Emirates has signed 11 partnership agreements on the second day of Arabian Travel Market (ATM) in Dubai, strengthening cooperation with tourism organisations, businesses and airlines while expanding access to new customer segments across its global network.
The agreements cover tourism promotion, customer
experiences, worker welfare, specialist travel services and airline
distribution, with partnerships spanning destinations including Sri Lanka, Ras
Al Khaimah, Japan, the Maldives and Italy.
Sheikh Nahyan bin Mubarak Al Nahyan, UAE
Minister of Tolerance and Coexistence, also visited the Emirates stand at ATM,
where he toured product showcases and was briefed by senior airline executives
on its latest cabin innovations and passenger experience developments.
Emirates renewed its partnership with the Sri Lanka Tourism
Promotion Bureau (SLTPB), continuing a collaboration that began in 2022.
The airline will use its network of almost 140 destinations
to promote Sri Lanka in global markets through marketing campaigns, trade
incentives, familiarisation trips, tailored excursions and special packages.
Sri Lanka received more than 2.3 million international
tourists last year, up 15.1 per cent from the previous year.
The airline also signed a memorandum of understanding (MoU)
with the Ras Al Khaimah Tourism Development Authority (RAKTDA) to support
visitor growth from selected markets. The partnership will include joint
marketing and advertising campaigns, trade and media familiarisation programmes
and curated destination experiences.
The two sides will also explore bespoke products and
packages for Emirates customers, including offerings through Dubai Experience.
In Japan, Emirates and the Japan National Tourism
Organization (JNTO) signed an MoU to promote travel between Japan, Dubai and
the wider Middle East.
Emirates currently operates services to Narita, Haneda and
Kansai, with frequencies expected to reach 28 weekly flights in October 2026.
The airline has also expanded A380 operations and introduced
Chauffeur-Drive services at Narita and Kansai.
Emirates and the Maldives Marketing and Public Relations
Corporation (MMPRC) renewed their tourism partnership, aiming to attract more
visitors from key markets through the airline’s global network.
Air arrivals to the Maldives reached 2.25 million last year,
an increase of almost 10 per cent.
The airline also signed an MoU with the Overseas Workers
Welfare Administration (OWWA) to strengthen support for Overseas Filipino
Workers and their families.
Areas of cooperation include welfare and social protection,
repatriation assistance, reintegration and livelihood programmes, corporate
social responsibility and community engagement.
The UAE is the second-largest destination for Filipino
workers, with an estimated 271,000 overseas Filipino workers in the country in
2024.
In the UAE, Emirates signed an MoU with Sharjah Police
covering travel-related benefits for employees and support for events.
Sharjah Police will also promote Emirates through its
communication channels and events.
In Europe, Emirates expanded its partnership with DERTOUR
Group, strengthening cooperation across its sales channels and supporting
greater adoption of New Distribution Capability.
The agreement will also focus on premium leisure travel,
exclusive experiences and growth opportunities in Central, Eastern and Northern
Europe.
Emirates signed separate strategic partnerships with Bologna
Welcome and Parma Welcome to promote Italy’s Emilia-Romagna region.
The agreements will support coordinated marketing, trade
engagement, media outreach and familiarisation trips highlighting the region’s
cultural, culinary and business offerings.
The airline also signed an MoU with Italian travel
management company Cisalpina Tours to develop a dedicated framework for marine
crew movements.
The partnership will position Emirates as a preferred
airline partner for crew travel and explore joint commercial opportunities,
while sharing market insights on crew flows and port developments.
Growing airline partnerships
Emirates and Kuwait Airways signed an MoU to expand their
existing interline agreement into a reciprocal codeshare partnership.
Under the arrangement, Kuwait Airways customers will gain
access to additional destinations across the Emirates network via Dubai, with
multi-sector journeys available on a single ticket and through-checked baggage
to final destinations.
Emirates customers will similarly gain access to Kuwait Airways’ network and services. -TradeArabia News Service