Germany Strengthens GCC Ties: What €2.3bn Gulf Traveller Spending Means for Business Opportunities in 2024
FRANKFURT AM MAIN / DUBAI – The German National Tourist Board (GNTB) is significantly enhancing its strategic engagement in the Gulf Cooperation Council (GCC) region, recognizing its rising importance as one of Germany’s key overseas tourism markets.
According to IPK International, outbound travel from the GCC reached 20.6 million international trips in 2024, surpassing pre-pandemic figures and demonstrating strong long-term growth potential.
Marking two decades of continuous operation in the GCC, the GNTB celebrated its enduring partnerships and tailored outreach for regional travelers. With spending hitting €2.3 billion in 2024, the GCC has secured its position as Germany’s third-largest overseas market.
At a press conference themed “Celebrating 20 years in the GCC,” held at Dubai’s Theatre of Digital Art, Petra Hedorfer, CEO of the GNTB, emphasized the importance of the region: “Our commitment to the GCC is stronger than ever. This market values quality, comfort, cultural exploration, and personalised service. Over the past 20 years, we have deepened our understanding of GCC traveler expectations and worked closely with our partners to tailor our offerings accordingly. Moving forward, we will continue to invest in innovative tools, digital engagement, and customised experiences to ensure every GCC traveler feels welcomed and inspired by Destination Germany.”
The GNTB’s Dubai office manages activities across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman, positioning Germany as the fourth most popular European destination for GCC travelers.
Visitor satisfaction remains notably high, with a 74 percent repeat visitation rate in 2024. This is driven by Germany’s diverse attractions, including cultural heritage, family-oriented sites, medical tourism, natural landscapes, and premium shopping experiences.
Retail spending constitutes nearly half of all expenditure by GCC travelers, highlighting their strong purchasing power and preference for luxury lifestyle experiences.
Since 2005, the GNTB has collaborated closely with travel industry partners and media throughout the GCC to boost Germany’s visibility and appeal. This effort has contributed to a threefold increase in overnight stays and enhanced Germany’s image as a welcoming, family-friendly, and service-oriented destination.
The introduction of initiatives like the Germany Halal Travel Guide and expanded Arabic-language support has further improved comfort and cultural familiarity for GCC visitors.
Looking ahead to 2026, the GNTB plans to expand its GCC activities with an intensified marketing strategy. This includes continuing successful trade initiatives such as the annual GCC roadshow and a prominent presence at the Arabian Travel Market, alongside launching a new social media campaign targeting Gen Z travelers from the region.
Starting February 2026, market-specific versions of GNTB’s global City Life and Culinary Germany campaigns will be rolled out on high-impact digital platforms. These efforts will be supported by ‘Emma,’ the GNTB’s AI travel companion, who offers personalized travel inspiration and insights via her Instagram channel, EmmaTravelsGermany.
From cultural exploration to premium hospitality and personalised experiences, the GNTB remains committed to strengthening Germany’s appeal among GCC travelers and solidifying its status as a distinguished year-round destination.
Special Analysis by Omanet | Navigate Oman’s Market
Germany’s intensified focus on the GCC, particularly with tailored digital and cultural engagement, underscores a lucrative opportunity for Omani businesses in travel, hospitality, and retail sectors to capitalize on rising outbound tourism trends. Smart investors should consider partnerships and services that cater to GCC travelers’ preferences for premium, personalized experiences and halal-friendly offerings, while entrepreneurs can leverage the growing influence of digital tools and social media targeting Gen Z to capture future market share.
