Emirates has signed eight Memorandum of Understandings (MoUs) on the opening day of Arabian Travel Market (ATM), forming new partnerships with tourism boards from Sharjah, the Philippines, Maldives, Visit Britain, Thailand, Japan, Uganda, and Hungary. These agreements underscore the airline’s commitment to strengthening global tourism links while boosting visitor arrivals across its extensive network of over 140 destinations.
The MoU with Sharjah Commerce & Tourism Authority focuses on promoting Sharjah as part of broader UAE itineraries through marketing collaborations, bespoke tour packages, and travel trade engagement. Emirates will also work with the Philippines’ tourism department to increase visibility in Europe and the Middle East via joint marketing and familiarisation trips. Meanwhile, its partnership with Maldives Marketing and PR Corporation aims to drive inbound tourism through advertising, travel packages, and cargo-related business initiatives.
Collaborations with VisitBritain and the Tourism Authority of Thailand will see targeted marketing efforts in key markets like the Middle East, Far East Asia, and Australasia. Emirates and Japan National Tourism Organisation (JNTO) plan to share data and explore campaigns to stimulate travel from the Middle East to Japan. Renewing its agreement with Uganda, Emirates reported a 16% rise in Dubai-Entebbe traffic since January 2025, citing successful trade partnerships and destination promotions.
The partnership with Visit Hungary aims to spotlight Hungary’s tourism potential through co-branded campaigns, media engagement, and familiarisation tours. These multi-destination collaborations reflect Emirates’ strategic approach to destination marketing and tourism growth, reinforcing its role as a global travel enabler connecting cultures, economies, and communities through aviation.
