Emirates A350. Photo: Emirates One renewed agreement is with the Sri Lanka Tourism Promotion Bureau. The partnership, first established in 2022, will continue to use Emirates’ global network to promote Sri Lanka and support visitor arrivals. Joint activities will include marketing campaigns, trade incentives, familiarisation trips, tailored excursions and special travel packages.
Emirates has also signed an MoU with the Ras Al Khaimah Tourism Development Authority to attract more visitors to the emirate from selected markets across its network. The two sides will explore joint advertising and marketing campaigns, trade and media familiarisation programs and packages featuring local experiences.
Some of these packages could eventually be promoted through Emirates’ Dubai Experience platform, allowing customers to combine their flights with destination experiences.
In Japan, Emirates has signed a new MoU with the Japan National Tourism Organization to promote travel between Japan, Dubai and the wider Middle East. Emirates currently serves Narita, Haneda and Kansai, with its Japanese operations expected to reach 28 weekly flights in October 2026.
The airline has also renewed its partnership with the Maldives Marketing and Public Relations Corporation. Emirates has served the Maldives since 1987 and says the renewed agreement will support efforts to attract visitors from its international network.
Another agreement focuses on a different group of travelers. Emirates and the Overseas Workers Welfare Administration have signed an MoU covering support for Overseas Filipino Workers and their families. Areas of cooperation include repatriation assistance, reintegration and livelihood programs, social protection, community engagement and support for OWWA activities in the Middle East.
The airline also signed an MoU with Sharjah Police covering travel-related benefits for employees and support for events, while Sharjah Police will promote Emirates through its communication channels and activities.
Across Europe, Emirates is expanding its relationship with DERTOUR Group. The agreement will increase the availability of Emirates products through DERTOUR’s sales channels and focus on areas including New Distribution Capability, premium leisure travel, travel advisor support and opportunities in Central, Eastern and Northern Europe.
Italy is also part of the new partnership push. Emirates has signed agreements with Bologna Welcome and Parma Welcome to promote Emilia-Romagna to international visitors.
The cooperation will include marketing campaigns, trade engagement, media activity and familiarisation trips focused on the region’s tourism, food, culture and business offering.
Emirates has separately signed an MoU with Cisalpina Tours International covering marine crew travel. The agreement aims to develop travel solutions for cruise and shipping crews and explore additional commercial opportunities across the Emirates network.
The final major airline partnership announced at ATM involves Kuwait Airways. The two carriers plan to expand their existing interline relationship into a reciprocal codeshare. Once implemented, Kuwait Airways customers will be able to access more destinations through Emirates’ Dubai hub, with multi-sector journeys available on a single ticket and through-checked baggage to the final destination. Emirates customers will similarly gain access to Kuwait Airways’ network.
The agreements come as Emirates continues to expand its network and seek a larger role in different parts of the travel market, from destination promotion and leisure packages to corporate and specialist travel.