Emirates signs new tourism, travel and business partnerships at ATM

Emirates has signed three new destination partnerships and expanded collaborations with travel technology platforms, cruise operators, business councils and banking partners. The agreements aim to broaden the airline's customer reach and develop targeted offerings for different traveller segments.

Emirates and the Mozambique National Agency for Tourism Development and Investment, Public Fund (ANDITUR) have partnered to support the growth of international tourism to Mozambique. The agreement will see the partners explore opportunities to promote Mozambique to travellers in key markets and strengthen connectivity through airline partnerships across Africa. With more than 2,500 kilometres of coastline, Mozambique is known for its beach destinations, ocean activities, cultural experiences, cuisine and vibrant cities, offering a diverse range of attractions for international visitors.

Emirates and the Kenya Tourism Board (KTB) have signed a partnership agreement to support the growth of inbound tourism to Kenya. Already one of the most popular destinations on the airline's Africa network, Kenya is expected to benefit from joint efforts to attract visitors from both emerging and established markets. Tourism remains a key pillar of Kenya's economy, supporting jobs and attracting millions of visitors each year. The Kenya Tourism Board aims to position the country as Africa's leading tourism destination through a year-round calendar of diverse, sustainable and authentic experiences.

Emirates and Alibaba Fliggy, one of China's largest online travel agencies, have signed an MoU to strengthen their strategic partnership in China. The collaboration will combine Emirates' global network with Alibaba Fliggy's digital travel platform. Areas of cooperation include co-branded marketing campaigns, customer engagement initiatives and potential integration opportunities between Emirates Skywards and Alibaba Fliggy's membership ecosystem. The partnership aims to increase brand visibility, stimulate travel demand and deliver more personalised travel experiences for Chinese consumers.

Emirates and MSC Cruises have signed an MoU that expands their long-standing partnership across fly-cruise distribution, air-sea product integration, crew travel and customer loyalty initiatives. The agreement builds on more than a decade of collaboration.

Under the latest MoU, Emirates and MSC Cruises will expand fly-cruise distribution across the Emirates network in line with MSC Cruises' seasonal homeport strategy. The partners will develop through-fares and open-jaw itineraries, and review gateway markets for additional opportunities. They will also create tailored products for MSC Grand Voyages and repositioning cruises, using the Emirates network to provide seamless one-way travel options. In addition, Emirates and MSC Cruises will explore extending Dubai's Port Rashid model to other cruise ports. Areas of cooperation include terminal check-in, through-baggage solutions, coordinated transfers, and joint protocols for disruption management and passenger repatriation.

The partnership will also expand cooperation on crew mobility. Emirates and MSC Cruises will work together on seafarer rotations, with Emirates serving as a preferred carrier. The arrangement includes dedicated crew fares, enhanced baggage allowances and specialised services tailored to seafarers.

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 aims to strengthen Emirates' engagement with the Finnish business community, particularly ahead of the launch of the direct Dubai-Helsinki service on 1 October. Emirates will provide FBC members with exclusive benefits, while the council will facilitate engagement between the airline and its members.

Emirates has also partnered with the Vietnamese Business Council (VNBC), a non-profit organisation supporting Vietnamese businesses and professionals in the UAE. The agreement aims to strengthen ties with the Vietnamese business community and follows the announcement of additional services to Hanoi and Ho Chi Minh City this winter. Under the partnership, VNBC members will receive exclusive Emirates benefits, while the council will support engagement opportunities between the airline and its network.

Emirates has partnered with Cutting Edge, a travel management company specialising in international sports tourism, to develop tailored travel packages for fans attending major sporting events around the world. Combining Emirates' network of nearly 140 destinations with Cutting Edge's access to cricket, football, motorsports, golf and tennis events, the partnership will offer end-to-end travel experiences linked to Emirates sponsorships and other key sporting fixtures.

Emirates Holidays, the tour operating arm of Emirates Airline, and the Spain Tourism Office have signed an MoU to support inbound tourism to Spain. The partnership aims to encourage more travellers from Emirates' Middle East network to visit Spain through Emirates Holidays packages.

The partnership will see Emirates Holidays and the Spain Tourism Office explore initiatives to increase destination awareness in key Middle East markets and drive package holiday bookings. These include integrated marketing campaigns, seasonal promotions and holiday packages combining Emirates flights with accommodation, local experiences and additional traveller benefits.

Emirates Skywards and Emirates Islamic have strengthened their long-standing partnership by renewing their strategic agreement at ATM. The renewed agreement focuses on product innovation and enhancing benefits for Emirates Islamic Skywards co-branded cardholders.

The partnership, which spans 18 years, now includes three Emirates Skywards co-branded cards, including the Emirates Islamic Skywards Black Card, as well as a co-branded savings account, salary transfer proposition and miles exchange product.

The partnership began with the launch of the Emirates Islamic Skywards Card in 2008, the region's first Islamic co-branded airline credit card. It combined Emirates Islamic's Shariah-compliant banking services with the Emirates Skywards loyalty programme. Under the 2026 agreement, the partners will continue to focus on product innovation and enhanced benefits for co-branded cardholders, further strengthening the offering for Emirates Islamic customers.