Emirates closed Arabian Travel Market 2026 having signed more than 30 agreements spanning tourism authorities across 16 countries, alongside new partnerships targeting education, wellness, sports and marine crew travel segments.
Tourism board agreements span four regions
In Africa, Emirates signed new agreements with the Kenya Tourism Board and Mozambique’s ANDITUR. In Europe, the airline signed with Visit Finland ahead of its 1 October Helsinki launch, alongside Fjord Norway, Bologna Welcome and Parma Welcome, with Emirates Holidays also partnering with the Spain Tourism Office.
Across West and Southeast Asia, Emirates reached agreements with 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 Ministry of Tourism and Culture, and the Mauritius Tourism Promotion Authority, alongside renewing its partnership with Madagascar’s Ministry of Tourism and Handicrafts. Closer to the UAE, Emirates renewed with Sharjah Commerce and Tourism Development Authority and signed a new agreement with Ras Al Khaimah Tourism Development Authority.
New segments include education, wellness and marine crew travel
Emirates partnered with the Knowledge and Human Development Authority to support Dubai’s positioning as a study destination, and with ICEF, becoming a preferred global airline partner for education travel. An agreement with the Medical Tourism Association positions Emirates as a preferred airline for longevity and wellness travel alongside traditional medical travel, while a partnership with Cutting Edge will build travel packages for fans attending major sporting fixtures across cricket, football, motorsport, golf and tennis.
The airline also expanded into marine crew travel through agreements with Cisalpina Tours International and MSC Cruises, covering seafarer rotations, dedicated crew fares and enhanced baggage allowances. Further agreements were signed with the Overseas Workers Welfare Administration, the Finnish and Vietnamese Business Councils, Huawei, Dubai Duty Free, Alibaba Fliggy, DERTOUR Group, Emirates Islamic and Al Etihad Payments, alongside an interline-to-codeshare expansion with Kuwait Airways.
Premium Economy seat draws steady stand traffic
Emirates’ newly unveiled electrically powered Premium Economy seat, featuring a privacy divider, drew consistent visitor traffic throughout the event, alongside displays of the A380 Shower Spa and Onboard Lounge, the Boeing 777 Game Changer First Class Suite, and A350 cabins.
During ATM, Emirates received four honours at the 2026 World Travel Awards Middle East, was named Best Long-Haul Airline at the inaugural Independent Travel Awards 2026, and received the Al Rehla Golden Travel Award. The airline said it is currently operating at approximately 93 per cent of pre-disruption capacity.
