GNTB marks 20 years in the Gulf States

International

GCC confirmed as Germany’s third-largest overseas market with €2.3 billion in travel spending

For two decades, the German National Tourist Board (GNTB) has been active in the Gulf Cooperation Council (GCC) states. Now, at a moment of record demand, it is intensifying its marketing presence. According to IPK International, outbound travel from the Gulf reached 20.6 million trips in 2024, surpassing even pre-pandemic levels. Travellers from the region spent €2.3 billion on visits to Germany, securing the GCC’s position as the country’s third-largest overseas market. At a media event in Dubai, the GNTB highlighted not only these results, but also the partnerships and long-term regional engagement that underpin its work.

Strong ties after two decades in the region

At the press conference “Celebrating 20 years in the GCC”, held at the Theatre of Digital Art in Dubai, GNTB CEO Petra Hedorfer underlined the significance of the anniversary. She noted that Gulf travellers value quality, cultural experiences, comfort and personalised service — and that the GNTB has spent 20 years tailoring its approach accordingly. Looking ahead, she pointed to expanded digital engagement, innovative tools and customised experiences designed to make Destination Germany even more appealing to GCC visitors.

The Arabian Gulf as a key source market

The GNTB’s Dubai office coordinates activities across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman, helping position Germany as the fourth most visited European destination among GCC travellers. Visitor satisfaction remains high, with a repeat-visitor rate of 74 per cent in 2024. Demand is driven by cultural heritage, family attractions, medical tourism, nature and premium shopping. Retail purchases account for nearly half of all spending from the region. Since 2005, close cooperation with travel industry partners and media has contributed to a tripling of overnight stays and strengthened Germany’s image as a welcoming, family-friendly and service-oriented destination. Programmes such as the Germany Halal Travel Guide and an increasing availability of Arabic-language support have further enhanced familiarity and comfort.

Marketing priorities for 2026

To build on this momentum, the GNTB will intensify its activities across the GCC next year. In addition to established trade formats such as the annual GCC roadshow and participation in Arabian Travel Market, a new social-media strategy will focus on Gen Z travellers. From February 2026 onwards, adapted versions of the global “City Life” and “Culinary Germany” campaigns will run on high-reach digital channels. Support comes from “Emma”, the GNTB’s AI travel companion, who shares personalised inspiration and travel ideas on Instagram via @EmmaTravelsGermany.

Germany’s broad range of cultural, culinary and lifestyle experiences continues to attract travellers from the Gulf — reinforcing its position as a diverse, year-round destination for visitors from one of its most important overseas markets.