Emirates signs 11 partnerships at Arabian Travel Market in Dubai - Get updated on what's happening in tourism!

Emirates signed 11 partnership agreements on the second day of Arabian Travel Market 2026 in Dubai, expanding cooperation with tourism organisations, travel companies, public institutions and airline partners. The agreements cover seven destinations and are intended to strengthen tourism flows, distribution and access to specialised customer segments across the carrier’s global network.

The partnerships range from renewed destination marketing agreements with Sri Lanka and the Maldives to new cooperation with Japan, Ras Al Khaimah and destinations in Italy. Emirates is also expanding its European partnership with DERTOUR Group and developing a dedicated framework for marine crew travel with Cisalpina Tours International.

Sri Lanka and Maldives renew tourism partnerships

Emirates and the Sri Lanka Tourism Promotion Bureau have renewed a partnership first established in 2022. The airline will use its network of almost 140 destinations to promote Sri Lanka in international source markets through joint marketing, trade incentives, familiarisation trips, excursions and travel packages.

Sri Lanka received more than 2.3 million international tourists last year, an increase of 15.1 percent from around two million in the previous year.

A long-standing tourism partnership with the Maldives Marketing and Public Relations Corporation has also been renewed. Emirates has served the Maldives since 1987 and plans to continue promoting the island destination across its international network. Air arrivals to the Maldives increased by almost 10 percent last year to 2.25 million, with the airline highlighting markets including the United States, United Kingdom and Russia.

Japan cooperation expands as flight capacity grows

A new memorandum of understanding with the Japan National Tourism Organization is intended to stimulate travel between Japan, Dubai and the wider Middle East.

Emirates currently serves Narita, Haneda and Kansai, with its Japanese operations expected to reach 28 weekly flights in October 2026. The airline has also increased A380 capacity, introduced Chauffeur-Drive services at Narita and Kansai airports and opened a Travel Store in Osaka.

Closer cooperation is also planned with Ras Al Khaimah Tourism Development Authority. Joint activities could include advertising campaigns, trade and media familiarisation programmes and destination experiences. The partners will also explore dedicated packages for Emirates passengers and incentives for tour operators and other travel trade partners.

Emirates and DERTOUR deepen European partnership

In Europe, Emirates and DERTOUR Group are expanding their long-standing cooperation at group level. The agreement is designed to increase the availability of Emirates products through DERTOUR sales channels and accelerate the adoption of New Distribution Capability technology.

Premium leisure travel will be another focus. The companies plan to develop travel experiences, support travel advisors and coordinate marketing and communications while pursuing growth opportunities in Central, Eastern and Northern Europe.

Emirates has additionally signed agreements with Bologna Welcome and Parma Welcome to promote Italy’s Emilia-Romagna region internationally. Planned activities include marketing campaigns, travel trade cooperation, media initiatives and familiarisation trips highlighting the region’s cultural heritage, gastronomy and lifestyle experiences.

New focus on marine crew travel

A further agreement with Cisalpina Tours International targets one of the more specialised segments of the travel industry. The Italian travel management company, part of MSC Group, has more than 50 years of experience and handles cruise crew movements and marine logistics alongside corporate travel and MICE business.

The agreement establishes Emirates as a preferred airline partner for marine crew travel and mobility services. Both companies intend to explore commercial opportunities and exchange information on crew travel flows, port developments and wider changes in the maritime sector.

Support for Filipino workers in the UAE

Emirates has also signed an agreement with the Overseas Workers Welfare Administration covering support for Overseas Filipino Workers and their families. Areas of potential cooperation include welfare and social protection, repatriation assistance, reintegration, livelihood programmes and community initiatives.

The UAE is the second-largest destination for Filipino workers worldwide, with an estimated 271,000 Overseas Filipino Workers. Cash remittances from the UAE reached $750.3 million in the first half of 2026, up 4.3 percent year on year.

Another agreement with Sharjah Police covers travel-related benefits for employees as well as cooperation on events and communications. Together, the agreements signed in Dubai illustrate the breadth of Emirates’ partnership strategy, extending from conventional destination promotion and travel distribution to specialised mobility and customer segments.

Image Credit: © AI generated illustration using material courtesy of Emirates Airlines