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Study on the Gulf Cooperation Council (GCC) Outbound Travel Market

With Special Focus on Europe as a Tourism Destination

ETC and UNWTO are pleased to publish this practical and useful report, founded upon an excellent cooperation between both organizations. We trust that this report will guide destinations to leverage the increasing opportunities arising from the GCC outbound market.

The aim of the study was to provide a thorough analysis investigating the potential of the GCC outbound travel market in order to design targeted and innovative marketing and promotion strategies aimed at increasing tourist flows from this market. Undertaken during the period August to November 2017, the study was a combination of desk research and primary research in three key markets: Saudi Arabia, United Arab Emirates and Kuwait. Primary research involved interviews with the travel trade, as well as online interviews and focus groups with consumers.

This report documents the findings of the study and provides comprehensive analysis useful for the future marketing and promotion of Europe and European destinations in the GCC region. It is divided into three parts, as follows:





This project is kindly sponsored by Value Retail


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