Germany renews commitment to GCC markets following successful participation in Arabian Travel Market 2026
The German National Tourism Office for the Gulf Cooperation Council (GCC) countries concluded its successful participation in the Arabian Travel Market, leveraging the four-day exhibition to strengthen its relationships with travel industry professionals, media, and tourism partners across the GCC. The event reaffirmed the strategic importance of the GCC markets for Germany as a tourism destination.
The event provided the German National Tourism Office and its partners with a valuable opportunity to engage directly with tourism and travel professionals in the region, exchange views on evolving traveler expectations and priorities, and reinforce Germany’s position as a diverse, accessible, and year-round destination for visitors from the GCC.
The German National Tourism Office’s participation began with a press conference held on the first day, highlighting the long-term significance of the GCC market. Germany recorded 1.2 million hotel nights from visitors arriving from GCC countries in 2025, while spending by travelers from the region reached €3 billion, underscoring the substantial contribution of this market to inbound tourism in Germany.
Throughout the event, the German National Tourism Office placed direct engagement with tourism industry professionals at the core of its participation, engaging in dialogues with travel specialists and media on shifting traveler expectations and the factors increasingly influencing international travel decisions.
Yamina Soufo, Marketing and Sales Manager at the German National Tourism Office for the GCC, stated: “The GCC continues to play a vital role in Germany’s long-term tourism strategy. Our participation in the Arabian Travel Market allows us to maintain close relationships with our partners, listen to market needs, and deepen our understanding of the expectations of travelers from the region and what they seek when choosing their destinations. Trust and flexibility are becoming increasingly important in international travel planning. Today’s travelers are looking for clear information, reliable travel options, and a smoother, more seamless experience across all stages of trip planning. Our ongoing collaboration with airlines, airports, travel industry partners, and destinations plays a fundamental role in helping visitors plan their trips to Germany with confidence and peace of mind.”
The German National Tourism Office participated in the Arabian Travel Market alongside Lufthansa Group, Munich Airport, Studiosus Incoming, Value Retail Management Limited (representing the outlet villages Engelsberg Village and Furtwangen Village), and the Berlin Tourism Board (Visit Berlin). Together, these partners formed an integrated ecosystem covering the full spectrum of visitor needs, from destination exploration and air travel to airport services and shopping experiences.
Their participation also reflected the German National Tourism Office’s continued commitment to supporting the regional travel sector by fostering relationships, exchanging insights on market developments, and maintaining direct communication channels between travel industry professionals in the GCC and their German tourism partners.
Ease of access and seamless travel remained key themes throughout the event. The German National Tourism Office and its partners highlighted the importance of air accessibility, efficient airport services, and the availability of reliable ground transportation to continue the journey, alongside providing clear information to visitors, thereby enhancing traveler confidence when planning trips to Germany.
In addition to ease of access, the German National Tourism Office emphasized the growing importance of trust and flexibility in travel planning. As travelers from the GCC increasingly value clear information, streamlined procedures, and the ability to modify their travel plans as needed, close collaboration between the tourism and aviation sectors remains a key factor in delivering a seamless travel experience that provides travelers with greater confidence and reassurance.
Year-round tourism in Germany was another major focus during the Arabian Travel Market, reflecting the diverse interests of GCC travelers, ranging from family holidays and short city breaks to culture, nature, shopping, wellness, and travel across different seasons. Current campaigns reflect this diversity.
The “Feel in Tune” campaign highlights a curated selection of destinations and service providers that have earned sustainability certifications based on independent, recognized standards, including TourCert and EU Ecolabel, as well as certifications recognized by the Global Sustainable Tourism Council (GSTC). This applies to all participating entities in the campaign.
The “Your Next Stop: Travel Destination Germany” campaign showcases the diversity of German cities and their contemporary appeal, from major metropolitan areas to smaller cultural hubs.
The “Flavors of Germany” campaign spotlights regional cuisines, seasonal products, and culinary arts, alongside Germany’s standing in the fine dining sector, including Michelin-starred restaurants and establishments awarded the Michelin Green Star.
The “Family and Friends in Nature” campaign encourages visitors to explore Germany’s landscapes, cycling and long-distance hiking trails, and family-friendly outdoor experiences, such as wildlife parks, farm stays, and elevated tree-top walkways.
The “Experience the Festive Season in Germany” campaign adds a distinct seasonal dimension by highlighting traditional Christmas markets and winter experiences, providing further inspiration for GCC travelers to discover Germany beyond the peak summer travel season.
These campaigns, along with upcoming events, reflect the diversity of Germany’s tourism offerings and its ability to provide new experiences for GCC visitors across all seasons, encouraging repeat visits and the discovery of new aspects of the destination with each trip.
Soufo added: “One of Germany’s key strengths in the GCC market is the diversity of experiences a traveler can enjoy within a single destination. A trip can combine time with family, city and cultural exploration, nature, shopping, wellness, and seasonal experiences, giving visitors the freedom to tailor their journey to their interests and priorities. As we look ahead to the next phase, our focus remains on continuing to respond to market changes and working closely with our partners across the GCC. We are committed to ensuring that Germany remains an accessible destination that aligns with travelers’ interests and inspires them, while providing the confidence and options that are increasingly important to them when planning future trips.”
Following the conclusion of the Arabian Travel Market 2026, the German National Tourism Office will continue its engagement and collaboration with airlines, airports, travel agencies, tour operators, destination partners, and media across the GCC, supporting the regional travel sector and enhancing awareness of Germany as a year-round tourism destination.
