Germany is strengthening its presence in the Gulf, with tourism spending rising to 2.3 billion euros in 2024
Dubai, November 26 / WAM / Petra Hedofer, CEO of the German National Tourism Board, confirmed that her country has strengthened its position in recent years as a leading global tourist destination, after it was traditionally known as a stronghold of the automobile industry, noting that only 23% of its international visitors come for business purposes, compared to a growing shift towards leisure tourism, at a time when international tourist spending in the country reached 77 billion euros during the year 2024.
During a press conference held today at Souq Madinat Jumeirah in Dubai, as part of the Council’s celebration of the 20th anniversary of its presence in the Gulf Cooperation Council countries, in the presence of a number of media representatives, Hydrofer reviewed the latest performance indicators of the international tourism sector and the Gulf market, which has established its position as the third largest foreign market exporting tourists to Germany, with spending amounting to 2.3 billion euros during the year 2024.
She pointed out that the global tourism sector was “fully back on track” in 2024 after the World Tourism Organization recorded 1.4 billion international tourists, the same level as in 2019, with an additional increase of 4.9% during the first half of this year, while Europe maintained its position as the largest global destination with a market share of 52% through 758 million international visitors.
She added that Germany received 28.5 million international visitors during the first nine months of this year, moving it forward into the list of the top 10 tourist destinations in the world after being between the 30th and 40th places years ago, stressing that the goal is to continue its rise with the support of strategic markets, especially the Gulf countries.
Hedorfer gave a comprehensive presentation of the elements of Germany’s tourism power, explaining that 27% of the country’s territory is protected areas, including national parks, natural parks, and biological reserves, in addition to dozens of vital cities, historical sites, UNESCO sites, and more than 300 cities and resorts specialized in hospitalization and spas, which enhances the multi-style tourist attraction.
She explained that travelers view Germany as a “unique and charming” destination that combines modernity, romance and education, and tops the list of cultural destinations in Europe in terms of the number of cultural trips, as well as being the number one destination for business and commercial travel on the continent.
Regarding the performance of the Gulf market, Hedorfer confirmed that visitors from the Gulf Cooperation Council countries “were the first to return” after the Covid-19 pandemic, as data showed that the UAE represented 46% of the total flight reservations to Germany until October, followed by Saudi Arabia with 21% and then Kuwait with 15%. UAE arrivals between January and October recorded an increase of 7.7%, while seat capacity for flights increased by 14.4%.
She described Gulf travelers as among the most loyal to the German destination, as two-thirds of them are returnees, while 29% visited Germany more than four times, and “Generation Z” represented 27% of new visitors, which prompted the Council to develop a new digital strategy directed at this category through social media platforms.
She said that family travel represents a large segment of Gulf travelers, often as part of multi-generational trips, while about a third of travelers visit Germany for the purpose of arts, culture and shopping, while incorporating visits and movement between major cities into their programs.
Regarding the most visited destinations, she explained that the state of Bavaria – especially Munich – tops the interests of Gulf travelers, followed by Frankfurt, then the states of Hesse, North Rhine-Westphalia and Baden-Württemberg, in addition to Hamburg, Berlin and Dusseldorf, which are also among the most attractive cities.
Hedorfer expected, based on current indicators, that the number of visitors to Germany from the Gulf countries would reach 3 million visitors annually by the end of this decade, driven by high spending, strong mental image, diversity of experiences, and abundance of flights.
In the context of the Council’s plans for 2026, Hedorfer explained that the Council will launch an intensive marketing strategy that includes modified versions for each market of its two global campaigns, “City Life” and “German Cuisine,” starting next February, through high-impact digital channels, with the support of “Emma,” the virtual tourist companion that provides inspiring content and personalized advice to travelers from the Gulf countries.
The German National Tourism Board office in Dubai supervises activities in the Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain and the Sultanate of Oman, which has contributed over the past two decades to tripling overnight stays, and strengthening Germany’s position as a welcoming destination for families concerned with distinguished services, driven by initiatives such as the “Halal Travel Guide to Germany” and the expansion of services available in the Arabic language.
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