Vienna International Tourism Fair Opens with Major Spotlight on Hungary’s Lake Balaton

The 2026 tourism fair season begins with a major event in Vienna. The Ferien-Messe, the region’s largest tourism and leisure trade fair, opens its doors on January 15. This year, the spotlight is firmly on Hungary’s Lake Balaton region as a premier destination.
The fair will feature around 430 exhibitors from across five continents. Hungary will have an unprecedented presence, thanks to a strong collaboration. Visit Hungary, VisitBalaton365 (VB365), and the Hévíz Tourism Association have created a distinctive “Hungarian island” at the heart of the exhibition.

Showcasing Lake Balaton as a Four-Season Destination

The strategic goal is clear: to position Lake Balaton as a diverse, year-round destination for Austrian travelers. VB365 is preparing special B2B and B2C activities to highlight active, cultural, and health tourism. This effort is backed by a wide-ranging media campaign across Vienna and Lower Austria.
A key partner is Elite Tours, a leading Vienna travel agency. They will host special presentations in the fair’s Silent Cinema hall. They will launch new cycling tourism offers and promote a direct bus shuttle service from Vienna to Hévíz.

A Focus on Family and Health Tourism

Major resorts like Mövenpick Balaland will showcase “four-season Lake Balaton” from a family perspective. The Hévíz Tourism Association will highlight the region’s renowned thermal and healing offerings. This reinforces health tourism as a stable, long-term pillar of appeal for the Austrian market.
During the fair’s busiest days, special productions and quizzes on the main Reise Arena stage will draw crowds. Organizers expect over 70,000 visitors across the four-day event. The fair is a powerful platform to cement Lake Balaton’s status as a strong, multifaceted brand for Austrian tourists.