In this article, I explore how the state promoted Hungarian domestic tourism to Hungarians during the interwar era and the period of the Second World War. I seek to understand how the domestic market was defined in this period and how the state adjusted its tourism strategies to accommodate the changes in its definition. At the same time, I also explore how the Hungarians who were now separated from the homeland and living in what were now neighbouring independent states were understood and approached (and at times even targeted) in the marketing rhetoric of domestic tourism.