Photo: Passport News Expanding Global Reach Emirates is strengthening its collaborations with tourism boards from seven countries to increase inbound tourism. The airline announced the signing of seven Memorandums of Understanding (MoUs) with tourism councils and organizations from Malaysia, Sri Lanka, Morocco, Seychelles, the Bahamas, Warsaw, and Nigeria during the Arabian Travel Market exhibition, as part of its efforts to boost the international tourism sector and increase the number of visitors to each destination.
Strengthening Ties With Malaysia
Emirates renewed its partnership with Tourism Malaysia, committed to continuing promoting this important Southeast Asian destination. The agreement includes joint marketing campaigns aimed at showcasing Malaysia’s beauty, including natural landscapes, rich culture, and unique culinary experiences. The possibility of hosting media and travel agent delegations in the country will also be explored.
Continued Partnership With Sri Lanka
Emirates and the Sri Lanka Tourism Promotion Bureau (SLTPB) extended their ongoing three-year collaboration. Under the new agreement, both parties will promote familiarization tours and activities to boost tourism and commerce. In the past year, Emirates carried over 240,000 passengers to Sri Lanka from destinations like Russia, Germany, the UK, Australia, China, and the USA, supporting an increase in tourist arrivals to over 2 million in 2024.
Supporting Tourism Growth in Morocco
Emirates and Morocco’s national tourism agency will join forces for marketing initiatives, familiarization tours, and focused campaigns. Morocco aims to reach an ambitious 17.5 million tourists annually by 2026, following a record 17.4 million tourists in 2024. The partnership supports Morocco’s national goal of becoming one of the world’s top 20 destinations.
Expanding Seychelles Operations
Emirates renewed its commitment to the popular Seychelles destination, which it has partnered with since 2013. The airline has played a key role in the islands' tourism success, seeing over 350,000 visitors in 2024. The campaigns focused on European markets, including Austria.
First Collaboration With The Bahamas
The Bahamas Ministry of Foreign Affairs and Emirates will conduct joint campaigns to promote the islands in major target markets. The partnership includes government support for incentive packages, marketing gifts, and advertising with tourism agents.
Targeted Campaigns for Warsaw
The first collaboration with Warsaw’s tourism organization will focus on raising awareness of the Polish city’s rich culture. Joint initiatives will include familiarization tours for journalists and travel agents, and targeted advertising activities to strengthen the city’s position as a key gateway to Europe.
Investing in Nigerian Tourism
Emirates and Nigeria’s Ministry of Culture and Tourism will focus on promoting the country as a leading tourism destination in Africa. The agreement is also supported by a logistical collaboration with Air Peace, expanding Emirates' accessibility to an additional 13 Nigerian cities. The parties will develop incentives, campaigns, and professional tours to strengthen the country's tourism sector.
