The aim of the joint marketing activities is to promote Hungary as a tourism destination in the targeted feeder markets by means of the Air Marketing Fund (AMF), to ensure the highest possible load factor for potential new flights. In order to further increase the efficiency of tourism marketing, HNTO will also perform a coordinatory role between the Hungarian National Foreign Trade Office (earlier called ITD Hungary), the Ministry of Foreign Affairs and other foreign representations and national marketing organizations.

As is well known, HNTO is reorganizing the AMF, which provides incentives for new flights, in order to develop air traffic and promote tourism in Hungary. As part of this, HNTO is placing emphasis on closer cooperation with service providers in Hungary. The aim of the strategic marketing cooperation agreement concluded between HNTO and BA on 1 December 2010 is to boost passenger traffic on flights to Budapest, as well as to secure additional flights, firstly from Europe and the Middle East, and then from North America and Asia, for the Hungarian capital.

HNTO will earmark marketing support within its annual budget for the joint marketing activities to promote the launch of the new flights. The extent of the support will depend on the capacity and the frequency of the new flight and the expected number of guest nights. BA contributes to the joint objective with its incentive scheme offered for airlines.

To promote Hungary as a tourism destination, the two companies will undertake joint marketing campaigns; they will hold presentations in the targeted regions for selected airlines, host the decision-makers of potential new flights in the Hungarian capital, organize media study tours, including a visit to Budapest Ferihegy International Airport, and cooperate in hosting route development conferences selected by the companies. In addition, HNTO and BA will take joint actions to ensure that various route development events (such as Routes Europe) should be organized in Hungary.

As part of the strategic marketing cooperation agreement, the two companies will coordinate their aviation marketing strategies, aviation-related media and trade fair appearances, communication messages and share research and studies assisting in the attainment of their objectives.

The HNTO also intends to involve other companies and institutions operating or interested in the travel sector in the extended AMF."

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