From perfumes to fashion: why Budapest isn’t on the shopping tourism map
In recent times, travelling with the aim of treating ourselves or our loved ones to something special has become increasingly trendy again. This phenomenon, known as getaway shopping, involves visiting specific destinations to buy local specialties, such as French perfumes or Italian fashion items. In this regard, however, Budapest appears to be falling behind.
Nothing to buy in Budapest?
According to the latest reports, shopping tourism is booming globally, with the world’s top cities vying to attract affluent travellers. Meanwhile, in the Hungarian capital, genuine luxury stores are few and far between, pushing many potential customers to opt for a trip to Vienna instead to get their hands on the latest products. Modern shoppers are increasingly valuing uniqueness and even sustainability in their purchases.
Market research firm Coherent Market Insights projects that this form of tourism could reach $292.6 billion globally by the end of the year and may grow to over $552 billion by 2032. Key drivers of this expansion include rising incomes and a growing middle class. Tourists today seek not only experiences but also items that represent what makes a destination famous—such as artisanal goods from local craft shops.
Younger generations are “buying memories and experiences”
According to Coherent Market Insights, the global shopping tourism industry is expected to hit $292.6 billion in 2025 and $552.7 billion by 2032, fuelled by middle-class expansion, increasing global incomes, and a growing demand for experience-based travel. Tourists are now seeking more than just beaches and museums—they’re also drawn to local markets, designer outlet centres, and authentic craft stores.
- Almost unbelievable: It now takes longer to buy a home in Budapest than in London
What does Gen Z really want?
Research by Revfine indicates that shopping is playing an increasingly central role in holidaymaking, as tourists combine retail therapy with cultural experiences. For many—especially among the youngest generation—it’s no longer just about killing time, but about finding products that are tied to the history and culture of a specific region. All top tourist destinations are striving to tap into this trend.
What lies ahead for the Hungarian capital?
Although Budapest remains a popular destination, it still trails behind regional capitals when it comes to luxury goods. Many Asian tourists, for instance, now prefer Vienna, which boasts a far greater number of premium and luxury brand stores. Máté Veégh, Managing Director of Mellow Mood Hotels, previously told Pénzcentrum that Budapest has too few shops offering genuine luxury items, putting the city at a competitive disadvantage.
As we wrote earlier, 1 September brings major changes in Hungary: Housing support, motorway tolls, public transport and more