Germany Deepens Commitment To The GCC Travellers As GNTB Celebrates Twenty Years In The Region

Published on November 26, 2025

The German National Tourist Board (GNTB) celebrates its twenty years of uninterrupted presence in GCC by welcoming again the tourists from the Gulf Cooperation Council (GCC) with open arms. During a press event themed Celebrating 20 years in the GCC, GNTB’s Chief Executive Officer reiterated Germany’s everlasting dedication to the GCC tourists, emphasizing that the country is not only a destination but also a place where visitors from the Gulf can feel like home.

GCC emerges as a top-tier inbound market for Germany

Recent statistics highlight the growing significance of the Gulf region for Germany’s tourism sector. In 2024, spending by GCC travellers in Germany reached a substantial 2.3 billion euro, making the GCC the country’s third‑largest overseas market.

Data also shows renewed momentum: the number of overnight stays by GCC visitors increased by around 1.2 per cent in 2024, reflecting a 21 per cent growth since 2022.

Even during the post‑pandemic rebound, GCC travellers proved among the first to return, underlining their loyalty and trust in Germany as a travel destination.

What draws Gulf travellers to Germany: variety, comfort, authenticity

According to remarks shared at the Dubai event, the appeal of Destination Germany among GCC visitors lies in its multifaceted offerings, from cosmopolitan cities and cultural heritage to natural landscapes, wellness-friendly regions and premium shopping.

GNTB has emphasized that many Gulf holidays to Germany are multi-generational and family‑oriented, combining city breaks with countryside escapes, cultural excursions, spa and wellness retreats, and high‑end shopping.

Additionally, Germany’s commitment to sustainability and inclusive tourism, reflected in green travel policies and digital innovations, resonates with modern travellers from Gulf countries looking for responsible and comfortable travel.

New 2026 strategy: personalisation, digital engagement and Gen Z

To build on these positive trends, GNTB is set to roll out an intensified marketing strategy in 2026 aimed at GCC markets. Key elements will include:

• Tailored campaigns: Localised adaptations of the global City Life and Culinary Germany campaigns, targeting Gulf tastes and preferences across high-impact digital channels. (GNTB officials indicate this will begin in February 2026), as shared at the press event
• AI-driven engagement: Launch of Emma, an AI travel companion, via the Instagram channel EmmaTravelsGermany to deliver personalised travel inspiration and insights to GCC audiences.
• Focus on younger travellers: A new social media push aimed at Gen Z travellers from the Gulf, with customised content and messaging that aligns with their lifestyle and aspirations.

These moves reflect GNTB’s evolving understanding that future travel growth from the Gulf will likely come from younger, digital‑savvy audiences seeking unique, curated experiences.

Building on decades of cooperation: GNTB’s global and regional outreach

The GNTB, founded in 1948, serves as Germany’s official tourism organisation, working on behalf of the federal government to promote the country worldwide. Its mandate includes holiday tourism, business travel, and MICE (meetings, incentives, conferences, events).

Over the past two decades, its dedicated Gulf office has helped position Germany as one of the most popular European destinations for GCC travellers, a feat achieved through strategic partnerships, targeted marketing, and sensitivity to cultural preferences. The result: a tripling of overnight stays by Gulf visitors since 2005 and a strong reputation as a welcoming, service‑oriented destination.

Moreover, Germany’s tourism strategy has aligned with broader global trends: sustainability, digitalisation, and inclusivity are now core themes, supported by GNTB’s membership in the Global Sustainable Tourism Council (GSTC).

What this means for Gulf travellers and for Germany

For GCC travellers, the renewed push means easier discovery of Germany’s many offerings, from vibrant cities and culinary delights to tranquil nature, wellness resorts, historic towns and family‑friendly experiences. The planned digital campaigns and AI‑powered inspiration tools promise a more personalised travel planning journey.

For Germany, the deepening engagement with Gulf travellers represents not just economic gain, but a long‑term strategy to diversify its tourism inflows, especially from high‑spending markets. With the GCC firmly among its top overseas markets, Germany appears poised to turn the Gulf into one of the cornerstones of its inbound tourism ambitions for the next decade.

In short, what began as a modest outreach 20 years ago has matured into a full‑fledged strategic partnership, one built on mutual respect, market insight and a shared love of travel. And as one GNTB official indirectly suggested, this is only the beginning.