Germany Strengthens Its Appeal for GCC Travelers, Celebrating 20 Years of Success

Published on November 28, 2025

Germany has long been a favorite destination for travelers from the Gulf Cooperation Council (GCC), and its position in the region continues to grow stronger. This year, the German National Tourist Board (GNTB) is marking a milestone—celebrating 20 years of successful operations in the GCC. The board’s efforts have played a crucial role in positioning Germany as one of the top European destinations for travelers from the Gulf, thanks to tailored offerings that align with the preferences of this region’s high-spending tourists.

In 2024, travel from the GCC reached an impressive 20.6 million international trips, a figure that surpassed pre-pandemic numbers. As tourism spending in the region soared to €2.3 billion, the GCC became Germany’s third-largest overseas market. This surge underscores the growing influence of Gulf travelers and highlights Germany’s strategic importance in this thriving market. With travelers from the Gulf showing increasing interest in cultural experiences, luxury shopping, and world-class hospitality, Germany is perfectly positioned to meet these demands.

Tailored Experiences and Long-Standing Relationships

For two decades, the GNTB has worked tirelessly to understand the needs and desires of GCC visitors. By focusing on personalized experiences, the GNTB has built deep relationships with travel industry partners across the region. At a press conference in Dubai, Petra Hedorfer, the CEO of the GNTB, highlighted the country’s ongoing commitment to the GCC. She shared that the focus remains on offering high-quality travel experiences that resonate with Gulf travelers—individuals who highly value comfort, cultural discovery, and exceptional service.

Germany’s reputation in the GCC has continued to grow through both its diverse offerings and its strategic marketing efforts. From cultural tourism, medical travel, and family-friendly activities to premium shopping experiences, Germany has something to offer every type of traveler. In fact, data from the GNTB reveals that 74% of GCC visitors in 2024 were repeat travelers, reflecting the strong loyalty and satisfaction among visitors from the region.

Luxury Spending and Cultural Integration

One key element driving Germany’s appeal is the strong purchasing power of GCC visitors. Nearly half of all expenditures by GCC travelers in Germany are directed toward retail, indicating the demand for high-end shopping experiences. To cater to this, Germany offers a range of luxury services and bespoke experiences, from designer shopping districts to Michelin-starred restaurants.

Moreover, the GNTB has implemented several initiatives to ensure that GCC visitors feel culturally at home in Germany. The introduction of the Germany Halal Travel Guide and increased availability of Arabic-language services have made a significant impact on making the destination more accessible. These efforts reflect Germany’s commitment to meeting the needs of its diverse visitor base, which helps foster an environment of inclusivity.

The GNTB’s strategic efforts have been supported through several initiatives over the years. Its annual roadshow across the GCC, as well as its presence at major regional events like the Arabian Travel Market, have been vital in promoting Germany as a destination of choice. These platforms have allowed for increased visibility, helping to boost awareness of Germany’s cultural heritage and modern amenities among Gulf travelers.

Looking Ahead: Digital Engagement and Gen Z Focus

The future of Germany’s tourism in the GCC looks even brighter. In addition to maintaining its presence at industry events, the GNTB is introducing a forward-thinking digital marketing strategy aimed at attracting the younger, tech-savvy travelers of the GCC. Beginning in 2026, the GNTB will launch a series of market-specific adaptations of its popular City Life and Culinary Germany campaigns. These campaigns will be delivered through high-impact digital channels, ensuring that Germany’s allure reaches the younger demographic in a way that resonates with them.

To support these efforts, the GNTB is also utilizing AI technology. Through its AI travel companion, “Emma,” visitors will be able to receive personalized travel insights via social media. Emma’s Instagram channel, EmmaTravelsGermany, will provide inspiration for travelers, enhancing their connection with Germany by offering tailored recommendations based on their individual preferences.

Continued Growth and Partnership

The GNTB’s work over the past 20 years has firmly established Germany as a premier destination for travelers from the GCC. With its emphasis on cultural engagement, luxury tourism, and personalized experiences, Germany continues to build on its success, offering unforgettable travel experiences that cater to the evolving needs of Gulf visitors.

Looking ahead, the GNTB is committed to further enhancing Germany’s appeal, ensuring that it remains a top destination for travelers from the GCC. With an increasing focus on digital innovation and a deeper understanding of regional preferences, Germany is poised for even greater success in the coming years, reinforcing its position as an exceptional destination for both leisure and cultural tourism.