German National Tourist Office positive about GCC outbound market

German participation at ATM 2026 to showcase Germany’s year-round attractions, support for local partners and preparations for a rebound in the number of GCC visitors
Munich Airport to highlight its new Middle East-focused Terminal 1 Pier and strengthened connectivity with the GCC – serving as premium gateway to Bavaria and Germany
GCC travellers spent a combined €3 billion in 2025, with per trip/person expenditure more than 30% higher than the average among overseas visitors
Germany recorded 1.2 million overnight stays by GCC visitors in 2025, an increase of 9% compared with 2022, making the GCC its third-strongest overseas market

Ain Alalam – Rashad Iskandrni

14 September 2026: The German National Tourist Office GCC (GNTO GCC) has today announced that the number of overnight stays by GCC visitors to Germany has grown steadily since 2022 to 1.2 million in 2025, an increase of 9%, while GCC travellers spent a total of €3 billion, over 30% more than the average expenditure of all overseas visitors to Germany in 2025.

The announcement was made during a press conference on the opening day of Arabian Travel Market (ATM) 2026, taking place from 14–17 September 2026 at the Dubai World Trade Centre (DWTC).

Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, an affiliate of the German National Tourist Board (GNTB), commented, “We have now witnessed steady growth in visitor numbers from the GCC countries as well as a considerable increase in travel expenditure from 2022 to 2025.

“However, after a promising start in January 2026, when overnight stays increased by 4.7% to 68,455, the remainder of the first half of the year saw some moderation in overnight stays from the GCC. This reflects the exceptional disruption to air traffic across the Gulf during the period, which understandably affected passenger flows and direct travel to Germany. Even so, the figures continue to underline Germany’s enduring appeal among GCC travellers and the resilience of demand from the region.

“This year at ATM, we are here to showcase Germany’s year-round appeal, support our local partners and highlight the breadth of experiences available to GCC travellers. The GCC remains Germany’s third strongest overseas market, and we are confident that there will be a swift recovery when flight schedules return to normal, particularly with so much pent-up demand.”

Key co-participants on the Germany stand this year include Visit Berlin, Lufthansa Group, Value Retail Management GmbH – Ingolstadt Village & Wertheim Village, Munich Airport and Studiosus Incoming.

Munich Airport is strengthening its commitment to travellers from across the region with the opening of its new 95,000-square-metre Terminal 1 Pier, designed with the needs of guests from the Middle East in mind, delivering a seamless and comfortable travel experience. The new facility, which can accommodate up to six million additional passengers, will serve as the primary home at Munich Airport for airlines operating from the region and their passengers. In 2025, approximately 1.6 million passengers travelled on routes between Munich and the Gulf, accounting for 18% of all long-haul traffic at the airport. Currently, 15 airlines are connecting Munich with 15 destinations across 10 countries in the MENA region.

Complementing the new facility, the Bavarian-Arab Society has established a new office at Munich Airport, creating a dedicated point of contact for Arab travellers, fostering cultural understanding, and providing personalised support services.

“Together with the German National Tourist Board, Munich Airport remains committed to strengthening connectivity, hospitality, and cultural ties between Germany and the Arab world, while positioning Germany and Bavaria as a premier destination for family, leisure, medical, and luxury travel,” said Corinna Born, Director International Media Relations at Munich Airport.

Germany’s 2026–2027 campaigns will showcase the breadth of the country’s tourism offering, spanning sustainable travel, nature, urban culture, gastronomy and seasonal experiences, alongside a strong programme of cultural events and anniversaries.

Highlights include Simply Feel Good, showcasing travel experiences and destinations in Germany that feature sustainability initiatives; Next Stop: Travel Destination Germany, celebrating its diverse cities and contemporary culture; Culinary Germany, spotlighting regional cuisine, fine dining and sustainable gastronomy; and Family & Friends in Nature, encouraging exploration of Germany’s hiking and cycling trails, national parks and outdoor experiences. Season’s Greetings from Germany will promote the country’s traditional Christmas markets and winter experiences.

Culture will also play a central role, with the 150th anniversary of the Wagner Festival in Bayreuth, followed in 2027 by BTHVN 2027, commemorating 200 years since Beethoven’s death, documenta 16 in Kassel, one of the world’s leading contemporary art exhibitions, and International Garden Exhibition (IGA) 2027 in the Ruhr region, combining gardens, nature, culture and sustainable urban development. Together, the campaigns position Germany as a diverse, year-round destination offering experiences across culture, nature, food and sustainability.

The Germany stand at ATM 2026 is located in the Europe Hall, stand number EU5150. ATM 2026 takes place from 14^th to 17^th September at the Dubai World Trade Centre.

For a selection of destination images and spokesperson headshots, please refer to the following link.

About the GNTB

The German National Tourist Board (GNTB) works on behalf of the Federal Ministry for Economic Affairs and Energy to represent Germany as a tourist destination and is funded by the Ministry in accordance with a decision taken by the German Bundestag. As the central organisation for promoting inbound tourism to Germany, the GNTB works closely with the German travel industry and private-sector partners and trade associations to develop strategies and marketing campaigns that promote Germany’s positive image abroad as a travel destination and encourage tourists to visit the country. The aim is to unlock future commercial potential and thus add value to the German economy by attracting international visitors to Germany.

The GNTB’s primary strategic areas of action are:

Targeted market research and detailed analysis of global travel trends and market-specific customer demand
Supporting the German travel industry, which is dominated by small and medium-sized businesses, by sharing expertise and connecting German providers with the international travel trade.
Raising awareness of the Destination Germany brand and enhancing the brand profile with a focus on digital transformation.

The ‘Germany. Simply inspiring’ brand profile represents a high-quality and service-oriented, travel destination in the market.

From its head office in Frankfurt, the GNTB manages 22 foreign representative offices in established and in high-potential source markets.

Follow GNTO’s accounts on social media:

https://www.instagram.com/germanytourismar/

https://www.facebook.com/germanytourismar/

About Munich Airport:

Munich Airport is one of the most important air traffic hubs in Europe and offers attractive flight connections to destinations all over the world. Munich Airport is regularly recognized as one of the best airports in Europe by the renowned London Skytrax Institute and was also the first European airport to be awarded the “5-Star Airport” seal of quality. Founded in 1949, Flughafen München GmbH (FMG) has been operating Munich Airport at its current location since 1992. FMG’s shareholders are the Free State of Bavaria with 51 per cent, the Federal Republic of Germany with 26 per cent and the City of Munich with 23 per cent. Approximately 37,000 employees work at the airport campus in 470 companies.