The project has successfully strengthened innovation capacities across the Visegrad region and Serbia.

The activities were realized between January 2025, and July 2026, the initiative united academic institutions from Poland, the Czech Republic, Hungary, and Serbia to foster cross-sector cooperation. In case of Vrnjacka Banja (Serbia) as a tourism destination, the project achieved a 72.6% increase in collaborative ties among stakeholders. Key outputs include a new open innovation digital platform and a transferable methodology for building resilient tourism ecosystems.

This way, the project establishes a vital framework for long-term competitiveness and sustainable regional development.

Final report >>>

The 12th Annual Conference of EATSA – the Euro-Asia Tourism Studies Association – was held in Poland from 29 June to 3 July 2026. Our colleagues and PhD students from the Department of Tourism actively represented the University of Pannonia at the event.

Entitled “Bridges over Borders: Tourism in an Accelerating World”, the central theme of the EATSA 2026 Conference was the role of tourism in connecting people in an increasingly fast-changing, geopolitically divided and technologically transforming world.

Participants explored how tourism can build bridges between cultures, countries, generations and communities while addressing the challenges posed by artificial intelligence, sustainability, social justice and climate change. The conference placed particular emphasis on the future of responsible, human-centred tourism that fosters cooperation.

Our colleagues and PhD students delivered several presentations at the conference and contributed to a number of the research projects presented:

• Eszter Csontó: Artificial Intelligence in Hotels: Research Directions for PhD Dissertation
• Kitti Hiezl (Co-author: Katalin Juhász-Dóra): AI Literacy and the Recognition of AI-Generated Hotel Review Responses: The Effects of Raising Awareness
• Zsófia Papp (Co-author: Kitti Hiezl): From Prompting to Professional Judgement: How Tourism Education Shapes Students’ Revisions of AI-Assisted Travel Plans
• Mónika Horváth (Co-author: Zsófia Papp): Luxury Retail as an Urban Experiencescape: Personalized Experiences and Satisfaction
• Márk Fauszt: Immersive Exhibitions and Cultural Consumption: Reframing Visitor Experience in Cultural Tourism
• Petra Gyurácz-Németh (Co-author: Petra Emeneth): Factors Leading to Career Transition in Tourism with a Focus on Generation Y and Generation Z
• Gábor Michalkó (Co-author; the presentation was delivered by Mihály Tömöri – University of Nyíregyháza): The Millers on the Road: Crime-Related Travel in the Era of Total Tourism (additional co-authors: Kökény László, Michalkó Lili)

We are delighted and honoured that PhD student Eszter Csontó received the Best PhD Paper Award at the conference. We would like to extend our heartfelt congratulations to her on this outstanding achievement.

During the conference, the members of the EATSA General Assembly elected the new Board of Directors for the next three-year term. We are proud that our colleague, Petra Gyurácz-Németh, was elected Vice President of EATSA’s European Region. You can read more about this here. >>>

The University of Pannonia is also participating in the BEAMING PROJECT Alliance, which is taking shape as a shared effort to accelerate the bioeconomy transition across the BIOEAST macro-region.

Through its four interconnected pillars: Bioeconomy Research, Open Science, Knowledge Valorisation and Inclusive Innovation Culture, the Alliance aims to strengthen capacities, connect regional actors and turn knowledge into practical impact. The four interconnected pillars:

• It supports stronger research collaboration and bridges the gap between science and practice.
• It promotes open, accessible and reusable knowledge to enable better decision-making.
• It helps transform research results into innovation, services, business models and value for society.
• It fosters an inclusive innovation culture where researchers, farmers, SMEs, policymakers and citizens can actively contribute to the transition.

Together, these efforts are building a more resilient, competitive and sustainable bioeconomy for Central and Eastern Europe, while connecting regional innovation ecosystems with broader European policy ambitions.

Visit the project website. >>>

New European Research Reveals Untapped Potential of Cross-Border Cultural and Creative Tourism in Rural and Remote Communities

CROCUS Horizon Europe Project Publishes Landmark Synthesis Report Covering Eight Cross-Border Living Lab Areas Across 14 European Countries

Brussels / Veszprém, 25 May 2026 –The CROCUS project -a Horizon Europe research initiative focused on Cross-border Cultural and Creative Tourism (CCT) in Rural and Remote Areas -has released its comprehensive Synthesis Report (Deliverable D4.3), drawing on field research conducted across eight cross-border Living Lab areas spanning fourteen European countries. The report, involving more than 2,100 residents, tourism businesses, and visitors, establishes a robust knowledge base for the development of sustainable cultural and creative tourism models in some of Europe’s most distinctive yet underserved rural territories.

PROJECT OBJECTIVES

Operating within the Work Package 4 (WP4) framework of the CROCUS project, the research pursued three interconnected objectives: first, establishing cross-border Living Lab core development teams composed of academic researchers and key CCT stakeholders; second, conducting in-depth analyses of the socio-economic, cultural, environmental, and institutional contexts of each Living Lab area; and third, capturing the lived experiences and priorities of residents, tourism entrepreneurs, and visitors with respect to cultural and creative tourism. The overarching aim is to apply design thinking principles -specifically the “empathising” and “defining” phases -to co-create sustainable CCT business models tailored to each cross-border territory.

GEOGRAPHIC SCOPE: EIGHT LIVING LAB AREAS ACROSS EUROPE

The research spans eight cross-border Living Lab areas, each representing a unique combination of cultural heritage, natural landscape, and socio-economic conditions characteristic of rural and remote European regions:

• Sønderjylland (Denmark) – Schleswig-Holstein (Germany)
• Matulji (Croatia) – Ilirska Bistrica (Slovenia)
• Mulgimaa (Estonia) – Valmiera Region (Latvia)
• Sondrio (Italy) – Graubünden (Switzerland)
• Goriška (Slovenia) – Gorizia (Italy)
• Torne Valley: Ylitornio (Finland) – Övertorneå (Sweden)
• Zala (Hungary) – Pomurska (Slovenia)
• Dobrudzha/Dobrodgea: Silistra & Dobrich (Bulgaria) – Constanța (Romania)

While many of these territories are predominantly rural or semi-rural in character and face shared demographic challenges -including aging populations and declining density -they are unified by a wealth of tangible and intangible cultural heritage that forms the cornerstone of their CCT potential.

KEY RESEARCH FINDINGS

The synthesis report draws on data from 2,138 valid responses -exceeding the original target by 8.6% -collected through online surveys with local residents, tourism businesses, and visitors, as well as semi-structured qualitative interviews with key stakeholders. The following findings emerge consistently across Living Lab areas:

• Cultural Heritage as a Core Asset. Both tangible heritage (historical sites, museums, architecture) and intangible heritage (local customs, traditions, languages, foodways, crafts, and storytelling) are identified as the primary competitive advantage for CCT across all eight areas. Gastronomy and food culture emerge as particularly central CCT themes, with strong potential for year-round tourism development.
• Strong Community Support for Tourism. Residents, businesses, and visitors alike express widespread support for tourism development and promotion. Communities demonstrate deep place attachment and view tourism as a complementary, rather than competing, driver of local economic vitality.
• Tourism as an Economic Driver. Tourism is widely recognised across all Living Labs as a significant generator of employment, business opportunity, and improved living standards. However, concerns about rising cost of living and carrying capacity are also noted, particularly in areas with higher visitor volumes or advanced tourism maturity.
• Cross-Border Collaboration Gap. While informal cross-border activity is common, the creation and marketing of joint cross-border tourism products remains scarce. This fragmentation is identified as a key obstacle to realising the full tourism potential of these territories.
• Infrastructure and Seasonality Challenges. Infrastructure deficits -including poor transport accessibility and limited public services in remote areas -and pronounced tourism seasonality are shared challenges that point to the need for coordinated, long-term destination management strategies.

“The CROCUS Living Labs are demonstrating that rural and remote cross-border areas hold extraordinary, largely untapped potential for sustainable cultural and creative tourism. By listening carefully to residents, businesses, and visitors, we are building the evidence base needed to co-create tourism models that are both economically viable and rooted in the authentic identity of each community.” – Prof. Ágnes Raffay-Danyi, WP4 Lead, University of Pannonia (Hungary)

RESEARCH CONSORTIUM PARTNERS

The Crocus Living Lab Synthesis Report is the result of a collaborative effort by a pan-European consortium of universities, research institutes, and innovation partners: University of Bergamo (Italy), Aalborg University (Denmark), University of Oulu (Finland), Tallinn University (Estonia), University of Maribor (Slovenia), University of Pannonia (Hungary), Zangador Research Institute (Bulgaria), Faculty of Tourism and Hospitality Management -University of Rijeka (Croatia), (Croatia) -Atlas Association for Tourism and Leisure Education (Nederland).

ABOUT CROCUS

CROCUS (Cross-border Cultural and Creative Tourism in Rural and Remote Areas) is a Horizon Europe research project bringing together universities, research institutes, and industry partners from across Europe. The project applies design thinking and Living Lab methodologies to co-develop innovative, sustainable cultural and creative tourism business models tailored to the specific needs and assets of eight cross-border rural territories. By engaging residents, local businesses, and visitors as active participants in the research and design process, CROCUS aims to unlock the economic, cultural, and social value of Europe’s rural heritage while fostering cross-border cooperation and inclusive tourism growth. The project contributes directly to the European Union’s objectives for sustainable tourism, rural development, and cultural heritage preservation.

CROCUS Projekt

CROCUS Project  Funded by the European Union. Horizon Europe Grant Agreement No. 101132454

Email: raffay.agnes@gtk.uni-pannon.hu, vamosi.reka@uni-pannon.hu

Website: www.crocuseurope.eu

The press release can be downloaded here. >>>

Between 22 and 24 April 2026, the Horizon Europe CROCUS consortium gathered in Opatija for the WP6 and WP7 Workshop and Consortium Meeting – a key milestone as the project enters its final phase.

The Faculty of Business and Economics of the University of Pannonia was represented by the professional lead of the CROCUS project, Dr Ágnes Raffay‑Danyi, together with colleagues involved in the project implementation: Dr Katalin Lőrincz, Dr Zsófia Papp, and Réka Vámosi.

During the three‑day programme, Dr Ágnes Raffay‑Danyi presented the results of the Slovenian‑Hungarian Living Lab and the region‑specific sustainable business models developed within the project.

In addition to actively participating in the professional workshops, the colleagues also had the opportunity to explore the sights of Opatija and Rijeka.

More information about the CROCUS project:

• https://cordis.europa.eu/project/id/101132454/it
• https://crocuseurope.eu
• https://www.linkedin.com/groups/13022258/

On March 10-11, 2026, the VoWoCo Project international partnership meeting was held in Veszprém, at the Faculty of Economics of the University of Pannonia, with the participation of Hungarian, Turkish, Italian, and Portuguese partners.

During the program, participants reviewed the project’s professional achievements to date, particularly those related to WP2, finalized the elements of the VoWoCo Skill Matrix in a workshop, and discussed the rules for developing the mentor-mentee database.

In the second half of the meeting, the agenda included the development of VoWoCo training modules and the online learning platform as part of WP3, as well as the related task distribution and work plan.

On the second day, the partners discussed the preparation of the VoWoCo mentoring program, project management issues, dissemination results, and quality assurance and evaluation processes. The meeting ended with a closing discussion summarizing the tasks for the next period and the directions for further cooperation within the partnership.

The professional program was accompanied by a joint city walk and informal networking events, which contributed to strengthening the partnership and preparing for future cooperation.

Follow the progress of the VoWoCo project on the official website: www.vowoco.eu or join us on our social media pages:

• LinkedIn: VoWoCo Project
• Facebook: VoWoCoProject
• Instagram: @vowocoprojecteu