The Emirates airline business alone banked $2.9 billion, another record, after returning a $1.1 billion loss in the previous financial year as passengers began to return to the skies
AFP

UAE-based air carrier Emirates signed eight Memoranda of Understanding (MoUs) with the Tourism Boards of Sharjah, the Philippines, Maldives, Visit Britain, Thailand, Japan National Tourist Organization (JNTO), Uganda, and Hungary on the first day of Arabian Travel Market (ATM).

These agreements highlight Emirates' dedication to attracting more travelers to its vast network of over 140 destinations, offering them the chance to explore the unique sights, cultures, and attractions of each region, WAM reported.

Furthermore, these collaborations aim to enhance tourism in the broader UAE. Emirates has also partnered with the Sharjah Commerce & Tourism Development Authority (SCTDA) to jointly promote tourism and increase visitor arrivals to the emirate of Sharjah.

Emirates' new partnership with the SCTDA, effective immediately, will focus on launching targeted promotional campaigns and curated travel packages.

In partnership with the Philippines Department of Tourism, Emirates will support inbound tourism from the Middle East and Europe through joint marketing efforts and familiarization tours for media and key stakeholders.

Emirates and the Maldives Marketing and PR Corporation will promote the archipelago through global advertising campaigns, familiarization trips, and travel packages. The airline also plans to support trade development via its cargo services, building on its long-standing connection to the Maldives since 1987.

A declaration of intent signed with VisitBritain aims to boost UK tourism from the Middle East, Far East Asia, and Australasia. Emirates will engage in joint promotions, familiarization trips, and campaigns to drive travel to key UK cities, supporting VisitBritain's forecast of 43.4 million visits in 2025. Emirates currently operates 133 weekly flights to and from the UK.

With the Tourism Authority of Thailand (TAT), Emirates will implement joint campaigns and initiatives to attract global tourists to Thailand. Efforts include media trips, advertising, and collaborations with agents to create promotional packages.

The airline has also teamed up with the Japan National Tourism Organization (JNTO) to enhance Middle East–Japan tourism through data sharing, joint analyses, and targeted awareness campaigns.

Emirates and the Uganda Tourism Board have renewed their MoU for 2025, strengthening efforts to promote Uganda as a top travel destination.

Building on their 2024 collaboration, which included trade partner familiarization trips, the renewed partnership has already shown results, with a 16% increase in passenger traffic on the Dubai-Entebbe route since January 2025.

In partnership with Visit Hungary, Emirates will launch joint marketing campaigns to highlight Hungary's tourism offerings. The collaboration also includes media and travel agent familiarization trips and broader promotional initiatives aimed at increasing travel to Budapest.

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