Germany Targets Gulf’s Growing Affluence With Bold New Tourism Initiatives

Published on November 28, 2025

Germany has become a new favorite destination for travelers from the Gulf Cooperation Council (GCC) countries, and 2024 is set to become a banner year for this trend. The figures provided by the German National Tourist Board (GNTB) show that Gulf tourists made about €2.3 billion euro in total expenditure during their visits, thus confirming the GCC’s status as Germany’s third-largest market for foreign tourism.

At a celebratory press event held under the theme Celebrating 20 years in the GCC in Dubai, GNTB reaffirmed its commitment to welcoming Gulf travellers with experiences tailored to their tastes: quality, comfort, cultural discovery and personalised service.

Moreover, outbound travel from the GCC exceeded 20.6 million international trips in 2024, a statistic that underscores long‑term growth potential beyond the post-pandemic rebound.

What Gulf travellers love: from shopping to heritage

One of the defining characteristics of GCC tourism in Germany is the strong emphasis on retail, nearly half of the total spending from Gulf visitors goes towards shopping. This reflects the region’s robust purchasing power and preference for premium, luxury‑oriented experiences.

But the appeal is not limited to luxury shopping alone. Gulf tourists are drawn by Germany’s rich cultural heritage, family‑friendly attractions, medical tourism offerings, natural landscapes, and its reputation for high‑standard hospitality.

Cities like Berlin, Munich, Frankfurt am Main, Düsseldorf and Dresden, part of Germany’s varied urban and regional offerings, have seen increasing popularity among Gulf visitors.

Importantly, repeat visitation remains exceptionally high: 74 per cent of Gulf travellers in 2024 had visited Germany before, underlining strong visitor satisfaction and loyalty.

Catering to comfort and culture: Halal & tailored services

One of the most significant developments in this expansion is the launch of the Germany Halal Travel Guide by GNTB (in partnership with HalalTrip). The Guide, available in both English and Arabic, provides Muslim travellers with curated information on halal dining, prayer spaces, Muslim‑friendly accommodations and culturally sensitive itineraries across Germany.

This initiative aims to make Germany not just accessible, but welcoming, helping Muslim visitors from the Gulf experience the country without compromising on their faith or comfort. According to the Guide, major cities such as Berlin, Munich, Düsseldorf and Dresden feature prominently for their halal‑friendly offerings.

Further, GNTB has expanded Arabic‑language support and worked with travel‑industry partners across the GCC to ensure communication and services align with cultural expectations, a move that enhances comfort, familiarity, and trust for Gulf travellers.

Looking ahead: digital, youthful and personalised travel outreach

Recognising changing traveller profiles, including younger, more tech‑savvy generations, GNTB plans a renewed marketing push from 2026. As part of this, market‑specific versions of its global campaigns, such as City Life Germany and Culinary Germany, will be launched across high‑impact digital platforms targeting Gulf travellers.

Supporting these campaigns will be the AI‑powered travel companion EmmaTravelsGermany, an interactive, personalised assistant delivering customised travel inspiration and insights.

With this blend of cultural sensitivity, digital innovation, and tailored services, Germany is positioning itself not just as a holiday destination, but as a long‑term travel partner for the Gulf market.

Why this matters for tourism and for travellers

For Germany, the rising GCC tourism represents a strategic triumph: by acknowledging and adapting to the needs of Gulf travellers, from halal‑friendly amenities to luxury shopping, family‑oriented offerings and digital outreach, it has unlocked a high‑spending, loyal international segment. This contributes to foreign exchange inflows, supports retail and hospitality sectors, and fosters global connectivity.

For Gulf travellers, this translates into enriched travel experiences: a destination that respects cultural values, offers diverse attractions, and delivers convenience across hospitality, food, language and digital support. In short, as GNTB celebrates two decades in the Gulf, Germany has redefined itself for a new generation of Gulf explorers: welcoming, inclusive, and ready to offer the best of Europe with sensitivity and style.