Petra Hedorfer, Chief Executive Officer of the German National Tourist Board (GNTB), affirmed that Germany has strengthened its position in recent years as a leading global tourism destination after traditionally being known as a hub for the automotive industry.
She noted that only 23
per cent of international visitors now come for business purposes, compared to
a growing shift toward leisure tourism, at a time when international tourist
spending in the country reached €77 billion in 2024, reported WAM news.
During a press
conference held at Souk Madinat Jumeirah in Dubai, as part of the GNTB’s
celebration of 20 years of presence in the Gulf Cooperation Council countries,
and in the presence of media representatives, Hedorfer reviewed the latest
performance indicators of the international tourism sector and the Gulf market,
which has cemented its place as the third-largest overseas source market for
tourists travelling to Germany, with spending reaching €2.3 billion in 2024.
She noted that the
global tourism sector “fully returned to its trajectory” in 2024, after the UN
World Tourism Organisation recorded 1.4 billion international tourists, the
same level as 2019, with an additional increase of 4.9 per cent during the
first half of this year.
Europe maintained its
position as the world’s largest destination with a 52 per cent market share
through 758 million international visitors.
She added that Germany
welcomed 28.5 million international visitors during the first nine months of
this year, advancing into the list of the world’s top 10 tourism destinations
after previously ranking between 30th and 40th, affirming that the goal is to
continue rising with support from strategic markets, foremost among them the
Gulf region.
Hedorfer presented a
comprehensive overview of Germany’s tourism strengths, explaining that 27 per cent
of the country’s land area consists of protected regions, including national
parks, nature reserves and biosphere preserves, in addition to dozens of
vibrant cities, historical sites, UNESCO locations, and more than 300 cities
and resorts specialising in wellness and spa tourism, all of which enhance its
multi-faceted tourism appeal.
She explained that
travellers view Germany as a “unique and fascinating” destination that combines
modernity, romance and education, and that it tops the list of cultural
destinations in Europe in terms of cultural trips. It also ranks as the
number-one business and trade-travel destination on the continent.
Regarding the Gulf
market’s performance, Hedorfer confirmed that visitors from the GCC “were the
first to return” after the COVID-19 pandemic. Data showed that the UAE accounts
for 46 per cent of total travel bookings to Germany until October, followed by
Saudi Arabia at 21 per cent, and Kuwait at 15 per cent. Arrivals from the UAE
between January and October increased by 7.7 per cent, while airline seat
capacity increased by 14.4 per cent.
She described Gulf
travellers as among the most loyal to Germany, with two-thirds being return
visitors, while 29 per cent have visited Germany more than four times.
Generation Z represented 27 per cent of new visitors, prompting the Board to
develop a new digital strategy targeting this segment across social-media
platforms.
She added that family
travel represents a large portion of Gulf visitors, often through
multi-generational trips, while about one-third of travellers visit Germany for
arts, culture and shopping, integrating visits to major cities and moving
between them in their itineraries.
Regarding the most
visited destinations, she explained that Bavaria, especially Munich, tops the
interests of Gulf travellers, followed by Frankfurt, and then the states of
Hesse, North Rhine–Westphalia and Baden-Württemberg, in addition to Hamburg,
Berlin and Düsseldorf, which are also among the most attractive cities.
Based on current
indicators, Hedorfer expects the number of visitors from the GCC to reach 3
million annually by the end of this decade, driven by increased spending,
strong destination perception, diverse experiences and high flight
availability.
As part of the Board’s
plans for 2026, Hedorfer explained that a comprehensive marketing strategy will
be launched, including tailored versions for each market of its two global
campaigns, City Life and German Cuisine, starting next February, through high-impact
digital channels and supported by “Emma”, the virtual tourism assistant who
provides inspiring content and personalised guidance for Gulf travellers.
The German National Tourist Board’s Dubai office oversees activities in the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman, contributing over the past two decades to tripling overnight stays and strengthening Germany’s position as a welcoming, family-friendly destination focused on outstanding services, supported by initiatives such as the Halal Travel Guide to Germany and the expansion of Arabic-language services.