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Discover Europe Travel Summit: A Confluence of Cultures, Connections, and Collaboration



Discover Europe Travel Summit: A Confluence of Cultures, Connections, and Collaboration

As the world gradually reopens its doors to international travel, the annual Discover Europe Travel Summit returns to Dubai, offering an immersive experience into the enchanting landscapes and diverse cultures of Austria, Germany, and Switzerland. This two-day event, taking place on May 4th and 5th at the opulent Palazzo Versace Dubai, represents a pivotal opportunity for these European nations to showcase their unique attractions, forge strategic partnerships, and strengthen ties with GCC travel professionals.


The summit serves as a vital prelude to the Arabian Travel Market, the region’s largest travel exhibition, offering a dynamic platform for dialogue, collaboration, and knowledge exchange on key industry trends and emerging technologies. With an impressive agenda comprising more than 4,000 curated meetings and an expected attendance of at least 120 buyers in the culture and luxury travel sectors of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE, the summit is poised to facilitate fruitful discussions and unveil exciting opportunities for growth and collaboration within the tourism sector.

Yamina Sofo, Director of the Marketing & Sales Office at the German National Tourist Office (GNTO) GCC, reflects on the significance of the event, “We’re excited to showcase the innovative experiences Germany offers travellers from the GCC. From breathtaking mountain adventures to cutting-edge wellness retreats, Germany caters to the most discerning traveller.”


Germany’s commitment to sustainable travel practices is commendable, offering travellers from the GCC eco-friendly experiences while minimising environmental impact. The Discover Europe Travel Summit provides a platform to showcase these initiatives and collaborate with partners to create extended itineraries that encourage travellers to stay longer and explore the rich diversity of the regions.


Austria, represented by Michael Tauschmann, Head of Markets, Middle East and India, Austria Tourism, boasts a rich tapestry of experiences, from majestic mountains and charming villages to vibrant cities and world-class cultural events. “We’re eager to share this diversity with travel professionals from the GCC,” says Tauschmann.


Livio Goetz, Director GCC of Switzerland Tourism, highlights Switzerland’s legendary natural beauty and renowned hospitality. "Switzerland’s pristine mountains, crystal-clear lakes, and picturesque landscapes have captivated travellers for generations. Our diverse range of accommodation options caters to every traveller’s preference. From luxurious city hotels boasting elegant architecture and state-of-the-art facilities in prime locations to tranquil mountain retreats overflowing with traditional charm, guests can find the perfect place to unwind and experience the highest level of service.


Beyond their individual strengths, Austria, Germany, and Switzerland combine to offer a captivating blend of experiences, making the Discover Europe Travel Summit a must-attend event for GCC travel professionals seeking to explore the rich diversity of European tourism. As we navigate the new normal, such events play a crucial role in revitalising the global travel industry, fostering connections, and paving the way for a sustainable and inclusive future.

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