Emirates signs new destination, tourism and business deals at ATM Dubai 2026
UAE airline deepens ties across travel, technology and cruise sectors
DUBAI – Emirates is expanding its network of commercial and destination partnerships as it seeks to reach new audiences and develop more targeted travel propositions across key markets.
At ATM Dubai 2026, the airline announced a series of agreements spanning tourism boards, travel technology, cruise travel, sporting experiences, business communities and financial services.
The deals cover markets including Kenya, Mozambique, China, Finland, Vietnam and Spain, while separate agreements with MSC Cruises, Cutting Edge and Emirates Islamic are designed to broaden the range of products and benefits available to travellers, businesses, sports fans and loyalty programme members. The latest partnerships also build on several long-running relationships, extending cooperation into new areas such as digital travel, crew mobility, cruise distribution and personalised customer benefits.
Mozambique
Emirates and the Mozambique National Agency for Tourism Development and Investment, Public Fund (ANDITUR) have signed an agreement aimed at supporting the growth of international tourism to Mozambique.
The partnership will see the two organisations explore opportunities to promote Mozambique to international travellers in key markets, using airline partnerships across Africa to support more seamless connectivity into the country.
Mozambique offers about 2,500 kilometres of coastline and is known for beach holidays and ocean adventures, alongside cultural experiences, fusion cuisine and urban destinations.
Through the partnership, Emirates and ANDITUR will examine ways of raising the destination's profile among international travellers and supporting tourism flows into Mozambique.
Kenya
Emirates and the Kenya Tourism Board (KTB) have entered a partnership to strengthen cooperation and support inbound tourism to Kenya.
Kenya is already one of the consistently in-demand destinations on Emirates' African network. The new agreement is intended to build on that demand while creating opportunities to attract visitors from both established and emerging international markets.
Tourism remains an important part of Kenya's economy, supporting employment and attracting millions of visitors each year. KTB has set out ambitions to position Kenya as Africa's most visited tourism destination by promoting a year-round programme of diverse, sustainable and authentic experiences.
The partnership with Emirates will support those efforts through closer collaboration and opportunities to promote Kenya to the airline's international customer base.
Alibaba Fliggy
Emirates and Alibaba Fliggy, one of China's major online travel agencies, have signed a memorandum of understanding to strengthen their strategic partnership in China.
The collaboration will combine Emirates' international network with Fliggy's digital travel platform, with the two companies planning joint activity focused on marketing, customer engagement and potential technology integration.
One area under consideration is closer integration between Emirates Skywards and Fliggy's membership ecosystem. The partners will explore initiatives designed to increase brand visibility, stimulate travel demand and create more personalised experiences for Chinese consumers.
The agreement also gives the two companies scope to develop their relationship through digital channels as Chinese travellers increasingly use online platforms to research, book and manage their journeys.
MSC Cruises
Emirates and MSC Cruises have signed an MoU expanding a partnership that has already lasted more than a decade.
The latest agreement covers fly-cruise distribution, air-sea product integration, crew travel and customer loyalty initiatives, creating additional opportunities to connect Emirates' air network with MSC's cruise operations.
The companies will expand fly-cruise distribution across the Emirates network in line with MSC Cruises' seasonal homeport strategy. Plans include developing through-fares and open-jaw itineraries, while reviewing gateway markets for further opportunities.
The partnership will also focus on MSC Grand Voyages and repositioning cruises. By drawing on Emirates' network, the companies aim to develop one-way travel options for passengers travelling between different regions.
Emirates and MSC Cruises will additionally explore whether the Port Rashid model in Dubai can be extended to other cruise ports. The model includes terminal check-in, through-baggage services, coordinated transfers and joint procedures for disruption management and the repatriation of Emirates cruise customers and MSC guests.
The agreement also introduces a stronger focus on crew mobility. Emirates will work with MSC Cruises on seafarer rotations and will serve as a preferred carrier, with dedicated crew fares, enhanced baggage allowances and specialised servicing channels designed around seafarers' requirements.
Finnish Business Council
Emirates has signed an agreement with the Finnish Business Council (FBC), a non-profit organisation supporting Finnish businesses and professionals in the UAE.
The partnership comes ahead of Emirates' new direct Dubai-Helsinki route, which is scheduled to begin on 1 October.
Under the agreement, Emirates will provide exclusive benefits to FBC members, while the council will create opportunities for the airline to engage with Finland's business community in the UAE.
The arrangement is designed to strengthen interaction between Emirates and FBC's network while supporting business connections around the new direct service.
Vietnamese Business Council
Emirates has also partnered with the Vietnamese Business Council (VNBC), which represents Vietnamese businesses and professionals in the UAE.
The agreement is intended to deepen the airline's relationship with Vietnam's business community and follows Emirates' announcement of additional services to Hanoi and Ho Chi Minh City from this winter.
The expanded services will give travellers more options between Dubai and the airline's two Vietnamese destinations. VNBC members will receive exclusive Emirates benefits, while the council will facilitate engagement opportunities between its members and the airline.
Sports travel
Emirates has partnered with Cutting Edge, a travel management company specialising in international sports tourism, to create bespoke packages for fans travelling to major sporting events around the world.
The partnership combines Emirates' network of close to 140 destinations with Cutting Edge's access to sporting events across cricket, football, motorsports, golf and tennis.
The companies will develop complete travel experiences for sports fans, including journeys connected to Emirates' sponsorship properties as well as other major events on the international sporting calendar.
The arrangement is intended to give fans access to travel packages built around major fixtures rather than standalone flight arrangements.
Spain Tourism
Emirates Holidays, the tour operating arm of Emirates Airline, has signed an MoU with the Spain Tourism Office to promote inbound tourism to Spain.
The partnership will focus on encouraging travellers from Emirates' extensive Middle East network to visit Spain through curated holiday packages featuring the country's culture, landscapes and hospitality.
Emirates Holidays and the Spain Tourism Office will explore initiatives aimed at raising awareness of Spain across key Middle Eastern markets and encouraging package bookings.
Planned activity includes integrated marketing campaigns and seasonal promotions highlighting different tourism experiences across Spain. The partners will also develop exclusive holiday packages combining Emirates flights with premium accommodation, local experiences and additional traveller benefits.
Emirates Islamic
Emirates Skywards and Emirates Islamic have renewed their strategic partnership, extending an 18-year relationship focused on the development of products and benefits for Emirates Islamic Skywards co-branded cardholders.
The renewed agreement places continued emphasis on product innovation and more personalised benefits and experiences for customers.
The partnership has expanded considerably since its launch, with three Emirates Skywards co-branded cards now available, including the Emirates Islamic Skywards Black Card. The relationship also covers a co-branded Savings Account, Salary Transfer proposition and Miles exchange product.
The collaboration began in 2008 with the launch of the Emirates Islamic Skywards Card, described as the region's first Islamic co-branded airline credit card. It brought together Emirates Islamic's Shariah-compliant banking proposition with the Emirates Skywards loyalty programme.
The 2026 renewal will continue the focus on product development and enhanced benefits, with the partners seeking to further personalise the experience available to Emirates Skywards co-brand cardholders.