Germany Deepens Commitment To GCC Travellers As Tourism Spending Reaches €2.3 Billion In 2024
Germany has emerged as a top global tourism destination, moving beyond its traditional reputation as an automotive hub. Petra Hedorfer, CEO of the German National Tourist Board (GNTB), highlighted this shift during a press conference in Dubai. She noted that leisure tourism is on the rise, with only 23% of international visitors now travelling for business purposes. In 2024, international tourist spending in Germany reached €77 billion.
The Gulf Cooperation Council (GCC) countries have become significant contributors to Germany's tourism sector. The GCC is now the third-largest overseas source market for tourists visiting Germany, with spending reaching €2.3 billion in 2024. Hedorfer shared that the global tourism sector rebounded to pre-pandemic levels in 2024, with the UN World Tourism Organisation reporting 1.4 billion international tourists, matching 2019 figures.
Europe remains the leading destination globally, capturing a 52% market share with 758 million international visitors. Germany welcomed 28.5 million international visitors in the first nine months of this year, climbing into the top 10 global tourism destinations from previous rankings between 30th and 40th.
Germany's appeal lies in its diverse offerings, including protected regions covering 27% of its land area, vibrant cities, historical sites, UNESCO locations, and over 300 wellness and spa resorts. These features enhance its multi-faceted tourism appeal. Hedorfer emphasised that Germany is seen as a "unique and fascinating" destination blending modernity, romance and education.
The country ranks as Europe's top cultural destination for cultural trips and leads as the number-one business and trade-travel destination on the continent. The Gulf region plays a crucial role in supporting Germany's tourism growth strategy.
Gulf Market Dynamics and Visitor Preferences
Visitors from the GCC were among the first to return post-COVID-19 pandemic. The UAE accounts for 46% of travel bookings to Germany until October, followed by Saudi Arabia at 21%, and Kuwait at 15%. Arrivals from the UAE increased by 7.7% between January and October, with airline seat capacity rising by 14.4%.
Gulf travellers are notably loyal to Germany; two-thirds are repeat visitors, while 29% have visited more than four times. Generation Z makes up 27% of new visitors, prompting GNTB to develop a digital strategy targeting this demographic on social media platforms.
Family travel is significant among Gulf visitors, often involving multi-generational trips. About one-third visit for arts, culture and shopping while exploring major cities like Munich in Bavaria, Frankfurt, Hesse, North Rhine–Westphalia and Baden-Württemberg.
Future Prospects and Marketing Initiatives
Hedorfer anticipates that GCC visitor numbers could reach three million annually by decade's end due to increased spending and diverse experiences available in Germany. A comprehensive marketing strategy is planned for launch in February 2026 featuring tailored versions of global campaigns like City Life and German Cuisine through high-impact digital channels.
The virtual assistant "Emma" will offer personalised guidance for Gulf travellers seeking inspiring content about German destinations. The GNTB’s Dubai office oversees activities across several GCC countries contributing significantly over two decades towards tripling overnight stays.
Germany has positioned itself as a welcoming family-friendly destination focusing on exceptional services supported by initiatives such as expanding Arabic-language services alongside introducing resources like Halal Travel Guide tailored specifically towards Muslim travellers visiting from these regions.
With inputs from WAM
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