Emirates airline has signed several Memorandums of Understanding (MoUs) with global tourism boards on the opening day of Arabian Travel Market (ATM) 2025.
The agreements span partnerships with Sharjah, the Philippines, Maldives, VisitBritain, Thailand, Japan, Uganda, and Hungary, reaffirming Emirates’ commitment to strengthening international tourism links and boosting inbound travel to the UAE and beyond.
The new deals aim to drive visitor numbers to each partner destination through Emirates’ network of over 140 global cities. They will also encourage multi-destination tourism through the UAE by leveraging Emirates’ position as a global aviation hub.
Sharjah collaboration
Emirates has partnered with the Sharjah Commerce & Tourism Development Authority (SCTDA) to promote the emirate through joint marketing and travel packages. The two entities will explore promotional activities, curated experiences through the airline’s ‘Dubai Experience’ platform, trade incentives, and cross-channel advertising.
“This new partnership will help position Sharjah as a key part of travellers’ UAE itineraries,” said representatives from both parties.
Focus on Philippines
A new agreement with the Department of Tourism Philippines will strengthen the country’s presence in Europe and the Middle East. Emirates will support tourism through joint advertising, media trips, and initiatives targeting travel trade partners in key international markets.
Boosting Maldives arrivals
Emirates and the Maldives Marketing and PR Corporation are teaming up to increase visitor traffic to the Indian Ocean destination. Emirates will promote the Maldives via global campaigns, travel packages, and familiarisation tours, while also supporting trade via its cargo services.
Supporting UK travel
A declaration of intent with VisitBritain will promote UK destinations such as London, Birmingham, Manchester, Newcastle, Edinburgh, and Glasgow. Activities will include joint promotions, travel trade familiarisation trips, and campaigns aimed at the Middle East, Far East Asia, and Australasia.
According to VisitBritain, the UK expects 43.4 million visitors in 2025, and Emirates, which operates 133 weekly UK flights, will play a key role in achieving that goal.
Thailand partnership expands
A new MoU with the Tourism Authority of Thailand (TAT) focuses on promoting Thailand as a top destination. Joint campaigns, giveaways, and collaborations with agents and tour operators will be used to attract more travellers.
Promoting Japan travel
Emirates will work with the Japan National Tourism Organization (JNTO) to increase travel demand from the Middle East to Japan. The collaboration includes shared data analysis and joint marketing efforts to raise awareness and appeal.
Uganda MoU renewed
Emirates and the Uganda Tourism Board have renewed their partnership for 2025 following a productive year. The airline reports a 16% increase in passengers on the Dubai-Entebbe route since January 2025, following a series of familiarisation trips and coordinated campaigns.
Spotlight on Hungary
The agreement with Visit Hungary will focus on raising awareness of the country’s cultural and tourism assets. Efforts will include media familiarisation visits and joint promotions designed to drive interest in Budapest and surrounding regions.
tanvir@dubainewsweek.com
