Emirates Signs Eight Memorandums Of Understanding To Enhance Global Tourism At Arabian Travel Market

Emirates has entered into eight Memorandum of Understandings (MoUs) on the opening day of the Arabian Travel Market (ATM). These agreements are with tourism boards from Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourist Organisation (JNTO), Uganda, and Hungary. This initiative aims to draw more travellers to over 140 destinations in Emirates' network, showcasing each location's unique culture and attractions while enhancing tourism to the UAE through strategic partnerships.

The collaboration between Emirates and the Sharjah Commerce & Tourism Authority (SCTDA) is designed to promote tourism and increase visitor numbers to Sharjah. This partnership will involve joint promotional activities and tailored packages for tour operators and travel professionals in key markets. Additionally, they will create exclusive products marketed directly to Emirates’ customers via ‘Dubai Experience’ on the airline’s website.

Emirates is working with the Department of Tourism Philippines to enhance tourist flows into the Southeast Asian nation, especially from Europe and the Middle East. They plan to cooperate on marketing initiatives and organise familiarisation trips for media and key stakeholders from these regions. This collaboration aims to boost visitor traffic significantly.

The partnership with Maldives Marketing and PR Corporation focuses on attracting more visitors to the Maldives through Emirates' extensive global network. Since joining its West Asian and Indian Ocean network in 1987, Emirates has been committed to promoting tourism in this archipelago nation. The airline will engage in joint advertising campaigns, familiarisation trips, customised travel packages, and support business opportunities through its cargo services.

A declaration of intent was signed between Emirates and VisitBritain to enhance inbound tourism to the UK from strategic markets like the Middle East, Far East Asia, and Australasia. This agreement includes joint promotions, familiarisation trips for media and travel agents, as well as other activities aimed at increasing travel demand to major UK cities such as London and Manchester.

In a bid to drive tourism from its global network to Thailand, Emirates has partnered with the Tourism Authority of Thailand (TAT). The collaboration will focus on marketing initiatives that highlight Thailand's appeal as a top destination. It includes joint advertising campaigns, familiarisation trips for media representatives, and promotional packages offered by travel agents across key markets.

Expanding Tourism Opportunities

Emirates has pledged support for growing tourism demand between Japan and the Middle East through a partnership with JNTO. This involves data sharing, joint analyses, and potential promotional campaigns aimed at increasing awareness about Japan as a travel destination.

The renewed MoU between Emirates and Uganda Tourism Board for 2025 highlights their commitment to promoting Uganda as a premier tourist destination. Since signing in 2024, they have hosted familiarisation trips for trade partners who play a crucial role in raising awareness globally. There has been a 16% increase in passengers on the Dubai-Entebbe route since January 2025.

Enhancing Travel Demand

Emirates' collaboration with Visit Hungary aims at boosting inbound tourism through joint marketing efforts showcasing Hungary's attractions. They will organise familiarisation trips for media and travel agents while supporting other promotional activities designed to increase travel demand to Budapest.

These partnerships reflect Emirates' dedication towards fostering global tourism by leveraging its extensive network. By collaborating with various international tourism boards, Emirates seeks not only to enhance its own reach but also contribute significantly towards promoting diverse destinations worldwide.

With inputs from WAM