A significant highlight is Emirates’ new declaration of intent with VisitBritain to boost inbound tourism to the UK, with a strong focus on major cities including London
Emirates signed eight Memorandums of Understanding (MoUs) on the first day of Arabian Travel Market (ATM), forging new partnerships with the Tourism Boards of Sharjah, the Philippines, Maldives, VisitBritain, Thailand, Japan National Tourist Organisation (JNTO), Uganda, and Hungary.
The agreements underline Emirates’ commitment to attracting more travellers across its global network of more than 140 destinations, encouraging them to experience the distinctive culture, attractions, and sights of each locale, while also promoting tourism to the wider UAE through strategic collaborations.
Emirates and the Sharjah Commerce & Tourism Authority (SCTDA) have committed to promoting tourism and boosting visitor arrivals to Sharjah. The partnership will see joint promotional activities, bespoke packages for key markets, and the development of unique products marketed through Emirates’ ‘Dubai Experience’ platform, along with advertising campaigns, familiarisation trips, and promotional competitions.
Similarly, Emirates and the Department of Tourism Philippines will collaborate to promote the Southeast Asian country, especially among travellers from the Middle East and Europe. Initiatives include joint marketing, advertising campaigns, and familiarisation trips for media and key stakeholders.
In partnership with the Maldives Marketing and PR Corporation, Emirates will work to attract more visitors to the Maldives through joint advertising, travel packages, and familiarisation programmes. Emirates will also support business and trade opportunities in the Maldives through its cargo network, reaffirming a relationship that dates back to 1987.
A significant highlight is Emirates’ new declaration of intent with VisitBritain to boost inbound tourism to the UK, with a strong focus on major cities including London. Under the agreement, Emirates and VisitBritain will pursue joint promotions, familiarisation trips for media and travel agents, and other initiatives to drive travel demand to London, Birmingham, Manchester, Newcastle, Edinburgh, and Glasgow. Emirates, which currently operates 133 weekly flights to the UK across eight gateways, is positioned to play a vital role in supporting VisitBritain’s forecast of welcoming 43.4 million visitors to the UK in 2025.
The airline also signed an MoU with the Tourism Authority of Thailand (TAT) to promote Thailand through joint marketing campaigns, familiarisation trips for media, and partnerships with travel agents and operators, offering promotional packages and incentives across Emirates’ global markets.
Strengthening ties with the Japan National Tourism Organization (JNTO), Emirates pledged to support tourism growth between Japan and the Middle East. The partnership will include joint data analysis and promotional campaigns to drive awareness of Japan as a key travel destination.
Emirates and the Uganda Tourism Board have renewed their MoU for 2025, continuing a successful collaboration that saw a 16% increase in passengers on the Dubai-Entebbe route since January 2025. The partnership focuses on inbound tourism promotion, including hosting familiarisation trips for key trade partners.
