Market – GCC

The 6 team members based in the GCC work primarily out of Dubai, with one based in Riyadh.

	Tawfik Melli, Marketing & Media Manager GCC
Contact LinkedIn	+971 506556927 tawfik.melli@switzerland.com www.linkedin.com/in/tawfik-melli-a952a176/

	Gioia Valli, Project Manager GCC
Contact LinkedIn	+971 505579411 gioia.valli@switzerland.com www.linkedin.com/in/gioia-valli-2a6b19b5/

	Majed Alwadi, Manager Saudi Arabia
Contact LinkedIn	+966 507750229 majed.alwadi@switzerland.com www.linkedin.com/in/majed-alwadi-a94059167/

	Mathilde Lue, Project Manager GCC
Contact LinkedIn	+971 525935143 mathilde.lue@switzerland.com www.linkedin.com/in/mathildelue/

• ST market research page –– here
• ST Research Report 2025 –– Download here

Switzerland remains a highly favoured travel destination among the general population in the GCC, with visitors returning year after year, reflecting their strong loyalty and appreciation. Although the GCC market performed well, recording nearly 750’000 overnight stays from January to November 2024, the results were below expectations. The summer months saw a downturn, influenced by concerns over heat in Switzerland and Europe, the Olympic Games, and increased competition from other popular holiday destinations that became visa-free. However, the market slightly recovered in autumn, with stronger figures in September and October helping to compensate for the summer decline and demonstrating overall resilience.

After a successful 2024, we are entering 2025 with great enthusiasm. Leading the way is our strategic partnership with Saudi actress and singer Aseel Omran, highlighting exclusive trips to Switzerland with extensive content creation (video/photography) and social media coverage. The generated content will be leveraged across paid campaigns, digita out-of-home (DOOH) advertising, and digital platforms to maximize reach and engagement.

Another highlight is the launch of an Arabic travel podcast series, featuring six Swiss partner regions, hosted by a prominent podcaster and joined by influencers who have visited each destination. Produced in a Dubai studio with promotional video reels and subtitles, the series will be available on major platforms like Apple and Spotify.

Our digital campaigns are a key part of our marketing strategy, primarily targeting Arabic-speaking visitors, which is why they may not be widely visible to the Swiss and international audience. However, we actively engage with content by liking, commenting, retweeting, and sharing posts across Facebook, Instagram, Twitter, and TikTok.Additionally, our award-winning website, MySwitzerland.com, offers over 2,400 pages in Arabic, making it the most comprehensive tourism website in the language. Explore it for a wealth of content, inspiration, and even more extensive information in English.

Economic outlook

• GDP Growth: Regional growth is holding at around 2.8–3.2%, slightly below earlier forecasts due to geopolitical headwinds. Non-oil sectors remain active but cautious.

• Oil Prices: Oil remains highly volatile, currently trading in the $88–95/barrel range. GCC oil exporters benefit from revenue gains but face uncertainty in long-term planning.

• Diversification Efforts: Momentum in tourism, finance, logistics, and green energy continues, but project timelines and investments are being reviewed in light of regional risks.

• Inflation: Rising moderately (~3–4%) due to energy-linked costs and global logistics disruptions.

• FDI Climate: Investment inflows are more selective. The UAE and Qatar retain strong investor confidence, while others face more scrutiny depending on perceived stability.

Geopolitical climate

• Israel–Iran Conflict Spillover:
  • Tensions remain high, with periodic proxy clashes and cyberattacks in the region.
    • Shipping routes (notably the Strait of Hormuz and Red Sea) face intermittent disruptions, prompting increased security costs and rerouting of cargo.
    • Investor caution persists, particularly in sectors sensitive to regional risk (e.g. logistics, tourism, manufacturing).
• GCC Positioning:
  • GCC countries maintain a neutral but diplomatically active stance, calling for de-escalation.
  • Some are leveraging the situation to position themselves as safe havens for investment and trade (especially UAE and Qatar).
  • Defense and cybersecurity spending is on the rise across the region.

The structure of the travel agency sector within the GCC remains largely fragmented, with minimal consolidation. Each country continues to be dominated by different travel agency chains, while numerous small agencies have emerged in recent years. Many of these smaller players focus on premium business but maintain relatively low booking volumes. Notably, there are still no traditional tour operators (TOs) with a dedicated Swiss product in the region.

While major travel chains create ad-hoc packages for their branch offices, resale to independent agents remains limited. The predominant business model continues to revolve around tailor-made FIT bookings.

In Dubai, some travel agents catering to Indian clientele continue to offer traditional group trips, while Arabic travel agency chains remain closely tied to extended families or tribal networks. However, the management of these agencies is still largely in the hands of Indian professionals. Specialization remains a challenge in the market, both in terms of destinations and business segments (Corporate, MICE, FIT) and in targeting specific customer profiles.

Saudi Arabia and Oman are continuing their nationalization policies, with „Saudization“ and „Omanization“ reshaping the workforce across industries, including travel. This transition has led to an influx of new travel professionals, many of whom are still developing their expertise in Swiss destinations. Notably, the number of female travel agents in Saudi Arabia continues to rise. At the same time, a growing number of Saudi travel offices are shifting operations to Egypt, where call centers are becoming increasingly common.

Affluent families, in particular, still prefer using travel agencies for complex arrangements that online platforms struggle to accommodate—such as connected rooms, extra beds, last-minute changes, and maid accommodations. As a result, the role of traditional travel agents remains critical in servicing high-net-worth travelers from the region.

Travellers from GCC countries show a strong inclination for frequent travel, slightly weakened since the conflict between Israel and Iran started. Despite the slight decrease in observed ON figures over the past few months, it emphasizes the unwavering desire of the local population to travel. Switzerland, known for its exceptional safety, cleanliness, and positive image, is in an advantageous position.

In general, Arabs prefer to travel as part of larger family groups, often consisting of up to 15 people. They frequently opt for rented cars, exploring various locations in Switzerland and Europe. A green environment, a lake, and a city with diverse shopping and entertainment options top their wish list. Demand is high for exciting yet not overly strenuous activities like paragliding and summer toboggan runs.

Another significant group of visitors comprises young honeymooners, with luxury hotels in Switzerland being a highly sought-after holiday destination. There is a growing demand for winter holidays, both among Arabs and Western expats. While Western expats traditionally return to their home countries in the summer, they are increasingly open to exploring new destinations during the winter.

Indian expats, constituting a substantial proportion in all GCC countries (over 35% in the UAE), often travel as families. Train and group travel, along with mountain railway experiences such as touching snow, are particularly appealing to these guests, even though they are less popular with Arabs.

While the concepts of „sustainability“ and „conscious travel“ are frequently discussed in the GCC, initiatives announced by the Sheikhs have only been partially embraced by the local population. Many are not yet willing to spend extra money on these initiatives, in contrast to their strong affinity for the „normal“ nature experience. Green nature remains the primary travel motivator in the GCC.

The GCC market focuses primarily on the persona Lou, Max, Quinn and Pat. Find more information about the persona here.