McArthurGlen Designer Outlets is observing a clear change in shopping and travel behaviours among visitors from the Middle East, with Europe’s milder autumn and early winter now emerging as key periods for retail tourism. Previously concentrated in the summer months, tourist spending is now notable across the shoulder seasons, particularly during Black Friday and the festive shopping period.
Across the GCC, spending activity tied to McArthurGlen’s Black Friday campaigns has seen strong growth. In November 2024, tax-free shopping across Continental Europe increased by +33% year-on-year, outpacing all other international visitor groups. Popular retail destinations such as Serravalle near Milan, Roermond in the Netherlands, Parndorf near Vienna and Castel Romano in Rome all saw significant footfall from Gulf travellers during this time.
“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.”
Internal data shows that the months of September to November 2024 accounted for almost a quarter of tax-free sales within McArthurGlen’s network. October 2024 alone experienced a +30% year-on-year rise in spending from GCC visitors, reflecting broader tourism patterns reported across Europe. By comparison, summer 2024 saw only single-digit growth in GCC spending, despite traditionally being the region’s peak travel season. In Germany, autumn 2024 became the country’s second strongest visitor season, contributing 24% of annual overnight stays.
The movement of Ramadan in the calendar is also influencing travel patterns. In 2024, Ramadan coincided with March and April, resulting in quieter spring travel and a marked increase in activity after Eid. May 2024 recorded an exceptional 633% recovery in GCC spending versus 2019, according to Global Blue, a trend that extended through autumn and continued into 2025.
Travellers from the UAE and Saudi Arabia continue to be the largest contributors to tax-free shopping in Europe. During the final quarter of 2024, both markets recorded significant increases, with overall GCC spending rising by +41% year-on-year in December. Emirati holidaymakers in particular made the most of the UAE National Day break and school holidays, combining shopping excursions with festive experiences such as Christmas markets and New Year celebrations.
Oman, while a smaller contributor in volume terms, registered the strongest relative growth during the winter and spring periods, reflecting a broader diversification in outbound travel seasons. Travel agencies in the UAE also noted increased demand linked to “cooler weather and festive ambiance”, aligning closely with European destinations offering winter shopping and cultural events across Italy, France, Germany and Spain.
McArthurGlen operates 23 designer outlets across Europe and Canada, providing access to more than 300 luxury and premium brands at year-round savings of 30–70%. Centres such as Serravalle, Noventa di Piave, Paris-Giverny and Roermond have long been popular among Gulf travellers in summer, but now report noticeably higher Gulf visitor numbers between September and January.
While McArthurGlen continues to host seasonal promotions, including its October Fashion Festival and winter sales, it is the careful timing of travel among Middle Eastern visitors that is reshaping seasonal shopping peaks, as tourists plan trips to coincide with major offers to maximise value.
“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”, adds Sabina Piacenti, International Markets Manager at McArthurGlen Designer Outlets.
Industry forecasts, including from the World Travel & Tourism Council, indicate that 2025 is likely to maintain the trend of distributed travel patterns, especially among affluent families and luxury travellers. McArthurGlen expects continued momentum through winter sales, Valentine’s travel and Spring 2025 Eid holidays.
As Europe shifts from the busy summer season to the more atmospheric shoulder months, travellers from the Middle East are proving increasingly influential—not only in spending levels, but in determining when retailers see demand. For McArthurGlen, this trend signals sustained opportunity well beyond the traditional summer peak.
