The partnership between Emirates and the Sharjah Commerce & Tourism Authority (SCTDA) aims to promote Sharjah as a key tourism destination within the UAE
Dubai’s flagship carrier, Emirates, has signed eight Memoranda of Understanding (MoUs) on the first day of the Arabian Travel Market (ATM) 2025, the biggest tourism and trade event in the Middle East. The agreements, with the tourism boards of Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourism Organisation (JNTO), Uganda, and Hungary, aim to enhance tourism and promote joint marketing efforts, underscoring Emirates’ role in boosting travel to key destinations worldwide.
In a press statement Emirates says that this move demonstrates the airline’s strategic commitment to boosting inbound tourism across its extensive network and enhancing its presence in key global markets.
It adds that the partnership between Emirates and the Sharjah Commerce & Tourism Authority (SCTDA) aims to promote Sharjah as a key tourism destination within the UAE.
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The statement adds that the collaboration will see the development of bespoke packages for tour operators, cross-promotional marketing campaigns, and familiarisation trips.
Emirates and the Uganda Tourism Board have renewed their partnership for this year, building on a successful collaboration in 2024
It adds that these efforts are designed to attract international tourists, particularly those already travelling to Dubai, to explore Sharjah’s cultural and leisure offerings.
Emirates says that with the Department of Tourism of the Philippines, it will focus on promoting travel to the Southeast Asian nation, particularly from the Middle East and Europe.
The two organisations will work on joint marketing efforts, including familiarisation trips for media and key tourism stakeholders to help drive visitor traffic to the Philippines.
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It adds that in the Maldives, Emirates has renewed its commitment to the destination by signing a partnership with the Maldives Marketing and PR Corporation.
The partnership will focus on joint marketing campaigns and organising familiarisation trips for media and travel agents to increase demand for travel to Budapest and other popular destinations within Hungary
The statement adds that the collaboration will target key markets across the airline’s global network, using joint advertising campaigns, familiarisation trips, and customised travel packages to increase visitor numbers to the Maldives.
Emirates has been serving the Maldives since 1987, and this partnership seeks to further solidify the destination’s appeal to international tourists.
Emirates says that a similar collaboration with VisitBritain focuses on enhancing tourism to the UK. Emirates and VisitBritain plan joint promotions and tactical efforts to attract travellers from the Middle East, Far East Asia, and Australasia.
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It adds that this partnership will promote key UK destinations such as London, Birmingham, Manchester and Edinburgh, with the aim of contributing to the UK’s target of 43.4 million visits in 2025.
According to statement in Thailand, Emirates has partnered with the Tourism Authority of Thailand (TAT) to develop marketing initiatives aimed at drawing more tourists to the country.
Emirates and VisitBritain plan joint promotions and tactical efforts to attract travellers from the Middle East, Far East Asia, and Australasia
It adds that the partnership will feature joint advertising campaigns, familiarisation trips for media representatives, and packages for travel agents. This effort is expected to highlight Thailand’s attractions to a wider audience across Emirates’ network.
The airline says that it has also signed an agreement with the Japan National Tourism Organisation (JNTO) to increase awareness of Japan as a tourist destination, especially among travellers from the Middle East.
The collaboration will involve joint promotional campaigns, data sharing, and market analysis to drive visitation from Emirates’ key markets.
The statement adds that Emirates and the Uganda Tourism Board have renewed their partnership for this year, building on a successful collaboration in 2024. The renewed MoU will focus on driving more tourists to Uganda, with a special emphasis on showcasing the country’s natural beauty and wildlife.
It adds that since January, Emirates has reported a 16 pc increase in passenger traffic on the Dubai-Entebbe route, a positive sign of the partnership’s success.
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Emirates says that lastly, it has signed a new MoU with Visit Hungary to promote tourism to the European country. The partnership will focus on joint marketing campaigns and organising familiarisation trips for media and travel agents to increase demand for travel to Budapest and other popular destinations within Hungary.
It adds that these partnerships underline Emirates’ ongoing commitment to enhancing tourism not only to the UAE but also across its broader network. By working closely with national tourism organisations, the airline seeks to create tailored travel packages and promotional campaigns that cater to the unique appeal of each destination.
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