Emirates Signs 11 New Agreements on ATM 2026 Day Two
On the second day of Arabian Travel Market (ATM) in Dubai, Emirates finalized 11 partnership agreements, enhancing collaboration with tourism organizations, businesses, and airlines while broadening access to new customer segments worldwide.
The agreements encompass tourism marketing, customer experiences, employee welfare, specialized travel services, and airline distribution, with collaborations covering locations such as Sri Lanka, Ras Al Khaimah, Japan, the Maldives, and Italy.
His Excellency Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence, visited the UAE stand at ATM, where he explored product displays and received updates from senior airline leaders regarding the latest cabin innovations and enhancements in passenger experience.
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Emirates extended its partnership with the Sri Lanka Tourism Promotion Bureau (SLTPB), maintaining a collaboration that started in 2022. The airline plans to leverage its network of nearly 140 destinations to market Sri Lanka internationally via advertising campaigns, trade promotions, familiarization trips, customized tours, and exclusive packages.
Last year, Sri Lanka welcomed over 2.3 million international tourists, an increase of 15.1 percent compared to the year before. The airline has also entered into a memorandum of understanding (MoU) with the Ras Al Khaimah Tourism Development Authority (RAKTDA) to foster tourism growth from specific markets.
The collaboration will feature shared marketing and advertising initiatives, trade and media familiarization programs, and tailored destination experiences.
Both parties will also investigate customized products and packages for Emirates customers, including options via Dubai Experience.
In Japan, Emirates and the Japan National Tourism Organization (JNTO) established a memorandum of understanding to encourage travel between Japan, Dubai, and the broader Middle East.
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Emirates currently provides flights to Narita, Haneda, and Kansai, with frequencies anticipated to reach 28 weekly flights by October 2026. The airline has also increased A380 services and launched Chauffeur-Drive offerings at Narita and Kansai.
Emirates and the Maldives Marketing and Public Relations Corporation (MMPRC) extended their tourism collaboration, focusing on drawing more tourists from significant markets via the airline’s worldwide network.
Air arrivals in the Maldives totaled 2.25 million last year, marking an increase of nearly 10 percent. The airline has also entered into a Memorandum of Understanding with the Overseas Workers Welfare Administration (OWWA) to enhance assistance for Overseas Filipino Workers and their families.
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Cooperative areas encompass social protection and welfare, assistance for repatriation, livelihood and reintegration programs, community involvement, and corporate social responsibility.
The UAE ranks as the second-largest host for Filipino workers, housing around 271,000 overseas Filipino workers in 2024. In the UAE, Emirates entered into a Memorandum of Understanding with Sharjah Police regarding travel benefits for staff and event support.