The latest season of the BBC’s top-rated business reality, The Apprentice, has recently been broadcast in the UK, showcasing Budapest’s emblematic locations, the Danube navigation, and the wine culture of Etyek, according to a statement by the Hungarian Tourism Agency (MTÜ). The Apprentice, a business reality show, has been gaining popularity since its first episode aired back in 2005, with its last season attracting more than 6.5 million viewers in the UK.
The latest episode of the series was set in Budapest, featuring iconic landmarks such as the Fisherman’s Bastion, Matthias Church, St Stephen’s Basilica, Várkert Bazaar, Vörösmarty Square, Pesti Vigadó, and Margaret Island. The participants also had the opportunity to demonstrate their skills in tasks centred around tourist attractions. Some were charged with organizing and selling Danube boat programmes, while others were responsible for organizing and selling wine tours in Etyek.
Bálint Erdei, Deputy Director General for Tourism Strategy Implementation at MTÜ highlighted:
‘The episode of the BBC reality show filmed in our country provides invaluable publicity for Hungary, especially at the beginning of the city visit season. A high-profile television programme serves as an excellent platform to raise awareness of our country, especially considering that tewlve per cent of British tourists are primarily influenced by press coverage when selecting a destination. Presenting Hungarian destinations in the UK, which is Hungary’s third-largest and Budapest’s leading destination market, offers a remarkable opportunity to reach travellers and significantly contributes to enhancing the appeal of our country as a tourist destination.’
According to the National Tourism Data Supply Centre, nearly half of British visitors to Hungary are aged between 19 to 34, with a preference for visiting the Hungarian capital. However, they also enjoy exploring destinations such as Lake Balaton and the Budapest area. UK tourists are particularly drawn to Hungary’s rich cultural and gastronomic offerings, as well as its unique spa culture. Last year, the tourism sector witnessed
an increase of almost 20 per cent in overnight stays from the UK, totalling 1.3 million more stays compared to 2022.
Furthermore, UK turnover for the first two months of this year has risen by 21 per cent compared to the previous year.
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