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Exploring Germany: Your Ultimate Travel Guide from ATM 2024

Updated: May 13

The German National Tourist Office (GNTO), along with 15 co-exhibitors representing cities, airports, and hotels, have successfully concluded another year at the Arabian Travel Market (ATM), underscoring Germany's commitment to the Middle East's largest travel and tourism exhibition. The annual gathering has proven crucial in reinforcing Germany’s ties with the GCC region, showcasing its diverse tourism offerings and sustainable travel initiatives.


Exploring Germany: Your Ultimate Travel Guide from ATM 2024

The Arabian Travel Market (ATM) serves as a cornerstone for the GNTO’s strategic outreach within the GCC region, connecting with travel professionals and decision-makers across the UAE and broader GCC.

It provides a platform to foster valuable partnerships and allow for engagement with potential Gulf visitors. Additionally, ATM offers invaluable insights into the region’s latest travel trends and preferences, enabling GNTO to tailor its marketing strategies effectively.


During the four-day event, the GNTO showcased innovative marketing strategies focused on sustainability in the tourism sector.

The GNTO's engagement with partners and stakeholders underscored its commitment to sustainable practices. It aligned with Germany's rich cultural heritage and scenic landscapes to position the country as a prime destination for eco-conscious travellers seeking meaningful experiences.


The ATM emphasised the GCC market's significance to the German tourism sector, highlighting its role as one of the top three overseas source markets and its rapid recovery post-pandemic.

Early 2024 statistics demonstrate the market's resilience, with GCC travellers recording 128,745 overnight stays in Germany during the first two months alone. The robust growth trajectory underscores Germany's enduring appeal as a preferred destination for GCC tourists.


Another highlight of the event was the presentation of the Sustainable Tourism Journalist Award, which recognises journalists whose work highlights the crucial connections between tourism and sustainability. A panel of journalism faculty specializing in media and tourism judged entries for journalistic quality and insights into sustainable tourism practices.


Yamina Sofo, Director at the GNTO GCC Office, commented, "The ATM has become a pivotal fixture on our calendar, serving as one of the most vital platforms where industry decision-makers and travel experts converge. This year, our participation in ATM 2024 focused on showcasing Germany as a travel destination and highlighting our commitment to sustainable and responsible tourism. We're pleased with the positive engagement and feedback from our partners and the public, which reaffirms the GCC's growing interest in sustainable travel options."


The GNTO is enthusiastic about the future prospects of attracting more GCC travellers to Germany, particularly with the added appeal of upcoming events like the Euro 2024 football tournament. The anticipated increase in flight connectivity, including new direct services from GCC cities to various German destinations, is expected to boost travel figures further.


The UEFA Euro 2024 football tournament, taking place in Germany between June 14th and July 14th, is anticipated to be Europe's premier sporting event of the year. Sofo added: "The GNTB's strategy is to promote the ten host cities (Berlin, Cologne, Dortmund, Dusseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich and Stuttgart) and surrounding areas to encourage tourists to stay longer and explore other regions throughout Germany. This also has the added benefit of reducing the overall carbon footprint per travel day,"


As the GNTO continues to champion sustainable travel, it looks forward to welcoming more visitors from the GCC, offering them a diverse range of experiences that combine Germany's historical and cultural richness with its commitment to environmental stewardship.

Germany has 20 sustainably certified regions and cities, over 1,540 sustainably certified establishments, and 350 spas and health resorts.


For more information about Germany and to experience the country’s array of offerings and scenic beauty, visit

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