Germany Strengthens Its Position As A Leading Destination For GCC Business And MICE Travel

Germany is firmly establishing itself as one of the most desirable destinations for MICE (Meetings, Incentives, Conferences, and Exhibitions) and business travel from the Gulf Cooperation Council (GCC) region.

The country’s strong tourism economy, world-class infrastructure, and cultural understanding of GCC travellers make it an exceptional choice for corporate groups and business leaders. With the support of expert facilitators such as NOMAD TRAVEL CONNECTORS, planning and executing business travel to Germany is more seamless and effective than ever.

Germany’s travel and tourism sector plays a vital role in the national economy. According to the latest World Travel and Tourism Council (WTTC) forecast, the sector is expected to contribute 468.7 billion euros to Germany’s GDP in 2024. This figure is expected to rise to 553.5 billion euros by 2034, which would account for more than ten percent of the country’s total economic output. Business travel makes up a significant portion of this, with 21 percent of all international trips to Germany in 2024 attributed to business purposes. This is more than double the European average of ten per cent.

In 2024, Germany recorded 85.3 million international overnight stays, underlining the country’s continued appeal to global travellers. From Europe alone, 57.4 million trips were made to Germany, including 11.9 million business visits. Germany remains a global hub for trade fairs and professional gatherings, hosting two-thirds of the world’s leading exhibitions. Events such as ITB Berlin, Hannover Messe, and Medica Düsseldorf attract decision-makers, delegates, and exhibitors from across the globe, including the GCC region.

Germany also offers outstanding infrastructure and accessibility. The country’s transport system supports smooth and efficient travel for business delegates, with 36 per cent arriving by air, 44 per cent by car, and 11 per cent by train. Major cities such as Berlin, Frankfurt, Hamburg and Munich offer state-of-the-art venues, highly trained multilingual staff, and excellent support services. Muslim travellers benefit from culturally inclusive options, including Halal dining, prayer facilities, and Arabic-speaking staff, which are increasingly available in business-friendly cities.

Sustainability plays a key role in Germany’s business travel appeal. The country ranks third globally for sustainable travel and tourism, and many of its hotels, venues, and event spaces are eco-certified. Cities like Berlin, Frankfurt and Hamburg lead the way in offering green-certified meeting infrastructure, ensuring corporate travellers can align their events with environmental and social governance priorities.

Germany is also at the forefront of digital innovation in tourism. Tools like Emma, an AI-powered virtual travel companion by the German National Tourist Office (GNTO), offer personalized recommendations and real-time travel planning for visitors. This kind of interactive digital engagement supports the needs of tech-savvy GCC travellers seeking high-quality, tailored experiences.

Yamina Sofo, Director of the Marketing & Sales Office – GNTO GCC, said: “Germany’s business travel landscape is not only built on world-class infrastructure but also shaped by innovation and sustainability. With extensive air connectivity, green-certified venues, and digital tools like Emma, we are creating a smarter and more seamless travel experience tailored to GCC travellers’ expectations. Germany offers business leaders and event planners a unique blend of professionalism, hospitality, and cultural compatibility.”

Supporting these experiences is NOMAD TRAVEL CONNECTORS, a Frankfurt-based boutique agency founded in 2023 by hospitality professionals Norman and Lisa Smith. The agency specialises in business and MICE travel between Germany and the Gulf region. NOMAD TRAVEL CONNECTORS was created to simplify and enhance corporate travel by offering hotel bookings, venue sourcing, and business travel coordination tailored to the specific needs of GCC clients.

NOMAD TRAVEL CONNECTORS provides individual and group hotel bookings, sources locations for meetings and events, and manages business travel logistics at no additional cost to the client. The agency’s dual presence in both Germany and the GCC allows it to deliver fast, efficient, and culturally aware service. With a strong network of partners across Germany and insider knowledge of the local hospitality scene, NOMAD TRAVEL CONNECTORS ensures that GCC business travellers receive the most value for their investment, alongside unmatched convenience and service.

Norman Smith, Founder of NOMAD TRAVEL CONNECTORS, said: “Germany offers unmatched value for corporate and MICE travel, and our role is to make the journey effortless. We understand the unique needs of GCC organizations and are committed to delivering enriching, high-touch experiences backed by local expertise and global standards.”

Germany’s strategic location in the heart of Europe, its blend of innovation and tradition, and its continued investment in sustainability and infrastructure make it a natural choice for companies and institutions in the Gulf seeking high-quality business travel experiences. With the support of specialised agencies like NOMAD TRAVEL CONNECTORS, Germany is well-positioned to remain a leader in global business tourism and a trusted partner for the GCC’s growing MICE market.

For more information about MICE and business travel in Germany, visit www.germany.travel/mice. To learn more about NOMAD TRAVEL CONNECTORS’s services, visit www.nomad-travel-connect.com .