Dubai: Emirates marked the opening of Arabian Travel Market (ATM) 2026 by signing seven memoranda of understanding (MoUs) with tourism authorities across the Indian Ocean, Europe, Southeast Asia and the UAE, while also renewing partnerships with technology, retail and aviation partners.
The airline also welcomed His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, and Chairman of The Executive Council of Dubai, to its stand during the opening of the event. Sheikh Hamdan reviewed Emirates’ new Premium Economy electric seat with privacy dividers alongside senior airline executives.
Growing demand for destinations
Emirates said the partnerships are designed to increase destination awareness across its network of nearly 140 destinations, helping tourism authorities attract visitors from new source markets through joint marketing campaigns and trade initiatives.
The airline renewed its long-standing partnership with the Seychelles Tourism Board and the Ministry of Tourism and Culture, first established in 2013. The agreement aims to boost visitor arrivals to the Seychelles through joint marketing campaigns and familiarisation trips for media and travel trade partners. Emirates currently operates two daily flights to Mahé.
Emirates also renewed its agreement with the Mauritius Tourism Promotion Authority, extending a partnership that has supported the island nation’s tourism sector for more than two decades. The collaboration includes joint promotional activities, travel packages and familiarisation visits. Emirates currently operates three daily flights to Mauritius.
A new partnership with Madagascar’s Ministry of Tourism and Handicrafts will support efforts to increase visitor numbers and help the country reach its target of welcoming one million tourists by 2028.
Within the UAE, Emirates renewed its agreement with the Sharjah Commerce and Tourism Development Authority (SCTDA) to continue promoting tourism to the emirate through joint marketing initiatives, trade workshops, roadshows and familiarisation trips.
The airline also signed a one-year agreement with Tourism Malaysia to support the country’s Visit Malaysia 2026-2027 campaign, which aims to attract 47 million international visitors. The partnership will focus on joint marketing efforts and media and trade familiarisation programmes.
Emirates signed a new agreement with Visit Finland ahead of the launch of flights to Helsinki on October 1. The partnership will promote Finland across Emirates’ global network and support tourism growth across the country’s major regions.
The seventh tourism partnership was signed with Fjord Norway, the official tourism body for Western Norway, to boost visitor arrivals and strengthen awareness of the region.
Customer experience and strategic partnerships
Beyond destination marketing, Emirates renewed its strategic partnership with Huawei, strengthening cooperation in marketing, digital innovation and customer experience initiatives in China.
The airline said the partnership will focus on personalised digital travel solutions, enhanced customer engagement and new media opportunities, supporting Emirates’ continued expansion in the Chinese market.
Emirates also signed an agreement with Dubai Duty Free to offer exclusive promotions for Emirates passengers travelling to or through Dubai International Airport’s Terminal 3.
The initiative is intended to enhance the customer experience, support Dubai’s tourism and aviation sectors, and encourage greater passenger traffic across the Emirates network.
