Emirates signed eleven new partnership agreements during the Arabian Travel Market (ATM) 2026 in Dubai, strengthening its ties with tourism boards, travel companies, and other airlines across several international markets. According to the Emirates Media Centre, these deals were finalized between 14 and 15 September 2026 and cover seven destinations, along with collaborations with major aviation and tourism partners.
Travellers will see the effects first, with Emirates expanding its reach into Sri Lanka, Japan, Italy, the Maldives, and Ras Al Khaimah. These agreements go beyond codeshares or marketing-they are meant to bring more tourists through Dubai and give Emirates a bigger role in shaping travel demand. The airline's strategy supports the Dubai Economic Agenda D33, which aims to double Dubai's economy and raise its profile among global cities for business and tourism by 2033, as reported by the WAM state news agency.
Tourism alliances and new customer experiences
Among the new deals, Emirates renewed its partnership with Sri Lanka's tourism promotion office, building on a relationship that began in 2022. The airline will promote Sri Lanka across its network of 140 destinations, using targeted campaigns, trade incentives, and custom travel packages. Last year, Sri Lanka saw over 2.3 million international visitors, up 15.1%, and Emirates is positioning itself to capture more of this growth. The airline also signed seven new memoranda of understanding (MoUs) with tourism authorities from Seychelles, Mauritius, Madagascar, Sharjah, Malaysia, Finland, and Western Norway. Additional agreements with Huawei and Dubai Duty Free further broaden Emirates' partner network.
In Ras Al Khaimah, a new memorandum with the emirate's tourism development authority aims to attract more visitors from select international markets. The partnership includes joint marketing, curated destination experiences, and exclusive Emirates customer offers, with packages that use Dubai as a gateway. These efforts align with the UAE Vision 2031, which prioritizes tourism as part of national economic growth and diversification.
Japan is also a focus. Emirates and the Japan National Tourism Organization (JNTO) signed a memorandum to boost travel between Japan, Dubai, and the Middle East. The agreement, signed on 15 September 2026 in Dubai, aims to increase demand for travel to Japan from the region and raise Japan's profile in key markets, as confirmed by JNTO and reported in Japanese business media. Emirates currently flies to Narita, Haneda, and Kansai, and plans to operate 28 weekly flights to Japan by October 2026. The airline has expanded A380 operations and introduced chauffeur services in Narita and Kansai, aiming to attract more premium travellers and encourage tourism in both directions.
Labour mobility and strategic airline partnerships
Emirates has also signed a memorandum with the Overseas Workers Welfare Administration to support Filipino workers and their families in the UAE. The agreement covers welfare, social protection, repatriation, reintegration, and corporate social responsibility. With around 271,000 Filipino overseas workers in the UAE, this partnership addresses the needs of a significant expatriate community. These efforts are in line with the UAE government's broader support for expatriate welfare and labour mobility, as emphasized by the Ministry of Human Resources and Emiratisation.
Emirates and Kuwait Airways have agreed to upgrade their existing interline arrangement to a reciprocal codeshare partnership. This will let Kuwait Airways customers access more Emirates destinations via Dubai, with single-ticket booking and through-checked baggage, while Emirates passengers can use Kuwait Airways' network. The deal is expected to make travel easier for both airlines' customers and increase competition in the Gulf aviation market. According to The National, such partnerships help reinforce Dubai's role in regional aviation and support the city's tourism recovery.
European expansion and local collaborations
Emirates is also expanding in Europe. The airline has strengthened its alliance with DERTOUR Group, focusing on luxury leisure travel and exclusive experiences across Central, Eastern, and Northern Europe. Separate partnerships with Bologna Welcome and Parma Welcome will promote Italy's Emilia-Romagna region, with coordinated marketing and media activities to highlight its cultural and culinary attractions. A new agreement with Cisalpina Tours will make Emirates the preferred carrier for maritime crew travel, opening up more commercial opportunities and data sharing on crew flows and port developments.
Closer to home, Emirates has signed a memorandum with Sharjah Police, offering travel benefits for police employees and support for official events. In return, Sharjah Police will promote Emirates through its own channels and activities, strengthening the airline's local brand presence. These moves are supported by ongoing infrastructure investments and regulatory changes overseen by the Dubai Department of Economy and Tourism and the Central Bank of the UAE, which continue to drive Dubai's competitiveness in global travel.
These agreements come as Dubai's aviation and tourism sectors continue to grow, with new cargo operations and infrastructure projects already underway, as reported earlier.
What happens next for Dubai travellers
For Dubai residents and visitors, these partnerships mean more destinations, tailored travel packages, and smoother connections-especially for those travelling to or from Sri Lanka, Japan, Italy, the Maldives, and Kuwait. The codeshare with Kuwait Airways will be especially useful for anyone booking multi-leg journeys across the Gulf and beyond, while the new tourism partnerships are likely to bring more competitive offers and curated experiences routed through Dubai.
Emirates' approach is straightforward: by securing these partnerships, the airline is working to shape the future of travel through Dubai. The range and variety of these agreements show Emirates' intent to keep Dubai at the centre of global aviation, using tools like codeshares and destination marketing to maintain the city's role as a major travel hub. According to recent Emirates and WAM releases, these efforts are part of a broader plan to deepen cooperation with more than 30 partners, including tourism boards, technology companies, and travel organizations, reinforcing Dubai's position as a leading global destination.
