GNTO strengthens direct dialogue with GCC travel trade, media and tourism partners at Arabian Travel Market
Connectivity, ease of travel, confidence and flexibility remain central to meeting evolving GCC traveller expectations
Germany showcases a diverse year-round tourism proposition with major cultural highlights extending into 2027
Dubai : The German National Tourist Office GCC (GNTO GCC) has concluded a successful participation at Arabian Travel Market (ATM) 2026, using the four-day event to deepen relationships with travel trade, media and tourism partners from across the Gulf and reaffirm the strategic importance of the GCC to Destination Germany.
The event provided GNTO and its partners with an important opportunity to engage directly with the regional industry, exchange views on evolving traveller priorities and reinforce Germany’s position as a diverse, accessible and year-round destination for GCC visitors.
GNTO’s participation began with an opening-day press conference highlighting the long-term importance of the GCC market. Germany recorded 1.2 million overnight stays from GCC visitors in 2025, while travellers from the region generated €3 billion in spending, underlining the market’s significant contribution to Germany’s inbound tourism sector.
Throughout the event, GNTO placed direct industry dialogue at the heart of its participation, engaging with travel professionals and media on changing traveller expectations and the factors increasingly influencing international travel decisions.
Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, said: “The GCC remains an important long-term market for Destination Germany, and our participation at ATM allows us to maintain close relationships with our partners, listen to the market and better understand what travellers from the region 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. Our continued cooperation with airlines, airports, the travel trade and destination partners plays an important role 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. Together, the co-participants represented different aspects of the visitor journey, spanning destination experiences, air access, airport services and shopping.
Their participation also reflected GNTO’s continued commitment to the regional travel industry, creating opportunities to strengthen relationships, exchange market insights and maintain direct connections between GCC travel professionals and German tourism partners.
Connectivity and ease of travel remained important themes throughout the event. GNTO and its partners highlighted the value of convenient air access, efficient airport experiences, reliable onward transport and clear visitor information in giving travellers greater confidence when planning a trip to Germany.
Alongside connectivity, GNTO highlighted the growing importance of confidence and flexibility in travel planning. As GCC travellers place greater value on clarity, convenience and the ability to adapt their journeys when needed, close cooperation across the tourism and aviation sectors remains key to delivering a seamless and reassuring travel experience.
Germany’s year-round tourism proposition was another key focus at ATM, reflecting the varied interests of GCC travellers, from family holidays and city breaks to culture, nature, shopping, wellness and seasonal travel.
Current campaigns reflect this breadth. FEEL GOOD highlights selected destinations and service providers that hold sustainability certifications aligned with independent, recognised standards, including TourCert, the EU Ecolabel and GSTC-recognised certifications, where applicable to each featured partner. Next Stop: Travel Destination Germany showcases the diversity and contemporary appeal of Germany’s cities, from major metropolises to smaller cultural hubs. Culinary Germany brings regional specialities, seasonal produce and gastronomy into focus, alongside the country’s strong fine-dining credentials, including MICHELIN-starred restaurants and MICHELIN Green Star establishments. Family & Friends in Nature encourages visitors to explore Germany’s natural landscapes, cycling and hiking routes, as well as family-friendly outdoor experiences such as wildlife parks, farm stays and treetop walks.
Season’s Greetings from Germany adds a strong seasonal dimension, highlighting traditional Christmas markets and winter experiences and giving GCC travellers additional inspiration beyond the peak summer travel period.
Together, these campaigns and upcoming events illustrate the depth of Germany’s tourism proposition and its ability to offer GCC visitors fresh experiences across different seasons and repeat visits.
Sofo added: “One of Germany’s greatest strengths for the GCC market is the variety travellers can experience within one destination. A journey can bring together family time, cities, cultural discoveries, nature, shopping, wellness and seasonal experiences, giving visitors the freedom to shape their trip around their individual priorities.
“As we look ahead, our focus remains on staying responsive to the market and working closely with our partners across the GCC. We want Germany to remain accessible, relevant and inspiring, while giving travellers the confidence and choice they increasingly value when planning future journeys.”
Following ATM 2026, GNTO will continue its engagement with airlines, airports, travel agencies, tour operators, destination partners and media across the GCC, supporting the regional travel industry and strengthening awareness of Germany as a year-round destination.
