Debrecen hosted the largest economic event in Eastern Hungary for the second time, attracting over 300 business participants. At PwC Hungary’s “Business Forum 2025” conference, the region’s most successful leaders were also recognized with awards.
Building on the success of last year's event, the forum aims to establish a tradition of annually showcasing the region's and Debrecen's business and industrial achievements, discussing current business issues, and providing a platform for leaders of prominent international and domestic companies - —ether operating in or originating from the area - to share their experiences. This year's slogan, 'Success is born in Debrecen,' captures perfectly the spirit of the event.
At the Business Forum, two professional awards were presented: the 'Excellence in Business Award' and the 'Future Enterprise Excellence Award.' The stage featured key figures from the local business scene, including the mayor and deputy mayor of Debrecen, inspiring business leaders, and Olympic athletes. Afternoon workshops offered first-hand insights into potential areas of collaboration between the business sector and the University of Debrecen, as well as directions for the development and growth of SMEs.
Success is born in Debrecen
In his opening speech, László Radványi, CEO of PwC Hungary, highlighted the region's economic success as a reason to celebrate and noted that local business leaders set an example for other companies in competitiveness, technology, and education. Regarding the increasingly complex and unpredictable business environment, he highlighted:
„The world has not become easier to understand, slower, or more stable since last year - quite the opposite. Whether we are leading companies, educational institutions, or other organizations, regardless of the size of the ship we steer, we are faced with increasingly large waves and must make ever more rapid decisions. This may not have been what we imagined agility or flexibility would look like, but this is what we are all learning now,”
PwC Hungary has been contributing to the future of Debrecen and its surrounding region for two years. Since opening its local office, the firm has organized several professional forums in the area, supporting the development of the region's ecosystem and the sustainable operation of local businesses through its services. It has also signed a cooperation agreement with the Faculty of Economics and Business at the University of Debrecen, aiming to contribute its expertise to both theoretical and practical education.
„In today’s uncertain times, unity, collaboration, and dialogue play an especially important role. Debrecen’s dynamic growth is driven by the strength of local communities, the expanding activities of large, small, and medium-sized enterprises operating in the region, as well as the educational, research, and innovation background provided by institutions and the University of Debrecen. All of these factors play a key role and jointly contribute to the successes and achievements of the future,”
According to PwC's 14th Hungarian CEO Survey, business leaders in Eastern Hungary expect only a 1.4% growth in domestic GDP, which is lower than the national average of 1.8%, and anticipate an average EUR exchange rate of 416 HUF by 2025. Their concerns notably exceed the national sample in two key areas:65% are worried about the shortage of skilled labor (compared to 44% nationally), and 25% consider the impacts of climate change to be critical (versus 13% nationwide).
They are less concerned about the disruptive impact of technology (25% compared to the national 35%), but trust in artificial intelligence (AI) is significantly lower in the region- only 5% compared to the national average of 38%. At the time of the survey (December 2024), 45% of local companies had no experience with AI, and 20% had no plans to implement any such solutions in 2025.
Tünde Kis also highlighted the achievements of PwC in Debrecen so far: “Supporting local communities and educational institutions is also a key part of our work, in collaboration with the University of Debrecen. We place special emphasis on the development and growth opportunities of SMEs, working closely with the regional organization of the National Association of Entrepreneurs and Employers (VOSZ). We regularly organize professional events aimed at discussing strategic topics, regulatory changes, technological issues, and reviewing macroeconomic trends. Through the PwC Civil Mentoring Program, we provide professional support to civil organizations in the region, and we also contributed to the realization of the anniversary edition of TEDx Debrecen.”
“The economy can only grow sustainably if the education and training system aligns with the needs of companies. If culture, sports, education, and the city’s service infrastructure are not merely supplements but true drivers of the strength of the local community. If every stakeholder in the city feels they have a place, a role, and a responsibility in our shared success. This kind of partnership is the true force that holds us together. It is the fabric we have woven together - one that supports us not only in times of crisis, but also strengthens us in periods of growth,”
“The Business Forum is not just an event for sharing experiences and exchanging ideas - it has become a platform where knowledge, experience, and strategic thinking converge,” emphasized László Papp.
“PwC is further strengthening Debrecen: thank you for not only building an office and a forum here, but also for building a community. You are contributing to the continued writing of Debrecen’s and the wider region’s success story,” the mayor concluded.
Different paths to success – multinationals, athletes, and inspiring leaders
In the panel discussion following the opening remarks, senior executives from major multinational companies operating in the region - Krones Hungary, EVE Energy, Master Good, and Diehl Aviation Hungary - shared their insights on business performance, expectations, and the importance of harnessing the region’s potential as a clear success factor. Debrecen’s vibrant economy, high-quality education, and outstanding logistical advantages - including proximity to an international airport - offer a strong competitive edge for international companies based in the city. Growing demand for local suppliers and the integration of sustainability principles further reinforce that Debrecen is not only a hub of economic growth, but also a city of the future in social terms.
Luca Kozák, hurdler and 2022 Sportswoman of the Year, and Olympic champion gymnast Krisztián Berki are both students of the University of Debrecen. Despite coming from different sports, life stages, and career paths, both elite athletes agreed that the challenges, triumphs, and setbacks encountered throughout their sporting careers have instilled resilience and contributed to success beyond athletics.
No organization can truly thrive without inspiring leadership. This was confirmed by the stories of Zoltán Gazsi (Eisberg) and Róbert Keszte (Continental), who were honored with the “Most Inspiring Leader of the Year” award in the previous years by PwC. In the panel moderated by PwC Partner Szabolcs Mezei, they were joined by Virág Marossy, CEO of Debreceni Vagyonkezelő Zrt., and PwC Hungary CEO László Radványi. Together, they emphasized the importance of inner stability and balance as the foundation of both personal and organizational success. As the speakers articulated, leadership is the art of community-building: when everyone understands their own value in a shared success, a culture built on trust and continuous feedback can become a powerful driver.
“The leader’s belief in the company and its people can overcome any challenge - be it in sport, in business, or in pursuit of common goals,”
Recognizing excellence in education and online marketing
The two awards established by PwC last year were presented at the close of the morning program. Dr. Veronika Fenyves, Dean of the Faculty of Economics and Business at the University of Debrecen, received the “Excellence in Business Award 2025” for her outstanding contributions to education. She has played a pivotal role in strengthening the relationship between the Faculty and companies operating in the region, while significantly enhancing the diversity and quality of the Faculty’s educational programs.
“It is both a great responsibility and a privilege to contribute to people’s professional development as a leader and educator. The University of Debrecen -and within it, the Faculty of Economics and Business - plays a defining role in shaping the business landscape and future growth of Debrecen over the next 5 to 10 years. There is a growing demand for well-trained experts who can think critically and participate in decision-making processes. As a higher education institution, we are not merely transmitters of knowledge - we are a value-creating environment where students, faculty, employees, and partners - whether secondary schools or companies - come together to shape the future,”
The “Future Enterprise Excellence Award 2025” was presented to OptiMonk Zrt., a company that provides a personalized e-commerce platform to more than 30,000 websites across 140 countries.
“This award is a powerful affirmation that the goal we’ve been working toward for the past 10 years is the right one and truly valuable. The achievements of OptiMonk prove that it is absolutely possible to build a world-class company from Debrecen - one that stands strong on the international stage,”
Mood video from the event
The awards were presented by László Radványi, CEO of PwC Hungary, László Papp, Mayor of Debrecen, and Lajos Barcsa, Deputy Mayor of Debrecen.
The presentations were followed by professional workshops. In the sessions hosted by the American Chamber of Commerce (AmCham) and the German-Hungarian Chamber of Industry and Commerce (DUIHK), participants discussed the connection between education and competitiveness, successful local collaborations, and the role of the business environment in shaping the future workforce.
The Hajdú-Bihar County chapter of the National Association of Entrepreneurs and Employers (VOSZ) focused on uncovering the secrets to the success of small and medium-sized enterprises (SMEs) and family businesses. State Secretary Richárd Szabados spoke about the directions of enterprise development for 2025, and attendees heard firsthand success stories from representatives of local companies.
Once again, the PwC Debrecen Business Forum was all about collaboration and mutual learning. The synergies present at the event point toward continued dynamic development for the city, the region, local universities, and businesses alike.
Notes to editors:
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