The German National Tourist Board (GNTB) unveiled a significant surge in tourism numbers from the Gulf Cooperation Council (GCC) region, revealing that GCC travelers spent a total of 1,297,256 room nights in Germany during 2023. This marked a notable 15% increase from the 1,128,341 overnight stays recorded in the preceding year.
The announcement was made amidst Middle East travel professionals at a press conference held on the inaugural day of the Arabian Travel Market (ATM) 2024.
Yamina Sofo, Director at the German National Tourist GCC Office (GNTO GCC), an arm of the GNTB, highlighted, "During 2023, we witnessed a considerable increase of 168,915 overnight stays compared with the previous year."
Sofo continued, emphasizing the enduring allure of Germany among GCC travelers, attributing it to the concerted efforts of the GNTO's marketing campaigns across various channels. "Germany's rich culture, rural customs, natural beauty, sustainability efforts, accessibility, and inclusiveness all play significant roles in its popularity," she remarked.
Participation in ATM, recognized as the largest travel and tourism event in the region, forms an integral part of GNTO's marketing strategy. Sofo expressed confidence in surpassing the pre-pandemic figure of 1,604,753 overnight stays, emphasizing the strategic importance of the GCC market, which currently ranks among the top three incoming markets to Germany, following the US and China.
In 2022, the GCC region emerged as Germany’s top performing inbound source market in Asia and Australasia, with over 404,000 arrivals, marking a remarkable increase of over 117% compared to 2021 figures. Moreover, GCC guests contributed 2.1 billion euros to Germany's economy in 2022, averaging 4,443 euros per trip per guest, reflecting a substantial 110% increase from the previous year.
Highlighting the increasing popularity of Germany among GCC visitors post-pandemic, Sofo underscored the potential for growth in 2024, particularly leveraging the Euro 2024 football tournament as a catalyst for longer stays and showcasing Germany as a year-round holiday destination.
Enhanced flight connectivity between the GCC and Germany is poised to support these ambitions, with more than 207 direct weekly flights currently operating between the two regions, compared to 201 in 2022. Notable additions include new routes from Doha to Hamburg by Qatar Airways and from Manama to Munich by Gulf Air, commencing on July 1st, as well as forthcoming services from Jeddah to Cologne and Berlin by Eurowings in November. Flynas will also introduce flights from Jeddah to Berlin starting September 4th.
The GNTB’s marketing strategy, encapsulated under the slogan ‘Germany, simply inspiring,’ aims to capitalize on the country's diverse offerings, including its 52 World Heritage sites, over 6,000 museums, and sustainable travel initiatives. Emphasizing sustainability, Sofo highlighted Germany's 20 sustainably certified regions and cities, over 1,540 sustainably certified accommodations, and 350 spa and health resorts.
Euro 2024, set to take place between June 14th and July 14th in Germany, stands as a flagship event, driving the GNTB's strategy to promote the tournament's ten host cities and their surrounding areas. This approach not only encourages longer stays but also aligns with sustainability goals by reducing the overall carbon footprint per travel day.
Sofo reiterated the GNTB's commitment to showcasing Germany as a multifaceted destination, rich in culture, sustainability, and diverse experiences, aiming to attract an increasing number of GCC travelers in the coming years.
