The German National Tourist Office (GNTO), along with 15 co-exhibitors representing cities, airports, and hotels, showcased innovative marketing strategies focused on sustainability in the tourism sector, at Arabian Travel Market (ATM) in Dubai.

During the four-day event (May 6-9), the GNTO said its engagement with partners and stakeholders underscored its commitment to sustainable practices, aligning 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 significance of the GCC market to the German tourism sector was emphasised at the ATM, 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, recognising journalists whose work highlights the crucial connections between tourism and sustainability. A panel of journalism faculty specialising in media and tourism judged entries for both journalistic quality and insights into sustainable tourism practices.

Yamina Sofo, Director at the GNTO GCC Office, said: "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 said it 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.

Sofo added: "The GNTB's strategy is to promote the 10 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.”

ATM 2024 that was held at the Dubai World Trade Centre welcomed more than 46,000 visitors, setting a show record. – TradeArabia News Service