Tourism and sports life in the region on the move
The Veszprém-Balaton region is also on the move in terms of tourism. Following the success of the European Capital of Culture program, sports and active recreation have now taken center stage. In light of this, the region's Tourism Season Opening was held for the first time this year in Veszprém, which is clearly the Veszprém-Balaton European Region of Sport 2026 and the development of the region's future.
In Veszprém, the opening at CODE Center of Digital Experiences was attended by key players in the region – Veszprém-Balaton 2023 JSC., VisitBalaton365, Balaton Circle, and the University of Pannonia. The event was not just an annual meeting, but also a strategic milestone in the preparations for the 2026 Region of Sport season, where exercise, health, and community experiences took center stage.
The event clearly demonstrated that the Region of Sport title is more than just a proud designation - it is also an opportunity for the Lake Balaton and Bakony region to become one of Europe’s most attractive destinations for active tourism. Based on what was discussed at the meeting, the goal is clear: to implement programs and developments that will have a positive long-term impact on the quality of life of local residents and on visitor experiences alike, throughout the year and across all four seasons.
At the event, Péter Ovádi, Member of Parliament, emphasized the power of partnership and drew attention to the importance of teamwork, while Tibor Navracsics, Minister of Public Administration and Regional Development, highlighted sustainable developments that respond to local needs as a strategic goal.
Modern tourism and a sporty lifestyle are now unimaginable without digital support. Participants were able to learn about the renewed HelloVEB Portal System experience platform, which continues to operate as an ECoC legacy, as well as the Veszprém-Balaton Pass card system, which offers discounted opportunities to explore the region and enjoy active leisure time.
The key to the success of the Region of Sport is cross-sector cooperation. Katalin Firtl Egresits, CEO of Hungarian Tourism Agency, spoke about the unity of the tourism ecosystem, while Péter Princzinger from VisitBalaton365 emphasized the importance of digitization and the four-season offer in the professional block. Alíz Markovits, CEO of VEB2023 JSC., spoke about the synergy between cultural foundations and sports, emphasizing that the strength of the region lies in unified action.
The scientific and civil sectors were also represented at the forum. Dr. Katalin Lőrincz (University of Pannonia) represented the educational background, Gábor Pach (Balaton Circle) represented the business community, and Róbert Pali (Balaton Association) focused on the ecological protection of Lake Balaton.
