Between April and the end of June 2026, the five partners of the RE-ACTION project completed a major research activity supporting the development of the Rural Tourism Vision for the Slovenian-Hungarian border region. In total, 55 in-depth interviews were conducted with tourism providers and entrepreneurs in Pomurje, Vas County and Zala County.

The interviews focused on five areas that are particularly important for rural tourism: accommodation, catering, programme organisation, experience tourism, and local and agricultural production. The original target was exceeded considerably: 22 interviews were completed in Pomurje, 22 in Vas County and 11 in Zala County. The final sample included 14 accommodation providers, 11 catering providers, 10 programme organisers, 8 experience tourism providers and 12 local/agricultural producers.

The interviews were not intended only to provide a snapshot of the current situation. Participants were asked to think about their businesses and activities over three different time horizons: where they would like to be in 5, 10 and 20 years, what could help them achieve these goals, and what factors could hinder their development. This approach made it possible to identify both concrete development ideas and longer-term expectations and uncertainties.

The responses show a diverse picture across the three regions and the different types of tourism providers. Recurring topics include improving the quality of services, maintaining local values and traditions, strengthening cooperation and networks, attracting visitors throughout the year, developing infrastructure and digital solutions, securing qualified labour and financial resources, and preparing for generational change. Environmental sustainability, nature-based tourism and the balance between growth and preserving the rural character of the destinations also appear as important questions. 

The collected interviews have been analysed by tourism activity and geographical area. Their results will provide a professional basis for the next stage of the Rural Tourism Vision process. During the regional workshops, tourism providers and other local stakeholders – including municipalities, associations, chambers and non-profit organisations – will have the opportunity to discuss similarities and differences between the visions, identify possible challenges and explore new forms of cooperation.

The 55 interviews therefore represent more than a completed project activity: they bring the experiences, plans and expectations of local tourism actors directly into the joint reflection on the future of rural tourism in the Slovenian-Hungarian border region.

Photos by RE-ACTION