Hungary is reorienting its investment-promotion strategy away from primarily manufacturing projects and toward higher value-added sectors such as business services, life sciences and advanced engineering. Senior officials from the Hungarian Investment Promotion Agency (HIPA) and the government set out this direction at HIPA's conference on Wednesday.
Data on business service centers
According to Buday Bence, chief executive officer of HIPA, a recent agency survey finds 259 business service centers operating in Hungary with roughly 120,000 professionals. The survey shows 91 percent of these centers already use or are introducing artificial intelligence. Forty-two percent have reduced lower value-added activities while bringing more complex tasks to Hungary, and three-quarters (75 percent) plan to install additional high value-added activities at their Hungarian operations.
HIPA also reported that between 2014 and the first half of 2026 it supported 125 business service investment projects that together created more than 23,000 jobs. By number of supported projects the sector ranks third after the automotive industry and electronics. Last year 13 projects received support and are expected to create more than 3,200 new jobs.
Why the shift matters
Zolnay Judit, state secretary for foreign economic relations at the Ministry of Economic Affairs and Energy, said the government views the available domestic expertise as the basis of competitiveness and will focus resources on sectors that build on that skill base. The stated goals include offering young professionals career paths in Hungary and making return to Hungary more attractive for Hungarians working abroad.
Zolnay identified opportunities both in expanding existing business service centers and attracting new operators. Within life sciences the emphasis is on pharmaceuticals, medical science and medical technology; in engineering, the automotive industry and e-mobility are seen as industrial foundations to which additional R&D tasks can be attracted.
Industry and government expectations
Lenk István, chairman of ABSL Hungary, argued that the business services sector's economic importance goes beyond employment: it brings international investment, expertise and global corporate links to Hungary. Centers are taking on more technology, financial, engineering and operational tasks as well as decision-support responsibilities, shifting from traditional services toward knowledge-intensive activities.
Both government and industry leaders stress that securing higher value-added activities requires adequate talent, technological development, closer cooperation between education and companies, and predictable regulation. Lenk noted that meeting talent needs will likely require not only Hungarian workers but also skilled professionals from inside and outside the European Union.
HIPA's role and tools
Buday said HIPA must follow the sector's transformation and support existing investors in expanding and taking on more complex tasks. HIPA aims to continue offering single-window administration for investors and to act as an intermediary between companies and the government. Buday emphasised that domestic firms, universities and professionals should capture a larger share of the benefits from foreign direct investment, highlighting the importance of university–industry cooperation particularly in AI, data analytics and cybersecurity.
Business service centers were also presented as contributors to talent retention and regional development by offering internationally accessible career paths from Hungary.
Events and dialogue
HIPA is co-host of the ABSL Forum 2026, which begins in Budapest on Thursday; HIPA sees the conference as an opportunity to reach corporate decision-makers interested in advanced business services. Zolnay highlighted closer European engagement and strengthening Visegrád cooperation in foreign economic relations, referencing recent talks in Poland.
The state secretary said the ministry and HIPA's primary task is to improve relations with companies already operating in Hungary and to help local managers make the case for further investments within their corporate groups. She did not announce concrete tax, regulatory or support measures; details, financial frameworks and timelines were not disclosed.
Conclusion
The government and investment-promotion bodies aim to steer Hungary’s investment policy toward activities that raise value added per employee, support retention of skilled workers and make return migration more attractive. Achieving this will depend on the availability of qualified personnel, tighter collaboration between education and business, support for technological development, and a predictable regulatory environment.
