Emirates signed more than 30 agreements and partnerships during its participation in Arabian Travel Market (ATM) 2026 in Dubai, covering tourism boards in 16 countries as well as organizations and companies representing different sectors, markets and traveler segments.
At the exhibition, Emirates showcased for the first time a fully electric Premium Economy seat, along with a number of its cabin products on Airbus A380, Boeing 777 and Airbus A350 aircraft, according to a post on the Emirates website.
Emirates signed or renewed agreements with tourism boards in Africa, Europe, Asia and the UAE, aimed at cooperating on destination promotion, boosting travel flows and supporting tourism activities.
In Africa, Emirates renewed its partnership with Madagascar's Ministry of Tourism and Handicrafts, and signed agreements with the Kenya Tourism Board and Mozambique's National Agency for the Development of Tourism and Investment, ANDITUR.
In Europe, the agreements included Visit Finland, ahead of the launch of Emirates flights to Helsinki on 1 October, Visit Norway, and the tourism boards of Bologna and Parma, while Emirates Holidays signed a partnership with the Spanish Tourist Office.
In West and Southeast Asia and the Indian Ocean, the agreements covered Tourism Malaysia, the Japan National Tourism Organization, the Sri Lanka Tourism Promotion Bureau, the Maldives Marketing and Public Relations Corporation, the Seychelles Tourism Board and the Seychelles Ministry of Tourism and Culture, and the Mauritius Tourism Promotion Authority.
In the UAE, Emirates renewed its partnership with the Sharjah Commerce and Tourism Development Authority and signed an agreement with the Ras Al Khaimah Tourism Development Authority.
Agreements in education, healthcare and sport
Emirates expanded the scope of its agreements to sectors beyond traditional leisure and business travel. In education, it partnered with Dubai's Knowledge and Human Development Authority, and signed an agreement with ICEF on education travel.
In medical and wellness travel, it signed an agreement with the Medical Tourism Association, while its sports agreements included Cutting Edge, to develop travel packages linked to cricket, football, motorsport, golf and tennis events.
Emirates also signed agreements with Cisalpina Tours International and MSC Cruises on maritime crew travel, covering arrangements for crew changes, fares and baggage allowances.
The agreements also extended to the Philippines' Overseas Workers Welfare Administration, the Finnish and Vietnamese business councils, Huawei, Dubai Duty Free, Alibaba Fliggy, DERTOUR Group, Emirates Islamic, and Al Etihad Payments, enabling the use of "Jaywan" cards for Emirates bookings.
Emirates and Kuwait Airways also signed an agreement to expand their existing interline partnership into a reciprocal codeshare agreement.
Awards at the exhibition
During Arabian Travel Market, Emirates received a number of awards, including 4 at the World Travel Awards Middle East 2026, covering First Class, brand, First Class lounge and loyalty program.
It also won Best Long-Haul Airline at the inaugural Independent Travel Awards 2026, as well as the Golden Trip award for travel in the UAE.
Emirates is currently operating at around 93% of the capacity it had before the disruptions, as demand recovers and it expands its activities and partnerships in a number of markets.
To view the post on the Emirates website, click here.
