Emirates, KHDA partner to boost Dubai’s appeal as global education hub
Agreements with KHDA and ICEF aim to attract more international students through enhanced travel benefits, global outreach and improved connectivity.
Emirates and the Knowledge and Human Development Authority (KHDA) have signed a Memorandum of Understanding (MoU) to collaborate on key initiatives supporting Dubai’s ambition to become a leading global destination for higher education, international students and lifelong learning.
The partnership supports the goals of Dubai’s Education 33 (E33) strategy by improving student accessibility, strengthening international connectivity, and promoting the City of Students game changer and Study Dubai programme in key global markets.
The MoU was signed on the sidelines of Arabian Travel Market 2026 by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and Dr Wafi Dawood, CEO of the Strategic Development Sector at KHDA.
Under the agreement, Emirates will develop travel programmes offering a range of benefits and privileges to students enrolled at KHDA-regulated private higher education institutions. The Emirates-KHDA student package will include specially tailored fares, additional baggage allowances, and greater flexibility when booking travel to and from Dubai across the Emirates network. Faculty and teaching staff will also receive travel benefits through the Emirates Academic Programme. In addition, the airline will provide dedicated travel support for students in the Hamdan bin Mohammed Scholarship Programme.
Emirates will also participate in Study Dubai student recruitment missions and international promotional events alongside KHDA, the Dubai Department of Economy and Tourism, and TECOM Group. The initiative aims to promote Dubai as an attractive study destination in key markets across the Emirates network. The two organisations will also share insights on international student travel patterns and coordinate efforts to market Dubai as a leading higher education destination.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, said: “Emirates is proud to support KHDA’s efforts in positioning Dubai as a top global destination for students to pursue higher education. Global connectivity, a compelling value proposition and promotional efforts will underpin that goal. Our network of nearly 140 destinations puts us in a strong position to attract more students and bring them and their families to Dubai throughout the year. It also helps us build lasting relationships with younger travellers that extend beyond graduation. By keeping Dubai among the world’s most connected cities, Emirates supports Dubai’s Economic Agenda (D33) across tourism, trade, logistics and now education.”
Dr Wafi Dawood, CEO of the Strategic Development Sector at KHDA, said: “Attracting and retaining global talent is central to the vision of the E33 strategy. This partnership with Emirates supports that ambition by making Dubai more accessible and attractive to students worldwide. Through enhanced travel benefits, greater flexibility and improved connectivity, we are helping create a seamless learning journey from enrolment to graduation. Emirates’ global network will also strengthen the reach of the Study Dubai programme and help connect with prospective students in key international markets. Together, we are creating a more connected and rewarding student experience.”
Education is a key pillar of Dubai’s Economic Agenda (D33) and is delivered through the Education 33 (E33) strategy. Under its City of Students initiative, E33 aims to increase the proportion of international students in Dubai’s higher education institutions to 50 per cent by 2033. The strategy also seeks to place Dubai among the world’s top 10 student cities and increase education tourism tenfold.
Emirates has also signed an MoU with the International Consultants for Education and Fairs (ICEF), a leading B2B network in international education, becoming its preferred airline for education travel. The agreement was signed on the sidelines of ATM. ICEF operates in more than 100 countries and connects accredited education agencies with institutions worldwide through events, training programmes and market intelligence platforms, including ICEF Monitor.
Under the partnership, Emirates and ICEF will collaborate on dedicated travel programmes for ICEF-accredited agencies and their student clients travelling across the airline’s network. The two sides will also explore booking support and account management services for ICEF member organisations. The partnership includes co-branded campaigns targeting international students and education professionals, as well as Emirates’ participation in major ICEF events in Berlin, Dubai and the United States, strengthening the airline’s profile within the global education sector.
The agreement also covers training and market intelligence. Emirates will participate in ICEF Academy programmes for education agents, share insights on student travel and destination trends, and contribute to ICEF conferences through speaking engagements and industry partnership opportunities.
Together, the partnerships reinforce Dubai’s position as a global education hub and a natural gateway for students travelling between their home countries and campuses around the world.