Emirates and the Knowledge and Human Development Authority (KHDA) have signed a Memorandum of Understanding (MoU) to support Dubai’s ambition to become a leading global destination for higher education, international students and lifelong learning.

Signed on the sidelines of Arabian Travel Market 2026 by Emirates Deputy President and Chief Commercial Officer Adnan Kazim and KHDA CEO of Strategic Development Sector Dr Wafi Dawood, the agreement aligns with Dubai’s Education 33 (E33) strategy.

Under the partnership, Emirates will develop tailored travel programmes for students enrolled at KHDA-regulated private higher education institutions.

Benefits will include specially negotiated fares, additional baggage allowances and greater booking flexibility for journeys to, from and through Dubai across the Emirates network.

Faculty and teaching staff will have access to travel benefits through the Emirates Academic Programme, while dedicated travel support will be provided to students participating in the Hamdan bin Mohammed Scholarship Programme.

Emirates will also participate in Study Dubai student recruitment missions and international activation events with KHDA, Dubai Department of Economy and Tourism and TECOM Group.

The initiatives will promote Dubai as a study destination in key international markets served by Emirates. The partners will also exchange insights on international student travel patterns and collaborate on marketing activities.

Education is a central pillar of Dubai’s Economic Agenda (D33), with E33’s “City of Students” initiative targeting an increase in the share of international students in Dubai’s higher education institutions to 50% by 2033.

The strategy also aims to place Dubai among the world’s top 10 student cities and increase education tourism tenfold.

Separately, Emirates has signed an MoU with the International Consultants for Exhibitions and Fairs (ICEF), becoming the organisation’s preferred airline for education travel.

ICEF operates in more than 100 countries, connecting education agencies and institutions through events, training and market intelligence.

The Emirates-ICEF partnership will develop travel propositions for ICEF-accredited agencies and their student customers, while exploring booking support and account management services.

 Joint campaigns will target international students and education professionals, alongside Emirates’ participation in major ICEF events in Berlin, Dubai and the United States.

The agreement also includes collaboration on training and market intelligence.

Emirates will contribute to ICEF Academy programmes, share insights into student travel and destination trends, and participate in conferences.

Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, said: “Emirates is proud to support KHDA’s efforts in positioning Dubai as a top global destination for students to pursue higher education. Global connectivity, a compelling value proposition and promotional efforts will underpin that goal, and our network of close to 140 destinations puts us in a strong position to attract more students, bring them and their families to Dubai anytime of the year and on repeat journeys to support them throughout their studies. It will also help us build a loyal base of younger travellers and a connection that endures long after graduation. By keeping Dubai among the most connected cities in the world, Emirates supports Dubai’s Economic Agenda (D33) strategy across tourism, trade, logistics and now education."

Dr Wafi Dawood, CEO of the Strategic Development Sector at KHDA, said: "Attracting and retaining global talent is central to the vision of E33 strategy. This partnership with Emirates supports that ambition by making Dubai more accessible and attractive to students worldwide. Through enhanced travel benefits, greater flexibility and improved connectivity, we are helping to create a seamless learning journey from enrolment through to graduation. At the same time, Emirates' global network will strengthen the reach of our Study Dubai programme, enabling us to connect with prospective students in key international markets and showcase the opportunities available across Dubai's higher education sector. Together, we are creating a more connected and rewarding student experience.” -TradeArabia News Service