Over 30 deals and a new cabin experience: How Emirates made its mark at ATM Dubai 2026
UAE airline strengthens ties across tourism, education, sports and wellness
DUBAI – Emirates wrapped up Arabian Travel Market (ATM) Dubai 2026 with more than 30 agreements signed or renewed during the four-day industry event, extending its network of partnerships across tourism, business and emerging travel segments.
The airline's presence at the show also put its latest onboard products firmly in the spotlight, with its new electrically powered Premium Economy seat making its public debut. Thousands of visitors passed through the Emirates stand, where they could experience the new seat alongside some of the airline's flagship cabin products.
At this year's Arabian Travel Market, we didn't just talk about the future of flying better. We showed it. ✈️ pic.twitter.com/uStj4KQrct
— Emirates (@emirates) September 17, 2026
From tourism authorities spanning 16 countries to organisations representing education, medical travel, sport and the maritime sector, the agreements reflected Emirates' efforts to develop new sources of passenger demand while strengthening established markets.
New Premium Economy seat
The new Premium Economy seat became one of the main attractions at the Emirates stand, offering ATM visitors their first public opportunity to try the electrically powered product.
Thousands of guests sat in the seats and explored their functions, giving visitors a closer look at the cabin experience Emirates is developing for Premium Economy passengers. The stand also featured the A380 Shower Spa and Onboard Lounge, the Boeing 777 Game Changer First Class Suite and A350 Business and Economy Class seats fitted with the U-Dream headrest.
The product showcase provided a cross-section of Emirates' current and forthcoming cabin experience, bringing several of its distinctive onboard features together at one of the industry's biggest annual travel gatherings.
Tourism ties
Partnership activity formed another major part of Emirates' ATM presence, with agreements spanning Africa, Europe, Asia and the UAE.
In Africa, Emirates signed new agreements with the Kenya Tourism Board and Mozambique's ANDITUR. In Europe, it partnered with Visit Finland ahead of the launch of its Helsinki service on October 1, as well as Fjord Norway, Bologna Welcome and Parma Welcome. Emirates Holidays also signed an agreement with the Spain Tourism Office.
Across West and Southeast Asia, the airline reached agreements with Tourism Malaysia, the Japan National Tourism Organization, Sri Lanka Tourism Promotion Bureau, Maldives Marketing and Public Relations Corporation, Seychelles Tourism Board and the Ministry of Tourism and Culture, and Mauritius Tourism Promotion Authority.
Emirates also renewed its partnership with Madagascar's Ministry of Tourism and Handicrafts. In the UAE, it renewed its relationship with the Sharjah Commerce & Tourism Development Authority and signed a new agreement with the Ras Al Khaimah Tourism Development Authority.
The partnerships are designed to support destination promotion and strengthen the links between international air connectivity and visitor arrivals.
New travel deals
Beyond conventional leisure and corporate travel, several agreements announced at ATM were focused on specific communities and fast-growing travel segments.
In education, Emirates partnered with the Knowledge and Human Development Authority to support Dubai's ambition of becoming a global study destination. It also signed with ICEF to become a preferred global airline partner for education travel.
The airline expanded its presence in medical and wellness tourism through an agreement with the Medical Tourism Association, covering longevity and wellness travel alongside traditional medical travel.
Sports travel was another area of expansion. Through a partnership with Cutting Edge, Emirates will develop travel packages for fans attending major cricket, football, motorsport, golf and tennis fixtures.
The airline also strengthened its links with the maritime sector through agreements with Cisalpina Tours International and MSC Cruises. These cover seafarer rotations, dedicated crew fares and enhanced baggage allowances.
Wider connections
A further group of agreements extended Emirates' reach through business communities, technology platforms and travel distribution channels.
The airline signed agreements with the Overseas Workers Welfare Administration, Finnish and Vietnamese Business Councils, Huawei, Dubai Duty Free, Alibaba Fliggy, DERTOUR Group, Emirates Islamic and Al Etihad Payments. The latter partnership will bring Jaywan to Emirates bookings.
Emirates and Kuwait Airways also agreed to expand their interline partnership into a reciprocal codeshare, broadening the connectivity available through their respective networks.
The collection of agreements came as Emirates continues to rebuild its operations following earlier disruption. The airline said it is now operating at approximately 93% of its pre-disruption capacity, with ATM providing a platform for discussions around the continuing development of Dubai's tourism and aviation ecosystem.
Industry recognition
Emirates also collected a series of awards during ATM 2026.
At the 2026 World Travel Awards Middle East, the airline received four honours: Middle East's Leading Airline, First Class 2026; Middle East's Leading Airline Brand 2026; Middle East's Leading Airline Lounge, First Class 2026; and Middle East's Leading Airline Rewards Programme 2026.
It was also named Best Long-Haul Airline at the inaugural Independent Travel Awards 2026 and received the Al Rehla Golden Travel Award in the UAE.