Lake Balaton, one of Hungary’s most popular tourist regions, received special attention again this year at the f.re.e (Freizeit-Reisen-Erholung) exhibition in Munich, the most significant tourism showcase in southern Germany. At the large-scale event held between February 18 and 22, VisitBalaton represented the “Hungarian Sea,” specifically targeting Bavarian travelers, who are traditionally the most active and returning guests of the lake.
The event, held in seven halls of the Munich exhibition center, covering a total of 87,000 square meters, attracted around 1,000 exhibitors from 50 countries around the world, and the number of visitors exceeded 140,000 again this year, providing an excellent opportunity to showcase the diverse offerings of Lake Balaton.
Frozen Lake Balaton. Photo: MTI/Vasvári Tamás
At the colorful VisitBalaton stand, interested visitors could get first-hand information about what is new for the 2026 season, with a special focus on active recreation, renovated and traditional accommodations, health and wellness offerings, and camping opportunities. Lake Balaton remains one of the most attractive foreign destinations for Bavarian travelers, as confirmed by the latest traffic data. Germany remains Hungary’s number one source market, and German tourists, particularly those from Bavaria, account for a significant proportion of foreign guest nights in the Lake Balaton region. Last year, a significant proportion of visitors to the lake came from this region, and trends show that German guests are increasingly looking for quality gastronomy, cycling routes and motorhome facilities.
The lively interest shown at the exhibition confirmed that the continuous development of the Balaton Uplands and the lakeside infrastructure meets German demands. Among visitors this year, sustainable tourism and active programs in spring and autumn were in the highest demand.
VisitBalaton’s participation in the Munich fair was of strategic importance in terms of encouraging advance bookings for 2026, as the stability of the Bavarian market and the high spending power of guests are key to increasing the region’s tourism revenues. Thanks to the successful performance, the professionals participating in the exhibition expect that a near-record number of German guests will choose Lake Balaton as their holiday destination again this year.
According to a representative survey commissioned by the 2026 f.re.e exhibition, holidays remain a fundamental need among German travelers, but habits are changing significantly: decisions are mostly influenced by financial constraints and price increases, while peace and quiet, proximity to nature, and the desire for wellness have become more important. The data shows that travel preferences have become more flexible, with tourists more open to new, less crowded destinations. This trend may also strengthen the renaissance of Lake Balaton in the German tourism market.
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Via turizmus.com; Featured image: Hungary Today
The post Balaton Shines at Munich Fair: Hungarian Sea Boosts 2026 Bookings from Bavaria appeared first on Hungary Today.
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