Germany launches eco-tourism strategy at ATM 2025 Dubai
Lufthansa expands eco-air travel plans across Middle East-Germany routes
DUBAI: Germany’s pledge to redefine tourism through sustainability took centre stage at the Arabian Travel Market (ATM) 2025 in Dubai, where the German National Tourist Office Gulf Countries (GNTO), in partnership with Lufthansa Group Airlines, unveiled its forward-looking strategy for attracting Gulf travellers.
Held on Monday, 28 April, the exclusive press conference attracted regional media and key tourism stakeholders, signalling a renewed commitment to responsible tourism and enhanced connectivity between the Gulf and Germany.
GNTO’s Director for the Gulf Countries, Yamina Sofo, outlined Germany’s evolving approach to tourism in the context of environmental responsibility, inclusivity, and cultural exploration. Highlighting the country's Sustainability Awards, Sofo praised the impact of regional journalism in inspiring eco-conscious travel. Among the awardees, Al Jazeera’s Mohammed Benkacem was honoured for his outstanding contribution to sustainable tourism storytelling – a landmark moment in Germany–Gulf cooperation.
Green priorities
With sustainability taking precedence, Sofo invited Gulf travellers to explore Germany beyond traditional tourist hotspots, encouraging visits to regions showcasing green mobility, eco-friendly accommodation, and community-based experiences. Her message resonated strongly in the context of ATM 2025’s overarching theme: “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.”
In an engaging Q&A session, Sofo addressed Gulf journalists’ questions about Schengen visa accessibility – a topic of growing importance in the region. She also pointed to rising demand among GCC tourists for personalised, wellness-oriented, and climate-conscious experiences, stating that Germany is well-equipped to meet these evolving expectations.
Airline collaboration
Luis Monreal, Lufthansa Group’s Senior Director of Sales Middle East, elaborated on the airline’s environmental initiatives aimed at cutting emissions and modernising its fleet. Lufthansa’s agenda includes integrating Sustainable Aviation Fuel (SAF), improving fuel efficiency, and investing in next-generation aircraft technology – steps that reflect a shared commitment with GNTO to carbon-conscious tourism.
Monreal also highlighted increased capacity and frequency of flights connecting the Middle East and Germany, providing GCC travellers with improved access to multiple German cities while reducing the ecological footprint of travel. This synergy between airline infrastructure and destination readiness positions Germany as a top contender for Gulf tourists seeking sustainable yet luxurious holidays.
ATM 2025
The 32nd edition of Arabian Travel Market (ATM) was inaugurated by His Highness Sheikh Ahmed bin Saeed Al Maktoum. Held at the Dubai World Trade Centre from 28 April to 1 May, ATM 2025 boasts a record-breaking 2,800 exhibitors from 161 countries, with an anticipated 55,000 attendees.
This year marks a significant leap in participation, notably from Asia, the Middle East, and Europe. New initiatives such as IBTM@ATM for business events, a 26% expansion in ATM Travel Tech, and a Start-Up and Innovation Zone spotlight cutting-edge travel solutions, AI integration, and immersive technologies.