Press release: 20 years of GNTB marketing activities in the Arabian Gulf States

• GCC third largest overseas market for Germany's incoming tourism
• Travel expenditure of €2.3 billion in 2024
• Strengthened marketing strategy for 2026

Frankfurt am Main / Dubai, 26 November 2025 – The German National Tourist Board (GNTB) is stepping up its marketing activities in the Gulf Cooperation Council (GCC) states, underscoring the region’s growing importance as one of the most significant overseas markets for inbound tourism to Germany. According to IPK International, the total number of outbound trips from the Gulf States rose to 20.6 million in 2024, surpassing the previous record set in the pre-pandemic year 2019. Expenditures on travel to Germany amounted to 2.3 billion euros in 2024. This firmly establishes the GCC as Germany’s third-largest overseas market. Against the backdrop of 20 years of continuous presence in the GCC, the GNTB emphasizes its long-standing partnerships with the international travel industry as well as its tailored approach to engaging travelers from the region.

During a press conference, held under the theme “Celebrating 20 years in the GCC” at the Theatre of Digital Art in Dubai, Petra Hedorfer, Chief Executive Officer of the German National Tourist Board (GNTB), said: “As we celebrate 20 years in the Gulf Cooperation Council, our commitment to the region is stronger than ever. The GCC has become one of our most important overseas markets, driven by travellers who value quality, comfort, cultural discovery, and personalised service. Over the past two decades, we have deepened our understanding of GCC visitor expectations and worked closely with our partners to create offerings that reflect their needs. Looking ahead, we will continue to invest in innovative tools, digital engagement, and tailored experiences to ensure that every traveller from the GCC feels welcomed and inspired when exploring Destination Germany.”

The Arabian Gulf States as a source market for inbound tourism to Germany

The GNTB’s Dubai office oversees activities across the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman, helping position Germany as the fourth most popular European destination for GCC travellers. Visitor satisfaction remains exceptionally high, with repeat visitation reaching 74 per cent in 2024, driven by Germany’s diverse offerings spanning cultural heritage, family attractions, medical tourism, natural landscapes, and premium shopping. Retail spending accounts for nearly half of all GCC traveller expenditure, reflecting the region’s strong purchasing power and preference for high-end lifestyle experiences. Since 2005, the GNTB has worked closely with travel industry partners and media across the GCC to strengthen Germany’s visibility and appeal, contributing to a tripling of overnight stays and promoting the country’s reputation as a welcoming, family-oriented, and service-focused destination. Initiatives such as the Germany Halal Travel Guide and the growing availability of Arabic-language support have further enhanced comfort and cultural familiarity for GCC visitors.

Market-specific activities of the GNTB for the travel destination Germany

The GNTB is expanding its activities across the GCC through an intensified marketing strategy next year. Besides the successful trade platforms like the annual GCC roadshow and a strong presence at the Arabian Travel Market, GNTB will implement a new social media strategy focussing on Gen Z Travellers from the GCC.

Beginning in February 2026, the GNTB will also introduce market-specific adaptations of its global City Life and Culinary Germany campaigns across high-impact digital channels. These campaigns will be supported by “Emma”, the GNTB’s AI travel companion, who provides personalised inspiration and travel insights through her Instagram channel, @EmmaTravelsGermany.

From cultural discovery to premium hospitality and personalised travel experiences, the GNTB continues to strengthen Germany’s appeal among GCC travellers and reinforce its position as an exceptional year-round destination.