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This paper takes a multi-level approach to the analysis of Budapest as a capital city and tourism destination, focusing on the international, European, regional and national elements used in image construction. Drawing on perception studies undertaken by the Hungarian National Tourist Office (2002) and on visitor profiles of budget airline passengers by the Tourist Office of Budapest (2005), the authors will examine the factors that distinguish the city from other national capitals, especially in the CEE region and 'new' EU. An analysis will be made of the promotional strategies that are employed at both a national and city level by the HNTO and the TOB in order to position and brand Budapest in an international, European and regional context. Much of the analysis will attempt to ascertain the extent to which Budapest is being promoted as a quintessentially Hungarian city as opposed to a European or global city. The final part of the paper will make recommendations for image creation, branding, and product development. doi:10.1300/J073v22n03_03 [ABSTRACT FROM PUBLISHER]