Emirates and International Congress and Convention Association Collaborate to Propel Dubai as a Premier Global Destination for Conferences, Exhibitions and Business Events, Enhancing International Connectivity

Published on May 1, 2025

At the 2024 Arabian Travel Market, Emirates revealed exciting new collaborations with the International Congress and Convention Association (ICCA), IDP Education, and Huawei. These partnerships mark a significant step in the airline’s efforts to enhance customer experiences, provide exclusive benefits, and strengthen its digital capabilities. With a focus on customer-centric innovation, these alliances aim to offer seamless travel solutions, streamline access to digital services, and create additional value for diverse segments of the airline’s global customer base.

ICCA Partnership: Paving the Way for Seamless Business Events

Emirates has signed a pivotal Memorandum of Understanding (MoU) with the International Congress and Convention Association (ICCA), a globally recognized leader in the international meetings and events industry. This new partnership aims to create synergies between air travel and the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, enhancing accessibility to key global business events.

Dubai, Emirates’ home base, has long been recognized as a central hub for international conferences, exhibitions, and business meetings. The city hosts a multitude of significant events each year, reinforcing its status as a global business destination. Through this collaboration, both Emirates and ICCA are working to strengthen Dubai’s role in the MICE sector, aligning with the city’s broader strategic vision to grow its position as a global leader in hosting international business events.

The MoU seeks to facilitate easier connectivity for association meetings, empower the events ecosystem through knowledge exchange, and support the development of event destinations globally. Emirates’ commitment to the MICE sector is crucial for both its business and Dubai’s long-term growth. By collaborating with ICCA, the airline will help foster more efficient and effective international meetings, further reinforcing its pivotal role in driving the growth of business tourism and global events.

IDP Education: Empowering Students with Tailored Travel Solutions

Emirates is also expanding its outreach to the education sector with a new partnership with IDP Education, a global leader in international education services. This partnership is designed to offer enhanced travel solutions for students and educators, making it easier for them to access top educational destinations served by Emirates.

With over 55 years of experience, IDP Education has supported hundreds of thousands of students in pursuing their studies across the globe. IDP has a vast network of 210 offices in 35 countries and connects students with leading universities in key markets such as the United States, the United Kingdom, Australia, and Canada.

The collaboration will provide students with exclusive travel benefits, including special fares, additional baggage allowances, flexible booking options, and other value-added services. These benefits will initially be available to students in the Middle East and North Africa (MENA) region, with plans to extend these offers to other key outbound education markets as the partnership grows. By leveraging Emirates’ expansive network, students will gain more access to global study destinations while enjoying tailored support for their academic journeys.

Emirates will also collaborate with IDP Education on regional and global events, including education fairs, student conferences, and academic assessments, providing logistical support and travel solutions. This will enhance the overall experience for students attending these events, ensuring that their travel needs are met with ease and efficiency. Moreover, both organizations will explore how to best use insights and data to continuously improve the student travel program and adapt it to evolving travel trends.

Huawei: A Deeper Commitment to Digital Transformation

Emirates is deepening its relationship with Huawei, building on a strategic partnership first established in 2020. This newly expanded collaboration focuses on leveraging digital innovation to enhance the customer experience, drive brand visibility, and integrate cutting-edge technology into Emirates’ services, particularly in the Middle East, North Africa, and mainland China.

As part of the expanded agreement, Emirates will be among the first airlines to integrate Huawei’s HarmonyOS NEXT watch app, offering passengers more convenient access to Emirates’ services directly from their wearable devices. This integration represents a step forward in both companies’ shared goal of creating a more seamless and personalized experience for travelers.

Both Emirates and Huawei are also working together to continuously improve the Emirates App on Huawei’s AppGallery, ensuring the app provides a consistent, high-quality user experience across all devices. This collaboration will also involve co-branded content, joint marketing campaigns, and media outreach, particularly targeting high-growth markets such as mainland China and the Middle East.

Huawei’s support will play a critical role in promoting Emirates’ upcoming Shenzhen route, slated to launch in July 2024. The two companies will engage in coordinated promotional efforts, using social media, press events, and other media channels to generate excitement and awareness around the new route. Through these joint initiatives, Emirates aims to build a stronger presence in key markets, furthering its reputation as a global leader in customer service and innovation.

Strategic Vision for the Future

Emirates’ expanded partnerships with ICCA, IDP Education, and Huawei reflect the airline’s dedication to providing exceptional value and innovative experiences to its customers. Whether through enhancing global business events, supporting student mobility, or pioneering digital solutions in aviation, these collaborations demonstrate Emirates’ commitment to staying at the forefront of customer-centric innovation in the airline industry.

With these strategic alliances, Emirates is not only reinforcing its global reach but also driving forward the digital transformation of the travel experience. Each of these partnerships brings unique value, from strengthening Dubai’s position as a leading MICE destination to offering enhanced travel benefits for students and integrating next-generation technologies into the customer journey.

As Emirates continues to innovate and expand its partnerships, the airline is poised to remain a driving force in the aviation industry, ensuring its customers experience cutting-edge solutions and exceptional service on every journey. Through these forward-thinking initiatives, Emirates is shaping the future of air travel, setting new standards for convenience, accessibility, and digital engagement.