Emirates Leads New Era Of Global Tourism Growth With Seven Destination Deals At ATM 2026

Emirates has begun the preparations for Arabian Travel Market 2026 by signing agreements with 7 different tourism organisations across the Indian Ocean, Europe, Southeast Asia, and the UAE. The agreements will help Emirates develop new travel connectivity in various markets. The agreements articulate Emirates’ goal of working with travel destinations to develop better connectivity and facilitate increased tourism visitation and market growth.

Alongside the tourism partnerships, Emirates also renewed important collaborations with technology and retail partners, focusing on improving customer experiences, strengthening digital engagement and adding more value for travellers flying through Dubai.

The airline’s presence at ATM 2026 also showcased its latest cabin innovations, including its new Premium Economy electric seat featuring enhanced privacy features. The new product reflects Emirates’ wider investment in upgrading passenger experiences across its international network.

Emirates Strengthens Tourism Links Across Key Global Markets

Emirates continues to use its extensive international network as a platform to promote destinations and support tourism growth. Through partnerships with tourism boards, the airline helps destinations reach new audiences, increase international visibility and convert travel interest into actual bookings.

With operations connecting nearly 140 destinations worldwide, Emirates plays a major role in linking emerging and established tourism markets. These collaborations support joint marketing campaigns, trade engagement activities, destination promotions and familiarisation programmes designed for travel professionals and media representatives.

The latest agreements reinforce Emirates’ role as a strategic partner for destinations seeking stronger global exposure and increased visitor numbers.

Seychelles Partnership Renewed To Drive Indian Ocean Tourism Growth

Emirates has renewed its long-standing cooperation with the Seychelles Tourism Board and the Ministry of Tourism and Culture, continuing a relationship that began more than a decade ago.

The renewed partnership will focus on attracting more international visitors to Seychelles through joint promotional campaigns and targeted activities across Emirates’ worldwide network. The collaboration will also include familiarisation programmes designed to introduce travel professionals and media representatives to the island nation’s tourism experiences.

Emirates currently operates two daily services to Mahé, providing important connectivity between Seychelles and global markets. The destination recorded strong tourism growth in 2025, welcoming nearly 400,000 visitors, representing a 13 percent increase compared with the previous year.

Through continued cooperation, Emirates and Seychelles aim to expand awareness of the destination and encourage more travellers to explore its beaches, nature experiences and cultural attractions.

Mauritius Partnership Builds On Two Decades Of Tourism Cooperation

Emirates has also extended its partnership with the Mauritius Tourism Promotion Authority, continuing more than 20 years of collaboration supporting the island nation’s tourism ambitions.

The agreement will help promote Mauritius across important international markets through Emirates’ global sales network, targeted travel packages and joint promotional activities. The partnership will also include familiarisation trips aimed at increasing destination knowledge among travel agents, media representatives and industry partners.

Mauritius has benefited from Emirates’ connectivity and global reach, helping the destination attract visitors from a wider range of markets. Tourism demand from Middle Eastern countries increased significantly in the first half of 2026, rising by 10.5 percent compared with the same period the previous year.

Emirates currently provides substantial capacity between Dubai and Mauritius, operating three daily flights with nearly 19,100 weekly seats available in both directions.

Madagascar Looks To Expand International Visitor Growth

Emirates has entered into a new cooperation framework with Madagascar’s Ministry of Tourism and Handicrafts to support the country’s ambition of welcoming one million international tourists by 2028.

The partnership will focus on increasing Madagascar’s visibility in key overseas markets through advertising campaigns, collaboration with tour operators, travel agency programmes and specially designed tourism packages.

Familiarisation trips will also help industry professionals gain deeper knowledge of Madagascar’s unique experiences, including its biodiversity, landscapes and cultural heritage.

By connecting Madagascar with Emirates’ global network, the partnership aims to create new opportunities for the island destination and attract more international travellers.

Sharjah Tourism Partnership Continues To Promote UAE Experiences

Emirates and the Sharjah Commerce and Tourism Development Authority have renewed their cooperation to support tourism growth in Sharjah and strengthen the emirate’s position as a major destination within the UAE.

The partnership builds on years of joint activity across important markets, including the Gulf region, India, China, Southeast Asia and Europe.

Both organisations have worked together on tourism campaigns, trade events, workshops, sales initiatives and destination promotion programmes. Emirates has also supported Sharjah’s international outreach in markets where the tourism authority does not maintain direct representation.

The renewed cooperation aims to encourage travellers visiting the UAE to explore multiple destinations within the country, combining experiences across Dubai, Sharjah and Abu Dhabi.

The collaboration also supports business travel, meetings, incentives and events tourism by connecting international visitors with Sharjah’s growing tourism infrastructure.

Malaysia Partnership Supports Visit Malaysia Campaign

Emirates has renewed its cooperation with Tourism Malaysia through a new one-year agreement supporting the Visit Malaysia 2026–2027 campaign.

The initiative aims to promote Malaysia as a leading international tourism destination while supporting the country’s goal of attracting 47 million foreign visitors.

Under the agreement, Emirates and Tourism Malaysia will explore joint advertising campaigns, destination promotions and familiarisation programmes for travel trade partners and media.

Malaysia benefits from strong air connectivity through Emirates’ Dubai–Kuala Lumpur route, with 21 weekly flights connecting the two cities. Additional connectivity is also available through Emirates’ partnership with Batik Air, allowing travellers to access more destinations across Malaysia.

The partnership will help showcase Malaysia’s diverse tourism offerings, including nature, heritage, food, culture and urban experiences.

Emirates Launches New Finland Tourism Collaboration Ahead Of Helsinki Service

Emirates has signed a new agreement with Visit Finland to promote tourism growth and improve international awareness of Finland across the airline’s global network.

The partnership comes as Emirates prepares to begin year-round operations to Helsinki from 1 October, creating a direct connection between Finland and the UAE.

The collaboration will focus on promoting Finland in key markets across East Asia, Southeast Asia, West Asia, Australasia, the Middle East and Africa.

Joint programmes will support travel professionals and tour operators by providing greater knowledge of Finland’s tourism experiences throughout the year.

The partnership will highlight Finland’s diverse attractions, from the summer landscapes of Lakeland and coastal regions to the winter adventures of Lapland and the cultural experiences of Helsinki.

The agreement supports Finland’s broader tourism strategy focused on sustainable growth, economic benefits and year-round international travel.

Fjord Norway Partnership Highlights Regional Tourism Opportunities

Emirates has also strengthened cooperation with Fjord Norway, the official tourism organisation representing Western Norway.

The partnership aims to increase international awareness of the region and encourage more visitors to explore Norway’s dramatic landscapes, natural attractions and cultural experiences.

Through Emirates’ global network and international reach, Fjord Norway will gain access to new source markets while travellers will have greater opportunities to discover one of Europe’s most scenic regions.

The collaboration reflects Emirates’ wider commitment to supporting destinations by improving international access and creating stronger tourism connections.

Emirates Expands Digital Partnership With Huawei

Beyond destination partnerships, Emirates has renewed its strategic cooperation with Huawei to strengthen digital engagement and customer experiences in China.

The renewed agreement builds on collaboration established in 2020, including integration between the Emirates mobile application and Huawei’s digital ecosystem.

Future initiatives will focus on expanding digital travel solutions, improving personalised customer engagement and exploring new marketing opportunities.

The partnership supports Emirates’ continued growth in China, where the airline has expanded its network, restored Airbus A380 operations and introduced its Premium Economy offering.

By combining aviation expertise with digital innovation, Emirates and Huawei aim to create smoother and more connected travel experiences for customers.

Dubai Duty Free Agreement Adds More Value For Emirates Passengers

Emirates has also signed a new agreement with Dubai Duty Free to provide passengers travelling through Dubai International Airport with exclusive shopping benefits.

The partnership will introduce special offers for Emirates customers at Dubai Duty Free outlets located in Terminal 3, enhancing the overall airport experience.

The cooperation between Emirates and Dubai Duty Free supports Dubai’s wider aviation and tourism strategy by encouraging more travellers to connect through the city and experience its world-class airport facilities.

As one of the world’s largest airport retailers, Dubai Duty Free plays an important role in creating additional value for international passengers travelling through Dubai.

Emirates Uses ATM 2026 Platform To Drive Future Travel Growth

Emirates’ strong presence at Arabian Travel Market 2026 demonstrates the airline’s expanding role beyond aviation, positioning itself as a major contributor to global tourism development.

Through partnerships with destinations, technology companies and retail organisations, Emirates continues to build an interconnected travel ecosystem that supports tourism growth, improves passenger experiences and creates new opportunities for international travellers.

The latest agreements underline the airline’s commitment to strengthening destination partnerships, expanding global connectivity and delivering a more seamless journey from inspiration to arrival.

Image: Emirates Airlines