Germany Concludes Strong ATM 2025 Presence with Sustainability at the Forefront
The German National Tourist Office (GNTO) GCC concluded a successful participation at Arabian Travel Market (ATM) 2025, with a focus on sustainability and a strengthened commitment to culturally immersive travel experiences. The event highlighted Germany's growing appeal as a destination for travelers from the Gulf region.
Germany's pavilion at ATM occupied 135 square meters in the Europe Hall, featuring 27 co-exhibitors from a range of sectors, including hotels, airlines, travel services, healthcare, and retail. Over the course of the four-day event, representatives held numerous meetings with regional travel agents, tour operators, and media professionals to strengthen bilateral tourism ties and explore collaboration opportunities.
Key Campaigns and Offerings
Germany's presence was highlighted by its prominent campaigns—Cultureland Germany, Simply Feel Good, and Embrace German Nature. These initiatives emphasized the country's eco-certified travel options, diverse landscapes, and world-renowned cultural experiences. They also aligned with the GCC's travel preferences, offering Arabic-language services, Halal-friendly dining, and family-friendly attractions.
The GCC visitor numbers to Germany saw a steady increase, with 489,689 visitors in 2024, a 1.2% year-on-year growth and a significant 21% increase compared to 2022. This surge reflects Germany’s increasing popularity as a preferred European destination for Gulf travelers.
Sustainability at the Forefront
At ATM, Germany also showcased its commitment to environmental responsibility through the Sustainability Media Award 2024. This global initiative, which recognizes outstanding journalism on sustainable travel in Germany, was introduced in the GCC in 2023 and has since grown in impact. This year's entries were evaluated by a jury of sustainability experts from the Emirates Environmental Group, emphasizing the importance of environmental awareness within tourism.
Habiba Al Mar'ashi, Chairperson of the Emirates Environmental Group, noted, "Sustainability is not a trend, but a necessity. Initiatives like the Sustainability Media Award play a vital role in inspiring responsible travel."
Imad Saad, Head of the Jury, commented on the quality of submissions, stating, "Each entry contributed to the conversation around sustainable tourism, offering meaningful insights into responsible travel practices."
Commitment to Sustainable Tourism
GNTO’s Director, Yamina Sofo, highlighted Germany’s strong air connectivity from GCC hubs to cities such as Berlin, Munich, and Frankfurt. This convenient access and tailored hospitality services continue to enhance Germany's position as a leading European destination for Gulf travelers.
Sofo emphasized, “The Sustainability Media Award reflects our long-term commitment to promoting responsible travel. We aim to inspire local media to cover sustainable travel and empower travelers to make conscious choices that benefit the environment.”
