In a dynamic showcase of its tourism potential, the German National Tourist Board concluded its participation in the Arabian Travel Market 2026 in Dubai, underscoring the significance of Gulf markets in Germany’s strategy to enhance inbound tourism. This four-day exhibition offered a platform for the board to strengthen connections with travel and tourism companies, media, and partners across the Gulf Cooperation Council (GCC), while discussing emerging tourism trends, shifting traveller preferences, and the unique attractions Germany has to offer, including its vibrant cities, rich culture, picturesque nature, shopping experiences, wellness options, and seasonal activities.
Growing Economic Impact from the Gulf Region
Recent statistics highlight the growing economic impact of Gulf tourists on the German tourism sector, revealing that Germany welcomed approximately 1.2 million hotel nights from visitors in the GCC during 2025. Moreover, expenditure from this region reached around €3 billion, showcasing the Gulf’s substantial influence on Germany’s tourism economy.
Insights from the GCC Market
Yamina Soufou, the Marketing and Sales Manager for the German National Tourism Board in the GCC, commented on the pivotal role the region continues to play in Germany’s long-term tourism strategy. She emphasized that engaging in the Arabian Travel Market presents a valuable opportunity to deepen partnerships and gain insights into market needs and traveller aspirations.
Focus on Travel Confidence and Flexibility
Soufou noted that trust, flexibility, and ease of planning have become increasingly vital when it comes to international travel decisions. Collaborating with airlines, airports, and travel partners is critical to providing a seamless experience for visitors.
A Comprehensive German Tourism Experience
The German tourist board participated alongside Lufthansa, Munich Airport, Studiosus Incoming, and Value Retail Management, representing shopping villages like Ingolstadt Village and Wertheim Village, along with Berlin tourism authority Visit Berlin. This collaboration formed a comprehensive system encompassing travel, airport arrival, and tourist experiences.
Year-Round Tourism Campaigns
The focus of their participation also centred on promoting year-round tourism in Germany, showcasing a range of campaigns that highlight diverse experiences. The “Feel the Harmony” campaign features sustainable destinations and services, while “Your Next Stop: Travel Destination Germany” showcases urban and cultural diversity. Additionally, “Flavours of Germany” spotlights regional cuisine and fine dining, “Family and Friends in Nature” promotes outdoor activities and natural attractions, and “Experience the Festivities in Germany” invites travellers to enjoy winter experiences and traditional Christmas markets, encouraging Gulf visitors to explore Germany beyond the summer months.
Germany’s Strength in Diversity of Experiences
Soufou affirmed that Germany’s appeal lies in its diverse offerings within a single destination, allowing for journeys that combine family activities, cultural exploration, nature, shopping, wellness, and seasonal experiences. The board is committed to continuing collaborations with regional partners to provide more accessible and flexible travel options for Gulf tourists.