The South Zala and Western Slovenian regions both possess strong thermal tourism offerings, where spa and wellness facilities are complemented by wellness, health, and active tourism elements. The geographical proximity of the border area and the similar characteristics of the thermal waters provide an excellent basis for destination integration at the level of thematic health tourism.

The long-term competitiveness of the cross-border thermal tourism region can only be ensured if economic, environmental, and social sustainability aspects are integrated into the development strategy. Thermal water, as a renewable yet sensitive natural resource, particularly justifies responsible water use and energy management.

The three highlighted destinations – Moravske Toplice, Lendava, and Zalakaros – already apply numerous green initiatives today, including geothermal heating, water recycling, energy-efficient systems, and the prioritization of local products and short supply chains in hospitality services. Building on these good practices, a “Borderless Thermal Triangle” brand could be created, becoming synonymous with environmentally conscious relaxation and healing.

Another key element of sustainability could be the greening of mobility: cycling routes could be further developed, bicycle service points expanded, and electric vehicle charging infrastructure strengthened. The development of environmentally friendly cross-border public transport would reduce ecological footprints and vehicle traffic.

Social sustainability should also be treated as a priority objective: better results can be achieved by involving local communities, as strengthening local employment opportunities and integrating local gastronomy and cultural heritage into tourism offerings contribute to ensuring that thermal tourism creates long-term value not only for visitors but also for residents of the region.

1. Moravske Toplice (Terme 3000): The Slovenian Black Thermal Water and Family Experience

Moravske Toplice’s strongest attraction is its black thermal mineral water and its healing properties, as well as its large aquatic experience center, which offers indoor and outdoor pools, a water slide park, and wellness services for both families and guests seeking health-related treatments. The water-based programs combine well with active local experiences, as the thermal complex is surrounded by a beautiful golf course, while attractions in the region are accessible through well-developed cycling and Nordic walking routes. These experiences are further enhanced by restaurants renowned for their hospitality, offering healthy artisanal products and unforgettable gastronomic experiences made from locally sourced ingredients.

2. Zalakaros Spa: A Classic Yet Modern Hungarian Thermal Spa – Strong Medical Background Combined with Rich Family – Oriented Experiences

Zalakaros is one of Hungary’s best-known thermal spas, featuring a well-developed medical and adventure spa complex with indoor and outdoor pools, a water slide park, medical treatment center, and medical wellness services. It also has a strong general medical and rehabilitation offering, while placing significant emphasis on the family segment.

One of the greatest strengths of Zalakaros’ tourism appeal is its continuously developing and diverse accommodation supply. Visitors can choose from wellness hotels and family-friendly hotels to apartments, guesthouses, pensions, and high-category spa accommodations. A significant portion of the accommodation sector is directly linked to health and wellness tourism, enabling guests to enjoy comfortable and comprehensive services throughout the year.

The offer is well adapted to different target groups: families, elderly visitors seeking recovery, and guests looking for active recreation can all find suitable accommodation. Continuous developments and high-quality services contribute to making Zalakaros one of the defining tourism destinations of Western Transdanubia.

This position is further strengthened by the recent event that Andor Végh, CEO of the Zalakaros Spa, was elected President of the Hungarian Bath Association.

3. Lendava (Thermal Resort Lendava): Slovenian Borderland Accommodation – Wellness – Spa Combination

Thermal Resort Lendava is one of Slovenia’s well-known wellness and health tourism centers, welcoming visitors near the Hungarian border in a picturesque environment. The complex’s special feature is its paraffin-rich thermal water, which, due to its unique composition, has beneficial effects on musculoskeletal and rheumatic conditions.

Although Lendava’s thermal complex is smaller in scale, it offers comprehensive services including accommodations, wellness facilities, thermal pools, and family-friendly services, making it ideal for both visitors seeking relaxation and guests interested in active recreation. The region’s rich cultural and gastronomic offerings, as well as cycling and wine tourism opportunities, further enhance its tourism attractiveness.

Market Positioning

By Characteristics of Thermal Water

• Moravske Toplice stands out with its “black” thermal water, emphasizing healing effects and unique wellness experiences.
• Lendava highlights paraffin and mineral components with a more localized character.
• Zalakaros offers traditional thermal water with well-documented medicinal indications.

By Capacity and Attractions

• Moravske Toplice features a large aquatic experience center and extensive service portfolio.
• Zalakaros offers a comprehensive medical spa and water slide park with significant medical and rehabilitation capacities.
• Lendava is smaller but provides flexible services and strong accommodation integration.

By Target Groups

• Moravske Toplice: families + wellness/experience seekers
• Zalakaros: medical and medical wellness guests + families
• Lendava: short stays, cost-conscious couples/families, regional visitors

Potential Areas of Cooperation

Development of Joint Packages and Thematic Routes

Both younger, active target audiences and older guests seeking relaxation and healing could find the “3 Baths in 3 Days” package (Zalakaros – Lendava – Moravske Toplice) attractive. The package could be enriched with programs targeting different audiences and profiles, such as medical treatments, family water experiences, and wellness rituals. Such packages would increase average length of stay, guest nights, and broaden the visitor base.

Development of Transfer and Transportation Cooperation

In the Slovenian – Hungarian border region, the development of transfer and transportation cooperation is of key importance for strengthening tourism, economic relations, and regional mobility. Coordinated transport services – such as tourism transfers, cycling connections, and public transport cooperation – would help visitors reach the region’s tourism attractions and services more easily and quickly.

The objective of these developments is to strengthen cooperation among regional stakeholders – municipalities, tourism service providers, accommodations, and transport partners – while encouraging sustainable and environmentally friendly transportation solutions. An integrated transport network improves the accessibility of cross-border destinations, increases guest nights, and supports the competitiveness of the joint Slovenian – Hungarian tourism offer.

Key destinations such as Zalakaros, Lendava, and Moravske Toplice could become even more closely connected through shared mobility and tourism developments. Such initiatives would most likely only be feasible through external funding sources, such as Interreg programs.

Development of Joint Health Tourism Protocols and References

In the Lendava – Moravske Toplice – Zalakaros region, the development of joint health tourism protocols and professional references could represent a significant step toward strengthening cross-border health tourism cooperation. Unified professional guidelines would contribute to harmonizing service quality, improving guest experiences, and enhancing the region’s international competitiveness.

The joint protocols could include the standardization of wellness and medical services, guest reception and health preservation processes, as well as the strengthening of sustainable and preventive health tourism approaches. Professional cooperation would also create opportunities for joint research, knowledge exchange, and training programs.

The thermal and wellness resources of the three destinations provide an excellent foundation for creating a common health tourism brand built on quality services, natural healing factors, and support for active lifestyles. In the long term, such cooperation could strengthen the region’s tourism attractiveness and increase visitor numbers.

Development and Operation of a Joint Marketing and Online Package Sales System

The creation of a cross-border “thermal region” brand with a multilingual booking platform and package offers should be considered.

The development of a joint marketing and online package sales system would create significant opportunities for strengthening cross-border tourism cooperation in the region.

The aim of the integrated system would be to present the region as a unified tourism destination through coordinated communication and a shared visual identity, thereby increasing its international visibility and competitiveness.

The online package sales platform could enable the creation of complex tourism offers combining wellness and health tourism services, gastronomic experiences, active tourism, and cultural programs.

Visitors could book accommodations, wellness packages, programs, and transfer services through a single interface, making travel planning simpler and more attractive.

Joint marketing activities – digital campaigns, social media appearances, participation in international tourism fairs, and shared promotional materials – would contribute to creating a unified tourism brand for the region. In the long term, the system could support growth in visitor traffic, longer stays, and the economic strengthening of local tourism service providers.

All these concepts could be implemented through continuous professional cooperation and development based on experience exchange, guaranteed by involving local universities and utilizing their professional expertise and experience.

The Nagykanizsa Campus of the University of Pannonia has already participated in several Slovenian – Hungarian Interreg projects, such as 5 Postakocsi and TELE-KA-LAND, while the Ernő Soós Research and Development Center could contribute its expertise in the complex water treatment of thermal waters to the project.

Furthermore, tourism experts from the University of Maribor already involved in the CROCUS project, including Dr. Tina Šegota, could provide valuable experience to strengthen Slovenian – Hungarian cross-border thermal tourism integration.

Possible Steps for Implementation

• Establishment of a consortium: management of the three spas, and local tourism offices, and economic development agencies, and universities.
• Market research and package development: joint assessment of tourism demand and price sensitivity; development of prototype packages (wellness, family, medical).
• Launch of transfer services: weekend minibus routes between Zalakaros Lendava Moravske Toplice with an integrated ticketing system.
• Joint online campaign: multilingual website + shared booking system + common promotional packages.
• Identification of funding sources: mapping cross-border tourism development programs.
• Language and service adaptation: multilingual receptions, treatment descriptions, and online content are essential, as the target audience includes Slovenian and Hungarian speakers, while German and English language use is also recommended for broader international audiences.

Connecting the three destinations through thermal tourism would enhance the region’s competitiveness: through complementary services, they could encourage longer stays and higher visitor spending, while joint marketing and transportation solutions would reduce accessibility barriers in border regions. The strategy aligns particularly well with the growing demand for sustainable, experience-based, and health-oriented tourism.

More information about the CROCUS project:

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

The English-language version of the handbook presenting the good practices of the National Laboratory for Social Innovation is now available.

For the fourth time, the publication brings together successful initiatives and experiments that seek solutions to social challenges through new approaches.

The aim of the handbook is to present the everyday workings of social innovation through clear, practical examples, and to inspire those who wish to contribute to the development of their communities with a fresh perspective, social responsibility and human-centred solutions.

The publication particularly emphasizes that although technology and artificial intelligence are playing an increasingly important role in our lives, social innovation is still based on human presence, true understanding, trust, support and work done from the heart.

The characteristics of the Slovenian-Hungarian border area (Zalakaros, Nagykanizsa, Lendava, Moravske Toplice, Dobrovnik) provide an excellent foundation for a unified, cross-border tourism brand. Tourism development projects known by researchers of the CROCUS project at the University of Pannonia, stakeholders of the HU-SI Living Lab, and tourism professionals of the Zala-Pomurje region have long been considering positioning the area as a single destination, with a particular focus on sustainable tourism.

The Zalakaros-Nagykanizsa-Muravidék axis lies not only on the border of two countries but also forms a green corridor of nature, wellness, and culture.

As confirmed by the experience of the CROCUS ideation workshops, it would be essential for the Mura-Zala Region to create a common tourism brand, which could even bear the title: “Embraced by Green Hills and Valleys – The Boundless Healing Power of Nature.”

When planning joint sustainable tourism, the future lies in a shared “green” destination. The development of the brand could be based on local values, presented in an attractive way for the international market.

The creation of the brand is well supported by the key parallels and similar tourism attractions, as this region is unique in offering a perfect balance between tranquility and active recreation, enriched by the diversity of bilingual border culture.

Building on these natural similarities, several project ideas were submitted to the Interreg Slovenia–Hungary small-scale call in 2023. One of them was submitted by the Municipality of Nagybakónak (Hungary) and the Dobrovnik Tourism Office under the title: “We Are Alike – We Are One: Among Waters, on the Wings of Energy, in the Footsteps of Traditions”, focusing on networking events to share best practices and highlight similarities.

The cooperation was driven by the shared natural potential of the partners. The alignment of their visions provides an excellent basis for utilizing common values, developing joint tourism products, and fostering knowledge exchange. The partners saw the benefit of cross-border cooperation in coordinating future event organization, which could eventually evolve into a twin-town relationship.

Another project idea was submitted by the Moravske Toplice Tourism Office and the Municipality of Eszteregnye under the title: “From Neighbors to Friends: Borderless Cooperation for the Presentation and Preservation of Cultural Values.”

Here, the strongest common ground lies in the respect for and preservation of culture and traditions, as well as the need to create platforms for presentation and knowledge sharing. The project aimed to strengthen relationships between municipalities, civil organizations, and residents through planned events, generating long-term cooperation. It also sought to set an example for future generations about the importance of cross-border collaboration.

Additionally, the Municipality of Nagyrécse, as lead partner, submitted the “Bucket List” project idea together with previous partners, aiming to develop sustainable cross-border tourism. With a strong focus on slow tourism, the project included service development, training, transforming an existing TDM organization into an association, and organizing coordinated marketing. This clearly shows the local demand for jointly representing the border region, as also highlighted during the CROCUS workshop, where stakeholders welcomed the idea of a common online platform to present regional programs and offers.

Pillars of the Brand

The brand “Embraced by Green Hills and Valleys – The Boundless Healing Power of Nature” could be built on the following pillars (non-exhaustive), each suitable for dedicated tourism packages:

Dual Wellness Experience

Zalakaros – Gránit Thermal Spa: classic medicinal water rich in minerals
Moravske Toplice – Terme 3000: unique black thermal water
Message: Two countries, two types of healing thermal treasures. A wellness weekend embracing two cultures and two healing waters.

Cultural and Historical Values

Nagykanizsa: Hungarian Poster House and Thúry György Museum
Lendava: Castle and Gallery
Message: Continuity of culture along the Mura River. Cross-border art and history in constant dialogue.

Where Earth Meets Sky

Zalakaros region – Zala Hills: peaceful slopes, cycling routes, wine cellars
Lendava: – Vinarium Tower and Goričko Wine Region
Message: A place where you can literally overlook the heart of Central Europe. Wine routes connect Hungarian cellar villages with Slovenian vineyards.

Blue and Green-Lakes and Nature

Kis-Balaton: Buffalo Reserve, Kányavár Island
Dobrovnik: Bukovnik Lake, Ocean Orchids, Energy Park
Message: Visitors can experience untouched European wilderness and tropical magic in one journey, complemented by spiritual relaxation.

Joint Tourism Products

The shared brand could be strengthened through thematic routes and packages:

• Thermal Relaxation Package: 4-5 days including 2 nights in Zalakaros and 2 nights in Moravske Toplice
• “Over Hills and Valleys on Four Wheels”: joint cycling routes linking Hungarian and Slovenian networks
• Flavours of the Mura-Zala Region: gastronomic tours featuring local dishes and wines

These programs offer a cross-border experience, allowing tourists to explore the natural and healing treasures of two countries in a single trip.

Strengthening the Brand

• “Green Passport” System: a point-collection system encouraging visits to certified sustainable attractions on both sides
• Bilingual Information Points and Digital Platform: unified Hungarian-Slovenian-English website and mobile app
• Common Service Standards: a shared quality assurance system ensuring consistent regional standards

The goal of the brand is to present the Zala Hills and the Muravidék region together as an attractive, healthy, active, and culturally rich destination.

More information:

• https://www.visitmoravsketoplice.com/
• https://www.bukovniskojezero.si/hu
• https://www.lendava.si/
• https://zalakaros.hu/
• https://tourinformnagykanizsa.hu/

More information about the CROCUS project:

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

The prestigious international event, the , will take place on May 21–22, 2026, in Budapest at the buildings of Budapest University of Technology and Economics (BME). This two-day, free scientific conference is jointly organized by HUN-REN Hungarian Research Network and one of Asia’s most prestigious and innovative technical universities, Nanyang Technological University, with the distinguished partnership of the Budapest University of Technology and Economics.

Bringing together some of the world’s leading experts, the event focuses on the scientific, industrial, and societal aspects of artificial intelligence. The aim of this prestigious symposium is to foster scientific dialogue and strengthen interinstitutional and international collaborations by bringing together globally recognized researchers and institutions in the field of artificial intelligence on a single platform. A key objective is to provide Hungarian researchers, young talents, university communities, developers, and innovative companies in Budapest with direct access to the international forefront of AI.

Participation may be particularly valuable for the university community because it:

• provides direct insight into the most important international trends and research directions in artificial intelligence, as well as into the scientific and innovation-driven thinking shaping the future;
• offers a unique learning opportunity, allowing participants to discover the latest results, application areas, and future prospects of the field from internationally renowned researchers and speakers;
• provides professional inspiration for students, researchers, and faculty members by offering first-hand insight into the scientific and industrial career paths, research directions, and collaboration models emerging in the field of artificial intelligence;
• creates meaningful networking opportunities by serving as a meeting point for academia, the research community, students, and representatives of the technology industry;
• may facilitate the establishment of future collaborations, including research partnerships, professional communities, industrial cooperation, or even future career opportunities;
• ensures a highly inspiring and professionally outstanding participation experience thanks to the internationally acclaimed speakers and the high prestige of the event.

Participation is free of charge, but registration and confirmation are required.

Date: May 21–22, 2026
Venue: Budapest, BME buildings
Website and registration: HUN-REN AI Symposium 2026

The Faculty Scientific Student’s Association’s Conference will take place on April 29, 2026. We warmly welcome all interested participants.

Global Business and Economic Transformations Section

Comittee: 

• Neumanné Dr. Virág Ildikó
• Dr. Koczor-Keul Melinda
• Dr. Kozma Dorottya Edina
• Veres Tímea

Venue: Building A, Room A4

9:00 Khatun Salma: A Quasi-Experimental Analysis of Quality Frameworks and Defect Reduction: A Case Study of Schneider Electric’s Supplier Development (Supervisor: Dr. Németh Kornél)

9:25 Hantos József: Alternative Capital Market Theories in an Aggregated Market Environment (Supervisor: Dr. Nagy Andrea Magda) 

9:50 Keophilavong Ketoudong: The Study of that Lao China Railway Impact for Economic and Business Transformation in Laos (Supervisor: Dr. Nagy Andrea Magda)

10:15 Condor Huaman Juan Braulio: The Chancay megaport and its impact on Peru – China trade relations and Peru´s integration into global value chains (Supervisor: Dr. Szikszai Szabolcs)

10:40 Carvalho D’Alva Elvira: Implications of Vertical Integration for Tiered Automotive Suppliers — Case study: Videoton Autóelektronika in the Context of BYD’s Market Entry in Hungary (Supervisor: Dr. Nagy Andrea Magda) 

Contemporary Issues in Management and Consumer Behavior Section

Comittee: 

• Dr. Madarász Eszter
• Dr. László Veronika
• Király Tünde
• Simon Dóra

Venue: Building A, Room A5

9:00 Mádl Gabriella:  Consumers’ perception of XR products (Supervisor: Dr. Hiezl Kitti)

9:25 Abujalghif Amjed Jamil Mohamad: Bridging Operational Sustainability and Guest Behaviour in Hospitality: Designing a Dual-View Conceptual Framework (Supervisor: Dr. Marton Zsuzsanna)

9:50 Gesztesi Balázs Bence: Empirical examination of the positive impact of gamified teaching methods on university students’ knowledge and attitudes about Greenwashing (Supervisor: Dr. Kővári Edit Mária)

10:15 Reinaldo Pérez Maria Karla: The impact of cultural awareness adaptative leadership behaviors emotional and digital intelligence on multicultural leadership (Supervisor: Dr. Kővári Edit Mária) 

The program is implemented within the framework of project NTP-HHTDK-25-0019 titled “Participation in the National Scientific Students’ Conference and its workshops, as well as the implementation of organizational tasks.”