ATM 2025 Dubai: Emirates signs eight MoUs to boost global tourism
UAE’s natonal flag carrier partners with Sharjah, UK, Maldives, and more to attract visitors
DUBAI: Emirates has made a strong start at the Arabian Travel Market (ATM) 2025, signing eight Memorandums of Understanding (MoUs) with the Tourism Boards of Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourism Organisation (JNTO), Uganda, and Hungary.
These agreements reaffirm the airline’s commitment to attracting travellers across its network of more than 140 destinations, while also promoting the UAE as a key hub.
Through strategic collaborations, Emirates aims to showcase each partner's distinctive culture, attractions, and tourism offerings.
Strategic collaborations
The partnership with the Sharjah Commerce & Tourism Development Authority (SCTDA) is geared towards promoting the UAE emirate to global audiences. Emirates and SCTDA will explore promotional activities, bespoke packages, and unique products marketed through the airline’s ‘Dubai Experience’ platform. Joint advertising campaigns, media familiarisation programmes, and competitions will form a significant part of the strategy to boost visitor arrivals to Sharjah.
In Southeast Asia, Emirates and the Department of Tourism Philippines have formalised plans to promote the archipelago nation, focusing particularly on inbound traffic from the Middle East and Europe. Initiatives will include joint marketing, advertising campaigns, and media trips aimed at highlighting the Philippines’ appeal to travellers from these regions.
Emirates has also deepened ties with the Maldives Marketing and PR Corporation. The new MoU will promote the Maldives as a prime holiday destination through joint advertising, familiarisation trips, and customised travel packages across the airline’s global network.
Emirates will further support business and trade opportunities through enhanced cargo-handling capabilities, strengthening its 37-year presence in the region.
Tourism boost for UK and Asia
A declaration of intent signed with VisitBritain marks a new phase in boosting inbound tourism to the UK. Emirates and VisitBritain will collaborate on tactical promotions, familiarisation trips for media and agents, and other activities to encourage visits to London, Birmingham, Manchester, Newcastle, Edinburgh, and Glasgow. With VisitBritain forecasting 43.4 million visits to the UK in 2025, Emirates’ 133 weekly flights across eight gateways will play a vital role.
In Thailand, a new strategic agreement with the Tourism Authority of Thailand (TAT) will focus on inbound tourism across Emirates’ key markets. Joint marketing initiatives, promotional packages, and familiarisation tours for media will promote Thailand’s position as a leading global destination.
Emirates' partnership with the Japan National Tourism Organization (JNTO) aims to enhance awareness and visitation between Japan and the Middle East. Joint data analyses, promotional campaigns, and strategic initiatives will help spotlight Japan's tourism offerings to a wider audience.
Renewed partnerships
Building on previous successes, Emirates and the Uganda Tourism Board have renewed their MoU for 2025. The focus remains on growing inbound tourism to Uganda, with familiarisation trips for key travel stakeholders and promotional activities driving visibility. Since January 2025, Emirates has recorded a 16 percent increase in passenger traffic on the Dubai-Entebbe route, underlining the partnership’s impact.
Emirates’ collaboration with Visit Hungary is also set to boost tourism to the Central European country. Joint advertising efforts, media trips, and promotional campaigns will showcase Hungary’s unique attractions, with particular emphasis on driving visitor traffic to Budapest.
ATM 2025
Meanwhile, ATM 2025 officially opened its doors today at Dubai World Trade Centre, bringing together more than 55,000 travel professionals from 166 countries. Over 2,800 exhibitors are participating, highlighting the event’s global significance.
Themed "Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity," ATM 2025 is focusing on how innovation and partnerships are shaping a more sustainable, integrated travel industry. International exhibitors dominate the floor, accounting for 67 percent of participants, while the Middle East represents 33 percent. Asia leads the surge with a 20 percent growth in exhibitors this year, and India has recorded a remarkable 30 percent increase.
New features at this year’s event include IBTM@ATM, a dedicated business events zone, and ATM Travel Tech, which showcases cutting-edge travel technologies. The Start-Up and Innovation Zone has also launched, while the popular Start-Up Pitch Battle returns for a fourth year.
The ATM Conference programme will span three stages: Global, Future, and Business Events, featuring over 200 industry experts. Discussions will cover topics such as global tourism trends, AI integration in business strategies, and the socio-economic impact of business events.