ATM Dubai 2026: Germany targets GCC travel rebound as visitor stays reach 1.2 million
Munich Airport unveils new Middle East-focused terminal facility
DUBAI – Germany is highlighting the strength and long-term potential of the GCC outbound travel market as Arabian Travel Market (ATM) Dubai 2026 enters its second day, with the German National Tourist Office GCC showcasing the country’s year-round attractions and tourism offering.
Germany recorded 1.2 million overnight stays by GCC visitors in 2025, representing a 9% increase compared with 2022. GCC travellers also spent a combined €3 billion in Germany last year, with expenditure per trip and per person more than 30% above the average recorded among overseas visitors.
The figures were presented during a GNTO GCC press conference held on the opening day of ATM 2026, which is taking place from 14 to 17 September at Dubai World Trade Centre (DWTC). Germany’s presence at the travel trade show is focused on strengthening partnerships across the region, showcasing experiences beyond the traditional peak seasons and preparing for a recovery in GCC visitor numbers following disruptions to Gulf air traffic.
GCC demand
Yamina Sofo, Director of the Marketing & Sales Office at GNTO GCC, an affiliate of the German National Tourist Board (GNTB), said visitor numbers and travel expenditure from GCC markets had shown steady growth between 2022 and 2025.
She noted that Germany started 2026 positively, recording 68,455 overnight stays from GCC visitors in January, a 4.7% increase. However, the pace moderated during the remainder of the first half of the year amid exceptional disruption to air traffic across the Gulf, which affected passenger flows and direct travel to Germany.
Sofo said the figures nevertheless continued to demonstrate Germany’s appeal among GCC travellers and the resilience of demand from the region.
At ATM 2026, the GNTO GCC is using its participation to present Germany as a destination for all seasons, while supporting its local tourism partners and highlighting the range of experiences available to visitors from the Gulf.
The GCC currently ranks as Germany’s third-strongest overseas market, underlining the importance of the region to the country’s tourism sector. The tourism office is also preparing for a recovery as flight schedules normalise and previously deferred travel demand returns.
Germany’s co-participants at this year’s ATM include Visit Berlin, Lufthansa Group, Value Retail Management GmbH, representing Ingolstadt Village and Wertheim Village, Munich Airport and Studiosus Incoming.
Munich gateway
Munich Airport is plcing particular emphasis on its growing links with the Middle East through its new 95,000-square-metre Terminal 1 Pier.
The new facility has been designed with the needs of travellers from the Middle East in mind and can accommodate up to six million additional passengers. It will become the primary home at Munich Airport for airlines operating routes to and from the region and the passengers using those services.
The airport’s connectivity with the Gulf has become an important component of its long-haul network. Around 1.6 million passengers travelled on routes between Munich and the Gulf in 2025, accounting for 18% of the airport’s total long-haul traffic.
Munich Airport currently has 15 airlines connecting it with 15 destinations across 10 countries in the wider MENA region, providing a significant network for travellers heading to Bavaria and other parts of Germany.
The new terminal facility is also being complemented by a dedicated initiative for Arab travellers. The Bavarian-Arab Society has established a new office at Munich Airport, providing a point of contact for Arab passengers while promoting cultural understanding and offering personalised support services.
Corinna Born, Director International Media Relations at Munich Airport, said the airport and the German National Tourist Board remained focused on strengthening connectivity, hospitality and cultural ties between Germany and the Arab world.
The partnership is also intended to position Germany and Bavaria for a broad range of GCC travel segments, including family holidays, leisure trips, medical tourism and luxury travel.
Year-round offer
Germany’s tourism campaigns for 2026 and 2027 are designed to underline the diversity of experiences available across the country throughout the year.
The programme covers sustainable travel, nature, urban culture, gastronomy and seasonal experiences, alongside a series of major cultural events and anniversaries.
The Simply Feel Good campaign will spotlight destinations and travel experiences featuring sustainability initiatives. Next Stop: Travel Destination Germany will focus on the country’s cities and contemporary culture, while Culinary Germany will promote regional cuisine, fine dining and sustainable gastronomy.
For travellers seeking outdoor experiences, Family & Friends in Nature will highlight Germany’s hiking and cycling trails, national parks and other nature-based activities. The Season’s Greetings from Germany campaign will focus on traditional Christmas markets and winter experiences, giving GCC visitors another reason to explore the country outside the summer period.
Culture will form another major part of Germany’s tourism calendar.
Among the upcoming highlights is the 150th anniversary of the Wagner Festival in Bayreuth. In 2027, Germany will mark BTHVN 2027, commemorating 200 years since Beethoven’s death.
The country will also host documenta 16 in Kassel, one of the world’s leading contemporary art exhibitions, while the International Garden Exhibition (IGA) 2027 in the Ruhr region will bring together gardens, nature, culture and sustainable urban development.
The campaigns collectively cover a wide range of interests, from city breaks and cultural tourism to outdoor activities, food, sustainability and seasonal travel.
ATM Dubai 2026
Germany’s presence at ATM 2026 provides a platform for tourism organisations, airlines, attractions and destination partners to engage with travel professionals from the GCC and wider international markets.
The German delegation is using the event to promote the country’s year-round tourism proposition while strengthening relationships with regional travel trade partners.
The participation comes as the GCC continues to represent a high-value source market for Germany. The €3 billion spent by GCC travellers in 2025, combined with expenditure per trip and per person exceeding the average for overseas visitors by more than 30%, highlights the market’s significance beyond visitor volumes alone.
Germany’s 1.2 million GCC overnight stays last year also represented a continued rise from 2022, reinforcing the country’s position as the region’s third-strongest overseas market.
For Munich Airport, the focus at ATM extends to the infrastructure supporting that demand, with the new Terminal 1 Pier providing additional capacity and a dedicated Middle East-oriented gateway.
The airport, which has operated at its current location since 1992, is one of Europe’s major air traffic hubs and connects Bavaria with destinations around the world. Its operator, Flughafen München GmbH, is owned by the Free State of Bavaria with a 51% stake, the Federal Republic of Germany with 26% and the City of Munich with 23%.
Around 37,000 employees work across the Munich Airport campus, which comprises approximately 470 companies.
The Germany stand is located in the Europe Hall at EU5150 throughout ATM 2026, which continues at Dubai World Trade Centre until 17 September.