The German National Tourist Office (GNTO) has concluded its annual GCC Roadshow 2025, reaffirming Germany’s close partnership with the Gulf region and presenting the country’s latest tourism offerings to key travel and trade representatives.
Held from October 26
to 29, 2025, the roadshow visited Manama, Riyadh, Jeddah, and Dubai,
underlining the GCC’s position as one of Germany’s most important overseas
source markets for inbound travel. Notably, the event returned to Bahrain after
a several-year hiatus, marking a renewed engagement with the destination.
Fatima Al Sairafi,
Minister of Tourism of the Kingdom of Bahrain and Chairman of the Bahrain
Tourism and Exhibitions Authority (BTEA), honoured the event in Manama with her
attendance, underlining the importance of continued collaboration between
Germany and Bahrain in advancing tourism and cultural exchange. Her
participation further emphasized Bahrain’s growing role as a key partner in
promoting international tourism cooperation across the GCC.
Another highlight was
bringing together travel professionals, tour operators, and media to showcase
the latest opportunities for GCC travellers in Germany, all organized with the
support of the Embassy of the Federal Republic of Germany in Manama.
A standout moment
during the roadshow was the Riyadh event, co-hosted with Lufthansa German
Airlines and Munich Airport, to celebrate Lufthansa’s upcoming relaunch of
non-stop flights between Riyadh and Munich, beginning on 26 October 2025. This
special occasion featured the Airbus A350-900, one of the world’s most modern
and sustainable aircraft, symbolizing strengthened travel links and the 65th
anniversary of Lufthansa’s operations in the Kingdom.
In the second quarter
of 2026, Munich Airport will mark an important development with the opening of
Pier T1E, a new extension of Terminal 1. The pier will serve as the dedicated
base for Gulf carriers, offering improved and more efficient experience for
passengers and airline partners. With expanded immigration and security areas,
travellers will benefit from smoother processing, while new retail and lounge
spaces will provide additional comfort and convenience. This investment
reflects Munich Airport’s ongoing focus on service quality and its role as a
key European gateway for passengers from the Gulf region.
The UAE, where the
roadshow concluded, remains Germany’s largest source market from the GCC. Both
Emirati nationals and residents represent the highest share of Gulf visitors to
Germany. The country’s diverse traveller base and high travel propensity continue
to drive strong demand for Germany’s rich mix of cultural heritage, wellness
offerings and family-friendly experiences. Growing connectivity between the two
nations, supported by new direct flights, further enhances the UAE’s role as a
strategic partner in advancing Germany’s tourism goals in the region.
Yamina Sofo, Director
of the Marketing & Sales Office – GNTO GCC, said: “The GCC continues to be
one of our most dynamic and valued markets. Travellers from the region are
drawn to Germany’s cultural richness, family-friendly atmosphere, and world-class
hospitality. This year’s roadshow highlighted our strong collaboration with
partners such as Lufthansa and Munich Airport, further deepening connections
between the Gulf and Germany. Building on the success of last year’s tour,
which strengthened our relationships across the region, we are proud to see
even greater engagement and momentum in 2025.”
Across the region,
Lufthansa Group carriers, including Eurowings and ITA Airways, now operate more
than 120 weekly flights between the Middle East and Europe, offering GCC
travellers convenient access to Germany’s leading destinations. The enhanced
connectivity aligns with GNTO’s mission to support sustainable, inclusive, and
easily accessible travel experiences for visitors from the Gulf.
The 2025 GCC Roadshow
brought together an impressive roster of German partners, including E.
Breuninger GmbH & Co, Emissa Travel, Eurowings – German Airlines,
Franconian Tourist Board, Ingolstadt Village & Wertheim Village (Members of
the Bicester Collection), Lufthansa Group, Munich Airport, Munich Tourist
Office, Outletcity AG Metzingen, visitBerlin and Zugspitze – Top of Germany.
Together, they
showcased the diversity of Germany’s tourism landscape — from luxury shopping
and cultural exploration to nature-based adventures and sustainable travel —
all tailored to the preferences of GCC visitors.
Looking ahead, GNTO
introduced its 2026 global campaigns, showcasing Germany’s ongoing blend of
heritage, innovation, and sustainability. The “City Life” campaign will
showcase Germany’s vibrant cities and UNESCO World Heritage sites. “Culinary
Germany” will celebrate the country’s gastronomic diversity, from high-end
dining to regional flavours, and immersive food experiences.
The “Simply Feel Good”
campaign focuses on sustainable, eco-friendly travel, encouraging the discovery
of green cities, trails, and eco-initiatives, such as Deutsche Bahn’s network.
“Season’s Greetings” will showcase Germany’s winter charm, featuring festive
markets and seasonal events that are popular with Gulf visitors.
Sofo added: “Germany
offers a truly unique balance of culture, nature, and innovation. With our new
campaigns for 2026, we aim to build on the achievements of 2025 and continue
engaging with our valued partners across the Gulf. Whether discovering our modern
cities or exploring our natural landscapes, we look forward to welcoming even
more travellers from the region in the coming year.”
The GCC remains a
cornerstone of Germany’s tourism industry, supported by long-standing
partnerships, expanding air links, and a shared commitment to quality and
sustainability. Through initiatives such as the annual roadshow, GNTO continues
to strengthen cooperation with the region’s travel sector, ensuring that
Destination Germany remains a preferred choice for GCC travellers. -TradeArabia News Service