Home » European Travel News » Germany’s GCC Roadshow: Unveiling A New Era Of Sustainable Travel And Cultural Connections Across The Major Cities!

Published on
October 31, 2025

The German National Tourist Office (GNTO) completed the last leg of their roadshow in the GCC from 26 to 29 October 2025, which targeted four major cities across the gulf, namely Manama, Riyadh, Jeddah and Dubai. While in the gulf Germany’s critical relationship with the GCC countries was once again emphasized, as the roadshow provided the newest tourism features the country offers, deepening the bonds with Germany and the gulf. This year’s roadshow was especially noteworthy because of the return to Bahrain tourism after a long pause, highlighting Bahrain’s strategic significance in developing tourism cross the region.

Bahrain and Saudi Arabia: Key Stops in Germany’s Tourism Revival

In Manama, the roadshow attracted significant attention, with Bahrain’s Minister of Tourism, H.E. Fatima bint Jaafar Al Sairafi, participating in the event. Her attendance emphasised Bahrain’s vital role in strengthening tourism ties with Germany. The event provided an ideal platform for travel professionals, media, and tour operators to explore opportunities for GCC tourists in Germany. A key highlight of the Bahrain stop was the renewed commitment to advancing collaboration between both nations in the areas of tourism and cultural exchange.

The roadshow also made a notable stop in Riyadh, where Lufthansa and Munich Airport co-hosted a celebration marking the relaunch of Lufthansa’s non-stop flight between Riyadh and Munich. This relaunch, symbolised by the unveiling of the Airbus A350-900, marked an important milestone in the 65-year history of Lufthansa’s operations in Saudi Arabia. The event in Riyadh not only showcased Germany’s growing connectivity with the Kingdom but also highlighted the strong demand from Saudi nationals seeking travel experiences in Germany’s rich cultural landscape.

Highlighting Travel Opportunities and Sustainable Tourism in Jeddah and Dubai

In Jeddah, the roadshow continued to draw attention to the latest German offerings for GCC travellers, focusing on the diverse cultural, wellness, and family-friendly experiences available across the country. The event engaged regional tour operators with exclusive insights into new sustainable travel campaigns and Germany’s commitment to eco-friendly tourism.

Finally, the roadshow wrapped up in Dubai, where it was clear that the UAE continues to be Germany’s largest source market in the Gulf. With both Emirati nationals and residents consistently representing the highest number of Gulf visitors to Germany, this stop underscored Germany’s commitment to delivering tailored tourism experiences for this high-demand market. The UAE’s role in fostering bilateral tourism growth was further bolstered by increasing connectivity, including new direct flights that make travelling between Germany and the UAE easier and more convenient.

Celebrating Cultural Heritage, Sustainable Travel and Exclusive Campaigns

One of the most notable features of the 2025 GCC Roadshow was Germany’s spotlight on sustainability. Yamina Sofo, the Director of the Marketing & Sales Office-GNTO GCC, commented that this year’s event underscored Germany’s commitment to offering sustainable, inclusive, and easily accessible travel experiences. The German tourism office highlighted how Germany’s eco-friendly offerings are becoming more appealing to Gulf visitors, particularly in cities that focus on green travel, sustainable public transport, and nature-based tourism initiatives.

The roadshow also unveiled Germany’s 2026 global campaigns, which are set to showcase the country’s vibrant cities and UNESCO World Heritage sites, including new culinary experiences and eco-friendly travel initiatives. The “Simply Feel Good” campaign, which focuses on sustainable, green travel options, aims to attract GCC tourists eager to explore Germany’s cutting-edge eco-tourism offerings. The City Life and Culinary Germany campaigns will focus on the country’s modern cities, rich food culture, and regional specialties, presenting diverse travel experiences for visitors from the Gulf.

GCC Region’s Importance to Germany’s Tourism Industry

The GCC market remains a cornerstone of Germany’s tourism strategy. With strong air links, increased flight capacity from Gulf carriers, and a growing interest in sustainable travel, the roadshow illustrated Germany’s commitment to maintaining the Gulf region as one of its most important tourism markets. As the GCC’s travel propensity continues to increase, Germany is positioned to continue offering a broad range of unique experiences, including cultural exploration, luxury shopping, nature adventures, and winter sports tourism.

Looking ahead, GNTO’s partnerships with major German travel brands such as Lufthansa, Munich Airport, and visitBerlin, alongside local tour operators, further emphasise Germany’s dedication to building long-lasting relationships with key Gulf stakeholders. This partnership-driven approach ensures that Germany remains a top destination for GCC travellers, offering tailored itineraries, exclusive deals, and unparalleled service.

Looking to the Future: Germany’s Ongoing Engagement with the GCC

As Germany continues to deepen its ties with the GCC, the GNTO’s 2025 roadshow set the stage for even greater engagement in the coming years. The German National Tourist Office’s commitment to sustainability, cultural exchange, and customer service provides a strong foundation for the continued growth of German tourism in the region. With plans to expand further in 2026, the GNTO is poised to strengthen its position as a key player in the Gulf’s travel market, offering a diverse range of travel experiences that cater to the evolving tastes and preferences of GCC tourists.

The GCC-Germany Travel Roadshow as a milestone

The roadshow was both interesting and fruitful because of the wide variety of tourists and trade professionals in attendance. The attendance further underscores the growing importance of the gulf region in the tourism strategy of Germany. Also as framed by the sustainability strategy, Germany’s tourism strategy will always try to defend the cultural and the economic assets Germany has with the GCC. The display of interest to travel to Germany by the region will clearly mark the international collaboration with Germany will further continue. The Roadshow of 2025 will mark the starting point for collaboration and travel opportunities across GCC that are planned for the in the coming years and the years ahead.