Emirates partners with global tourism boards to boost travel and tourism

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Emirates partners with global tourism boards to boost travel and tourism

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Adnan Kazim Deputy President & Chief Commercial Officer | Emirates Airline

By Sky Industry News

Apr 28, 2025

Emirates has solidified several key partnerships with tourism boards from various countries, showcasing its strategy to enhance tourism to their destinations and the UAE. The agreements include collaborations with Sharjah, the Philippines, the Maldives, Visit Britain, Thailand, the Japan National Tourism Organization, Uganda, and Hungary.

For Sharjah, Emirates will collaborate with the Sharjah Commerce & Tourism Authority (SCTDA) to boost tourism in the UAE emirate. The partnership includes promotional activities, bespoke packages for tour operators, and direct marketing to Emirates customers through its 'Dubai Experience' platform.

In a separate agreement with the Department of Tourism Philippines, Emirates aims to increase tourist flows to the nation, focusing on travelers from the Middle East and Europe. The partnership will explore cooperation in marketing and advertising, intending to boost visitor traffic to the Philippines.

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The Maldives Marketing and PR Corporation will also work with Emirates to attract visitors to the Maldives. The partnership, part of Emirates’ broader West Asian and Indian Ocean network, will focus on joint advertising, travel packages, and using Emirates’ cargo capabilities to support business development.

An agreement with VisitBritain seeks to increase tourism to the UK from Middle East, Far East Asia, and Australasia markets. Emirates and VisitBritain will engage in joint promotions and familiarisation trips to the UK. The airline currently operates 133 weekly flights to the UK, supporting VisitBritain's forecast of 43.4 million visits in 2025.

Emirates will work with the Tourism Authority of Thailand to use its global network in promoting the country as a preferred destination. Marketing and promotional initiatives aim to highlight Thailand's appeal, with joint advertising campaigns and promotional incentives.

Aiming to increase tourism to Japan from the Middle East, Emirates and the Japan National Tourism Organization will participate in data sharing and promotional campaigns to drive interest and visitation.

In Uganda, Emirates has renewed its Memorandum of Understanding with the Uganda Tourism Board. Since the initial agreement in 2024, tourism interest in Uganda has increased, with a noted 16% passenger uptick on the Dubai-Entebbe route. This partnership renews their collective efforts to market Uganda as a prime tourist destination.