We continue our series with the benefits of the NTAK system and the most important facts about data reporting.
What exactly is NTAK?
In 2016, the Hungarian Tourism Agency was one of the first in Europe to recognise the need for accurate, up-to-date data for data-driven sector management, to support responsible decision-making, targeted development of specific sectors and to increase competitiveness. The National Tourism Data Service Centre, launched in 2019, is a digital platform that allows the anonymous, real-time visibility of the turnover statistics of all accommodation establishments, catering businesses and tourist attractions in the country.
Benefits of the NTAK for the tourism sector
Using NTAK data, the market environment can be analysed, the processes in the sector can be understood, different tourism trends become visible, and the sector can react faster than ever before to external environmental or social changes affecting tourism.
From now on, NTAK data, together with additional data sources (mobile cell, credit card, online checkout, social media listening, Google search analysis), will play a significant role in the planning and measuring the effectiveness of domestic and international marketing campaigns aimed at promoting the country, specific destinations and tourism segments. Based on the detailed data received, it is possible to see the regional and age group distribution of visitors to Hungary in a given foreign market, how much they spend, which regions and cities they prefer, which allows for more efficient, differentiated and targeted marketing activities in foreign markets.
The NTAK also has a significant role to play in whitening the tourism sector, since in addition to the MTÜ and the HCSO, the local authorities and the NAV also have access to the data sets relevant to them. This is why it was of particular importance to extend the scope of data providers to include catering businesses and tourist attractions, in addition to accommodation providers.
It is important to emphasise that the operation of the NTAK is governed by a legislative environment, developed and implemented on the basis of international examples, with the involvement of tourism stakeholders.
In the next section, we will discuss digital marketing and the benefits of NTAK for businesses.
(As of 1 July 2023, the NTAK data reporting is mandatory for operators of catering establishments whose net turnover per service outlet exceeded HUF 100 million in 2022. From 1 January 2024, tourism businesses with a net turnover of between HUF 12 million and HUF 100 million will also be included in the data transmission. All relevant information on the steps for registration and data provision is available at info.ntak.hu and any data provider can contact the 0-
24-hour customer service, available by phone and e-mail, or to the staff of the Tourinform offices, who can assist you in person.)
