Seven new tourism board tie-ups headline a busy ATM opening for Emirates
Emirates is starting Arabian Travel Market 2026 strong with the signing of seven Memoranda of Understanding with tourism boards across the Indian Ocean, Europe, Southeast Asia and the UAE, alongside renewed agreements with technology and retail partners.
Tourism Board Partnerships
- Indonesia
- Morocco
- Spain
- Sri Lanka
- Philippines
- Malaysia
- Dubai’s Department of Economy and Tourism
Strategic Goals
- Strengthen inbound tourism flows to Dubai and Emirates’ global destinations.
- Joint marketing campaigns, co-branded promotions, and digital activations to highlight cultural and leisure experiences.
- Focus on sustainable tourism growth, leveraging Emirates’ extensive network and premium product investments.
Broader Context
- These partnerships build on Emirates’ existing agreements with boards in Maldives, Seychelles, Mauritius, and Thailand, among others.
- The airline is positioning itself as a bridge between emerging tourism markets and established hubs, using its global reach to stimulate demand.
- The timing aligns with Emirates’ strong winter booking momentum and product upgrades (Premium Economy expansion, A350 deployments, etc.).
👉 In essence, Emirates is using ATM as a platform to deepen destination marketing partnerships, ensuring that its network expansion is matched by strong demand-generation efforts in leisure travel.
