On the second day of Arabian Travel Market (ATM) in Dubai, Emirates signed 11 partnership agreements, deepening its cooperation with tourism authorities, travel companies, airlines and other organizations in key markets. These agreements span destination promotion, joint marketing, travel trade cooperation, customer services and expanded airline connectivity, reinforcing Emirates’ push to strengthen tourism links throughout its global network.
The new partnerships cover seven destinations along with several strategic customer and industry segments, with agreements involving Sri Lanka, Ras Al Khaimah, Japan, the Maldives, Italy and other major travel markets. According to the airline, the partnerships will help drive visitor growth, create new travel products and experiences, broaden distribution opportunities and reinforce cooperation with industry partners.
Emirates Expands Partnerships in Key Tourism Destinations
Emirates has renewed its partnership with the Sri Lanka Tourism Promotion Bureau (SLTPB), continuing a collaboration launched in 2022 to promote Sri Lanka to travelers throughout the airline’s international network. Both sides will keep working on marketing campaigns, tailored excursions, trade incentives, familiarization trips and special tourism packages intended to raise the destination’s profile in key feeder markets. According to the airline, Sri Lanka welcomed more than 2.3 million international tourist arrivals last year, underscoring the value of sustained international connectivity and destination promotion.
The airline has also signed a Memorandum of Understanding with the Ras Al Khaimah Tourism Development Authority (RAKTDA) aimed at boosting visitor arrivals to the emirate from selected markets across Emirates’ network. The partnership will explore joint advertising and marketing campaigns, trade and media familiarization programs, curated ground experiences and promotional activities across multiple markets. The two sides will also look into developing bespoke tourism products and packages that can be promoted through Emirates’ Dubai Experience platform and broader travel-trade channels.
Japan And Maldives Partnerships Target Growth in International Visitors
Emirates and the Japan National Tourism Organization (JNTO) have signed a new MoU designed to strengthen tourism promotion and encourage travel between Japan, Dubai and the wider Middle East. Emirates currently serves Japan with direct flights to Narita, Haneda and Kansai, and operations are expected to reach 28 weekly flights in October 2026. The airline has also broadened its footprint in the Japanese market through additional A380 capacity, Chauffeur Drive services at Narita and Kansai airports and a Travel Store in Osaka.
Separately, the airline has renewed its long standing partnership with the Maldives Marketing and Public Relations Corporation (MMPRC) to support inbound tourism to the island nation from markets across its global network. Emirates said the Maldives has been part of its West Asia and Indian Ocean network since 1987, and that air arrivals to the destination reached 2.25 million last year, an increase of almost 10 percent. The renewed partnership will leverage Emirates’ international network to promote the Maldives in major source markets, including the United States, United Kingdom and Russia.
New Agreements Broaden Travel And Customer Opportunities
Emirates has likewise signed a Memorandum of Understanding with the Overseas Workers Welfare Administration (OWWA) aimed at enhancing assistance for Overseas Filipino Workers and their families. The partnership will address areas such as welfare and social protection, repatriation support, reintegration and livelihood assistance, corporate social responsibility, and community engagement. This agreement highlights Emirates’ wider involvement with the sizable Filipino community in the UAE and establishes a structure for collaborating on outreach efforts throughout the Middle East.
The airline has also concluded further agreements with Sharjah Police, DERTOUR Group and Cisalpina Tours International, broadening its collaboration beyond destination marketing. The Sharjah Police deal covers travel perks for staff and backing for events, while the broader DERTOUR partnership will reinforce Emirates’ distribution in European markets and bolster premium leisure travel programs. Together with Cisalpina Tours International, Emirates is setting up a specialized framework for marine crew travel, merging the two companies’ know how in crew mobility, maritime logistics, and corporate travel.
Italy Partnerships And Airline Cooperation Broaden Network
Emirates has formed strategic partnerships with Bologna Welcome and Parma Welcome to showcase Italy’s Emilia Romagna region to international visitors. The collaboration will employ coordinated marketing campaigns, trade engagement, media outreach, and familiarization trips to highlight the region’s cultural heritage, gastronomy, lifestyle offerings, and business prospects. The effort is anticipated to boost the region’s visibility among travelers flying on Emirates’ international network.
The airline has additionally signed a fresh agreement with Kuwait Airways to convert their current interline arrangement into a reciprocal codeshare partnership. As part of this arrangement, Kuwait Airways passengers will gain access to a wider range of destinations via Emirates’ Dubai hub, including the option to book multi sector trips on one ticket and have baggage checked through to their final destination. Emirates passengers will likewise gain access to Kuwait Airways’ network, opening up more connectivity choices for travelers between the two airlines’ markets.
The set of agreements unveiled at ATM 2026 illustrates the wide scope of Emirates’ ongoing cooperation spanning destination marketing, tourism development, airline connectivity, travel distribution and specialized travel services. By drawing tourism authorities, airlines, and travel industry organizations into broader partnerships, these agreements establish new structures for promoting destinations, creating travel products, and linking travelers with markets throughout Emirates’ global network.
