Museums as Catalysts for Sustainable Cultural Tourism: Insights from Hungary

This article applies a four-pillar sustainability framework comprising cultural, environmental, social and economic dimensions, to assess 46 museums in the less-developed Hungarian counties of Szabolcs–Szatmár–Bereg and Borsod–Abaúj–Zemplén, thereby addressing a research gap, as previous studies have tended to focus on more developed regions. The results show that half the institutions do not have formal sustainability strategies, but many are implementing practical initiatives. Environmental actions are largely low-cost, while social and cultural contributions are strong, with museums acting as community hubs, educators and custodians of heritage. Economically, museums support sustainability through local employment and procurement. The study highlights museums’ under-recognised potential in sustainable tourism and calls for clearer strategies, investment and professional training.