European tourism boards team up to...

Suppliers from France, Germany, Spain and Austria to host Dubai event

Two of Europe's top tourism networking platforms, Discover Europe Travel Summit and Marhaba Europe, will join forces for the first time in Dubai.

The new trade summit, titled Discover Europe Travel Summit meets Marhaba will convene four European tourism boards, including Atout France Middle East, Austria Tourism, the German National Tourist Office GCC (GNTO), the Spanish Tourist Office.

Taking place from 25-26 April in Dubai during ATM, the event offers travel professionals from the Middle East a chance to connect with 130 leading suppliers from the four European countries, with more than 5,720 meetings planned.

Buyers from the region can exchange insights, discover new products and build partnerships with destination marketing organisations, hospitality providers, DMCs and transport specialists from Europe.

Europe is a key outbound market for travellers from the Middle East, offering year-round appeal for its historic cities, varied cuisines and diverse landscapes.

"The GCC represents a key growth market for Spain, with travellers who value authenticity, service and premium experiences,” said Carlos Ruiz González, Director of the Spanish Tourist Office for the GCC.

“Our participation in this year's summit allows us to engage directly with regional travel leaders and strengthen the visibility of Spain as a destination rich in cultural heritage, luxury offerings and geographic diversity.”

Spain is proving increasingly popular to GCC travellers, with Madrid emerging as a popular choice for UAE travellers in 2025, according to recent data from Dnata.

Among the top 10 outbound destinations for GCC travellers, Germany has consistently attracted leisure and business travellers with its rich cultural heritage, picturesque landscapes, family-friendly cities and premium wellness in destinations such as Berlin, Munich and Frankfurt.

Frankfurt am Main

A vibrant city rich in 1,000 years of history, culture and cuisine, Frankfurt broke tourism records for both the number of guests and overnight stays in 2024, with more than 11 million overnight stays, with GCC travellers among the top three overseas source markets.

“Germany is a treasure trove of cultural and natural diversity that resonates deeply with travellers from the GCC,” said Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC.

Another top outbound destination, France continues “to appeal to GCC travellers with its blend of iconic experiences, cultural richness, and curated luxury”, said Maulin Dominique, Director at Atout France Middle East.

“This summit is a valuable opportunity to strengthen our partnerships and showcase how France caters to evolving travel preferences through personalised, high-quality offerings. We are proud to join our European counterparts in presenting a unified and inspiring vision for travel to Europe."

For more information, visit www.spain.info/en, www.germany.travel/en and www.atout-france.fr/en

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