Emirates Forms Strategic Partnerships With Four Tourism Organisations To Enhance Inbound Tourism

Emirates has expanded its global tourism partnerships by signing four new Memoranda of Understanding (MoUs) during the Arabian Travel Market. These agreements involve the Ministry of Tourism and Handicraft in Madagascar, Vietnam's Sun Group, the Greek Ministry of Tourism, and Fjord Norway. The collaborations aim to enhance tourism flows into these regions from Emirates' extensive network.

The partnership with Madagascar's Ministry of Tourism and Handicraft highlights Emirates' dedication to promoting this destination, which was added to its network in September 2024. Through joint advertising campaigns, Emirates will market Madagascar across key markets globally. The airline will also organise familiarisation trips for travel agents and tour operators to showcase Madagascar's tourist attractions.

Emirates is committed to supporting business and trade opportunities in Madagascar by leveraging its cargo-handling capabilities. The airline has already promoted Madagascar as a top leisure destination through familiarisation trips for travel agencies from major feeder markets.

An MoU with Vietnam-based Sun Group aims to bolster inbound tourism and passenger traffic growth. Emirates and Sun Group will collaborate on marketing campaigns to highlight Vietnam as a premier travel destination. They plan to organise familiarisation trips for media and travel agents from key markets while offering promotional incentives to tour operators.

Currently, Emirates operates 21 weekly flights to Hanoi and Ho Chi Minh City using Boeing 777 aircraft. From 2 June 2025, Da Nang will be added to its Vietnamese network.

Promoting Greece Year-Round

The agreement with the Greek Ministry of Tourism reaffirms Emirates' commitment to promoting Greece as a year-round tourist hotspot. Joint marketing campaigns will target key strategic markets within Emirates’ global network. The MoU aligns with Greece’s broader tourism vision for 2025, focusing on expanding seasonal appeal and highlighting lesser-known regions.

Enhancing Norwegian Tourism

Emirates' collaboration with Fjord Norway aims to boost tourism in Western Norway. The agreement involves joint marketing efforts and organising familiarisation trips for media and travel agents. Promotional campaigns will inspire visits to Norway’s stunning fjord region, offering unforgettable experiences.

In 2024, Norway welcomed 5.6 million tourists, with numbers expected to rise. Emirates’ daily flights and enhanced connectivity are set to increase inbound tourism, particularly attracting high-spending tourists from the GCC region.

The newly signed MoUs reflect Emirates' strategy of fostering international tourism through strategic partnerships. By enhancing connectivity and promoting diverse destinations, the airline continues to play a significant role in global tourism development.

With inputs from WAM