Germany Tourism to target young GCC travellers with AI-led digital campaigns

The German National Tourist Board (GNTB) is set to strengthen its outreach across GCC markets in 2026 with an enhanced marketing drive aimed at engaging young travellers. Launching in February, the new approach will include a targeted social media strategy to attract Gen Z audiences from the region.

 

The marketing drive will also feature market-tailored versions of Germany’s global City Life and Culinary Germany campaigns, adapted for distribution across high-impact digital platforms frequented by younger demographics.

 

Supporting the campaigns is Emma, the GNTB’s AI-powered travel companion, who shares destination insights and personalised itineraries via her Instagram channel, EmmaTravelsGermany. The AI tool aims to inspire both travel professionals and end consumers through real-time recommendations and interactive digital content.

 

This renewed focus complements the GNTB’s existing trade engagement platforms, including its annual GCC roadshow and participation in Arabian Travel Market 2026, scheduled for May.

 

RELATED:

Germany launches halal guide for GCC travellers

Germany ranks as most visited country by European business travellers

20 reasons to visit Frankfurt in 2025

 

Marking 20 years of the GNTB’s continuous presence in the GCC, the ramped-up activity reflects the market’s growing role as Germany’s third-largest overseas source region. According to IPK International, outbound travel from the GCC reached 20.6 million international trips in 2024, surpassing pre-pandemic volumes, with travellers spending more than €2.3 billion (AED9.8 billion) that year.

 

Germany is now the fourth most popular European destination among GCC travellers, who continue to rate their experience highly, with repeat visitation reaching 74% in 2024. The strong return rate reflects the country’s appeal across cultural, wellness, medical and family travel segments, enhanced by premium shopping options that account for nearly half of all GCC visitor spending.

 

Since 2005, the GNTB office in Dubai has worked closely with regional travel partners and media to strengthen Germany’s profile, with recent initiatives such as the Germany Halal Travel Guide and expanded Arabic-language support further improving comfort and accessibility for GCC visitors.

 

Commenting on the 2026 strategy, Petra Hedorfer, CEO of the GNTB, said the tourism board’s commitment to the region was stronger than ever. "The GCC has become one of our most important overseas markets, driven by travellers who value quality, comfort, cultural discovery and personalised service. Looking ahead, we will continue to invest in innovative tools, digital engagement and tailored experiences to ensure that every traveller from the GCC feels welcomed and inspired when exploring Destination Germany.”

 

For more information, visit gcb.de