From nature, arts and music to cuisine and fashion, these four European nations put their best assets together under one roof to attract regional buyers
The tourism boards of Austria, France (Atout France Middle East), Germany (GNTO GCC), and Spain recently joined forces in Dubai in a landmark edition of the Discover Europe Travel Summit, which for the first time merged with Marhaba Europe, taking place on April 25 and 26.
The summit, ahead of Arabian Travel Market, provided a crucial gateway for 150 qualified buyers from the GCC, Levant and India to connect with a substantial 130 leading suppliers from the four participating European nations. Over the course of the two-day event, a total of 5,720 pre-scheduled meetings facilitated direct engagement and the exploration of potential partnerships. The summit served as a strategic nexus for a diverse range of industry players. Destination marketing organisations, hospitality providers, Destination Management Companies (DMCs) and transport specialists convened to exchange vital insights into market trends, showcase their latest offerings and cultivate enduring collaborations with key buyers from the region. GERMANY “This year, we welcomed 5 more German exhibitors than last year,” Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, told TTN in an interview. “We hope to return next year with an additional country partner, and, if that’s the case, we will need a bigger space.” The recently concluded European travel summit offered a diverse range of German partners for GCC travellers: from vibrant cities such as Berlin, Dusseldorf, Frankfurt and Munich, shopping destinations, leading DMCs and hotels, to first-time exhibitor Zugspitze, Germany's highest mountain. Germany welcomed a significant 490,000 visitors from the GCC in the past year, demonstrating a steady 1.1 per cent growth over 2023. “Building on this success,” said Sofo, “we brought our largest-ever delegation of 40 German partners to the GCC this year and will even participate at ATM with 27 exhibitors. “GCC visitors typically enjoy extended stays of 9.5 to 11 nights, often combining visits to multiple German cities and European countries, a trend we greatly appreciate. “Our recent Cultureland Germany campaign highlighted Germany's rich arts and culture, including the Johannes Bach celebration and the 50th anniversary of the Fairy Tale Route. Chemnitz, our city in East Germany is one of the European Capitals of Culture this year. Alongside this, our ongoing Embrace German Nature and Simply Feel Good sustainability campaigns continue to resonate,” said Sofo. "Starting early in the year, in January and February of 2025, GNTO GCC conducted visits across the GCC, including Kuwait, Jeddah, Riyadh and Doha. “We are also planning a return GCC roadshow with German partners in October 2025, where we anticipate covering the UAE, Saudi Arabia, Kuwait and Qatar, among other countries,” said Sofo. SPAIN Spain has emerged as a favoured destination for GCC tourists, drawn by its vibrant culture, historic landmarks and culinary delights. The country's diverse regions offer unique experiences, from Madrid's bustling streets to Barcelona's coastal beauty. Carlos Ruiz González, Director of the Spanish Tourist Office for the GCC, said: “Our delegation here in Dubai comprises key distributors representing diverse regions of Spain and a selection of our finest luxury hotels from destinations such as Bilbao, Barcelona, Costa del Sol, Madrid and Majorca. We also have prominent villa providers, like those from Costa del Sol and Destination Management Companies (DMCs) specialising in premium, exclusive and tailor-made travel experiences. Representatives from various Spanish regions and destination marketing organisations (DMOs), including Andalucia, Catalonia, Costa del Sol, Malaga city and Madrid region and city are present.” Spain boasts a robust tourism infrastructure that is highly competitive within Europe, said Ruiz González. “We firmly believe that we offer the best price-quality ratio, providing a level of quality comparable to, or even exceeding, other European destinations while remaining more accessible in terms of cost. This is coupled with our exceptional weather, rich gastronomy, extensive heritage and culture and diverse natural landscapes – a compelling combination for discerning travellers.” This year, Spain celebrates the legacy of Cristóbal Balenciaga, the iconic garment designer born in the Basque Country. While 2024 marked the centenary of a significant milestone in his life, various activities and tributes continue throughout Spain in 2025. “We invite you to explore Balenciaga’s origins by visiting his birthplace and the museum dedicated to his work in the charming northern town where he began. You can discover where his career as a fashion designer took off in Barcelona. We've even created a dedicated microsite on our webpage with more information.” Spain welcomed a total of 93.76 million international tourists in 2024 (an increase of 10.09 per cent over 2023), of which 515,000 were from the GCC countries. Total expenditure by international tourists in 2024 reached €126,143 million, a 15.95 per cent increase over 2023. The average length of stay was 7.2 nights, average expenditure by tourists peaked at €1,345 (€186 per day). FRANCE France continues to enchant GCC travellers with its iconic landmarks, luxury shopping and gastronomic experiences. The country's commitment to offering tailored services has enhanced its appeal among discerning visitors from the region. Dominique Maulin, Director at Atout France Middle East, said: “For 2025, our key message is clear: France is a must-visit destination. Travellers can experience the enduring legacy of the Olympic Games, benefiting from enhanced airport welcomes, improved transportation and upskilled tourism professionals. With the temporary closure of The Centre Pompidou, 2025 offers a crucial opportunity to view its latest collections. This year, Provence will celebrate the centenary of the painter Paul Cézanne with numerous exhibitions, including access to his former home and studio – an experience exclusive to this year. “Beyond culture, 2025 also sees the iconic return of the Tour de France to Paris and the vibrant atmosphere of the 14th of July National Day celebrations,” Maulin tells our readers. Strengthen France’s attractiveness, improving competitiveness, promoting sustainable and inclusive tourism as well as supporting priority tourism sectors remain the key objectives for 2025, Maulin says. Key exhibitors from France at the recently concluded event include regional partners such as Paris and the surrounding regions, mountain resort of Val Thorens, national airline Air France and Rail Europe. The Air France-KLM Group is gearing up for an aggressive expansion in its operations from the Middle East, with new direct flight services from Saudi cities Riyadh and Jeddah by Air France and group carrier Transavia France. Tour Eiffel is offering VIP behind the scenes tour with Michelin-star cuisine – the perfect guided group tour for regional visitors. Val Thorens, part of France’s Les Trois Vallees, with a snow guarantee from November to May showcased its latest asset - the Caron 3200 complex atop the Cime Caron peak between Val Thorens and Orelle, offering magnificent views throughout the year, a restaurant, snack bar and wine saloon, an exhibition space for art aficionados, a souvenir shop and rooftop terrace. Team Atout France also completed a roadshow in Riyadh, especially focused solely on Visit Paris Region, ensuring Saudi partners are aware of the upcoming Paris Air Show in (June 16 to 22) and Paris Fashion Week (June 24 to 29). Figures for attendance and revenue for 2024 are up with 100 million international visitors welcomed on French soil (an increase of 2 million over 2023) and €71 billion in international revenue (up 12 per cent). According to latest estimates, some 800,000 international visitors from the Middle East region visited France in 2024. AUSTRIA Austria's breathtaking alpine landscapes, serene lakes and charming cities have seen growing interest from GCC travellers. The country's offerings range from winter sports to summer festivals, catering to diverse preferences and providing year-round appeal. According to latest published stats, Austria welcomed 146,800 arrivals from UAE in 2024, contributing to overnights of 447,000. Arrivals from Saudi Arabia amounted to 177,500, with overnights of 502,100 and all of GCC in 2024 came up to 466,000, with 1,372,200 overnights. Austria’s majestic alpine peaks, serene forest trails and sparkling lakeside retreats deliver authentic experiences that attract GCC travellers, Michael Tauschmann, Head of Markets Middle East and India at Austria Tourism, said, adding that Austria is seeing growing interest from the region in discovering lesser-known parts of the country, where hidden gems await. The Austrian contingent at the event included regional tourism boards such as Visit Carinthia, Vienna Tourist Board and Klagenfurt Tourist Board, attractions such as Schönbrunn Castle and Vienna Zoo, Swarovski Crystal Words in Tyrol and salt mines, fortresses and castles in Salzburg. A bevvy of hotels, from the most iconic to the most ambitious, were also on hand to meet trade partners. Astrid Steharnig-Staudinger, CEO Tourism Austria, also attending Discover Europe Travel Summit meets Marhaba Europe, said, “For GCC tourists visiting Austria, the primary draw is our stunning landscapes, particularly the lake regions and the appeal of fresh air and nature. While they also enjoy city experiences, including shopping, cultural highlights and our culinary offerings, their travel is predominantly motivated by the natural beauty. “While Europe, including Austria, has traditionally been a summer destination, our strategy to promote year-round experiences is demonstrably effective in the GCC market. We've observed a significant increase, particularly this past winter (2024-2025), in GCC guests choosing Viennese hotels in the winter season, exploring traditional Christmas markets, with many now enjoying our winter landscapes even without skiing,” Steharnig-Staudinger tells us. “Our year-round destination promotion, a core element of our global strategy, aims to distribute tourism throughout the year, thereby mitigating overcrowding and boosting lesser-known regions within Austria. The travel patterns of our GCC visitors, who often travel during April and May, align perfectly with our shoulder season, proving mutually beneficial.” Austria’s data-driven approach, through yearly summer potential and winter booking analyses, have been highly reliable over the past ten years, she tells TTN. “On the back of very healthy summer bookings, our current projections indicate a further two million visitor increase compared to 2024. “We understand that the tourism sector requires constant adaptation. We have a track record of successfully adjusting to shifts in key markets, such as Israel (previously 1.2 million overnights), Russia and the recovering Chinese market. Maintaining a broad and diversified international communication strategy is crucial for us to mitigate the impact of unpredictable global events.” One of the destinations that Tourism Austria would like the GCC to explore this year is Lech in Tyrol, traditionally a winter destination, but perfect also for the summer as they offer the highest density of five-star hotels and Michelin star restaurants. The Michelin Guide is relatively new in Austria, and in the first wave, some 82 restaurants have been listed across the country, demonstrating the country’s commitment to excellence in gastronomy. December 2024 saw daily flights from Air Arabia, and with Saudia starting Vienna operations this summer, Austria will have incoming traffic from a variety of regional low-cost and full-service airlines. As it celebrates 200 years of The Blue Danube Waltz by Johann Strauss this year and 60 years of The Sound of Music, Austria offers a musical welcome to tourists this year. When asked about the competition between the tourism industry and specially between the competing tourism boards at Discover Europe Travel Summit meets Marhaba Europe in the context of a global economic slowdown, she says: “There are no borders. We are Europe and Europe is strong, and should be even stronger when there’s crisis around us,” says Steharnig-Staudinger.