Why GCC Visitors Are Rediscovering
Europe’s Heart

Germany is back on the radar of GCC travelers — and stronger than ever.
At this year’s Arabian Travel Market (ATM) in Dubai. The German National Tourist Office GCC (GNTO GCC)revealed impressive figures. Over 489,689 visitors from the GCC discovered Germany in 2024, marking a steady 1.2% growth. Compared to 2023 and an extraordinary 21% increase compared to 2022.

More than numbers – a growing connection

At the press conference of Arabian Travel Market, Yamina Sofo, Director of GNTO GCC, highlighted that this continuous growth reflects not just strong marketing. It is a real emotional connection. “Germany today offers so much more than just sightseeing,” Sofo explained. “It’s about culture, nature, sustainability — and unforgettable experiences.”

Seamless connections: Lufthansa leads the way

The Lufthansa Group, partnering with the GNTB as an official carrier, is making travel from the GCC even easier.
With over 120 direct connections weekly between Germany and the GCC, and service expanding through hubs like Dubai, Riyadh, Dammam, Abu Dhabi, and Jeddah, Lufthansa and Eurowings bring German hospitality right from take-off.
The network isn’t just growing — it’s becoming smarter, meeting customers closer to their homes.

Culture, Nature, and Stories Come Alive

Germany’s new tourism campaigns set the tone for 2025:

• Cultureland Germany showcases art, design, music, and history, from vibrant cities to the European Capital of Culture 2025, Chemnitz.
• Embrace German Nature opens the gates to three UNESCO Natural World Heritage Sites, 16 biosphere reserves, and more than 100 nature parks — a call to reconnect with the planet.
• Simply Feel Good – Sustainable Travel reminds visitors that Germany is not just beautiful — it’s committed to being sustainable, with over 1,540 certified eco-friendly accommodations and 350 spa and health resorts.

And for those who believe in magic:
2025 marks the 50th anniversary of the German Fairy Tale Route — a journey from Hanau to Bremen where fairy tales like Sleeping Beauty and Rapunzel feel almost real.

Travel with a digital companion

Germany is also leading tourism innovation.
Enter Emma, the new AI-based travel companion, blending technology with rich cultural heritage through the #EmmaTravelsGermany initiative — positioning Germany as a must-visit for the next-generation traveler.

Bigger, better, bolder at ATM 2025

This year, Germany’s presence at ATM is unmistakable: 27 co-exhibitors, 135 square meters of space, and a strong statement that Destination Germany is not just back — it’s setting new standards.

The bottom line:
Germany in 2025 is more than a destination.
It’s a place where culture, nature, sustainability, and technology converge — offering GCC travelers a journey that’s richer, deeper, and unforgettable.