The online workshop brought together representatives of forest companies, universities, municipalities, professional organisations, chambers and tourism-related services. Following an introduction to the Pannon Future Forest project, participants were presented with selected findings from the project’s Benchmark Study, which brings together European good practices in nine areas of the forest-based green economy.
The examples covered sustainable and digital forest management, wood-based design, agroforestry, voluntary carbon markets and biodiversity credits, nature-based solutions, environmental education, forest-based health and wellbeing services, non-timber forest products and regenerative tourism.
However, the main value of the event came from the interactive discussion that followed the presentations. Rather than simply reviewing international examples, participants examined whether and how these approaches could work under the specific economic, social and ownership conditions of the project area.
Small-scale ownership requires cooperation and integration
One of the main questions concerned the fragmented structure of private forest ownership in Hungary. Many private forest owners manage only a few hectares, while certain models, particularly voluntary carbon-credit projects, generally require considerably larger areas to become economically viable.
The discussion highlighted that small-scale participation may therefore depend on cooperation between landowners. Forest management communities, professional integrators and intermediary organisations could combine multiple smaller areas within a single programme and provide the technical and administrative capacity required to enter emerging markets.
At the same time, participants noted that not every new green service needs to operate at a large scale. Smaller biodiversity projects, local nature-restoration activities, agroforestry initiatives or tourism and wellbeing services may also generate value when they are adapted to local conditions and connected to a clear target group.
The project is not intended to resolve all structural challenges affecting forestry, such as fragmented ownership or unresolved land-use arrangements. Its role is to identify additional ideas and income opportunities that can complement existing forestry, agricultural, tourism or local economic activities.
Reaching the right people may be harder than generating ideas
Participants agreed that many forest owners, farmers and small businesses may already be carrying out environmentally responsible activities without recognising their potential as a marketable service or product.
The key challenge is therefore not only to generate new ideas, but also to identify and reach people who are already open to innovation. Existing environmentally conscious businesses and land managers may be more prepared to develop new activities than completely new entrants. Nevertheless, even motivated stakeholders often lack the time, staff capacity, financing or specialist knowledge needed to develop an idea further.
Several organisations were identified as important intermediaries, including agricultural and forestry chambers, forest management integrators, local producer associations, wood-industry clusters, universities and larger companies with established supplier networks.
Universities and students may have a particularly important role. An academic and incubation environment can encourage experimentation and help transform early-stage ideas into more structured business concepts. Students from forestry, economics, tourism, design and engineering backgrounds could contribute different perspectives to the same challenge.
Ecosystem services must be measurable and understandable
A recurring theme throughout the discussion was that ecosystem services can only become credible products if their results can be measured and clearly communicated.
This applies to carbon storage and biodiversity improvement, but also to services such as forest therapy, forest bathing, water retention and nature-based tourism. Potential customers need to understand what they are purchasing, what added value the service provides and how its effects can be demonstrated.
Research institutions and universities can support this process by developing credible indicators and assessment methods. Existing international methodologies in forest and garden therapy, for example, could help demonstrate changes in physical or mental wellbeing and support the professionalisation and pricing of these services.
The quality and possible certification of forest-bathing providers were also discussed. Participants noted that the personal and professional competence of the service provider strongly influences the participant experience. Clear standards, training requirements or certification systems could therefore contribute to greater trust and more consistent service quality.
Who should pay for forest-based services?
The pricing of recreational and ecosystem services generated one of the most active parts of the discussion.
Participants agreed that maintaining forests, visitor infrastructure and public-welfare facilities requires financial resources. However, it may be difficult to convince people to pay directly for access to benefits they have traditionally regarded as free, such as walking in a forest or enjoying clean air.
The discussion therefore shifted from charging for general access towards developing clearly defined value-added services. These could include guided forest-bathing sessions, therapeutic and wellbeing programmes, educational experiences, corporate team-building activities or regenerative tourism packages.
Public and institutional financing may also play a role. The “green prescription” model was mentioned as an example in which municipalities or healthcare-related systems support access to physical activity and nature-based recreation. Larger employers could similarly purchase forest-based wellbeing services for their employees as part of workplace health, mental wellbeing or sustainability programmes.
This could be particularly relevant for rural and border regions where local demand is limited. Forest-based services do not necessarily have to depend solely on nearby residents. Corporate groups and visitors from larger urban centres may represent a broader market for high-quality recreational and team-building programmes.
Regenerative tourism offers opportunities for local value creation
Regenerative tourism emerged as another promising direction. Unlike conventional sustainable tourism, which primarily seeks to reduce negative impacts, regenerative tourism aims to create a positive contribution to nature and local communities.
Participants discussed how forestry, local food production, environmental education, agriculture and nature conservation could be brought together in integrated visitor experiences. A presented Hungarian pilot demonstrated that such programmes can combine forest management, local storytelling, agricultural practices and educational activities while ensuring that local service providers benefit economically.
Experience from the pilot also indicated that individual tourist sales may be difficult to establish, while corporate team-building packages can generate stronger interest. This suggests that business-to-business markets may provide an important entry point for new regenerative tourism services in the Pannon Future Forest area.
From discussion to project development
The workshop also clarified how promising ideas can proceed within the project. Potential concepts identified during the knowledge-building phase may be further developed at the project hackathon to be organised by the University of Osijek in October. Students, thematic specialists and business-development experts will work with the selected ideas to refine their content and assess their feasibility.
The most promising concepts may subsequently receive support from the Pannon Future Forest mentor network, including thematic, financial, legal and business-development expertise. The objective is to help idea owners move from an initial concept towards a structured and potentially marketable business model.
The workshop confirmed that the region already contains relevant knowledge, initiatives and motivated stakeholders. The next challenge is to connect them, identify the most promising ideas and provide the targeted support needed to transform ecosystem services into viable green economic opportunities.