Emirates Signs Seven Tourism Partnerships at Arabian Travel Market 2026

DUBAI, UAE — Emirates has strengthened its global tourism strategy by signing seven memoranda of understanding (MoUs) with tourism authorities spanning the Indian Ocean, Europe, Southeast Asia and the United Arab Emirates during the opening day of the Arabian Travel Market (ATM) 2026.

The agreements, unveiled at the Dubai World Trade Centre, are designed to increase destination awareness across Emirates’ network of nearly 140 destinations through joint marketing campaigns, travel trade initiatives and familiarization programmes for media and tourism professionals. The airline said the partnerships will help participating destinations attract visitors from new international source markets while reinforcing Dubai’s position as a global aviation hub.

The announcement came as His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, toured the Emirates stand at ATM. During the visit, Sheikh Hamdan reviewed the airline’s latest Premium Economy electric seat featuring privacy dividers alongside senior Emirates executives, underscoring Dubai’s continued investment in passenger experience and aviation innovation.

Seven destinations, one global tourism push

Among the agreements, Emirates renewed its long-standing partnership with the Seychelles Tourism Board and the country’s Ministry of Tourism and Culture, extending a collaboration that began in 2013. The renewed deal will promote the Indian Ocean destination through joint campaigns and familiarization trips, supported by Emirates’ two daily flights to Mahé.

The airline also extended its more than 20-year partnership with the Mauritius Tourism Promotion Authority, with both sides agreeing to continue developing travel packages, promotional campaigns and trade initiatives. Emirates currently operates three daily services to Mauritius.

A new agreement with Madagascar’s Ministry of Tourism and Handicrafts will support the island nation’s ambition of welcoming one million visitors by 2028, while another partnership with Tourism Malaysia backs the country’s Visit Malaysia 2026–2027 campaign, which targets 47 million international arrivals through coordinated marketing and media engagement.

In Europe, Emirates signed fresh agreements with Visit Finland and Fjord Norway, promoting Finland ahead of the airline’s planned Helsinki launch on October 1 and increasing awareness of Western Norway’s fjord region across its global network.

Closer to home, the carrier renewed its collaboration with the Sharjah Commerce and Tourism Development Authority (SCTDA), continuing joint roadshows, workshops and destination marketing designed to boost tourism across the neighbouring emirate.

Beyond tourism: digital innovation and retail

Emirates used ATM to deepen partnerships beyond destination marketing. The airline renewed its strategic relationship with Huawei, focusing on personalized digital travel solutions, customer engagement and technology-driven marketing in China as it continues expanding its presence in one of the world’s largest outbound travel markets.

It also signed a new agreement with Dubai Duty Free, introducing exclusive retail promotions for Emirates passengers travelling to or through Terminal 3 at Dubai International Airport. The initiative aims to enhance the passenger experience while supporting both Dubai’s aviation and tourism sectors.

Strengthening Dubai’s tourism ecosystem

The partnerships were announced against the backdrop of another strong year for Dubai’s visitor economy, with Arabian Travel Market bringing together thousands of airlines, hotel groups, tourism boards and travel technology companies to shape the future of global travel. This year’s exhibition has placed particular emphasis on sustainable tourism, artificial intelligence and collaborative destination marketing.

For Emirates, the seven agreements reflect an evolving role that goes beyond transporting passengers. The airline is increasingly positioning itself as a strategic tourism partner, connecting destinations with new markets through its global network and integrated marketing capabilities. As competition for international travellers intensifies, collaboration between airlines and tourism authorities is becoming one of the industry’s most powerful tools for driving sustainable visitor growth.