Emirates has signed seven new or renewed tourism partnerships at Arabian Travel Market 2026, covering destinations including Seychelles, Mauritius, Madagascar, Sharjah, Malaysia, Finland and Western Norway, as the airline looks to drive more international visitors across its network.
For UAE travellers, the agreements also point to new and expanded opportunities to reach destinations from Dubai, including Emirates’ upcoming year-round Helsinki service from October 1. Passengers travelling through Dubai will also benefit from new exclusive offers at Dubai Duty Free outlets in Terminal 3.
The airline’s ATM activity comes as Emirates also showcases its new Premium Economy electric seat with privacy dividers. 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, visited the Emirates stand during the opening of the event and sampled the new seat.
Emirates tourism partnerships: where the new deals apply
The seven tourism agreements cover destinations across the Indian Ocean, Europe, Southeast Asia and the UAE.
In the Seychelles, Emirates has renewed its partnership with the Seychelles Tourism Board and the Ministry of Tourism and Culture, extending a relationship that began in 2013. The two sides will use joint marketing campaigns and familiarisation trips for media and travel-trade partners to encourage more visitors to the islands.
Emirates currently operates two daily flights to Mahé. The press release says visitor arrivals to the Seychelles increased 13% to nearly 400,000 in 2025, compared with 353,000 the previous year.
The airline has also renewed its agreement with the Mauritius Tourism Promotion Authority. Emirates has supported Mauritius tourism for more than two decades and currently operates three daily flights, with weekly capacity of 19,096 seats in both directions.
The renewed Mauritius partnership will include joint marketing, special packages for different customer groups and familiarisation trips aimed at media and travel trade audiences. Tourist arrivals from Middle East markets increased 10.5% in the first half of 2026 compared with the same period in 2025, according to Emirates.
In Madagascar, Emirates will work with the Ministry of Tourism and Handicrafts to help increase visitor numbers and support the country’s target of reaching one million tourists by 2028. Activities will include advertising in key markets, work with tour operators and travel agencies, tailored packages and familiarisation trips.
What the Finland deal means for UAE travellers
One of the more significant changes for travellers is Emirates’ new partnership with Visit Finland.
Emirates will begin flying to Helsinki on October 1, creating what the airline describes as the only year-round connectivity between Finland and the UAE.
The partnership will promote Finland across selected markets served by Emirates, including East and Southeast Asia, West Asia, Australasia, and major Middle East and African hubs.
For travellers, the new service is also being positioned around year-round tourism rather than only Finland’s winter season. The partnership will promote the country’s four main tourism regions, including Lakeland, the Coast and Archipelago, Lapland and Helsinki.
Emirates and Fjord Norway, the official tourist board for Western Norway, have separately agreed to work together to increase inbound tourism to the region through Emirates’ international network.
Sharjah tourism gets renewed Emirates partnership
Emirates has also renewed its agreement with the Sharjah Commerce & Tourism Development Authority, continuing cooperation aimed at attracting visitors to Sharjah.
The partnership focuses on source markets including the GCC, India, China, Far East Asia and Europe. Previous cooperation has included sales calls, trade workshops, roadshows and familiarisation trips.
Emirates also supports Sharjah in markets where the authority does not have local representation, including by introducing trade partners and supporting MICE activity and trade visits.
The renewed agreement forms part of Emirates’ broader effort to encourage international visitors to experience more than one UAE destination during the same trip, alongside tourism bodies including Dubai’s Department of Economy and Tourism and the Department of Culture and Tourism – Abu Dhabi.
His Excellency Khalid Jasim Al Midfa, Chairman of Sharjah Commerce and Tourism Development Authority, said: “Renewing our partnership with Emirates is a strategic step in advancing Sharjah’s tourism agenda and consolidating the emirate’s position as a distinctive, year-round destination at the heart of the UAE’s tourism landscape. Aviation partnerships of this calibre are central to how Sharjah competes globally: Emirates’ worldwide network, market intelligence and deep relationships with the international travel trade give the emirate direct access to high-value source markets and enable us to convert that reach into seamless, enriching itineraries for visitors.”
Malaysia partnership supports Visit Malaysia 2026–2027
Emirates and Tourism Malaysia have renewed their partnership through a one-year MoU supporting the Visit Malaysia 2026–2027 campaign.
The airline currently operates 21 weekly flights campaign targets 47 million foreign visitor arrivals. Emirates will promote Malaysia across its global network, with the cooperation expected to include joint advertising and marketing initiatives as well as familiarisation trips.
The airline currently operates 21 weekly flights between Dubai and Kuala Lumpur. Passengers can also connect onwards from Kuala Lumpur through Emirates’ codeshare arrangement with Batik Air.
Emirates renews Huawei partnership and adds Dubai Duty Free offers
Beyond tourism boards, Emirates has renewed its strategic partnership with Huawei, with a focus on the Chinese market.
The cooperation builds on initiatives dating back to 2020, including integration of the Emirates App with Huawei’s ecosystem and joint marketing campaigns. The renewed agreement will focus on brand engagement in China, personalised digital travel solutions and new media opportunities.
The partnership comes as Emirates expands its China strategy, including its network growth, the resumption of A380 services and the introduction of Premium Economy.
For passengers travelling to or through Dubai, a separate agreement with Dubai Duty Free will provide exclusive offers at Dubai Duty Free outlets across Dubai International Airport’s Terminal 3.
The agreement is intended to add value for Emirates passengers while supporting passenger traffic through Dubai and cooperation between the airline and Dubai Duty Free.
What Emirates has announced at ATM 2026
Taken together, the agreements give Emirates a wider role in promoting destinations to travellers across its nearly 140-destination network.
For UAE-based travellers, the most immediate practical developments are the launch of Emirates’ Helsinki service from October 1 and the new Dubai Duty Free offers for passengers travelling to or through Dubai. The tourism agreements with Seychelles, Mauritius, Madagascar, Malaysia and Norway are primarily focused on joint destination marketing and increasing visitor flows.
The airline’s appearance at Arabian Travel Market also highlights its ongoing investment in the passenger experience, including the new Premium Economy electric seat with privacy dividers displayed at its stand.
tanvir@dubainewsweek.com
