Emirates signed eight Memorandum of Understandings (MoUs) with international tourism boards on the first day of Arabian Travel Market (ATM) 2025, demonstrating its commitment to boosting global and UAE tourism.
The airline formalised agreements with the tourism boards of Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourist Organization (JNTO), Uganda and Hungary. Each MoU aims to attract more travellers across Emirates’ network of over 140 destinations, while promoting the unique attractions of each locale.
The new partnership with Sharjah Commerce and Tourism Authority (SCTDA) will see the two parties work together to promote tourism and increase visitor arrivals to the emirate. Activities include bespoke packages for tour operators, cross-promotional marketing, familiarisation programmes and promotional competitions marketed through Emirates’ ‘Dubai Experience’ platform.
Emirates also signed an MoU with the Department of Tourism Philippines, focusing on driving inbound tourism from the Middle East and Europe. Joint initiatives will include marketing campaigns and familiarisation trips for media and tourism stakeholders.
In collaboration with the Maldives Marketing and PR Corporation, Emirates will roll out joint advertising campaigns and customised travel packages to promote the archipelago, alongside initiatives to support trade and cargo opportunities.
A declaration of intent was signed with VisitBritain to increase travel demand to major UK cities including London, Birmingham, Manchester, Newcastle, Edinburgh and Glasgow. Emirates currently operates 133 weekly flights to and from the United Kingdom. According to VisitBritain forecasts, the UK is expected to welcome 43.4 million visits in 2025.
The Tourism Authority of Thailand (TAT) has partnered with Emirates to promote Thailand through joint campaigns, media familiarisation trips and special promotional packages targeting key global markets.
Emirates has also partnered with the Japan National Tourism Organization (JNTO) to support tourism between Japan and the Middle East. The collaboration will include data sharing, joint analyses and potential promotional campaigns.
Following a successful year of partnership, Emirates renewed its MoU with Uganda Tourism Board. Initiatives have already contributed to a 16 percent rise in passengers on the Dubai to Entebbe route since January 2025.
Finally, Emirates and Visit Hungary agreed to work closely on joint marketing and media familiarisation programmes to promote Budapest and Hungary’s touristic offerings.
