Hungary – Country Performance, Brand Strength and Reputation

Hungary, located in Central Europe, covers 93,012 square kilometres and has a population of approximately 9.5 million. Known as the crossroads of historical empires, its capital city, Budapest, boasts panoramic views of the Danube River and serves as the cultural, political, and economic hub of the country.

According to the CIA World Factbook, Hungary is considered a high-income nation with moderate innovation capacity. However, it has lower-than-average GDP and annual salaries compared to other EU countries, as reported by the European Union official website.

Despite being an EU member since 2004, the country has not yet qualified to adopt the Euro currency. Over recent decades, Hungary has intensified efforts to modernise its infrastructure and nurture an innovation-driven economy while maintaining its core economic sectors of services, manufacturing, and agriculture.

But what do international rankings and indices have to say about Hungary in terms of its economic performance, sustainability, country brand strength, soft power, and reputation?

Overview of Hungary’s Global Performance

The following graph offers a snapshot of Hungary’s overall performance across various international rankings. This overview highlights the country’s appeal to different audiences, including investors, tourists, talent, and its brand strength.

For a deeper analysis, our custom reports provide tailored insights for specific contexts, such as cities, regions, or countries.

Focus Areas

Soft Power and Brand Strength

Hungary draws on a distinctive cultural heritage—shaped by centuries of dynastic rule and subsequent integration into the European Union—as the foundation of its soft power. In the Brand Finance Global Soft Power Index 2024 Hungary ranks 48th out of 193, unchanged from the previous year, reflecting a stable though not dominant global standing.

In the Anholt-Ipsos Nation Brand Index 2023, Hungary is 33rd out of 60, a slip of one spot, reflecting a moderate global reputation.

Meanwhile, the U.S. News Best Countries 2024 places Hungary at 54th out of 89, with higher placements in Social Purpose (26th) and Quality of Life (32nd), but lower scores in Movers (89th) and Open for Business (64th). 

Appeal to Investors and Business

Hungary’s geographic location makes it a strategic bridge between Western and Eastern Europe, with a track record of pro-business policies. Government support for R&D, along with strong medium- and high-tech goods exports, complements a Moderate Innovator label in the European Innovation Scoreboard 2023. Key innovation strengths include foreign doctorate students and public-private co-publications, although weaknesses persist in business process innovation and the share of highly educated workforce segments.

In the Bloom Consulting 2024–2025 Country Brand Ranking Trade Edition, Hungary stands at 60th out of 206, placing 25th regionally—one position lower than last edition. Meanwhile, the IMD 2024 World Competitiveness Ranking positions Hungary at 54th out of 67, a drop of eight places. Disaggregated scores show Economic Performance (36th) faring moderately well, whereas Business Efficiency (67th) underscores deeper structural challenges. Infrastructure (41st) and Government Efficiency (51st) round out a profile that has both strengths and areas to bolster.

Appeal to Talent

Hungary offers a mixed environment for attracting and retaining talent. The country is home to internationally respected institutions like Semmelweis University, a leader in medical and health sciences education. Ranked in the 251–300 range in the Times Higher Education World University Rankings 2024, the university attracts students from over 110 countries, reflecting Hungary’s appeal to international academics.

Alongside this academic pull, Hungary ranks 38th out of 134 in the INSEAD Global Talent Competitiveness Index 2023, confirming its moderate potential in workforce development. In the Expat Insider 2023 survey by InterNations, Hungary placed 34th out of 53 countries, with standout features including Housing (11th) and Travel & Transit (11th), though it scored lower for Healthcare (46th) and Ease of Settling In (36th). Quality of life for expatriates sits at 30th, highlighting an overall decent environment but one with tangible room for improvement.

For costs, Numbeo Quality of Living Index ranks Hungary 42nd out of 88. In the Cost of Living Index, the country is ranked 74th out of 139, suggesting relative affordability in a European context.

Appeal to Visitors

Tourists are drawn to Hungary’s rich culture and historical landmarks. The country ranks 58th out of 203 in the Bloom Consulting 2024–2025 Country Brand Ranking Tourism Edition, reflecting moderate visibility in global tourism branding.

“Good Country” and Sustainability

Hungary’s “good country” credentials find validation in its 20th place out of 174 on the Good Country Index. Domestically, social well-being metrics also inform Hungary’s global standing. The World Happiness Report 2024 ranks Hungary 56th out of 143, down five places from the prior year, hinting at some discontent across demographics. However, philanthropic engagement is moderately healthy: the CAF World Giving Index 2023 places Hungary at 59th out of 142, with a relatively high rate of helping strangers.

The nation ranks 14th out of 163 in the Global Peace Index 2024, climbing four positions—an encouraging sign of internal stability. On the Global Terrorism Index 2024, Hungary is 89th out of 89, which is excellent as it indicates almost no impact of terrorism in the country.

In governance terms, Hungary improved by six places to stand at 50th out of 167 in the 2023 Economist Intelligence Unit Democracy Index. The 2023 Corruption Perceptions Index by Transparency International places Hungary at 76th out of 180, representing a slip of two spots from the prior year—highlighting that challenges remain in transparency and accountability.

On sustainability measures, Hungary ranks 20th out of 167 in the 2024 Sustainable Development Report, improving by two positions, and 30th out of 180 in the Environmental Performance Index, a relatively strong showing for the region.

Performance Over Time

The following table summarises Hungary’s performance across key rankings over the past five years:

Our Key Takeaways

Hungary’s global profile reflects a blend of cultural heritage, moderate innovation, and improving democratic credentials. Ranked 48th in the Global Soft Power Index, Hungary maintains stable international visibility, supported by its cultural depth and regional influence. Academic institutions like Semmelweis University bolster its appeal to talent, though expatriate experiences remain mixed (Expat Insider 2023).

Investor interest benefits from Hungary’s strategic location and R&D environment, but declining business efficiency (IMD 2024) and governance challenges hinder progress.

Improvements in the Democracy Index and strong sustainability metrics enhance Hungary’s image as a secure and environmentally conscious destination.

SWOT Summary

• Strengths: Cultural heritage, academic appeal, and relative stability.
• Weaknesses: Business efficiency challenges and corruption perceptions.
• Opportunities: Leveraging R&D partnerships and expanding the knowledge economy.
• Threats: Structural governance gaps and global competition.

Last updated in January 2025. Explore more country profiles, or learn how our custom reports provide in-depth insights into rankings, brand performance, and perceptions to help decision-makers enhance the reputation and identity of their cities, regions, or countries. Designed for leaders in place branding, our reports combine expert analysis with tailored recommendations to drive impact.

Disclaimer: The information in this article is intended to provide a general overview of Hungary’s economic and cultural landscape and facilitate comparison over time. While we strive for accuracy and completeness, the data is provided “as is” without warranty of any kind. Please verify any information before relying on it for decision-making purposes.