McArthurGlen Designer Outlets is witnessing a notable shift in travel and shopping patterns among tourists from the Middle East, with Europe’s cooler months, particularly autumn and early winter, emerging as peak periods for retail tourism. Traditionally concentrated in summer, traveller spending is now spreading across shoulder seasons, with significant growth around Black Friday and festive sales.
“Black Friday is no longer just a local affair, it’s now a key travel motivator for visitors from the GCC,” said Matthias Sinner, International Markets Director at McArthurGlen Group. “Our guests are increasingly strategic with their travel, timing it with major sale events and cooler weather. We’re seeing that September to January is fast becoming the new sweet spot for these high-value shoppers.”
In the GCC, spending during McArthurGlen’s Black Friday promotions rose sharply. Tax-free shopping in Continental Europe grew +33% YoY in November 2024, surpassing all other visitor nationalities. McArthurGlen’s portfolio, including popular outlets such as Serravalle in Milan, Roermond in the Netherlands, Parndorf in Vienna, and Castel Romano in Rome, reported strong footfall from Gulf visitors during this period.
Internal figures show September–November 2024 contributed nearly 25% of McArthurGlen’s tax-free sales, with October alone recording a +30% year-on-year increase in GCC spending. In Germany, autumn 2024 became the second-strongest travel season, accounting for 24% of annual overnight stays.
Shifts in the Ramadan calendar also influenced travel patterns. In 2024, Ramadan fell in March–April, creating a spring lull followed by a post-Eid surge. According to Global Blue, May 2024 saw a 633% recovery in GCC spending compared to 2019, with momentum extending into autumn and early 2025.
The UAE and Saudi Arabia remain the top contributors to European tax-free shopping from the GCC. In Q4 2024, tax-free purchases from these markets surged, with GCC spending up +41% YoY by December. Emirati travellers, in particular, leveraged the UAE National Day break and school holidays to combine retail shopping with festive experiences, including Christmas markets and New Year sales.
“Oman, while smaller in volume, recorded the highest relative growth in winter and spring travel,” the report added. UAE-based agencies also highlighted an increase in bookings linked to “cooler weather and festive ambiance”, aligning with winter travel trends to shopping destinations in Italy, France, Germany, and Spain.
With 23 designer outlets across Europe and Canada, McArthurGlen offers access to more than 300 luxury and premium brands at 30–70% off year-round. Historically popular among GCC visitors in summer, these outlets are now seeing stronger traffic from September to January. Seasonal promotions like the Fashion Festival in October and winter sales further attract Middle Eastern tourists, reshaping the traditional retail calendar.
“We are seeing sustained interest beyond the peak of summer. Building on last year’s strong performance, we are forecasting a further 12% growth in tax-free sales from the GCC by end of 2025 – supporting a more balanced footfall across the year,” said Sabina Piacenti, International Markets Manager at McArthurGlen Designer Outlets.
Industry bodies, including the World Travel & Tourism Council, predict that spread-out travel trends will continue into 2025, particularly among affluent family and luxury segments. Winter sales, Valentine’s Day travel, and Spring 2025 Eid breaks are expected to sustain momentum.
As Europe transitions from summer crowds to shoulder season charm, the Middle Eastern market is proving its value not only in volume but in timing—a development that retailers like McArthurGlen see as a strategic advantage.
