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The Debrecen Business Forum, which has become the leading business and economic gathering in eastern Hungary, was hosted by PwC Hungary for the third time on May 14. Although the venue and focus remain the country’s second city, Debrecen, the forum also opened its doors to Miskolc and Nyíregyháza, placing the economic potential and opportunities for cooperation of these three counties at the center of attention.
The forum aims to highlight the economic strength and growth opportunities that eastern Hungary offers. In recent years, the region has become one of the most important destinations for industrial, logistics, and service-sector investments and plays an increasingly significant role in the performance of the Hungarian economy.
“Eastern Hungary is on the cusp of a new era: beyond the implementation and expansion of investments, the region’s development and growth lie in collaboration, the emergence of high-value-added activities, the strengthening of SMEs, and innovation,”
“Our presence in Debrecen is closely linked to the business processes taking place in the region and our collaboration with the University of Debrecen: we see the key to success not only in our outstanding professional work but also in fostering dialogue among stakeholders, successfully connecting them, and attracting and»retaining talent,” she added.
Agnieszka Gajewska, who will take office as head of PwC CEE on July 1, highlighted this year’s PwC CEO Survey in her speech, noting that more than half of CEOs in the region believe they will not survive the next decade without rapid transformation.
“This significantly exceeds the global average. The message is clear: we must act now. Companies in Central and Eastern Europe are already taking action, exploring new sectors, learning from one another, and seeking new sources of growth,”
The opening keynote was delivered by Radován Jelasity, chairman-CEO of Erste and president of the Hungarian Banking Association, who drew attention to the need for predictable economic policy: the Hungarian economy has flatlined over the past three years, with investments falling steadily.
“The stagnation is not primarily due to financing issues, but rather to the unpredictable regulatory environment: due to weak confidence and the partial delay in EU funds, companies are preferring to wait and see. Statesubsidized loan programs alone have not been able to boost either investment or economic activity significantly. A sustained recovery requires more predictable economic policy, stronger market confidence, and the resolution of EU funding issues,”
Three cities, one shared economic region
This year, the PwC Business Forum interpreted the region’s development through cross-city cooperation. The distinct economic profiles of Debrecen, Miskolc, and Nyíregyháza, when combined, can contribute to eastern Hungary’s competitiveness, industrial development, and its ability to attract investment. That point was reinforced by the mayors’ roundtable, which included László Papp of Debrecen, Ferenc Kovács of Nyíregyháza, and József Tóth Szántai of Miskolc.
This was followed by Dr Gábor Csató, Director General of the National Ambulance Service, who shared his leadership experience. He spoke about the relationship between teamwork and performance, and about how to lead effectively in an environment where rapid decision-making and responsibility play a particularly important role.
The machinery, automotive, and electronics industries, the chemical industry, the food industry, as well as logistics and service centers are all key sectors in the region. A key factor in its long-term competitiveness is ensuring that as many domestic SMEs as possible are integrated into these value chains: as suppliers, service providers, or technology partners.
The event provided a good opportunity for this dialogue and networking. In the roundtable discussion with large corporations, participants Harro Höfliger Hungary, Meleghy Automotive Hungary, Michelin Hungária, and PwC Hungary discussed adaptation strategies and growth opportunities.
In the exchange with representatives of domestic companies—Karsol Kft., Fux Zrt., and Jász-Plasztik Group—the importance of operations rooted in tradition, accumulated knowledge, and continuous renewal was emphasized, as these factors together can contribute to long-term development and greater resilience.
“When shaping the Business Forum 2026 program, it was important to present the region’s economic development and competitiveness not only from a macroeconomic or large-corporate perspective, but also to give space to successful Hungarian-owned and family businesses that play a defining long-term role in the domestic economy. The panel showed that tradition-based operations, intergenerational knowledge and the ability to renew can all contribute to stable growth and stronger competitiveness,”
One of the most important foundations of the region’s competitiveness is the generation and utilization of knowledge locally. Collaborations with the University of Debrecen, vocational training centers, and companies ensure that a welltrained, motivated workforce is available to support the growing presence of the industrial and service sectors.
One of the afternoon breakout sessions focused on the role of artificial intelligence in manufacturing, supply chains, administration, and training, as well as how experimentation with AI translates into concrete, measurable business benefits. The other session discussed the current state of the industrial, logistics, office, and residential real estate markets in Eastern Hungary, as well as future real estate development plans and projects in the county seats.
Regional Awards Presented
PwC once again recognized regional players who, in addition to their outstanding professional activities, have made significant contributions to the region’s development. The winner of the 2026 Company of the Future Excellence Award was Xanga Investment & Development Group. The award was presented to its CEO, István Herdon, by László Radványi, CEO of PwC Hungary, in recognition of decades of work that have helped develop the industrial and logistics infrastructure of Debrecen and the region. The group has become one of the region’s most influential investors, creating an innovative environment not only in industrial and logistics facilities but also in modern office developments, retail and service units, and residential real estate projects.
“At XANGA Group, we never think merely in terms of walls and infrastructure, but in terms of building a diverse, interconnected ecosystem that serves the region’s long-term development and the technological needs of the future. One where, alongside modern industrial and logistics developments, high-quality office, commercial, and residential functions are also present. This award reaffirms our vision that Debrecen and the wider region can become a world-class hub when strategic developments are combined with a sustainable business mindset,”
“At the Xanga Group, we never think merely in terms of walls and infrastructure, but rather in terms of creating a diverse and interconnected ecosystem that serves the region’s longterm development and the technological needs of the future,” Herdon said.
“It is an ecosystem where, alongside modern industrial and logistics developments, high-quality office, retail, and residential functions can also be found. This award confirms our vision that Debrecen and the region can become a world-class hub if strategic developments align with a sustainable business approach,” he added.
The 2026 Business Life Excellence Award was presented to Hans-Peter Kemser, director of the BMW Group’s Debrecen plant. The automaker’s newest and most innovative manufacturing plant is not only a technological milestone but also sets a new direction in sustainability, educational partnerships, and integration into local communities. The Debrecen plant also plays a pioneering role within the BMW Group’s global network, operating entirely on renewable energy.
“This award is a great honor for me and I am particularly proud of what we have achieved together with our plant team, our partners, and the city, because this is a result we have achieved together. I believe that true value lies in people, trust, and cooperation, which enable us to create something lasting for the future together,”
Notes to editors:
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© 2026 PwC. All rights reserved. In this document, “PwC” refers to the PwC network and/or one or more of its member firms in Hungary, each of which is a separate legal entity. For further details, please see www.pwc.com/structure.
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