This benchmark study explains that sustainable forest management in Europe has evolved from a focus on timber production to a multifunctional approach centered on ecosystem services, a concept popularized by the Millennium Ecosystem Assessment. Forests provide provisioning, supporting, regulating, and cultural services, which are increasingly being recognized, measured, and even marketed as economic assets. This shift is driven by economic pressures on forest owners, growing demand for sustainability solutions, supportive EU policies (such as climate neutrality goals, the Biodiversity Strategy, and the Bioeconomy Strategy), and improved monitoring technologies. The bioeconomy—based on renewable biological resources—further reinforces this trend by promoting circular, nature-based value chains and new forest-related markets, including non-wood products. Regulatory frameworks like the Corporate Sustainability Reporting Directive also boost demand for verifiable sustainability outcomes. Against this backdrop, the study aims to explore emerging environmental market trends and business opportunities, particularly in the Pannon region, which holds significant natural assets and untapped potential for ecosystem-based economic development.