This year, the focus at the world’s biggest travel and tourism show, ITB Berlin, is firmly on the Middle East. With the Sultanate of Oman as the Official Partner Country of the show, the broader GCC region is being highlighted, with KSA also strongly promoting itself across the event. This increased focus dovetails with the imminent rollout of a unified GCC tourist visa, set to substantially streamline travel across the Gulf, presenting a particularly advantageous proposition for German tourists.
Indeed, German interest in Saudi Arabia is on the rise, buoyed by the kingdom’s intensified tourism outreach and the allure of its natural and cultural offerings. Norbert Fiebig, President of the German Travel Association (pictured above), attests to this growing intrigue: “The Saudi Tourism Authority is doing a lot in order to get the country into people’s mind, and I believe with some success. And that will increase in the future.” Fiebig’s optimism is grounded in the potential he sees in Saudi Arabia as a destination ripe for discovery by German tourists, who are known for their keen interest in authentic and culturally rich travel experiences.
The unified visa initiative, expected to be operational between 2024-25, is set to revolutionize the ease with which travellers from Germany can explore the GCC, as Abdullah bin Touq Al Marri, Emirates Minister of Economy, explains: “This new visa will open doors to travelers.” The initiative, as part of the GCC’s 2030 tourism strategy, aims to amplify travel within the GCC, raising hotel occupancy rates and transforming the GCC into a prime destination on the global stage – with Saudi Arabia positioned to reap significant benefits.
The prospective unified GCC visa is a boon for the KSA, as it promises to simplify the journey for Germans who are becoming increasingly curious about the kingdom’s unique offerings. “The more straightforward and accessible the visa regime becomes, the more appealing the destination is, as we have observed in the past,” said Fiebig. “Take China as an example: they have implemented a new policy where visas are not required for stays of up to 15 days. As a result, we’re seeing a significant resurgence in demand for travel to China. Things are easier to manage, and people are making the decision to avoid the hassle of lengthy visa procedures. Therefore, it’s necessary to eliminate all unreasonable barriers and boundaries related to visas.”
As for the concerns regarding Saudi Arabia’s conservative laws, such as the alcohol ban, Fiebig believes these will not impede the influx of German tourists. He emphasises that cultural respect is paramount when travelling: “When in Rome, do what the Romans do.” His message is clear: the cultural fabric of a destination is to be embraced, not challenged, and this understanding may well become a hallmark of the discerning German traveller.
With the GCC’s 2030 tourism strategy targeting a 7% annual increase in visits to member countries and KSA aiming to attract 150 million visitors by 2030, the kingdom stands to benefit significantly from promotion at key trade events such as ITB. The unified visa, in conjunction with the GCC’s heightened visibility here in Berlin, provide an impetus for Saudi Arabia to showcase its offerings to a German audience eager for new experiences.
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Photo – top of page – Norbert Fiebig at ITB Berlin 2024 (by SAFE)
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Read also: UNIFIED GCC VISA APPROVED
