Middle East Tax-Free Surge in Shoulder Seasons Across McArthurGlen Outlets in Europe

A 12% growth is forecasted for the GCC region this autumn.

McArthurGlen Designer Outlets is seeing a sharp shift in travel and shopping patterns from tourists coming from the Middle East, with new trends pointing to Europe’s cooler months, especially autumn and early winter, as peak periods for retail tourism. Once concentrated in the summer, traveller spending is increasingly spreading across the shoulder seasons, with strong performance around Black Friday and the festive sales period.

In the GCC, spending during McArthurGlen’s Black Friday promotions has risen significantly. In November 2024, tax-free shopping in Continental Europe rose +33% YoY, outpacing all other visitor nationalities. McArthurGlen’s portfolio, which includes popular centres like Serravalle in Milan, Roermond in Netherlands, Parndorf in Vienna, and Castel Romano located in Rome, recorded robust footfall from the Gulf during this period.

“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.”

According to internal figures, September–November 2024 contributed nearly 25% of McArthurGlen’s tax-free sales. October 2024 alone recorded a +30% year-on-year increase in GCC spending, echoing trends reported by Europe’s tourism boards. In contrast, summer spending in 2024 – when GCC tourist spending is at its peak – saw single-digit growth, highlighting the shift. In Germany, for instance, autumn 2024 became the second-strongest travel season, accounting for 24% of annual overnight stays.

Ramadan’s shifting calendar has also played a role. In 2024, it fell in March and April, creating a spring travel lull and a strong post-Eid rebound. May 2024 saw an extraordinary 633% GCC spending recovery vs. 2019, according to Global Blue. This pent-up demand extended well into autumn and continued into 2025.

The UAE and Saudi Arabia remain the top GCC contributors to European tax-free shopping. In Q4 2024, tax-free purchases from both markets surged, with GCC spending up +41% YoY by December.

Emirati travellers especially capitalised on the UAE National Day break and school holidays, combining retail with festive experiences such as Christmas markets and New Year sales.

Oman, while smaller in volume, recorded the highest relative growth in winter and spring travel, as outbound tourism patterns diversify beyond summer. UAE-based agencies also reported a rise in bookings tied to “cooler weather and festive ambiance”—a trend that aligns well with winter travel to shopping destinations in Italy, France, Germany, and Spain.

With 23 designer outlets across Europe and Canada, McArthurGlen offers access to over more than 300 luxury and premium brands at 30–70% off year-round. The brand’s retail villages, ranging from Serravalle and Noventa di Piave in Italy to Paris-Giverny and Roermond in Western Europe, have historically attracted GCC visitors during summer, but now report stronger Gulf traffic from September to January.

While McArthurGlen hosts seasonal promotions like Fashion Festival in October and winter sales, it is the strategic timing of Middle Eastern travellers that is reshaping the peak retail calendar with GCC visitors planning trips around promotions to maximize value on high-end purchases.

“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 bodies like the World Travel & Tourism Council project that 2025 will continue the trend of spread-out travel, especially among affluent family and luxury segments. McArthurGlen is optimistic: 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 East market is proving its value, not just in volume, but in timing. For retailers like McArthurGlen, that’s a win that stretches well beyond the traditional holiday rush.