Diplomacy&Trade 2025-01

HUNGARIAN PHOTOGRAPHER OF POLAR FRONTIERS

SEE ARTICLE ON page 10

OVER THE PAST DECADE, ESTHER HAS HORVATH TRAVELED THE ARCTIC REGION EXTENSIVELY, PORTRAYING LIFE IN THE COLD FRONTIERS OF PLANET EARTH. SHE DESCRIBES HER VAST EXPERIENCE TO DIPLOMACY&TRADE ON THE APROPOS OF HER PHOTO EXHIBITION IN BUDAPEST.

Sex and the City in Budapest

In her new one-woman show, New York icon Candace Bushnell, the international best-selling novelist and creator of ‘Sex and the City’ takes the audience on whirlwind tour of New York City, from Studio 54 to the Lipstick Jungle and beyond, sharing her remarkable stories of fashion, literature and sex while pouring cosmos in Manolos. She will present her new one-woman show in March this year at the Erkel Theater in the Hungarian capital. see article on page 14

Executive World

Viktor Boczán has been the Chief Executive Officer of Provident Hungary since last spring. Before he returned to his home country, he had spent five years in top management positions in Romania and another five years in the Czech Republic to bring his diverse and cross-functional experience of more than 23 years to the company to help it achieve its growth-focused financial plans.

see article on page 06-07

letter from the publisher

When people think of Arctic exploration, they often imagine adventurers in heavy winter clothing, braving the snow. However, as Hungarian photographer Esther Horvath’s work reveals, the reality is far more diverse. Through her striking images, she captures the long hours of hard work, the strong social bonds among expedition members, and the growing presence of women in polar missions. Beyond documenting these experiences, she hopes her photography will persuade politicians of the critical importance of Arctic exploration.

The 47th President of the United States, Donald J. Trump, currently enjoys greater political maneuverability than he did as the 45th – at least for now, according to our international analyst. Returning to a world quite different from the one he left four years ago, the ‘old-new’ president is shaping a policy agenda driven by sovereignty and unilateralism, signaling major shifts in global relations.

Meanwhile, the pressure on companies to turn artificial intelligence investments into tangible results continues to grow. As highlighted in PwC's 2024 Global Investor Survey, featured on our business page, most investors believe that AI solutions should be deployed more extensively and that companies must allocate more resources to workforce skills development.

In our Executive World series, we spotlight Viktor Boczán, who has dedicated nearly 24 years to the financial services firm Provident. After a decade in top managerial roles across Central and Eastern Europe, he has returned to Hungary to lead a team of 2,200 employees. His leadership philosophy is built on transparency and the belief that credibility is the most valuable asset a leader can possess.

On our travel page, we delve into the luxury tourism market. During her recent visit to Budapest, industry expert Astrid Oberhummer shared her insights on how luxury travel has evolved to meet changing traveler expectations—and why she believes Hungary’s appeal in this sector is stronger than ever.

This month’s WittyLeaks column is authored by the Ecuadorian ambassador, who explores a fascinating linguistic connection between Ecuador and Hungary. Meanwhile, fans of Sex and the City will be excited to hear from the creator of the hit TV series, who shares details on her highly anticipated performance in Budapest.

As we step into a new year, we look forward to bringing you engaging stories, fresh insights, and thought-provoking discussions. Enjoy the issue!

Peter Freed

PUBLISHER

PUBLISHER: Peter Freed PHOTO EDITOR: Dávid Harangozó

ADMINISTRATION: Blanka Szalontai

SALES & MARKETING DIRECTOR: Tamás Varga

CONTRIBUTORS: Sándor Laczkó, Tamás Magyarics, Cynthia Mayer Zavala

PHOTO CONTRIBUTORS: Esther Horvath (cover) candacebushnell.com (cover), TB Studio (cover), police.hu, olimpia.hu, depositphotos. com, TB Studio, Esther Horvath, Embassy of Ecuador, balazs-szabo-photography, Ministry of Foreign Affairs and Human Mobility of Ecuador, László Incze/Museum of Ethnography, Attila Nagy, Team Brazil, Presspresso, Reinhard Simon/DAS PORTRAIT, candacebushnell.com, Bratislava Tourist Board

03 ON THE RECORD 04-05 COMPANY BRIEFS 06-07 EXECUTIVE WORLD

Viktor Boczán, Provident 08 ANALYSIS

What can the world expect from the Trump government in 2025?

10 PHOTOGRAPHY

Polar photography

11 BUSINESS

Global Investor Survey

12 WITTYLEAKS by the Ambassador of Ecuador

15 WHAT’S ON Concerts, festivals, events and exhibitions in and out of Budapest

16 TRAVEL

On the premium travel industry

17 CULTURE

Sex and the City secrets on stage 18-19 TOURISM

Wintertime in Slovakia

JAPANESE FOCUS – COMING SOON

In its upcoming issue, Diplomacy&Trade is to present a special Focus section on relations between Hungary and Japan in cooperation with the Japanese Embassy in Budapest to mark the birthday of Emperor Naruhito.

Japan opens up to the world after the Tokyo Olympics in the shadow of the new coronavirus epidemic. The Osaka World Expo, which will take place between April and October this year, is an important step in this direction. The lead article in the compilation is a comprehensive interview with Ambassador Ono Hikariko on the key issues of bilateral relations. The Japanese Focus also features editorial material on the Japan External Trade Organization's Hungarian office and the activities of the Japan-Hungary Business Club, among others. In addition to the ambassador interview, cultural relations are presented through the Japan Foundation's Budapest office.

Event guide to the Hungarian capital page 15

Astrid Oberhummer, a well-founded hotel expert and industry insider page 16 Ecuadorian volcano appears in Hungarian saying page 12

NOMORESCHENGEN BORDERBETWEEN HUNGARYANDROMANIA

Romania and Bulgaria joined the Schengen area on January 1, 2025, so motorists can expect only random checks at the Hungarian-Romanian border. Apart from that, there will be no border checks between the two countries. To mark the occasion, Hungarian and Romanian law enforcement officials met at the Csanádpalota motorway crossing point. The head of Hungary's National Police Force, Lieutenant General János Balogh was joined by the head of the Romanian Border Police Inspectorate, Chief Inspector Cornel-Laurian Stoica to symbolically open the border between Hungary and Romania. During the ceremony, the Hungarian Police Orchestra played the anthem of the two countries and of the European Union.

At the ceremony, Lieutenant General János Balogh described the lifting of border controls on the Romanian-Hungarian border as a historic moment. He said that "we have been waiting for this moment for a long time." He stressed that “it is the result of a long time and hard work that we can celebrate this extraordinary event.” János Balogh thanked all the Romanian law enforcement agencies, including the border police, the police and the gendarmerie, for their work.

The Lieutenant General welcomed Romania among the Schengen member states and said that all Romanian citizens and arrivals were welcome. "From midnight, crossing the Hungarian-Romanian border will be much easier," he added. He expressed hope that this will boost cultural and economic relations and, if possible, bring the two countries even closer together.

HUNGARIANOLYMPIC CHAMPIONPASSESAWAY ATTHEAGEOF103YEARS

Five-time Olympic champion gymnast Ágnes Keleti, the Sportswoman of the Nation, Hungary's female athlete with the most Olympic medals, the world's oldest living five-time Olympic gold medalist and the oldest ever five-time Olympic gold medalist, passed away at the age of 103 years on January 2.

Ágnes Keleti – who would have celebrated her 104th birthday a week later – won a gold medal at the Helsinki Summer Olympics in 1952 in free-standing exercise (now the floor), a silver medal in the team event, a bronze medal on the uneven parallel bars and as a member of the hand apparatus team. She reached the peak of her career in Melbourne in 1956, defending her title on floor, winning gold on beam, uneven parallel bars and as a member of the hand apparatus team, as well as silver medals in individual all-around and team events. She became the most successful gymnast at the Games and the oldest woman to win a gold medal.

With ten Olympic medals, she is second in Hungary only to saber fencer Aladár Gerevich (10 medals/7 golds) and fifth most successful Hungarian Olympian of all times with five gold medals. On Wednesday last week, she was hospitalized

on the record

with heart failure and respiratory problems and she was diagnosed with pneumonia. Her death made French cyclist Charles Coste the oldest living Olympic champion who won gold at the 1948 Summer Games.

ECONOMICSENTIMENT INDEXHARDLYCHANGED INDECEMBER

According to the empirical survey conducted by GKI Economic Research Co. with the support of the EU, the outlook for the business sector deteriorated further in December, but consumers became slightly more optimistic. GKI’s business climate index has been falling in small steps in the second half of 2024, slipping to an 18-month low in December. Firms’ employment plans were little changed from November, but the predictability of the business environment deteriorated markedly. Company plans for price increases increased markedly, and households’ inflation expectations rose slightly compared with the previous month.

The GKI business confidence index fell by one point in December compared to November. This was enough to push this indicator to a 39-month low. The industrial confidence index fell by two points compared to the previous survey, while the indices for construction, retail traders and business services were within the statistical margin of error. Retail trade was the least optimistic sector and business services the most optimistic.

The overall propensity to hire of businesses was not significantly changed compared to November – employment intentions strengthened in industry and services, while weakening in construction and trade. The perception of the predictability of the business environment deteriorated sharply in December after November, bringing this indicator to a 24-month low.

The aggregate price increase plans of the business sector rose markedly compared to the previous month, bringing this indicator to a two-year high. The change in one month was relatively mild in the retail sector, while price increase plans for industrial and construction producers and service providers jumped sharply. In December, after three months of decline, the GKI consumer confidence index finally rose by two points compared to the previous month. The perception of the financial situation in the past 12 months and the outlook for the next 12 months also improved compared to November. In addition, expectations for the country’s economic situation over the next year have also improved. However, there was a slight deterioration in the assessment of own money to be spent on high value consumer goods. The inflation expectation of the population continued to rise slightly, while the unemployment expectation remained unchanged.

EITINNOVATION REPRESENTATION OFFICEINHUNGARY

The European Institute of Innovation and Technology (EIT) opened an innovation office in Hungary this January.

Covering all innovation areas of the EIT, the office connects local innovators and other stakeholders to Europe's largest innovation ecosystem and enables Hungarian talent and entrepreneurs to access the EIT Community's education, business support and innovation programs in one place. As an information point, it brings together news about the EIT Community's services and opportunities, and also helps the region's competitiveness and economic growth

by encouraging collaboration between business, education and research organizations.

The EIT Regional Innovation Program (EIT RIS) office is part of a network covering more than 20 European countries. Founded in 2008, the EIT helps businesses, higher education institutions and research organizations to work together to foster a business- and innovation-friendly environment in Europe, according to its website. The EIT expects that the innovations of its partners can boost the continent's competitiveness, raise living standards and create new jobs.

787FREEINTERRAILTICKETSFOR YOUNGHUNGARIANS

The European Commission announced this Januray that 35,762 young Europeans, including 787 Hungarians, will receive free European train tickets this spring under the European Union's DiscoverEU program.

According to the Brussels-based information, the winners of the latest DiscoverEU program, part of the EU's Erasmus+ program, will be able to travel across Europe from March 1, 2025 to May 31, 2026, alone or in groups of up to five people.

More than 135,000 applications were received from eligible youngsters – 2,955 from Hungary.

The press release issued in Brussels quoted Glenn Micallef, EU Commissioner for Intergenerational Equality, Youth, Culture and Sport, as saying that the DiscoverEU program is a life-changing experience. “Not only do the participants get to see Europe, but the experiences they gain from their travels add to their personalities," the Commissioner said.

The selected young people can also use other means of transport, such as buses, ferries, etc., in addition to trains, to get to as many places as possible in the EU, and in exceptional cases, the pass can also be used for air travel.

In addition to the free travel card, participants will also receive a discount card with more than 40,000 offers for public transport, culture, accommodation, dining, sports and other services.

This call for applications was open to young people aged 18 born between July 1, 2005 and June 30, 2006. In addition to nationals of EU countries, young people from non-EU countries associated to Erasmus+, such as Northern Macedonia, Iceland, Liechtenstein, Norway, Serbia or Turkey, were also eligible to apply.

This was the eleventh round of the DiscoverEU program. So far, more than one million young Europeans have taken advantage of the opportunity, with almost 30,000 young people from Hungary applying and just over 6,000 having already traveled with such train passes, based on the national quota.

company briefs

VODAFONE HUNGARY TURNED INTO ONE HUNGARY

As of January 2025, Vodafone Hungary operates under the name One Hungary Plc., the Vodafone HU mobile network is renamed One, and the Vodafone and Digi business networks are merged, their mother company 4iG has announced.

In addition to the One brand, which previously covered Vodafone and Digi's residential and small business services, the business services of Vodafone Business, Antenna Hungária and Invitech will also be sold under the One Solutions brand. These companies will be legally merged into One Hungary Plc. in the second half of the year.

As a result of the change, customers will benefit, according the announcement, from integrated customer service, renewed digital interfaces and applications, and will be able to manage their affairs in person in 135 shops in 98 municipalities. Some shops are temporarily closed during the transformation works and several Digi Points will be closed, but in all cases the new shops will be within easy reach, the statement says.

According to the announcement, the rebranding will not affect subscriptions, former Digi and Vodafone customers are not affected by automatic tariff and package changes, and existing subscriptions under the One brand will remain valid under the same conditions until subscribers initiate a change or voluntarily switch to the new One service packages.

WABERER’S ACQUIRES 70% STAKE IN GYSEV CARGO

The Hungarian transport company WABERER’S INTERNATIONAL Plc. has announced that it signed a sale and

EVENTREND GROUP CONTINUES TO STRENGTHEN OPERATIONS

The Eventrend Group, a Hungarian group of companies, has recorded the highest revenues in its history and is a dominant player in the Hungarian catering and event management market. With 1,100 employees, more than 30 projects and the operation of worldrenowned and renowned catering venues, the company's year-end report shows that it is the largest event management company in the European market.

The Eventrend Group closed another outstanding year in 2024, a clear sign of the group's growing strength. The company's net revenue reached HUF 25 billion, an increase of almost 20% compared to last year's turnover of HUF 21 billion. With this dynamic growth, the 100% Hungarian-owned group could reach its growth targets set for 2022 and planned for 2030 as early as next year, according to the two founding owners, Zoltán Kőrössy and Gábor Nagy.

While the average revenue of the domestic hospitality and hotel sector has declined due to inflation and a drop in retail demand, Eventrend Group's units have continued to deliver outstanding results. The strong growth in inbound tourism, which is already exceeding 2019 levels, has been a major contributor to this success. The growth is not only in demand, but also in competition, so the success of the group's units is mainly due to the excellent work of the managers, according to the owners. Both the number of guests and the revenue of the group's "bucket list" units are at their best this year. Special mention should be made of the 130-year-old New York Café – which achieves

4iG announced in the fall of 2024 that it will merge its telecoms trading services from January. At the same time, it was also announced that it would withdraw the Vodafone, Digi, Antenna Hungária and Invitech brands from the Hungarian market.

purchase agreement this Monday to acquire a 62.5% stake in GYSEV CARGO Plc. and committed to a further capital increase in GYSEV CARGO after the closing of the transaction – in the expected value of about HUF 2 billion – to develop the railway logistics infrastructure, as a result of which Waberer's stake will increase to 70%. GYSEV Plc., as the current 100% owner of GYSEV CARGO, will keep its 30% stake after the transaction.

GYSEV CARGO is Hungary's second largest rail transportation service provider and is able to offer rail transport services in Hungary directly and through its 100% Austrian subsidiary, Raaberbahn Cargo Gmbh also in Austria, partly with its own and with rented fleet.

GYSEV CARGO operates the container terminal in Sopron in the Western part of Hungary at the Intermodal Logistics Service Center (owned by GYSEV Plc.). In addition, GYSEV CARGO will operate the intermodal container terminal at the Debrecen-Macs Industrial Park railway station, while GYSEV Plc. manages the assets of the facility. GYSEV CARGO and Raaberbahn Cargo together achieved an EBIT of HUF 598 m and a profit after tax of HUF 544 m in 2023 on a turnover of HUF 28.4 bn.

Closing of the transaction is expected at the end of the first half of 2025, subject to the fulfilment of the conditions set out in the sale and purchase agreement and the completion of the usual Hungarian and Austrian regulatory procedures.

TRUSTIFY TO DEVELOP A SOLAR PARK IN KISKUNHALAS

Trustify Investment Fund Management is providing funding for the development of a 40-megawatt solar park and related storage capacity in Kiskunhalas, southern Hungary, the company's communications agency announced.

According to the NEST Communications agency, the private equity fund management company is primarily looking for capital investment opportunities that focus on the production and use of renewable energy sources and that can significantly contribute to strengthening Hungary's energy independence.

In mid-December 2024, Trustify invested in two ready-to-build (RTB) projects with a capacity of 20-20 megawatts and a grid connection license. The construction of these facilities with a total capacity of 40 megawatts is scheduled to start in January.

Trustify will also start developing storage capacity for the solar farm, expected to be operational in the second quarter of 2025, which the fund manager believes is a critical factor for the financial return on any solar farm investment.

It also reports that there has been a huge upturn in green investments worldwide. At the COP28 climate conference in November 2023, more than 100 countries pledged to triple their renewable energy capacity by 2030.

The International Energy Agency (IEA) predicts that between 2024 and 2030, a total of 5.5 terawatts of new renewable energy capacity could be installed worldwide, a significant increase from the previous two terawatts installed between 2017 and 2023.

new guest numbers records year after year and has unprecedented queues waiting to get in – as well as the 130-year-old Gundel, the Central Café, the Spoon, the Fakanál, the Főőrség and Lovarda, Városliget Café and the Séf Asztala on Kossuth Square. The Eventrend units served around 4.5 million guests during the year 2024. 2024 was a particularly strong year for event management, with around 7,000 events organized. In addition, considerable energy was invested in Group-wide client relations work, and the results have been positive. Event revenues, excluding public buffets, exceeded HUF 8 billion, and including these, rose to over HUF 10 billion. Overall, the Eventrend Group's units achieved a record year in this market segment as well.

The group returned to the hotel sector this year. In September, it opened the Carlton Buda Castle Hotel, which has been operating at peak capacity from the first month with high occupancy rates. Next year they are looking to move forward in this area, reopening the Zichy Birtokhotel in Bikács, which is currently under renovation, but they are also negotiating the takeover of other hotel operations.

The Eventrend Group attaches great importance to social responsibility and supporting the younger generations. The dual vocational training program currently has 270 secondary school students and 40 university students in apprenticeships. The Eventrend Group and the managers of all its entities are committed to training and getting to know the younger generation, to building relationships and to intergenerational cooperation. It is important for them to help the young generation to develop their professional skills, their development and their commitment to hospitality and tourism.

company briefs

L'ORÉAL APPOINTS NEW MANAGING DIRECTOR IN THE REGION

L'Oréal has appointed a new managing director for the Czech, Hungarian and Slovakian markets. Monika Masewicz took up the post from January 1, 2025. The new managing director joined the company in 2015, and in recent years she was the director responsible for L'Oréal's skin care business in Poland and the Baltic region. Monika Masewicz has a career characterized by transformational leadership and exceptional results.

She began her professional career in FMCG and pharmaceutical companies such as Unilever and GSK. Since joining L’Oréal in 2015, she has held key positions, including significant time at L’Oréal’s global headquarters in Paris. This experience has given her in-depth knowledge of consumer behavior and the skills needed to lead and inspire diverse, high-performing teams globally. L'Oréal employs 694 people in the Czech Republic, Hungary and Slovakia.

AUTOWALLIS GROUP CLOSES 2024 WITH STABLE GROWTH

The AutoWallis Group sold close to 8% more vehicles in 2024 compared to 2023, marking yet another strong year, the company announced on the website of the Budapest Stock Exchange.

The number of vehicles sold by the group increased by 7.7% to reach 48,386. The Retail Business Unit saw the greatest increases, growing new vehicle sales by more than one-fifth (+21.9%) to 9,637 units and used vehicle sales by even more (+24%) to reach 2,553 vehicles. This outstanding performance is based on AutoWallis’s updated strategy, introduced in 2024: organic growth was strong last year as well, further supported by the

acquisition of three Czech NC Auto (Stratos) BMW dealerships, finalized in the beginning of July, and the sales figures of the new Renault and Dacia dealership opened in Budapest in the fall.

In addition to highlighting AutoWallis’s regional role, the numbers also show that its diversified portfolio allows for growth surpassing the rate of the domestic market (12.9%*). The services field in the Retail Business Unit saw a 16.9% increase in service hours to 210,249 hours, with the Czech acquisition and the new Dacia and Renault dealership in Budapest contributing almost 11%. AutoWallis’s Mobility Services Business Unit (which includes the Group’s short and long-term vehicle rental services as well as fleet management) saw a two and a half-fold increase in the number of rental events, topping out at 376,225 thanks to the 2023 acquisition of wigo carsharing.

The group has 37 international brands and 90,000 employees. In 2023, the company had a turnover of EUR 41.18 billion. It employs more than 4,000 researchers and 6,400 IT specialists in 20 research centers in 11 countries around the world. The French group L'Oréal SA, one of the world's largest cosmetics manufacturers, had sales of EUR 10.28 billion in the third quarter of 2024, up 2.8% from a year earlier. On a comparable basis, sales rose 3.4%.

FORD TOPS HUNGARIAN COMMERCIAL VEHICLE MARKET

Ford has maintained its 15-year leading position in the Hungarian commercial vehicle market: in 2024, it sold 9,253 new vehicles, reaching a 27% market share, the company said in a statement.

The brand is strong across the entire market and all segments, with dealerships in Hungary selling 14,128 new Fords in 2024, resulting in a market share of 9.3%.

Ford Pro (the manufacturer's commercial vehicle business) achieved a unique 2.7 percentage point year-on-year share growth (including one- and two-ton commercial vehicle-based passenger carriers).

NEW ALTEO STRATEGY FOR REGIONAL EXPANSION

The Hungarian energy company Alteo has published its business strategy for the period 2025-2030, the implementation of which would provide the energy service and trading company with significant growth both geographically and financially.

The company's results over the past three years have significantly exceeded the targets set in its 2022-2026 strategy, with its actual EBITDA in 2023, for example, nearly double the target for 2026, and the volume of planned capital investment 20% higher with projects approved by the end of 2024, it said.

The update of the strategy not only took into account that the company has made good use of market opportunities and exceeded its targets well ahead of time, but also that its majority ownership, with its presence in foreign markets, market knowledge and network of contacts, offers significant potential for regional expansion and synergy opportunities.

To achieve its strategic objectives, Alteo aims to invest up to EUR 2-2.5 billion and has set an EBITDA target of EUR 300 million by 2030, they said.

The importer attributes the market success of the business to the ability of the renewed model portfolio to adapt to customer needs in all segments and size categories.

According to the company, the brand's share of hybrid commercial vehicle sales in Hungary is nearly 68%, while its share of electric commercial vehicle sales is 16.47%, with the latter growing 132% compared to 2023, they added.

The success model of the year was the Ford Transit Custom, which dominated the one-ton van segment with 3,064 new registrations for a 57.5% share, they noted.

In the fleet market, Ford reported 12,741 new registrations, a 28% year-on-year increase, giving the brand an 11.5% share.

The statement added that Ford's passenger car business – Ford Blue and Model E – also performed well last year, with 4,875 new car registrations and a 4.1% market share in Hungary. This represents an annual volume growth of more than 47%, outperforming the 14% growth of the overall passenger car market. In 2024, the passenger car range was also renewed with seven new or updated models.

developing market-leading digitalization and knowledge-based complex generation management solutions, expanding its renewable portfolio and exploiting synergies within its ownership base in maintenance and operations and energy trading activities, in addition to new business acquisitions.

Energy remains the focus area of Alteo's revised strategy, in which it will continue to lay the foundations for growth by continuously

In the circular economy, Alteo is aiming to scale up its competences and activities across the waste management value chain, and to further increase the share of materials returned to the cycle by integrating new technologies and material streams, such as spent batteries or solar panels.

HONESTY AND TRANSPARENT MANAGEMENT

PROVIDENT HUNGARY CEO BELIEVES CREDIBILITY IS THE GREATEST VALUE OF LEADERSHIP

executive world

Viktor Boczán, who has been the Chief Executive Officer of Provident Hungary since last year, returned to his home country from the Czech Republic to bring his diverse and cross-functional experience of more than 23 years to the company to help it achieve its growth-focused financial plans. He spent five years in top management positions in Romania and another five years in Prague, returning to the Hungarian organization from his country assignments in the region.

Provident Financial Ltd. aims to strengthen its position in the European and Hungarian financial sector by focusing on growth opportunities and continuing to provide high quality services to its clients. On the one hand, Viktor Boczán’s appointment continues the trend of having a Hungarian professional at the helm of Provident Hungary, and on the other hand, the company relies on the expertise of Hungarians in international management.

Viktor Boczán has spent nearly 24 years altogether at Provident. Explaining the reasons he recalls for choosing this company at that time, he tells Diplomacy&Trade that “in 2001, when Provident launched its Hungarian operations, I was very excited to be involved in shaping the quick loans market and the activities of the Hungarian subsidiary.

I joined the company as a fresh graduate, and at that time, if you worked hard and had some flair for business, you could expect a fast career with the company. I started in sales, as a group manager, and it took me 13 years in total to achieve the status to manage the whole business in Romania as CEO. By then, I had already worked my way up through the ranks in the Hungarian business, and I still have the advantage of knowing every detail of our business, the challenges and the opportunities. When I returned to Hungary after ten years abroad, I was delighted to see how many of my old colleagues I could work with again, which shows the company's ability to retain employees.”

Knowing the customers

Over these more than two decades, Viktor Boczán has gained a wealth of experience in a wide range of professional fields. As to which of these he considers the most important, the CEO points out that everything he has learned has contributed to his ability to hold his own as a manager, whether abroad or at home. “However, I think the most important thing is the experience I gained in sales, where I had the opportunity to get to know our customers, to understand their situation, their needs and what Provident can offer them. The experience of dealing with clients on a daily basis teaches us humility and to value people who place their trust in us, time and time again. But, of course, I have also learnt a lot from managing my colleagues, no one is born a ready-made leader, every situation teaches us something

new and I believe that with age we become better and more empathetic leaders.”

‘Playing

on home ground’ again

For the last ten years, Viktor Boczán was first the CEO of Provident in Romania and then in the Czech Republic. He sees it as an important milestone in his career that he has now been at the helm of Provident Hungary since the spring of 2024. It is the same post as in those two other countries but this time, he is ‘playing on home ground’.

“I was very happy to return to Hungary last year after a decade in other countries and take over the leadership of Provident in this country. The years abroad taught me a lot, as I had to cope with a different culture, a foreign language, and even if there are many similarities between Central European countries, there are at least as many differences. Having arrived home, it was good to see familiar faces again, many colleagues had been recruited by me before I left and I felt that I had a very positive reception here. Although the challenges of recent years have also hit the quick loans market hard, I was able to take over a well-established and successful business from Botond Szirmák, who had led the Hungarian subsidiary as CEO for 16 years and is now in charge of Provident’s European operations. Our clients were also affected by the difficult years, so it was more important than ever that they could rely on us when a difficult life situation or the realization of a dream required some financial help. Customer focus is one of the greatest values of our company and I am very proud that we have consistently achieved a customer satisfaction rate of over 90%,” the CEO highlights.

Adjustment for the family

He adds that during these years abroad, he did not lose contact with the Hungarian business, as there is a good and close cooperation between the European members of the

IPF group, thus, he was always aware of what was happening in Hungary. “Of course, the company has evolved a lot in ten years, but the foreign subsidiaries I managed also went through much the same evolution, so I was not surprised. Perhaps the transition was more of a challenge for my family, because I met my wife in Romania, she doesn't speak Hungarian, and for my 9-yearold daughter, it is the first time that she living in Hungary. She communicates mainly in English, although I have, of course, tried to teach her Hungarian as well. In the early days after returning to Hungary, I was busy getting to know the business in detail and getting back into the domestic business bloodstream. It may not have been easy for my family, but I think this year will be more balanced in that respect as well.”

Sports as inspiration

According to Provident's management, which supports sports, "the perseverance and dedication required to succeed in sports can be equated with those in business." As to how these have manifested themselves in his career, the CEO points out that “sports has been important to me since I was a child, and it's still very important to me to be able to exercise almost daily while working and raising a family. I used to do judo as a kid and I still love martial arts, which have taught me endurance – something also useful in business. There is no such thing that for someone, everything works out, every decision you make is success, you have to be able to move on after a failure, to carry on stronger and learn from your mistakes. Sports is a great platform for this, so I am very supportive of the relationship between sport and business.“

International umbrella

The Hungarian Provident subsidiary operates under the umbrella of International Personal Finance (IPF), a British-based international financial services business providing home credit

and digital consumer credit to 1.7 million customers in nine markets. Viktor Boczán highlights his relationship with the international management and the business values that they consider important by stressing that ”the management of the IPF group is in close contact with the managers working in the international markets, and the European countries are managed by my predecessor, Botond Szirmák, so, of course, there is an excellent relationship. IPF is listed on the London Stock Exchange, so profitability is naturally very important, as the stock exchange will price it in immediately if there are problems. However, the group's leaders are also aware that the interests of their clients come first, and all business decisions are made in the spirit of the mission statement we set out four years ago to build a better world through financial inclusion. No profit motive can override that mission!”

Honesty and transparent management

Viktor Boczán is the boss of around 2,200 employees at the Hungarian company. Many of these people, as the CEO has noted earlier, have been with the company for over ten years. As regards his main management principles in dealing with the employees, he says he believes in honesty and transparent management. “The fact that Provident has an outstandingly high percentage of colleagues who have been with us for more than 20 years confirms that we are on the right track as an employer. Our open-door policy is not just a slogan, anyone who has been to our head office could see that even I don't have a separate office, I sit in an open space with the other directors and anyone can come to us if they have a question or an opinion. That's right, the time for ivory towers in management is over. I believe that credibility is the greatest value of leadership, so that colleagues feel that management is working for and for the customer, and if that is there, everyone is happy,” he concludes.

analysis

DONALD J. TRUMP AND A BRAVE NEW WORLD?

THE PRESIDENT’S SECOND TERM LIKELY TO BE CHARACTERIZED BY SOVEREIGNTY AND UNILATERALITY

BY TAMÁS MAGYARICS

Though not all the U.S. presidents have left a deep imprint on world affairs, Donald J. Trump’s presidency promises to be consequential. The 47th President has a larger elbow room than the 45th had: Donald J. Trump does not need worry about the next presidential election personally – that is another question that a responsible politician seriously takes into consideration the prospects and the future of his/her party as history does not finish with his/her last day in office.

A different world

It is stating the obvious that the world at large is different from the one in 2020. COVID’s gone (at least for the time being); there is an ongoing war between Russia and Ukraine; as well as between Israel and the Iran-backed Palestinian radical organizations; the main ally of the U.S, Europe (the European Union) has been on its way to commit a collective suicide; a number of countries have recently joined the BRICS grouping – to mention only some of the most pertinent changes in international life. There is quite a consensus among the foreign policy experts and observers that the liberal world order is in deep trouble; in fact, some have already written its obituary. This order, based on international institutions, free trade, the U.S. hegemony, and the rule of law in general, is under attack by various actors, foremost among them is the President of the U.S. Donald

J. Trump made no secret even in the 1980s that he believed the world at large ripped off the U.S., and that it took advantage of American largesse, for instance, in the realm of security. He demanded during his first term in the White House that the allies and the others should assume a fair share of the burden of managing the world order. His transactionalist approach to international affairs was reflecting this idea –and this notion is very much likely be one of the guiding principles in his second term in office.

Sovereignty and unilaterality emphasized Donald J. Trump did not waste his first days in office. He indicated the withdrawal of the U.S. from the Paris climate accord, as well as from the World Health Organization (WHO); the moves suggest his deep suspicion of the international organizations which, he claims, are mainly in the business of milking the U.S. In fact, he has a point: for example, the U.S. contributes some 30% of the budget of the WHO, while China pays only as little as some three percent of the organization’s expenses. As for the Paris climate accord, the largest polluters in the world have tendentiously disregarded the quotas they are supposed to be keeping. The EU and NATO are also at the receiving end of the American President’s ire: he expects the EU to take more responsibility in its neighborhood, specifically in Ukraine, while he demands that the NATO allies increase their defense budgets if they wish to protect themselves. In place of global free trade, in which the U.S. has accumulated steep

trade deficits in almost all the major relations, President Trumps is intending to pursue a highly protective trade policy by threatening with a global 10% higher import duty, and even higher than that in case a country does not comply with various American demands (such as preventing illegal migrants from entering the U.S.). All in all, these steps emphasize sovereignty and unilaterality in matters related to U.S. interests; as a break from the Biden administration’s policies, President Trump has indicated that he is willing to recognize other countries’ similar tendencies, and is not wont in engaging exporting democracy and/ or U.S. values peacefully or otherwise.

How to end the war in Ukraine?

Donald J. Trump’s campaign promises incorporated putting an end to the RussoUkrainian war. The (fine) details are unknown, but his and some of his foreign and security policy advisers’ comments indicate that, on one hand, he would like to cut support to Kiyv, postpone Ukraine’s NATO-membership for an indefinite period of time, put pressure on Ukraine to accept certain territorial losses for the time being, and give the Ukrainians strong security guarantees against a future Russian aggression. On the other one, he would expand the scope of sanctions against Moscow, drive down gas and oil prices in the world market, and take some undefined strong measures against Vladimir Putin if he is not willing to come to the negotiating table and make compromises. What

can realistically be achieved in the short run is a ceasefire and, perhaps, another one and another one – in reality, a ceasefire á la Korea is among the possibilities to end the armed conflict.

Global rivalry with China

At another trouble spot, in the Middle East, Donald J. Trump is unquestionably on the side of Israel. He might build on the so-called Abraham accords, that is, to bring about a reconciliation between Jerusalem and other Arab capitals. The broader strategic implication is to isolate Iran, whose allies have been dramatically weakened recently and, at the same time, to shift the burden of containing Iran onto the shoulders of Israel and the Arab allies. However, it is highly unlikely that the U.S. will allow Israel to take a major military measure against Teheran; in reality, President Trump is likely to avoid any serious conflicts in the region so that he can concentrate on the main challenge to the U.S., that is, China. The overall European and Mideast strategies aim at relieving U.S. commitments in these areas, for all intents and purposes, so that Washington would be able to deal with the Indo-Pacific region, and the ongoing global rivalry with China. A trade war of sorts cannot be excluded, though both countries may be hurt if it is getting escalated.

Donald J. Trump proved to be a rather tough partner on the international stage in his first term: a similar behavior/approach on steroids is one of the likeliest scenarios in the next few years.

Tamás Magyarics is a foreign policy analyst

photography

A PHOTOGRAPHER'S PASSION FOR POLAR FRONTIERS

TIME ON POLAR EXPEDITIONS IS TOO PRECIOUS NOT TO SPEND IT BY WORKING

Hungarian photographer Esther Horvath returned this past December from her latest polar region trip during which she spent about a month in Svalbard, a Norwegian archipelago in the Arctic Ocean. She tells Diplomacy&Trade about how she originally fell in love with that region, what is life like on expeditions like this and how all this is reflected in the exhibition she has in the Hungarian capital.

“My very first memories about the polar region are from when I was six years old and I saw the science program Delta on Hungarian television. I watched that every single week because I was so fascinated by the intro where I could see men marching in a snow storm. As a little girl, I wanted to feel this cold on my face. I dreamed about how I could experience feeling this cold biting my face. But I saw only men marching in the snow. We lived in the town of Sopron, close to the Austrian border, from where I was able to see sometimes the snowy mountains of the Alps. I always dreamed about going to these mountains but we lived behind the Iron Curtain and thus, the borders were closed. That also shows that already as a child, I was drawn to the cold regions. I loved the winter, which was my absolutely favorite season,” that is how Esther Horvath recalls her passion that eventually led her to capture life in the polar region.

Economist-turned-photographer

This was a dream that she could not realize for a very long time. Originally, she conducted economic studies, so, she is an economist by trade, and as such, she worked in the business sector for quite a while. However, it was very soon after the university years, at the age of 25, that she found her love for photography. “As I got my very first camera, I knew I wanted to become a photographer. And I also knew that I wanted to become a photographer who works on long, inspirational stories for the National Geographic or for the New York Times. I was 32 when I gave up a great position I had in Vienna and I moved to New York City to study at the International Center of Photography. After finishing that school, I knew that it was not enough. I had to stay in New

York and have to find my way into professional photography. Two years later, I went to a portfolio review with two big projects: one documenting the life of the New York City Fire Department and the other about scientists working on saving endangered sea turtles. After this portfolio review, I got an email if I would be interested for an assignment starting in five days.

On such short notice, I had to be in Alaska boarding the U.S. Coast Guard icebreaker, Healy, heading to the Arctic Ocean. I almost fell off the chair in my tiny little shoebox apartment in New York because

I knew that this assignment – one in a million –would change my life,” she recalls. She went on this expedition and spent two weeks on board of the icebreaker. “During this trip, I fell in love so strongly with the polar region that already on the ship, I decided that I want to dedicate my life to the Arctic Ocean and I want to work with scientists.”

Time is precious on expeditions

Over the past decade, Esther Horvath traveled the Arctic region extensively from Alaska to Arctic Canada, to Greenland, to Svalbard, etc. As for life on these trips, she says “it very much depends on whether I travel by ship or which station I am staying at – it is very different. Until a year or so, ago, there was no internet connection. In those times, I went on an expedition with almost no connection to home or to the outside world and then returned 1-2-3 months later. Now, it is a big change that there is communication with your family, with your loved ones, with your partner, which is of course wonderful. But life there is generally much slower, it always feels like going back in time, to the ‘50s or maybe even earlier. It is because social life is very important. During an

expedition, we are together 18 hours a day and most of the time, you are with a roommate in a tiny accommodation. So, there is very strong social bond and very strong social life there, which I sometimes miss when I come home. And you experience that social interaction seven days a week. I work every day, no exceptions, and days are very long there. I wake up early, at 6 o’clock. And I'm happy if I can go to bed at midnight and not at 2 a.m. because I've worked so long hours. That is because it's a very precious thing to be on an expedition and I want to use all the time to produce material, to produce photos, prepare exhibitions, maybe working on a book, creating video material and now, having Internet, I am also very active on social media when I travel.”

A work of passion

Esther Horvath says the pictures people can go to see at the Stars of the Polar Night exhibition in Budapest very much reflect the life she herself has experienced in the polar region.

A special part of the exhibition that she highlights is a portrait series of women, which was inspired by her own experience as, for a long time, she had not seen any women in the polar regions before. “I thought this playground was only for men.

Luckily, this changed after the 1990s. Until then, only few women were allowed to go on such expeditions. However, since the ‘90s, the landscape has changed and there are more and more women seen in polar regions. Many times, I get the question what it feels to be a woman under such circumstances. I must say I find a question like that disturbing because I always feel that in life, no matter what you do, what is important is whether you have passion for it and whether you like it. If you do, in that moment, nothing else matters.

I know a lot of men who don't like the cold. They would not like to go on trips like this and I know many women who love the cold. So, your gender doesn't matter what you do in life as long as it is your passion. At the exhibition, you can see a portrait series of women who are passionate about the polar regions, who have deep love and connection to protect this beautiful area of the planet. Also important is the presentation of the scientific research going on there. Then, for instance, you can read information about how permafrost is changing, you can see other scientific aspects of what is happening along with a selection of images about what everyday life is like for these people working up there.”

For everyone to see

Regarding who she would recommend this exhibition to, the photographer says she basically wants everyone to see those images. “I think it's very much suited also for children and young adults as these images are there even for children to get inspired, to see these great women, see what scientific research is like in the Arctic, learn about polar night when the sun disappears completely for almost four months. When I do a video call with my friends from there, I know that it's night all they long, but I'm still always surprised that it's 2 p.m. or lunchtime, and it's completely dark. So, I definitely recommend this exhibition to the young, but it's also for adults who want to learn and go deeper into the research.” She adds, however, that this work what she does is also for politicians. “It's also for decision makers to show the changes that are happening, show what we experience in the polar regions, what the facts what we have there are, and also to show the dedication of people because all these institutes are supported by governments, and they are doing an extremely important work. So, it's really from general public to the decision-making politicians.”

photo

business

INVESTORS EXPECT MEASURABLE RESULTS

ARTIFICIAL INTELLIGENCE SOLUTIONS AND SUSTAINABILITY EFFORTS

There is increasing pressure on companies to turn their investments in artificial intelligence into tangible results. 73% of investors believe companies should deploy AI solutions more widely and 74% see a need to increase resources for workforce skills development, according to PwC's 2024 Global Investor Survey.

Of the investors surveyed, 71% said technology change is the biggest driver of business transformation. In addition, factors such as government regulation (64%), changing customer demands (61%) and supply chain uncertainty (60%) are forcing organizations to change the way they create value.

AI technology is nothing without skills development

More than 60% of investors expect short-term results from generative AI: 66% expect productivity, 63% revenue and 62% profitability to improve in the next 12 months. They also believe that the use of technology will benefit workers, which is why 74% believe that companies should increase their investment in retraining and developing their workforce. Almost equal proportions expect AI to increase (32%) or

decrease (31%) their workforce. As Csaba Polacsek, partner and head of PwC Hungary's transaction advisory business points out, "investors expect measurable results from the use of generative AI and believe that this requires both technology investment and workforce

development. Managers need to be prepared for the fact that investors want to see the productivity gains from AI quantified, as well as how companies are rethinking their operations beyond technology."

Cyber risks and geopolitical conflicts have not abated

Investors are cautiously optimistic about the outlook for the global economy, with 51% expecting growth in the next 12 months. Macroeconomic and inflation concerns have eased significantly from their peak in 2022, with the former falling from 62% to 34% and the latter from 67% to 31% by 2024. However, cyber risks (36%) and geopolitical conflicts (36%) remain the biggest concerns for investors, with these fears remaining essentially unchanged over the past two years.

Nine out of ten (86%) believe that a company's ability to handle a crisis is a key consideration when making investment decisions. 60% of respondents also believe it is essential for firms to rethink their business models to deal with uncertainty in supply chains, and 68% believe that investment should be increased to mitigate risks.

Climate action and supply chain improvements expected

30% of investors believe companies will be highly or extremely exposed to climate change threats over the next 12 months. While this is two percentage points lower than 2023, it represents an increase of 8% compared to 2022. 75% would increase their investment in companies that take concrete steps to protect the climate. Measures to build sustainable supply chains in partnership with suppliers and local communities received the highest support (80%). The role of leadership (72%) and associated capital or operational expenditure (68%) is particularly important when assessing companies' net zero emissions plans, and 71% believe companies should integrate their ESG strategy into their operations.

The credibility of sustainability reporting remains questionable, with 44% of respondents saying that corporate sustainability performance reports contain unsubstantiated claims. It is therefore not surprising that 73% of respondents expect them to reach the level of detail of financial audits.

STAMPS IN THE WORLD OF MONEY – STAMPS AS A MEANS OF PAYMENT

On the 28th of January, the new temporary exhibition of the Money Museum will open in cooperation with the Stamp Museum. The most valuable stamps from the last 200 years await those who are interested. Get to know the history and art of stamps and dive deep into the interesting details of the past.

ENTRY IS FREE OF CHARGE! | 6 Krisztina krt, Budapest, H-1122 Hungary Monday, Wednesday, and Friday: 8:00 – 17:00 | Tuesday: closed | Thursday: 8:00 – 19:00 | Saturday – Sunday: 10:00 – 18:00

witty leaks

L E A K S

IN THIS SERIES, DIPLOMATS SHARE PERSONAL ACCOUNTS OF THEIR EXPERIENCES ON “EXCURSIONS” into Hungarian culture, art, gastronomy & scenery.

CHIMBORAZO

THE LINGUISTIC CONNECTION BETWEEN ECUADOR AND HUNGARY

There is a phrase in Hungary – “Valaminek a Csimborasszója” – which means the peak of something in the Hungarian language. It is similar to the Chimborazo of Ecuador, an imposing dormant volcano in my country that has a fascinating and symbolic connection with the world, both from a geographical as well as cultural and scientific perspective. Chimborazo is a destination of adventure and exploration for mountaineers and tourists from all over the world. It represents greatness, the connection between heaven and earth, and the challenge of exceeding limits, which connects perfectly with the fascinating phrase used by the Hungarians.

A welcoming destination

When I arrived in Budapest as Ecuador's ambassador to Hungary, I was pleasantly surprised to discover

that

Ecuadorian origin! This linguistic connection gradually evolved into a cultural and touristic bridge.

ambassador of our nation in Hungary. Ecuador is a unique and welcoming destination, known for its safety and the kindness of its people. With a spring-like climate year-round, this small yet fascinating country offers a diverse and accessible experience for all tastes. From the Pacific coast to the imposing Andes mountains, the Amazon rainforest and the Galápagos Islands, Ecuador promises unforgettable adventures in one place. Everything is close, allowing travelers to enjoy multiple landscapes and activities in a short time.

Natural paradise

Considered the most biodiverse country in the world per square kilometer, Ecuador is a natural paradise that hosts an incredible variety of flora and fauna. With 30% of its territory protected in conservation areas, Ecuador is a leader in sustainable tourism, and its efforts to preserve nature have been globally recognized, having been named the best sustainable tourism destination of 2024 by Lonely Planet. Moreover, its impressive biodiversity makes it a world-class destination for birdwatching. Geography and culture come together in a fascinating way, with two UNESCO World Heritage Natural Sites – the Galápagos Islands and the Sangay Volcano – along with 14 mountains of over 5,000 meters

above sea level, making it a paradise for mountaineers and adventure lovers. Its Imbabura Geopark and other sites in the process of becoming UNESCO World Heritage Sites further demonstrate a strong commitment to sustainability and with the Chimborazo as the king of volcanos.

Unique and sustainable

In addition to its natural wonders, Ecuador is a melting pot of traditions and cultures. With 13 indigenous nationalities, the country offers a rich cultural diversity reflected in its gastronomy, colonial architecture, and three of its cities declared UNESCO World Heritage Sites: Quito, Cuenca and Capachún. Travelers will also enjoy a varied cuisine, with two Ecuadorian chefs awarded Michelin stars. Ecuador is undoubtedly the perfect place to experience something unique and sustainable. Despite the 10,734 kilometers separating Ecuador and Hungary, the shared appreciation for the term "Chimborazo" underscores our common values. This connection symbolizes the growing and flourishing relationship between our nations, promising a future of continued collaboration and mutual respect. We warmly invite everyone to discover more about Ecuador and experience the richness of our culture, landscapes, and heritage, paving the way for new connections between Hungarians and Ecuadorians.

this "Hungarian" phrase has, in fact, an

Over the past months, I have had the privilege of promoting Ecuador as a tourism destination, with Chimborazo standing proudly as the

BY THE AMBASSADOR OF ECUADOR IN HUNGARY, CYNTHIA MAYER ZAVALA

AMBASSADOR CYNTHIA MAYER ZAVALA AT THE HUNGARIAN-SPANISH BILINGUAL INSTITUTE OF KÁROLYI MIHÁLY OF KISPEST

THE CHIMBORAZO

SUNSET AT THE PACIFIC OCEAN

THE GALAPAGOS TURTLE

THE ‘REAL CARRIE BRADSHAW’ COMES TO BUDAPEST

THE "TRUE TALES" TOLD ON STAGE ARE OF INTERNATIONAL RELEVANCE

In her new one-woman show, New York icon Candace Bushnell, the international best-selling novelist and creator of ‘Sex and the City’ takes the audience on whirlwind tour of New York City, from Studio 54 to the Lipstick Jungle and beyond, sharing her remarkable stories of fashion, literature and sex while pouring cosmos in Manolos. She will present her new one-woman show in March this year at the Erkel Theater in Budapest. During the performance, “the real Carrie Bradshaw” takes the audience on a captivating journey, sharing the most significant moments of her life and inspiring stories that have touched millions of women worldwide. This unique show, infused with honesty and humor, reveals what life is really like behind the fame as Bushnell, in her unparalleled style, reflects on her career, female friendships, modern love, and what it means to be an independent woman today.

All good ideas have a starting point. As to where she originates ‘Sex and the City’ from, Candace Bushnell tell Diplomacy&Trade that “Sex and the City was the continuation of all the work I’d been doing since I first arrived in New York City and began being published at 19. I was always a big observer of the relations between men and women, and so I was always writing about that in the 1980s, using my friends as subjects. The story of how I ended up writing ‘Sex and the City’ is one of the big stories that I tell in my one-woman show.’

TV show and real life

Candace Bushnell has come to be called in the press as the "real Carrie Bradshaw". However, she is not willing to reveal to Diplomacy&Trade how much (and what sort of) truth there is in that characterization. Instead, she states that “Again, you’ll have to come to the show to find out! I answer all those questions, including whether or not I have a shoe obsession like Carrie Bradshaw. We also play a game called ‘Real or Not Real’, because a lot of what happened in the TV show happened in my real life, but it’s better or worse.” When asked about who – or at least what sort of women – are behind the other characters like Samantha, Miranda or Charlotte, her answer is that “originally, the women were all different kinds of women who I knew in New York City. On the tv show, those women became four types of women because you can’t have more than four or six main characters on a TV show.”

During the show on stage, Candace Bushnell also talks about what it feels like to be a famous, renowned person. However, although, many would definitely be interested to know, she does not talk about how much the success of the series ‘Sex and the City’ has changed your life. Why? “To be honest, ‘Sex and the City’ didn’t change my life. I live in the same neighborhood that I lived in before I was writing ‘Sex and the City’, and I pretty much have the same friends, including my Samantha!”

International relevance

This March, the stage show will be presented in Budapest to the (mainly) Hungarian audience. One issue that they are eager to learn is how much the "true tales" the author tells are of international relevance rather than just American.

“People are people no matter where you go. When I first started writing ‘Sex and the City’, I tried to write about situations that I thought could only happen in New York. It turned out that these situations happened everywhere!

‘Sex and the City’ is known all over the world, so, apparently, these are of international relevance.

A life-changing series

The show is not for "women only." As for what she has to offer for the male part of the audience, Candace Bushnell highlights that “men have always loved the column ‘Sex and the City’ because it was honest about what men are really like! It’s the same thing with my one-woman show. They appreciate it.”

In many countries, the matters she talks about in the show may be considered issues in the taboo category. One may wonder whether one of the aims of the TV series – and of such theater presentations as the one coming up in the Hungarian capital is – to change that societal attitude.

“My biggest topic is how important it is for women to make their own money, be independent from men, make their own choices about their bodies and to become their own Mr. Big. I don’t think these topics are taboo. So many women have told me that ‘Sex and the City’ changed their life because it gave them a new way to think about their lives and what they wanted. These issues are very much on point right now as more and more women are realizing that centering a man in their life is very often not the best choice for them,” she concludes.

Bushnell’s onstage memoir proceeds at a quick clip. When she emerged from puberty flat-chested, her father said soberly, “I’m afraid no man is ever going to love you.” (“Thanks, Dad.”) She climbed off the bus to Manhattan in a Loehmann’s outfit picked out by her mother, hoping to write her way to a Pulitzer. She landed her first byline with a wry piece on how to behave at Studio 54. (“If someone dies, ignore them.”) She met her Mr. Big, and then he dumped her just as she published the book ‘Sex and the City’, in 1996, which would upend how readers, and later viewers, thought about women and sex.

CARNIVAL SUNDAY AT MÜPA BUDAPEST

FEBRUARY 23, 2025, MÜPA PALACE OF ARTS, BUDAPEST

The Hungarian National Dance Ensemble offers a glimpse into the unbridled and cheerful fun of the carnival. Reflected in each other in this large-scale work by director/choreographer Zoltán Zsuráfszky and associate director/choreographer Zsuzsa Zs. Vincze are both the old and the new, the archaic and the modern, in a show proving that the centuries-old folk customs have not lost one bit of their power. Because it doesn’t matter whether we live in a village or a city: we all bury the winter in the same way and call out as one for the long-awaited spring. The young team of the Hungarian National Dance Ensemble evokes the cheerful and inimitable doughnut-scented atmosphere of the carnival with virtuoso dances, a complex musical world and vibrant spectacle. mupa.hu

THE MOST BRILLIANT AND MOST HUNGARIAN SCIENTIST

TILL JUNE 30, 2025, MUSEUM OF ETHNOGRAPHY, BUDAPEST

By staging this joint exhibition, the Museum of Ethnography and the Museum of the Hungarian Parliament pay tribute to the memory of the great Hungarian polymath Ottó Herman on the occasion of the 190th anniversary of his birth and the 110th anniversary of his death. Ottó Herman’s achievements as an ethnographer and his political engagement are the exhibition's focus brought to the audience by the collaboration of the two museums. The curators aimed to display a significant quantity of artefacts from the 3,500-piece collection related to Ottó Herman. Of course, this huge collection cannot be presented in its entirety, but the exhibition offers a selection from it that faithfully reflects Herman’s approach to objects, collection methods and museumoriented thinking.

Within the framework of the exhibition, the milestones of Herman’s political career, his activities in the House of Representatives, his specific way of thinking and speaking style are closely connected with certain ethnographic topics. In addition, the temporary exhibition gives, often with a hint of humor, a comprehensive picture of Herman’s unique character, appearance and behavior, which made him a favorite figure of the caricaturists of the time. neprajz.hu

GUNS N' ROSES RETURN TO BUDAPEST

JULY 15, 2025, PUSKÁS ARENA, BUDAPEST

Rock and roll legends Guns N' Roses return to Europe in the summer 2025 and one stop of their continental tour will be at the Puskás Arena in the Hungarian capital this summer with Public Enemy as a special guest. Guns N' Roses are perhaps the most successful and rock band in the world, known even to those who know nothing about rock music. The name Guns N' Roses has become legendary since its formation in 1985. The rock icons returned to Budapest last year after 31 years, but luckily, fans won't have to wait that long for their next show, as Nightrain will be back in the Hungarian capital to rock the Puskás Arena.

Guns N’ Roses members include Axl Rose (vocals, piano), Duff McKagan (bass), Slash (lead guitar), Dizzy Reed (keyboard), Richard Fortus (rhythm guitar), Frank Ferrer (drums) and Melissa Reese (keyboard). livenation.hu

2025 DEJA VU FESTIVAL WITH TAIO CRUZ

JUNE 06-08, 2025, SZEGED

This year, it is for the 12th time, that the audience can travel back in time at the Deja Vu festival in Szeged, where three days will span three decades, featuring the best house party music of the ‘80s, ‘90s and 2000s. The most popular Hungarian retro party has gained huge popularity in recent years, with fans of millennium music coming from all over the country. Every year, the festival is packed with the biggest stars of the era, transforming the Újszeged Beach Baths into a self-indulgent retro disco, with hits from Taio Cruz, Boney M., the Backstreet Boys and CC Catch, among others. The big news for fans is that the Deja Vu festival will feature a concert by Nigerian-Brazilian superstar Taio Cruz, who hasn't been on stage for a long time and last visited Hungary in 2011. Cruz was born in London in 1980. He began his career as a songwriter and released his debut album 'Departure' in 2008, which went gold in the UK. The success of the songs on the album launched her international career. His second album, 'Rokstarr', was released in 2009 with the hits 'Break Your Heart' and 'Dynamite'. Cruz has collaborated with many famous artists such as Kesha, Kylie Minogue, Travie McCoy and David Guetta. dejavufesztival.hu

travel

PERSONALIZED SERVICES KEEP LUXURY TRAVEL ATTRACTIVE

EXPERT BELIEVES HUNGARY'S APPEAL IN THE LUXURY TRAVEL MARKET IS UNDENIABLE

Astrid Oberhummer is a well-founded luxury travel trade expert and industry insider who has been working successfully in luxury tourism for over 25 years. She is the CEO and founder of the company Lobster Experience, born from a vision of a unique premium luxury travel network that would embrace partners, journalists, content creators, tour operators, and travel agencies. That is why she invites Hungarian luxury travel agencies to join Loop, a B2B platform that brings together the best buyers and suppliers to foster meaningful connections, enabling collaboration and mutual success. This provides them with an opportunity to expand their network and discover new luxury suppliers up close and personal. Diplomacy&Trade caught up with her during her recent visit to the Hungarian capital.

Astrid Oberhummer has been active in the premium travel industry for quite some time, so she has quite an insight into how this category has evolved over time in terms of the demands of travelers.

“Over the years, we’ve witnessed significant shifts in luxury travel, with a marked move towards more meaningful and responsible experiences. Travelers today seek not only luxury but also authenticity, sustainability and personal enrichment in their journeys. There's an increasing demand for travel experiences that align with personal values, and guests expect their luxury experiences to be mindful of the environment, culture and local communities,” she highlights.

Sustainability as a deciding factor

Regarding the latest trends in luxury tourism worldwide, the expert points out that one of the most significant trends is the growing emphasis on sustainability in luxury.

“Sustainability has become a deciding factor for travelers when selecting destinations or accommodations, with clients now expecting to

see real efforts from both destinations and hotels. Many luxury resorts and hotels are therefore adopting eco-friendly practices, responding to the desires of travelers who want to indulge in luxury without compromising the planet. Nowadays travelers from the GenZ generation are even prepared to pay premium for sustainable travel.”

She adds that cultural depth has also become a key focus. More travelers are seeking authentic connections with the local culture, which enriches their travel experiences and allows them to engage deeply with the places they visit. Another key trend, she says, is the growing importance of wellness and self-care. Health and well-being have surged in priority, particularly after the pandemic, as travelers look for longevity retreats, personalized health programs and experiences that support their mental and physical health. “Lastly, the rise of Digital Detox retreats is noteworthy. Many luxury travelers are choosing to disconnect from the digital world to immerse themselves in nature and enjoy a truly mindful and rejuvenating experience,” she stresses.

Loop

Astrid Oberhummer has been organizing the luxury travel trade fair 'Loop' for the past decade. She explains that “the name 'Loop' symbolizes the interconnectedness of our community and the luxury travel ecosystem. It represents a continuous, harmonious flow – a principle rooted in energy that reflects how everything in luxury travel is interdependent. At Loop, we bring together the best B2B buyers and suppliers to foster meaningful connections, enabling collaboration and mutual success. Our goal is to create an environment where knowledge and innovations are shared, and collaborations are sparked to drive the industry forward.”

The Lobster Experience

With a partner, she founded 'Lobster Experience' the mission of which is to unite the luxury community and offer independent partnerships for those interested in the luxury segment. Adding to that mission summary, she also emphasizes the aim to build bridges within the luxury travel trade. “By uniting professionals from different sectors of the industry, we strive to

foster business growth, cultivate innovation and create lasting partnerships. Through these collaborations, we strive to shape the future of the luxury travel industry and enhance the experiences we offer to travelers worldwide.”

Building and fostering partnerships

Astrid Oberhummer is known to be committed to building lasting partnerships and promoting innovation. Regarding the importance of these in the luxury travel market, she underlines that building lasting partnerships and promoting innovation are critical in the luxury travel market to meeting the diverse and evolving needs of each generation. “Each generation – whether Gen Z, Millennials, Gen X, Baby Boomers, or the Silent Generation – has distinct expectations when it comes to luxury travel. Millennials, for example, are known as ‘multi-optional luxury super travelers’ who demand uncompromising quality, personalized service and unique offers. They are willing to pay top prices for exclusive experiences such as private villas and luxury cruises, while also expecting seamless digital integration.” She points out that by fostering partnerships, the luxury travel product/service/hotel will be able to offer tailored, high-quality experiences that resonate with the expectations of every consumer generation. Innovation ensures that luxury offerings remain relevant, especially as younger generations prioritize new types of experiences including digital services over traditional luxury elements. “By staying ahead of trends, we can offer unique, personalized services that keep luxury travel attractive to all the generations, ensuring both relevance and growth in a competitive market.”

What Hungary offers for luxury travel

As for the purpose of her visit to Budapest and her view of Hungary's emerging role in the global luxury travel market, the expert reminds that Lobster Experience visits the Hungarian capital “twice a year for our LOOP Roadshows, and last year, we held the LOOP Leisure and MICE event here, where we brought together over 100 suppliers and 100 buyers. Hungary has immense potential for luxury travelers. While Hungarians love to travel to ocean destinations like the Maldives or the Middle East, there’s also an increasing interest in exploring long-haul destinations. The Hungarian market is important for luxury travel as these travelers appreciate exclusivity and high-end experiences.” When asked about what she thinks needs to be done by the Hungarian actors of the travel industry to increase the country’s role in the luxury tourism market, Astrid Oberhummer is of the view that “Hungary already boasts a fantastic travel trade community – educated, passionate, and eager to engage in continuous learning. The country is renowned for its culture, people, and cuisine, and it has a strong reputation in the global market. The Tourism of Hungary has been a proactive partner for us, and our delegates have thoroughly enjoyed their experiences here, particularly with the cultural heritage, delicious food, and warm hospitality.” She believes that Hungary's appeal is undeniable, and with further promotion and collaboration across the sector, it can certainly become an even more prominent player in the global luxury travel market. Additionally, Hungary’s countryside, especially places like Lake Balaton, offers a wonderful opportunity to showcase its unique offerings to luxury travelers.

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tourism

The High and Low Tatras offer snow lovers a variety of winter sports – skiing, crosscountry skiing, trekking – all complemented by a range of modern resorts and quality services. All this in beautiful surroundings, magical nature for active holidays with plenty to see and do. Visitors to the ski centers are guaranteed snow, excellent services and quality gastronomy. The ski resorts of Tatranská Lomnica and Štrbské Pleso offer snow-covered slopes of varying difficulty, crosscountry skiing trails and water parks. The best conditions for skiing and cross-country skiing are found in the resort of Jasná in the Liptov region.

"This is where you will find Slovakia's steepest ski slopes, a range of trails for world-class skiers and complete beginners, endless cross-country ski runs, the adrenaline challenge of ski touring trails or relaxation in one of the many water theme parks," the CEO of the national tourism promotion agency SLOVAKIA TRAVEL, Ivana Vala Magátová highlights.

THE SLOVAK HIGH MOUNTAINS

Ski resorts in Slovakia's highest mountain range, the High Tatras, offer more than 20 kilometers of slopes, with skiers able to choose from among the Tatranská Lomnica, Štrbské Pleso or Starý Smokovec on the Jakubkova lúka. These resorts cater for experienced skiers and beginners, adults and children alike.

In the highest ski resort, located at Štrbské Pleso, visitors can ski even early in the season. The resort has nine kilometers of wide, snow-covered slopes. Depending on snow conditions, the season can last until April. Skiers can also use the free ski bus that runs regularly from the central car park in Štrbské Pleso.

THE HIGHEST, STEEPEST SKI SLOPE

The Tatranská Lomnica ski resort has been open for visitors from mid-December. Weather permitting, the slopes are available until May. The ski resort has a total of 12 kilometers of slopes, of which the one starting from Lomnické sedlo is the highest and the steepest. For less experienced skiers and families with children, the

WINTER SEASON OFFERINGS IN SLOVAKIA

SKI PARADISE: THE TATRA MOUNTAINS HAVE NEW ATTRACTIONS AND EXPERIENCES IN STORE

Jakubkova lúka ski slope is the ideal destination. The resort has easy (blue) slopes with two lifts of 853 meters and 70 meters in length, respectively.

CROSS-COUNTRY SKI RUNS WITH MAXIMUM MAINTENANCE

In the High Tatras, during the winter season, hikers can also try out the more than 75 kilometers of well-maintained cross-country ski runs. "The largest center is Štrbské Pleso, with eight cross-country ski runs ranging from 0.7 to 5 kilometers in length. Thanks to snowmaking, cross-country skiers can use these tracks throughout the winter season. In and around the Tatranská Lomnica and Starý Smokovec resorts, there are a total of 42 kilometers of easy and intermediate cross-country skiing trails. During the winter season, the Veľká Lomnica – Black Stork Golf Resort golf course is transformed into an excellent cross-country skiing area with more than 10 kilometers of cross-country ski trails.

CROSS-COUNTRY SKIING

–A COMBINATION OF ALPINE HIKING AND SKIING

In the High Tatras, lovers of alpine hiking and skiing, i.e. cross-country skiing, will find what they are looking for. It is important to note that the high mountain terrain can only be used when accompanied by a mountain guide or hiking guide. Experienced hikers can choose from a variety of options, such as crossing the Baranie sedlo, the Priečne sedlo or the Soliskové sedlo. Beginners who are new to ski mountaineering

can try Ski-fitness. Popular hiking destinations in the High Tatras are Hrebienok, Popradské Pleso or Sliezsky dom. The world of fun, relaxation and recreation in the High Tatras is represented by the AquaCity Poprad water park. Here you will find 14 indoor and outdoor pools with thermal water temperature ranging from 28°C to 38°C, water slides and more than 350 water attractions.

JASNÁ – THE LARGEST SKI ARENA IN SLOVAKIA

The Liptov region offers excellent conditions for winter sports. The Jasná ski resort is a skier's dream, with ski slopes on the northern side of Liptov and on the southern side facing

the Horehronie region. Most of the slopes are snow-bedded and are guaranteed to be used from December to April. The Chopok summit is served by state-of-the-art Funitel cableways with a capacity of 24 people and 15-seater cabin cableways. The resort offers over 50 kilometers of ski runs of varying difficulty. Whether you come with friends or family, whether you are an experienced skier or a beginner, you are guaranteed to be enchanted by the offer and the beautiful surroundings of Jasná ski resort. Transport is made easy by ski buses that take skiers from all over the region to the resort free of charge. When it comes to ski pass prices, the basic rule is ‘the sooner

you buy, the cheaper you ski’. A special offer from the ski resort is the Fresh Track package, which offers the exceptional experience of skiing on empty slopes. You can use the slopes before the lifts officially start operating. The price of the package includes the use of perfectly maintained slopes and lifts, as well as breakfast after skiing. The activity is recommended for experienced skiers who will greet the day by carving on the freshly raked zenkert-like piste. The winter season in Jasná has plenty of new things to offer. Among them, the longest illuminated night ski run in Central Europe (excluding the Alps).

LOW TATRAS – FOR EVERYONE

Another popular ski resort in the Liptov region is Malinô Brdo, near Ružomberok. It offers 10.5 kilometers of ski slopes and a wide range of other activities. Here, you will find one of the longest snow-covered ski runs in Slovakia –3.9 kilometers long and 698 meters above sea level. The slopes are of suitable width for families and groups of friends. There are other ski resorts in the Low Tatras, such as the SKI Opalisko Závažná Poruba, the SKI Centrum Demänová, the SKI Žiarce Pavčiná Lehota and the SKI Dolinky ski center. In total, the Liptov region offers more than 80 kilometers of ski slopes for skiers.

LIPTOV IN WINTER IS NOT JUST ABOUT SKIING

But the Low Tatras are not just for skiers. The Liptov region is also home to several water

tourism

TOP 10 winter experiences in bratislava

01.

VIEWS FROM THE BRATISLAVA CASTLE AND SLAVÍN

The majestic Castle, standing on a hill 80 meters above the Danube, has been a symbol of Bratislava for centuries. Slavín is the largest war memorial in Central Europe and its location and height of 52 meters make it one of the city landmarks. Both offer unbeatable views over winter Bratislava.

02.

GALLERIES

Winter time is considered one of the best seasons to pay a visit to a gallery that will satisfy even the most demanding art buffs. Slovak national gallery offers wide range of exhibitions that present Slovak and international artists. Those into contemporary art should not skip places such as Danubiana and Nedbalka Gallery. Bratislava City Gallery exhibitions are rather for fans of classical art.

03.

CAFÉ HOPPING

Winter in the city is the perfect time to explore local cafés offering exceptional coffee and a welcoming atmosphere. Spots

like Urban House and Black are popular for their modern design and high-quality coffee, perfect for warming up on cold days. Fach and Mondieu are excellent choices for those who also enjoy delicious desserts and hot drinks. Foxford, located inside the Martinus bookstore, offers specialty coffee and the perfect ambiance to dive into a good book.

04.

WALK THROUGH A FOREST PARK

Whether covered by snow or not, Bratislava parks and gardens are enchanting in winter time. Pay a visit to Bratislava Forest Park to ride a cable car between Železná studnička and Kamzík or enjoy a sleigh ride with views over winter landscape. Only a few minutes away from the town center, Horský park is the right place for a winter activity or relaxation.

05.

THEATERS

A visit to the theater – opera, ballet or drama – is an inseparable part of the winter season. The Slovak National Theater awaits its audience with a rich and diverse program – Christmas Nutcracker for example.

theme parks, which can be an ideal complement to skiing and can also provide a venue for great activities without skiing. Among the best known are the Aquapark Tatralandia – Liptovský Mikuláš, the water park Bešeňová or the Aqua Vital park Kúpele Lúčky, but there are also many natural thermal springs for those who want to relax. The Liptov region is also the perfect place for those who love hiking. They can choose between the wide-open plains of the Veľká Fatra, the rocky northern valleys of the Low Tatras or the sunny, ice-snowy southern slopes of the Western Tatras. But it is not only its natural features that make Liptov a paradise for hiking, but also its excellent accessibility from Jasna, Čertovice, Magurka or the Žiarska Valley.

IDEAL TERRAIN FOR CROSS-COUNTRY SKIING

Cross-country skiing is undoubtedly one of the healthiest sports. The Liptov region has many kilometers of snow-covered meadow and forest trails and 70 kilometers of well-maintained cross-country skiing tracks. Snow cover is most

06.

LOCAL SHOPPING

local shopping in the center of Bratislava offers the pleasant warmth of cozy local shops. The most beautiful little things await you in the shops, which offer original products and a pleasant individual approach. Design shops such as Slávica, Kompót, Buffet Clothing or Place Store are good examples.

07.

CRAFT BEER TOUR

Bratislava takes its beer just as seriously as its more famous neighbor, Prague, and a new wave of independent microbreweries and pubs is putting the city on the beer drinkers’ map. Craft Beer Tour offers an experience where you will learn about local brewing and develop your own preferences while tasting and identifying flavors in different beer styles, from crisp golden Pilsner and hoppy bitter India Pale Ale to dry American Stout.

08.

LOCAL CUISINE

Winter cuisine in Bratislava is something special. This is the right time to feast on traditional meals such as goose, veal schnitzel or

guaranteed on the slopes of Jasná and Čertovice. True, the trails here are more challenging. For beginners and families with children, there are slopes in the ski resorts of Demänová, Liptovská Kokava, Liptovská Štiavnica or the less steep slopes of Žiar Dolinky. For more challenging slopes, visit the specially designed competition slopes in Závažná Poruba.

TATRA ICE DOME OPEN TO THE PUBLIC IN THE HIGH TATRAS

A unique ice sculpture and ice carving project, created under the direction of Slovak Adam Bakoš by twenty Slovak, Czech, Hungarian, Polish and German ice sculptors, is open to the public in Hrebienok in the High Tatras at an altitude of 1,285 meters above sea level. The craftsmen have created a charming building of ice with amazingly elaborate details. The Tatra Ice Dome attracts tourists and visitors not only from Slovakia, but also from abroad, from near and far – people who want to experience something amazing, they will experience it the High Tatras Ice Dome. The structure consists of 1,800 blocks of ice weighing a total of 225 tons. The Dome is housed in a 25-meter diameter dome in which a constant temperature of -3°C to -10°C is maintained. As the Ice Dome was dedicated to the memory of Pope John Paul II in 2024, this winter, the Ice Basilica depicts the Wawel Cathedral and the Holy Church in Krakow. The theme was chosen to mark the 30th anniversary of John Paul II's visit to the High Tatras. Locals are still aware of the message of the pope’s statement during his visit to the Tatras – "The Tatras do not divide, they unite!" – and believe that it is so today, more than ever...

a thick goulash soup, which will make you full and warm in cold weather. You can go either to Zylinder Restaurant with a winter terrace that serves mulled wine and a punch, or to Leberfinger Restaurant.

09.

MUSEUMS

Ongoing exhibitions at the Museum of the City of Bratislava or the Slovak National Museum help visitors discover the history of Bratislava. The city is also home to many other fascinating museums waiting to be explored.

10.

WINTER FAIRYTALE

During the winter season, the racetrack in Petržalka transforms into a magical light park called Winter Wonderland. The park features millions of lights, along with attractions like an underwater kingdom, a magical garden, and fairy-tale castles, creating a magical atmosphere for all ages. Visitors can meet familiar fairy-tale characters such as Cinderella, Beauty and the Beast, or Pinocchio. There are also fun activities like walking through an underwater maze, playing a colorful piano and enjoying various carousels.

In terms of tourism, this ice dome has become one of the most visited attractions in Slovakia. It is a beautiful example of how the already interesting and beautiful High Tatras attract visitors. The cathedral is open to visitors until April 21, 2025.

Visitors can reach it in a few minutes from Starý Smokovec. In case of good winter weather, you can also get back to Starý Smokovec from Hrebienok on a 2.5-kilometer-long toboggan run. The Tatras are a symbol not only for domestic but also for foreign tourists. The Tatra Ice Dome has been a tradition for 12 years, as it is one of the main attractions that draw visitors to the High Tatras during the winter months.

(This article is published with support from Slovakia Travel)