Emirates has signed 11 partnership agreements on the second day of Arabian Travel Market (ATM) in Dubai, strengthening cooperation with tourism organisations, businesses and airlines while expanding access to new customer segments across its global network.

The agreements cover tourism promotion, customer experiences, worker welfare, specialist travel services and airline distribution, with partnerships spanning destinations including Sri Lanka, Ras Al Khaimah, Japan, the Maldives and Italy.

Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence, also visited the Emirates stand at ATM, where he toured product showcases and was briefed by senior airline executives on its latest cabin innovations and passenger experience developments.

Emirates renewed its partnership with the Sri Lanka Tourism Promotion Bureau (SLTPB), continuing a collaboration that began in 2022.

The airline will use its network of almost 140 destinations to promote Sri Lanka in global markets through marketing campaigns, trade incentives, familiarisation trips, tailored excursions and special packages.

Sri Lanka received more than 2.3 million international tourists last year, up 15.1 per cent from the previous year.

The airline also signed a memorandum of understanding (MoU) with the Ras Al Khaimah Tourism Development Authority (RAKTDA) to support visitor growth from selected markets. The partnership will include joint marketing and advertising campaigns, trade and media familiarisation programmes and curated destination experiences.

The two sides will also explore bespoke products and packages for Emirates customers, including offerings through Dubai Experience.

In Japan, Emirates and the Japan National Tourism Organization (JNTO) signed an MoU to promote travel between Japan, Dubai and the wider Middle East.

Emirates currently operates services to Narita, Haneda and Kansai, with frequencies expected to reach 28 weekly flights in October 2026.

The airline has also expanded A380 operations and introduced Chauffeur-Drive services at Narita and Kansai.

Emirates and the Maldives Marketing and Public Relations Corporation (MMPRC) renewed their tourism partnership, aiming to attract more visitors from key markets through the airline’s global network.

Air arrivals to the Maldives reached 2.25 million last year, an increase of almost 10 per cent.

The airline also signed an MoU with the Overseas Workers Welfare Administration (OWWA) to strengthen support for Overseas Filipino Workers and their families.

Areas of cooperation include welfare and social protection, repatriation assistance, reintegration and livelihood programmes, corporate social responsibility and community engagement.

The UAE is the second-largest destination for Filipino workers, with an estimated 271,000 overseas Filipino workers in the country in 2024.

In the UAE, Emirates signed an MoU with Sharjah Police covering travel-related benefits for employees and support for events.

Sharjah Police will also promote Emirates through its communication channels and events.

In Europe, Emirates expanded its partnership with DERTOUR Group, strengthening cooperation across its sales channels and supporting greater adoption of New Distribution Capability.

The agreement will also focus on premium leisure travel, exclusive experiences and growth opportunities in Central, Eastern and Northern Europe.

Emirates signed separate strategic partnerships with Bologna Welcome and Parma Welcome to promote Italy’s Emilia-Romagna region.

The agreements will support coordinated marketing, trade engagement, media outreach and familiarisation trips highlighting the region’s cultural, culinary and business offerings.

The airline also signed an MoU with Italian travel management company Cisalpina Tours to develop a dedicated framework for marine crew movements.

The partnership will position Emirates as a preferred airline partner for crew travel and explore joint commercial opportunities, while sharing market insights on crew flows and port developments.

Growing airline partnerships

Emirates and Kuwait Airways signed an MoU to expand their existing interline agreement into a reciprocal codeshare partnership.

Under the arrangement, Kuwait Airways customers will gain access to additional destinations across the Emirates network via Dubai, with multi-sector journeys available on a single ticket and through-checked baggage to final destinations.

Emirates customers will similarly gain access to Kuwait Airways’ network and services. -TradeArabia News Service