Beginning Feb 2026, the GNTB will localize its City Life and Culinary Germany campaigns for GCC audiences, deploying them across high-impact digital platforms.
The German National Tourist Board (GNTB) is preparing a renewed and intensified marketing push across the Gulf Cooperation Council (GCC) in 2026, marking a strategic shift designed to capture the region’s fast-growing outbound travel demand. B
Building on two decades of direct operations in the Gulf, the organisation will roll out fresh digital campaigns, Gen Z-focused social media strategies, and market-specific adaptations of its global initiatives to reinforce Germany’s position as a preferred destination for Gulf travellers.
Beginning February 2026, the GNTB will localize its City Life and Culinary Germany campaigns for GCC audiences, deploying them across high-impact digital platforms. The new strategy will also leverage “Emma,” the GNTB’s AI-powered travel companion, who shares personalised inspiration and trip ideas via her Instagram channel, @EmmaTravelsGermany.
The board said the enhanced approach reflects evolving traveller expectations in the Gulf, especially among younger segments seeking immersive, lifestyle-driven travel experiences.
The expanded marketing activity comes as the GCC cements itself as one of Germany’s most valuable inbound markets. In 2024, travellers from the region spent €2.3 billion in Germany, with retail accounting for nearly half of the total outlay.
According to IPK International, the GCC generated 20.6 million outbound international trips last year, exceeding pre-pandemic levels and underscoring the region’s long-term tourism potential. Germany is currently the fourth most popular European destination for Gulf travellers.
The GNTB formally highlighted its strengthened commitment during a press conference in Dubai titled “Celebrating 20 Years in the GCC,” held at the Theatre of Digital Art.
Petra Hedorfer, Chief Executive Officer of the GNTB, said: “As we celebrate 20 years in the Gulf Cooperation Council, our commitment to the region is stronger than ever. The GCC has become one of our most important overseas markets… Looking ahead, we will continue to invest in innovative tools, digital engagement, and tailored experiences to ensure that every traveller from the GCC feels welcomed and inspired when exploring Destination Germany.”
The GNTB’s Dubai office oversees regional activities spanning the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman. High visitor satisfaction—reflected in a 74 per cent repeat visitation rate in 2024—continues to be driven by Germany’s cultural attractions, medical tourism, natural landscapes and premium shopping. Since 2005, the board has strengthened partnerships with travel trade and media, helping triple GCC overnight stays and expanding Arabic-language and halal-friendly services.
With its ramped-up 2026 marketing strategy, the GNTB aims to deepen this momentum and ensure Germany remains an exceptional, year-round choice for Gulf travellers seeking culture, comfort, diversity, and personalised experiences.
