The first event of the Slovene-Hungarian Rural Tourism Academy was held in Zalaegerszeg on 23 September 2026 within the RE-ACTION project. The event was organised by the Zala County Chamber of Commerce and Industry. The programme brought together Hungarian and Slovenian project partners and tourism providers, including accommodation and catering businesses, local producers and craftspeople, and providers of programmes and visitor experiences. The event aimed to transfer practical knowledge, strengthen cross-border professional relations and help rural tourism businesses make more effective use of digital opportunities.

The main presentation, entitled “The six points of the digital guest journey – from the first search to the returning guest”, was delivered by Angela Katalin Filo, an AI and marketing mentor with extensive sales and marketing experience. The presentation followed the complete guest journey: discovery and search, building trust and making a decision, booking, preparation and arrival, the on-site experience, and finally departure, recommendation and return.

A key message was that the guest experience begins well before arrival. Visitors form one overall impression from every point of contact, including search results, social media content, websites, messages, booking processes and personal communication. Participants discussed the importance of a clear value proposition, authentic photographs, current information, transparent prices, guest reviews, a recognisable personal presence and multilingual communication. The presentation also showed how storytelling and a clear understanding of priority guest groups can make a rural tourism offer more distinctive and memorable.

Practical examples demonstrated how artificial intelligence can support content planning, draft responses, translation, frequently asked questions, personalised offers and pre-arrival messages. At the same time, the speaker stressed that prices, dates, conditions and final decisions must always be checked by a person.

The event also highlighted the importance of cooperation between local actors. A single guest journey can connect accommodation providers, restaurants, producers, craftspeople and experience providers. Cross-recommendations can create a more complete visitor experience, encourage longer stays and generate additional income across the region. The bilingual programme, supported by simultaneous interpretation, also provided time for professional discussion and networking. The first Academy event established a shared professional foundation for the forthcoming training and knowledge-sharing activities of the RE-ACTION project.

Photos by Zala Vármegyei Kereskedelmi és Iparkamara