BUSINESS REPORTER
MUSCAT, SEPT 22
Germany recorded 1.2 million overnight stays by visitors from the GCC in 2025, with travellers from the region generating around €3 billion (RO 1.33 billion) in spending, underscoring the Gulf’s importance to the country’s inbound tourism sector.
The figures were highlighted by the German National Tourist Office GCC (GNTO GCC) during its participation in Arabian Travel Market (ATM) 2026, where it used the four-day event to strengthen ties with travel trade, media and tourism partners across the region.
The GNTO said the GCC remains a strategically important market for Destination Germany, with the country seeking to position itself as a diverse, accessible and year-round destination for Gulf travellers.
Opening-day discussions focused on changing traveller preferences and the factors shaping international travel decisions, including connectivity, flexibility, convenience and access to reliable information.
Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, said the ATM provided an opportunity to maintain close relationships with regional partners and gain a better understanding of what GCC travellers are looking for.
“Confidence and flexibility are becoming increasingly important when planning international travel. Travellers want clear information, dependable connections and greater ease throughout the planning process,” she said.
Sofo added that cooperation with airlines, airports, travel companies and destination partners was important in helping visitors plan their journeys to Germany with confidence.
GNTO was joined at ATM by Lufthansa Group, Munich Airport, Studiosus Incoming, Value Retail Management GmbH — representing Ingolstadt Village and Wertheim Village — and Visit Berlin.
The partners represented different aspects of the visitor journey, including destination experiences, air connectivity, airport services and shopping.
Connectivity and ease of travel were key themes at the event, with GNTO and its partners highlighting convenient air access, efficient airport experiences, reliable onward transport and clear visitor information as important factors in attracting GCC travellers.
Germany's year-round tourism offering was also promoted, covering family holidays, city breaks, culture, nature, shopping, wellness and seasonal travel.
GNTO's current campaigns include ‘Feel Good’ which highlights destinations and tourism providers with recognised sustainability certifications; Next Stop: Travel Destination Germany, showcasing the country's cities and cultural hubs; and Culinary Germany, which promotes regional cuisine, seasonal produce and fine dining, including Michelin-starred and Michelin Green Star establishments.
Family & Friends in Nature focuses on Germany’s natural landscapes, cycling and hiking routes and family-friendly outdoor experiences, while Season’s Greetings from Germany promotes Christmas markets and winter experiences.
Together, the campaigns are designed to encourage GCC travellers to explore Germany beyond the traditional summer season and return for different experiences throughout the year.
“One of Germany’s greatest strengths for the GCC market is the variety travellers can experience within one destination,” Sofo said.
“A journey can bring together family time, cities, cultural discoveries, nature, shopping, wellness and seasonal experiences.” Following ATM 2026, GNTO said it would continue working with airlines, airports, travel agencies, tour operators, destination partners and media across the GCC to strengthen awareness of Germany as a year-round destination.
The German National Tourist Board (GNTB) represents Destination Germany on behalf of the Federal Ministry for Economic Affairs and Energy and promotes Germany as an international tourism destination through marketing campaigns and cooperation with tourism partners worldwide.
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