Emirates Airline has taken a significant step in enhancing global tourism connectivity by signing eight strategic Memoranda of Understanding (MoUs) with tourism authorities from various countries during the Arabian Travel Market (ATM) 2025.
These agreements aim to bolster inbound tourism and promote the UAE as a central travel hub, leveraging Emirates’ extensive network of over 140 destinations.
The airline’s partnerships encompass a diverse range of countries, including Sharjah, the Philippines, the Maldives, the United Kingdom, Thailand, Japan, Uganda, and Hungary. Each collaboration is tailored to highlight the unique attractions and cultural experiences of these destinations, facilitating increased visitor traffic and fostering mutual growth in the tourism sector.
In the UAE, Emirates has joined forces with the Sharjah Commerce & Tourism Development Authority (SCTDA) to jointly promote tourism to the emirate. This partnership will offer bespoke packages through Emirates’ ‘Dubai Experience’ platform and implement a series of marketing and promotional campaigns to attract visitors.
Internationally, Emirates has signed an MoU with the Philippines Department of Tourism to boost inbound traffic from the Middle East and Europe. The collaboration will focus on joint marketing initiatives and familiarization trips targeting key tourism stakeholders, aiming to showcase the Philippines’ vibrant culture and attractions.
In the Maldives, Emirates will work with the Maldives Marketing and Public Relations Corporation to promote the archipelago through advertising campaigns, customized travel packages, and travel trade activations. The airline, which has served the Maldives since 1987, will also support business and trade development via its cargo operations.
Emirates has also entered a strategic partnership with VisitBritain to drive tourism to the United Kingdom. The partners will launch joint promotions and familiarization trips to major UK cities, including London, Birmingham, Manchester, Newcastle, Edinburgh, and Glasgow. VisitBritain forecasts 43.4 million visits to the UK in 2025, with Emirates operating 133 weekly flights to the country.
With Japan National Tourism Organization (JNTO), Emirates pledged to collaborate on data sharing, joint analyses, and promotional efforts to encourage travel between Japan and the Middle East. The airline also renewed its MoU with the Uganda Tourism Board for 2025, following a year of partnership that saw a 16% increase in passenger traffic on the Dubai-Entebbe route. Emirates and the board will continue to promote Uganda as a premier tourist destination through familiarization trips and trade engagements.
Meanwhile, a partnership with Visit Hungary aims to promote inbound travel to Budapest via joint marketing campaigns and media and travel agent familiarization visits.
These agreements underscore Emirates’ strategic approach to tourism promotion, focusing on collaborative efforts with international tourism boards to enhance destination visibility and accessibility. By leveraging its global network and marketing capabilities, Emirates aims to contribute significantly to the growth of the global tourism industry.
The partnerships also reflect a broader trend in the travel industry, where airlines and tourism authorities are increasingly working together to create seamless travel experiences for tourists. Such collaborations not only boost tourism numbers but also foster cultural exchange and economic development in the partner destinations.
As the tourism sector continues to recover and evolve, Emirates’ proactive approach in forming these strategic alliances positions the airline as a key player in shaping the future of global travel. Through these MoUs, Emirates demonstrates its commitment to connecting people with diverse cultures and experiences, reinforcing its role as a bridge between the UAE and the world.
For travelers, these partnerships mean enhanced travel options, tailored packages, and a wealth of new destinations to explore. Whether seeking the cultural richness of the Philippines, the serene landscapes of the Maldives, or the historic charm of Hungary, Emirates’ expanded network offers a gateway to a world of possibilities.
As these initiatives unfold, the collaboration between uae and its international partners is expected to set a benchmark for future tourism alliances, highlighting the importance of cooperation in driving sustainable growth and enriching the global travel experience.
