest in visiting Bardejov and Prešov.
The participation of OOCR Region Šariš at the Utazás 2026 fair was very beneficial. The fair confirmed that Slovakia - and especially the east of the country - is still a less discovered but attractive destination for foreign visitors. We see the greatest potential in cultural heritage, active tourism, the spa industry and the authentic experience of smaller historical towns.
The fair also brought new contacts, media opportunities and concrete interest of visitors in the Šariš Region, which creates a good prerequisite for increasing the number of visitors in the coming tourist seasons.
The project was implemented with the financial support of the Ministry of Tourism and Sport of the Slovak Republic.
Source: Tourist Information Centre Región Šariš
Photo source: the Tourist Information Centre of the Šariš Region
