In the academic year 2024/25, the MNMKK Hungarian National Museum and the Department of Tourism of the Corvinus University of Budapest, Institute for Sustainable Development, have signed a strategic cooperation agreement. The aim of the professional partnership between the museum and the university is to promote the scientific work of the museum and to sensitize the audience, with special attention to the young generations. In the framework of the cooperation, students were introduced to 11 topics in the first semester of the academic year 2024/2025 in the courses entitled Tourism Attraction Development (lecturer: Dr. Melinda Jászberényi) and Integrated Marketing Communication in Tourism (lecturers: Dr. Márk Miskolczi, Dr. László Kökény). These included exciting topics such as “Addressing the Alpha Generation with Museum Programmes“, “Planning programmes to suit the Museum Garden”, “Applying Artificial Intelligence in Museum Experience Creation”, or “Tools for creating an environmentally conscious museum image through sustainability practices”. 

The cooperation was organised by the Department of Tourism of the University and the Centre for Mobility and Tourism, in small groups of 4-5 people, and involved students and museum professionals in project-based work on sustainability and digital marketing. As part of the programme, students attended lectures, museum tours and other professional activities to gain an insight behind the scenes of museum work. 

The museum’s management considers cooperation with higher education institutions to be of paramount importance, as it contributes to the high level of educational processes not only through its exhibitions, but also through its educational activities, family and community programmes and professional events. Hungary celebrates 2025 and 2026 as the “Year of Hungarian Science” to mark the 200th anniversary of the founding of the Hungarian Academy of Sciences and its Library. On this occasion, the Museum and the Department of Tourism of the University will continue to place great emphasis on the continuation and deepening of scientific cooperation. 

Cultural tourism and digital, AI-based experience development will also be a key focus of the Corvinus University Cultural Tourism Management/Specialist postgraduate program, which provide students with practical knowledge and broad industry insights. Details can be found in the following interview with Dr. Gábor Zsigmond, Director General of the Hungarian National Museum: https://www.uni-corvinus.hu/post/hir/mutassuk-meg-a-latogatoknak-mit-adott-a-magyarsag-a-vilagnak-a-kulturalis-turizmusban-meg-oriasi-tartalekok-vannak/.