Dubai is at the heart of a historic event – Discover Europe Meets Marhaba 2025, which is seen as the biggest initiative to promote all European countries under one umbrella to the Gulf Cooperation Council (GCC) markets. The event is being hosted for the first time in any of the GCC countries, uniting leading national tourism boards in Europe in showcasing the throw net of attractions available on that continent.
The First European Spotlight
It has therefore occurred from April 25-26, 2025, at the prestigious Ritz-Carlton Dubai International Financial Centre (DIFC) venue, the historic cooperation between Marhaba France of France’s Marhaba France workshop with the Discover Europe summit. For the first time ever, the tourism boards of France, Germany, Austria, Spain, and Portugal will offer their products in unison to strengthen their ties with over 100 senior travel professionals from the GCC region.
Strategic Timing Before Arabian Travel Market
Just before the Arabian Travel Market (ATM), it is the premier travel exhibition in the Middle East, and hence, the platform also is where every European destination wants to be. This includes discussions with GCC buyers, who generally specialize in the luxury culture and experience segments of travel. That would really ensure maximum visibility-networks and perfect foundations for future interactions.
Format Engaging for Deep Meaningful Relationships
This event spans two days and has a total of 100 15-minute scheduled B-to-B meetings, where European exhibitors meet the GCC buyer. In addition, there shall be two evening networking events that also lead to informal relationships that will build into long-term relationships. A dedicated online platform for appointment scheduling will also enhance smooth movement for all participants.
Crowning Potential of the GCC Market
The GCC is indeed a very important market for European tourism with widely ranging requirements from culture to luxury vacations. By staging a single event, all European countries will be able to tell a complete, compelling story that resonates deeply with GCC preferences.
Envisioning the Future
Discover Europe Meets Marhaba 2025 promises to show the power of collaboration in the tourism industry. It unites so many European destinations under one roof, making it easier for GCC buyers to engage with European destinations and realize the treasure haul of experiences Europe presents.
Visit the respective national tourism boards’ official websites for more details and updates on participation: