Emirates Signs Strategic MoUs with Seven Global Tourism Boards, Deepens Huawei and Dubai Duty Free Partnerships
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On September 14, 2026, during the opening day of Arabian Travel Market 2026 (ATM 2026) in Dubai, Emirates officially signed Memorandums of Understanding (MoUs) with seven tourism boards spanning the Indian Ocean, Europe, Southeast Asia, and the United Arab Emirates. Concurrently, the airline announced the renewal of key partnerships across technology, retail, and aviation sectors, comprehensively expanding its global destination marketing reach and digital passenger ecosystem.
Crown Prince of Dubai Inspects the New Premium Economy Electric Seat
During the opening of the exhibition, His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, and Chairman of the Executive Council of Dubai, visited the Emirates stand. Accompanied by Emirates’ executive leadership, His Highness experienced firsthand and reviewed the refined design details of the new Premium Economy electric seat, equipped with integrated privacy panels.
Partnering with Seven Global Tourism Boards to Drive Capacity and Passenger Growth
Emirates currently operates a global network serving nearly 140 destinations. To translate market engagement into tangible booking demand, Emirates has established strategic partnerships with tourism promotion authorities worldwide, assisting destinations in broadening their inbound source markets:
| Partner Organization / Destination | Route & Capacity Scale | Strategic Objectives & Promotional Focus |
|---|---|---|
| Seychelles (Seychelles Tourism Board (STB) / Ministry of Tourism and Culture (MTC)) | Mahé – 2 daily flights | Extending a fruitful collaboration since 2013, the partnership drives inbound arrivals through joint marketing campaigns and trade familiarization trips. The Seychelles welcomed nearly 400,000 visitors in 2025, representing a 13% increase from 353,000 the previous year. |
| Mauritius (Mauritius Tourism Promotion Authority (MTPA)) | 3 daily flights, providing 19,096 two-way seats weekly | Building on more than two decades of partnership, visitor arrivals from the Middle East grew by 10.5% in the first half of 2026. Both parties will develop customized travel packages and targeted trade initiatives for key customer segments. |
| Madagascar (Ministry of Tourism and Handicrafts (MTH)) | Connecting Indian Ocean island routes | Supporting the country’s strategic target of welcoming 1 million tourists by 2028 through joint advertising, travel trade incentive programs, and media/trade familiarization trips. |
| Sharjah (Sharjah Commerce & Tourism Development Authority (SCTDA)) | Connecting multi-point domestic UAE travel itineraries | Deepening penetration across GCC, India, China, Far East, and European source markets, pairing MICE promotion with dedicated commercial support in markets without local representation offices. |
| Malaysia (Tourism Malaysia) | Dubai–Kuala Lumpur 21 weekly flights, with connections via Batik Air codeshare | Signed a one-year MoU to fully support “Visit Malaysia Year 2026–2027,” jointly working toward the national target of 47 million international tourist arrivals. |
| Finland (Visit Finland) | Launching Helsinki service on October 1, offering the only year-round direct flight between Finland and the UAE | Aligning with Finland’s National Tourism Strategy 2025–2028, targeting East Asia, Southeast Asia, West Asia, Australasia, the Middle East, and Africa to highlight the Lakeland, coastal archipelagos, Lapland winter wonderlands, and Helsinki’s iconic sauna culture. |
| Fjord Norway (Fjord Norway) | Connecting Western Norway flight networks | Boosting inbound tourism promotion across Western Norway and maximizing connectivity through Emirates’ expansive international network. |
His Excellency Khalid Jasim Al Midfa, Chairman of SCTDA, stated: “Renewing our partnership with Emirates is a strategic step in advancing Sharjah’s tourism agenda and consolidating the emirate’s position as a distinctive, year-round destination at the heart of the UAE’s tourism landscape. Aviation partnerships of this calibre are central to how Sharjah competes globally: Emirates’ worldwide network, market intelligence and deep relationships with the international travel trade give the emirate direct access to high-value source markets and enable us to convert that reach into seamless, enriching itineraries for visitors.” The MoU was signed by Adnan Kazim, Deputy President and Chief Commercial Officer at Emirates, alongside the Chairman of SCTDA.
Deepening Huawei Ecosystem Integration & Exclusive Dubai Airport Terminal 3 Duty-Free Privileges
On the digital and passenger experience front, Emirates renewed its strategic partnership with Huawei, originally established in 2020, to further strengthen its presence in China. The two parties will pursue deep integration between the Emirates App and the Huawei ecosystem, broadening personalized digital travel solutions and new media collaborations, perfectly aligned with Emirates’ strategy of resuming A380 operations and introducing its signature Premium Economy product across the Chinese market.
Furthermore, Emirates entered into a new agreement with Dubai Duty Free (DDF) to offer exclusive shopping privileges across Dubai Duty Free outlets throughout Dubai International Airport’s Terminal 3 for passengers arriving in or transiting through Dubai. The agreement was signed by Mohammad Al Hashimi, Vice President, Commercial Products, Dubai at Emirates, and Mona Al Ali, Senior Vice President – Human Resources at DDF, witnessed by Adnan Kazim, Deputy President and Chief Commercial Officer at Emirates, and Ramesh Cidambi, Managing Director of Dubai Duty Free.
Emirates showcased powerful hub aggregation capabilities at ATM 2026. By aligning its network of nearly 140 destinations with international tourism bodies, the airline commands significant influence over long-haul passenger distribution. From newly launched routes like Helsinki to supporting multi-million visitor goals for Visit Malaysia Year, coupled with exclusive Terminal 3 retail incentives and deep Huawei digital ecosystem integration, this strategic milestone highlights a clear evolution among mega-hub carriers from “capacity providers” to “multinational travel aggregators.”
Key Specifications and Figures
| Metric / Program | Data and Overview |
|---|---|
| Global Network Reach | Nearly 140 destinations |
| Helsinki Route Launch | October 1 (the only year-round direct flight between Finland and the UAE) |
| Seychelles Capacity & Inbound Growth | 2 daily flights; nearly 400,000 visitors in 2025 (a 13% increase from 353,000 in 2024) |
| Mauritius Route Capacity | 3 daily flights; 19,096 two-way seats weekly; Middle East inbound traffic up 10.5% in H1 2026 |
| Madagascar Tourism Target | Reaching 1 million international tourists by 2028 |
| Malaysia Capacity & Campaign Goals | Dubai–Kuala Lumpur 21 weekly flights; supporting “Visit Malaysia Year 2026–2027” target of 47 million foreign visitors |
| Malaysia Connecting Partner | Codeshare agreement with Batik Air |
| Duty-Free Partnership Scope | Dubai International Airport’s Terminal 3 |
| Newly Unveiled Cabin Feature | New Premium Economy electric seat featuring integrated privacy panels |
The original text of this article is in Chinese, translated and edited into English by AI.
本文の原文は中国語であり、AIによって日本語に翻訳・編集されています。
