GCC travellers over the years have evolved, they are now more mature, selective, and focused on what they really want. For B2B agents, this provides opportunities to plan and execute more bespoke itineraries catering to their most important requirements. Maher Azizia, CEO, STM Tours LLC, specialising in European and GCC connections, shares insights.
TT Bureau
How important is the GCC market to STM Tours LLC today, and how has demand from the GCC region evolved over the past few years?
The GCC market is a key pillar of our business and remains one of our most important growth drivers. Over the past few years, demand from the region has evolved significantly. Travellers from the GCC are now more experienced, more selective, and far more focused on quality and personalisation than before. Germany has seen particularly strong interest due to its safety, excellent infrastructure, medical and wellness offerings, and family-friendly appeal. We are also seeing demand spread more evenly across the year, which reflects increasing confidence and long-term interest in Europe as a preferred destination.
Which GCC source markets are currently performing the strongest for you?
Saudi Arabia, the UAE, and Kuwait are currently our strongest GCC source markets. The majority of our bookings come from families, multi-generational groups, honeymooners, and high-value FIT travellers. We also see a growing number of repeat Europe visitors who want deeper cultural exposure rather than fast-paced sightseeing. These travellers are well informed, digitally connected, and expect smooth service, flexibility, and reliable local expertise.
What products and experiences do GCC travellers seek?
GCC travellers usually look for private or semi-private tours, chauffeur-driven transportation, centrally located hotels, shopping time, and scenic experiences. Popular requests include the Bavarian Alps, the Black Forest, Rhine Valley cruises, and multi-country European extensions. This demand has directly shaped our portfolio. We focus less on mass tourism and more on modular, customisable itineraries that allow agents and clients to design trips around their preferences, whether leisure, wellness, culture, or light adventure.
How do factors like halal-friendly services shape your strategy for the GCC market?
These elements are fundamental to how we design our services. Halal-friendly dining, privacy, spacious accommodations, and family-oriented planning are essential expectations rather than optional features.
