Emirates caps record ATM 2025 with 27,000 visitors, 40 new partnerships
UAE’s premier airline launched workshops, signed strategic deals and attracted thousands at the 4-day event
DUBAI: Emirates on Thursday wrapped up a historic run at the Arabian Travel Market (ATM) 2025, marking its most impactful participation to date.
Over four dynamic days in Dubai, the airline welcomed more than 27,000 visitors to its state-of-the-art stand, showcasing its next-generation travel products and forging nearly 40 strategic partnerships with global travel industry leaders. From unveiling its newest aircraft features to hosting inaugural travel workshops, Emirates captured the spotlight with an energetic and innovation-driven agenda.
The event also drew a high-profile lineup of VIP guests to the Emirates stand, including His Highness Sheikh Mohammed bin Rashid Al Maktoum, His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, His Highness Sheikh Mansour bin Mohammed bin Rashid Al Maktoum, and Sheikh Nahyan bin Mubarak Al Nahyan, underscoring the national significance of the event and the airline’s global reach.
Trade workshop debut
For the first time in its ATM history, Emirates hosted a dedicated series of travel trade workshops, drawing over 350 partners from 15 countries. The workshops were conducted in collaboration with seven tourism boards and offered trade professionals insights into destination marketing, partnership opportunities, and upcoming campaigns. These sessions were aimed at deepening ties within the global travel trade and supporting destination promotion across Emirates’ extensive network.
In addition to the workshops, the Emirates stand was abuzz with over 600 scheduled industry meetings, strategic networking events, and media briefings. The airline spotlighted its full range of onboard offerings, including the A350 Business Class seat, Premium Economy cabin, and the iconic Onboard Lounge and Shower Spa. Its commitment to sustainability and accessible travel also received centre-stage attention.
Expanding partnerships
Emirates took the lead on regional and international tourism cooperation in line with ATM 2025’s theme, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.” The airline announced nearly 40 new and renewed partnerships with tourism authorities, ministries, and industry players from 21 countries and territories. The collaborations aim to highlight local attractions and co-create marketing campaigns to meet growing traveller appetite for immersive experiences.
In the cruise travel segment, Emirates strengthened its ties with Cruise Lines International Association (CLIA), signed an agreement with Hapag-Lloyd, and extended its partnership with MSC Cruises. These alliances will drive luxury cruise packages and increase passenger flows through Dubai and other key homeports. The airline is working with its cruise partners to elevate Dubai’s status as a leading hub for cruise tourism.
Aviation and innovation
A major highlight at ATM 2025 was Emirates’ push to expand its global aviation footprint. It signed fresh agreements with Kuwait Airways and Philippine Airlines, exploring interline and reciprocal codeshare arrangements. The airline also officially activated its codeshare with Condor and signed a new agreement with Air Seychelles, opening up new connectivity options for its customers.
Beyond air travel, Emirates targeted high-growth sectors including MICE (Meetings, Incentives, Conferences, and Exhibitions), the international student market, and SMEs. With new partnerships, Emirates aims to enhance travel convenience and offer tailored benefits for these segments.
Emirates also reaffirmed its tech-forward focus, renewing its long-term partnership with Huawei to drive digital innovation. Through this collaboration, the airline aims to increase visibility in key markets and streamline the traveller experience with enhanced digital tools and content integration.