1. 10. 21.

On 20 October 2025, the workshop “Strengthening the Role of Local Producers in Cross-Border Tourism in the Slovenian–Hungarian Border Region” took place in Lenti, gathering Slovenian and Hungarian experts, local producers and tourism service providers.

The event was organised by the Pannon European Grouping of Territorial Cooperation (Pannon EGTC) within the CROSSDEST project. The goal of the workshop was to connect local producers and tourism actors from both sides of the border, present new trends and business models, and lay the foundations for practical cooperation.

Opening – A Shared Region, Shared Opportunities

The event was opened by Imre Pácsonyi, Vice President of Zala County, and Dr. Judit Füzér, Deputy Director of Pannon EGTC. They emphasised that cooperation between local product initiatives and the tourism sector is not only an economic opportunity but also a key element of community-building and identity in the border region. Numerous developments – from gastronomic events to cycling routes – increasingly rely on local product visibility, making cross-sector cooperation essential.

Professional Presentations – International Good Practices and Local Challenges

The first expert presentation was delivered by Dr. Géza Hitka, Head of the Food Technology Centre at MATE. He introduced new business models of alternative food networks and highlighted Central European good practices that successfully strengthen the role of local products in tourism. He noted that consumer demand for high-quality, traceable, sustainable products is steadily increasing, creating new market opportunities for small and medium-sized producers.

This was followed by Dr. Ágnes Hitesy (HBH Strategy and Development Ltd.), who provided a comprehensive overview of the Slovenian–Hungarian border region. She analysed the current presence of local products in tourism services, identified structural gaps and barriers, and highlighted cooperation opportunities. She stressed that tourism providers increasingly require reliable, consistent-quality, well-communicated local products, while producers often lack organised platforms, shared databases and unified communication tools that would help them enter the tourism market.

Interactive Knowledge Exchange – Moving Towards Practical Cooperation

In the interactive session moderated by Ágota Nagy (Pannon EGTC) and Dr. Ágnes Hitesy (HBH Ltd.), participants discussed concrete ways to deepen cooperation between local producers and tourism actors. The dialogue covered issues such as quality assurance, the lack of up-to-date information, the need for joint marketing and branding tools, and the potential for cross-border promotional events – fairs, tastings, and producer showcases.

Participants agreed that structured platforms such as the I-DEST system developed within CROSSDEST could significantly support coordinated cooperation in the region.

Networking and Conclusions

The workshop concluded with a networking lunch, where participants continued discussions informally and explored specific collaboration opportunities. Several new cross-border connections were established between producers, tourism providers, municipalities and development organisations.

Pannon EGTC will continue to support local producers, strengthen cross-border cooperation, and develop joint databases and platforms in the upcoming stages of the CROSSDEST project