First part of this research included in-depth interviews conducted with 12 travel intermediaries and 2 travel writers in order to ascertain overall business environment and market trends, including impacts of recession; knowledge, experience and perceptions of Hungary (as well as Budapest and neighbouring Hungarian regions) as a tourism destination; assessment of the current and expected demand for travel to Hungary, market profile (who is travelling, travel preferences) including possible barriers to travel; identification of the most popular Hungarian tourism regions/products; structure and pricing of the packages; market outlook, experience of doing business with Hungary and suggestions for improvements. Second part included perceptions and attitudes to Hungary among Croatian outbound market, conducted via focus group. Research covered: international travel behaviour (past, current, future) in terms of destinations preferred, type of experience desired; decision making process including travel planning, information seeking and booking preferences; perceptions and knowledge of Hungary as a tourism destination (visitors vs. non-visitors) in terms of awareness of different regions and type of experience offered (Budapest, Lake Balaton, wellness/spa, culture, food/wine, nature based activities) as well as experience in visiting Hungary (type of trip, product consumed, satisfaction, intention to return, performance in comparison to competitors).