Emirates Boosts Global Tourism Ties With New Agreements

Emirates has moved to expand its tourism footprint by signing eight memoranda of understanding with tourism authorities across Asia, Europe and Africa during the opening day of the Arabian Travel Market in Dubai. The agreements are positioned to drive inbound travel across its network of more than 140 destinations, strengthening the airline’s strategy of reinforcing key tourism partnerships worldwide.

The airline formalised partnerships with the Sharjah Commerce & Tourism Development Authority , the Philippines Department of Tourism, Maldives Marketing and Public Relations Corporation, VisitBritain, Tourism Authority of Thailand, Japan National Tourism Organization, Uganda Tourism Board, and Hungarian Tourism Agency. These collaborations are designed to promote travel to each of these locations through joint marketing initiatives, special offers, and targeted promotional campaigns, aiming to enhance visitor traffic and support tourism recovery.

The partnership with SCTDA will focus on boosting visitor numbers to the UAE beyond Dubai, highlighting Sharjah’s cultural attractions, natural reserves, and heritage sites. Through Emirates’ ‘Dubai Experience’ platform, bespoke travel packages will be developed, offering travellers curated itineraries that combine Dubai and Sharjah, while a suite of joint marketing efforts will roll out across multiple digital and physical channels.

Adnan Kazim, Emirates’ Chief Commercial Officer, underscored the importance of these alliances in a statement during the signing, noting that tourism is a vital pillar of many economies and Emirates remains committed to supporting destinations in broadening their appeal. Kazim emphasised that strategic partnerships such as these ensure not only the airline’s growth but also contribute significantly to the economic advancement of its destination markets.

Tourism officials from each of the eight regions echoed similar sentiments, hailing the agreements as critical steps towards reviving and boosting international arrivals. The Philippines Department of Tourism pointed out that Emirates’ extensive network and brand strength would be instrumental in showcasing the country's diverse island destinations to European and Middle Eastern travellers. Similarly, Maldives Marketing and Public Relations Corporation highlighted that the pact would assist in attracting premium travellers seeking luxury and adventure experiences, key pillars of the Maldives' tourism offering.

Emirates’ alignment with VisitBritain comes at a time when the UK is prioritising its tourism sector as a driver for post-pandemic economic growth. The collaboration will focus on promoting lesser-explored regions across Britain, aiming to spread tourism benefits beyond traditional hubs like London. Emirates’ multiple daily services to London, Manchester, Birmingham, Newcastle and Glasgow are expected to serve as crucial links in this expanded effort.

Japan National Tourism Organization welcomed the agreement, particularly with the airline’s upcoming service enhancements to Tokyo Haneda and Tokyo Narita, which are expected to significantly increase capacity and convenience for inbound travellers from the Middle East and Africa. Meanwhile, Thailand’s tourism authority plans to tap into Emirates’ wide Middle East, Africa and Europe network to re-attract visitors to cities beyond Bangkok, such as Chiang Mai and Phuket, reinforcing Thailand’s position as a year-round destination.

Uganda Tourism Board expressed optimism that the collaboration would shine a brighter spotlight on Uganda’s rich wildlife offerings, especially gorilla trekking in Bwindi Impenetrable Forest and safari adventures across the country’s national parks. Emirates’ daily service to Entebbe is set to play a central role in facilitating this expected uptick in visitor arrivals.

The Hungarian Tourism Agency intends to leverage the partnership to showcase Budapest’s cultural richness and the country’s wellness tourism segment, with a particular emphasis on its thermal baths and spa resorts. Emirates’ daily flights to Budapest are seen as key to tapping into a broader base of affluent travellers from Asia, the Middle East and Australasia.

The Arabian Travel Market, where these MoUs were formalised, has emerged as a crucial platform for shaping the future of the travel and tourism industry. This year’s edition has attracted global participation, signalling growing momentum and optimism within the sector after years of disruption.

By signing these strategic agreements, Emirates is doubling down on its investment in tourism as a growth engine. These partnerships are part of a broader approach that also includes boosting its fleet expansion, network capacity, and digital innovation efforts to cater to evolving traveller demands. The airline’s strategy focuses on building a comprehensive travel ecosystem where airline operations, destination marketing, and customer experience are seamlessly integrated.

Data from the World Travel & Tourism Council indicates that international visitor spending is projected to reach new highs in several of the markets where Emirates has signed partnerships, aligning with forecasts of a resilient rebound in global tourism demand. Against this backdrop, Emirates’ latest agreements place it in a strong position to capitalise on emerging travel trends such as experiential travel, sustainable tourism, and multi-destination itineraries.

As competition among global carriers to capture a greater share of the tourism rebound intensifies, Emirates' proactive engagement with tourism boards and authorities reflects a calculated move to strengthen its market position while offering travellers more curated and immersive experiences.