Emirates, together with Experience Dubai, VisitBritain, and Tourism Ireland, has wrapped up a successful multi-city trade roadshow across Australia and New Zealand.
The event connected with close to 650 travel consultants and highlighted the growing demand for travel to Britain and Ireland, with Dubai promoted as the premier stopover destination.
Held from 20–27 March 2025, the roadshow visited Sydney, Melbourne, Adelaide, Brisbane, and Christchurch. It aimed to equip frontline travel sellers with insights into Emirates’ expanding product offerings and destination partnerships.
Travel consultants were updated on Emirates’ extensive global network and premium services, including the airline’s US$5 billion aircraft retrofit program, the latest Premium Economy cabins, and its next-generation First Class ‘Game Changer’ product, now flying on the newly retrofitted Boeing 777-300ER serving Melbourne’s third daily service.
Strengthening destination partnerships
The event also highlighted Emirates’ service to eight airports across Britain and its twice-daily flights to Dublin. The Emirates Dubai Experience (DEX) platform was a key feature, showcasing how travellers can create bespoke stopover packages in Dubai, combining flights, hotels, attractions, and dining.
Barry Brown, Divisional Vice President Australasia at Emirates, said the roadshow was a vital step in strengthening Emirates’ relationship with the local travel trade.
“We’re proud to work with VisitBritain and Tourism Ireland to offer seamless travel options via Dubai. These partnerships are essential as we continue to grow demand from the Australia and New Zealand market,” he said.
Industry leaders support trade engagement
VisitBritain’s Paul Gauger said the roadshow supported the launch of their new global campaign, Starring GREAT Britain, helping agents tap into demand for TV and film-inspired travel experiences.
Tourism Ireland’s Sofia Hansson said the six-city showcase was a valuable opportunity to promote Ireland to the travel trade and followed the renewal of their Memorandum of Understanding with Emirates.
Enhanced UK and Ireland services for 2025
Emirates has also announced new Premium Economy services into Manchester from 6 June 2025. The upgrade adds to the four daily retrofitted A380s on the Dubai–London Heathrow route and the introduction of the A350 to Edinburgh. A refurbished Boeing 777 will begin serving London Stansted from May.
To support Ireland-bound travellers, Emirates will launch its latest Premium Economy cabins on the Dublin route from 25 June, with the retrofitted Boeing 777 operating flights EK161/162.
Since launching its Dublin–Dubai service in 2012, Emirates has carried more than 3 million passengers on the route. Today, it operates two daily Boeing 777-300ER flights from Dublin, offering over 1,400 passenger seats and 25 tonnes of daily cargo capacity.
