Emirates makes a big ATM 2026 splash with 11 new global deals in Dubai
New collaborations target workers, premium travellers and marine crews
DUBAI – Emirates has signed 11 partnership agreements on the second day of Arabian Travel Market 2026 in Dubai, expanding cooperation with seven destinations while developing new opportunities across customer segments, travel distribution and specialist mobility.
The agreements span tourism promotion, employee benefits, support for Overseas Filipino Workers, premium leisure travel and marine crew movements. The airline has also strengthened cooperation with partner carriers, with a new reciprocal codeshare arrangement with Kuwait Airways set to broaden access to destinations across both networks.
Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence, visited the Emirates stand during the second day of ATM, where he toured the airline’s product showcases. Senior Emirates executives briefed him on the carrier’s latest cabin innovations and developments aimed at enhancing the passenger experience.
Sri Lanka
Emirates and the Sri Lanka Tourism Promotion Bureau have renewed a partnership first established in 2022, with the airline set to continue promoting the island nation across its global network of almost 140 destinations.
The agreement is designed to support international visitor growth through marketing campaigns, tailored excursions, trade incentives and familiarisation trips for media and travel-trade representatives.
The two organisations will also work on special packages aimed at customers in key feeder markets, giving travel partners additional ways to present Sri Lanka’s attractions.
The partnership follows a strong year for Sri Lanka’s tourism industry. The country welcomed more than 2.3 million international tourists last year, representing a 15.1 per cent increase from about two million in the previous year.
Emirates will use its international network and established trade relationships to increase awareness of Sri Lanka and support further visitor flows.
Ras Al Khaimah
Emirates and the Ras Al Khaimah Tourism Development Authority signed a Memorandum of Understanding to stimulate visitor traffic to the emirate from selected markets across the airline’s network.
The partnership will explore joint marketing and advertising campaigns, alongside media and trade familiarisation programmes. RAKTDA will support selected visits through curated ground experiences designed to showcase the emirate’s tourism attractions and activities.
The two sides will also consider multi-market promotional campaigns in Ras Al Khaimah’s target markets and develop bespoke products and packages for Emirates customers.
These offerings could be promoted through Dubai Experience on the Emirates website, while incentives for tour operators and the wider travel trade will also be explored.
The collaboration is intended to give international visitors greater access to Ras Al Khaimah while encouraging travellers to discover a broader range of experiences across the UAE.
Japan
Emirates and the Japan National Tourism Organization have signed a new MoU aimed at strengthening tourism promotion and encouraging travel between Japan, Dubai and the wider Middle East.
The agreement builds on Emirates’ growing presence in Japan, where the airline operates direct services to Narita, Haneda and Kansai airports.
Its Japanese operations are expected to reach 28 weekly flights in October 2026. Emirates has also expanded capacity through Airbus A380 deployments and introduced Chauffeur-Drive services at Narita and Kansai.
The airline has further strengthened its local presence by opening a Travel Store in Osaka.
Through the new partnership, Emirates and JNTO will work to raise awareness of Japan among travellers across the airline’s network, respond to growing demand and deepen connections between Japan and markets in the Middle East and beyond.
Maldives
Emirates has renewed its partnership with the Maldives Marketing and Public Relations Corporation to jointly promote inbound tourism to the archipelago.
The airline has connected the Maldives with its West Asia and Indian Ocean network since 1987 and will continue using its global reach of almost 140 destinations to attract visitors from major source markets.
The partnership will focus on promoting the Maldives internationally and supporting the continued expansion of visitor arrivals.
According to the Ministry of Tourism and Environment’s Tourism Statistics 2025 report, air arrivals to the Maldives increased by almost 10 per cent last year to 2.25 million.
Emirates has supported the destination’s tourism growth by connecting it with markets including the US, UK and Russia, while the renewed agreement will seek to build further demand through joint promotional activity.
Filipino workers
Emirates has signed an agreement with the Overseas Workers Welfare Administration to strengthen support for Overseas Filipino Workers and their families.
The partnership will explore cooperation in welfare and social protection, repatriation assistance, reintegration and livelihood programmes, corporate social responsibility and community engagement.
It will also include support for OWWA outreach activities across the Middle East.
The agreement recognises the contribution of Filipino workers to Dubai and the wider UAE and creates a framework for Emirates and OWWA to explore initiatives addressing the needs of overseas workers.
According to the Philippine Statistics Authority’s 2024 Survey on Overseas Filipinos, the UAE is the second-largest destination for Filipino workers globally, with an estimated 271,000 OFWs.
The scale of financial flows between the UAE and the Philippines also underlines the importance of the community. Bangko Sentral ng Pilipinas data showed cash remittances from the UAE reached US$750.3 million in the first half of 2026, up 4.3 per cent from US$719.6 million during the same period last year.
Sharjah Police
Emirates and Sharjah Police have signed a Memorandum of Understanding formalising a partnership that will provide exclusive travel-related benefits for Sharjah Police employees and support the organisation’s events.
Sharjah Police will promote Emirates through its communication channels and events, creating opportunities for greater employee engagement and increased visibility for both organisations.
The MoU was signed by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and Major General Dr Ali Ahmed Bu Al Zoud, Director General of the General Department of Resources and Support Services.
The agreement adds an institutional dimension to Emirates’ partnerships in the UAE, combining travel benefits with cooperation around events and communications.
DERTOUR Group
Emirates and DERTOUR Group are expanding their long-standing relationship across Europe through an agreement focused on distribution, premium leisure travel and closer commercial cooperation.
The partnership will broaden the availability of Emirates products across DERTOUR’s sales channels while accelerating the adoption of New Distribution Capability.
The agreement is also intended to provide customers with enhanced content and booking options, making Emirates products more accessible through DERTOUR’s distribution network.
Premium leisure travel will be another major focus, with the partners planning exclusive experiences and initiatives supporting travel advisers.
Joint marketing and communications will complement the commercial relationship, while both organisations will pursue new growth opportunities across Central, Eastern and Northern Europe.
Emilia-Romagna
Emirates has signed strategic partnerships with Bologna Welcome and Parma Welcome to promote Italy’s Emilia-Romagna region to international travellers.
The agreements will combine coordinated marketing campaigns with trade engagement, media outreach and familiarisation trips aimed at increasing awareness of the region in international markets.
Promotional activity will highlight Emilia-Romagna’s cultural heritage, gastronomy and lifestyle experiences, while also showcasing its business offering.
The partnerships give Emirates another platform to promote Italy beyond its major cities, connecting international travellers with a region known for its cultural and culinary attractions.
Marine crews
Emirates has signed an MoU with Cisalpina Tours International, one of Italy’s leading travel management companies, to develop a dedicated framework for marine crew movements.
The agreement expands a long-standing relationship into one of the travel industry’s more specialised segments. Cisalpina is part of MSC Group, the global cruise and shipping operator and long-standing Emirates partner.
With more than 50 years of experience, Cisalpina brings specialist knowledge of maritime travel and manages cruise crew traffic and marine logistics alongside its corporate travel and MICE operations.
Under the agreement, Emirates will be positioned as a preferred airline partner for marine crew travel and mobility services.
The two companies will explore joint commercial opportunities across the Emirates network, combining their expertise in crew travel solutions and sharing market insights covering crew travel flows, port developments and wider industry changes.
The information will support joint planning as the partners seek to develop travel solutions for maritime personnel.
Kuwait Airways
Emirates and Kuwait Airways have agreed to expand their existing interline relationship into a reciprocal codeshare partnership, creating wider travel options for customers of both airlines.
Under the arrangement, Kuwait Airways passengers will gain access to a broader selection of destinations through Emirates’ network via Dubai.
Customers will be able to book multi-sector journeys on a single ticket and benefit from through-checked baggage to their final destination, simplifying connections across the combined networks.
Emirates customers will receive reciprocal access to Kuwait Airways services and destinations, strengthening connectivity between the two carriers.
The agreement marks a significant expansion of the airlines’ existing cooperation and gives travellers more options for connecting through the respective networks.