Emirates has signed or renewed seven tourism board agreements at Arabian Travel Market 2026, spanning the Indian Ocean, Europe, Southeast Asia and the UAE, alongside new deals with technology and retail partners.
Indian Ocean and Southeast Asia agreements build on existing routes
Emirates renewed its partnership with the Seychelles Tourism Board, first established in 2013, supporting joint marketing and famil trips as visitor arrivals to the destination rose 13 per cent to nearly 400,000 in 2025. Emirates operates two daily flights to Mahé. The airline also renewed its agreement with the Mauritius Tourism Promotion Authority, with Middle East arrivals to Mauritius up 10.5 per cent in the first half of 2026; Emirates currently offers three daily flights and 19,096 weekly seats in both directions.
A new agreement with Madagascar’s Ministry of Tourism and Handicrafts will support the country’s target of one million tourists by 2028 through joint advertising and trade familiarisation trips. Emirates also renewed its one-year memorandum with Tourism Malaysia to support the Visit Malaysia 2026-2027 campaign, targeting 47 million foreign visitor arrivals, backed by 21 weekly flights between Kuala Lumpur and Dubai and onward connectivity via codeshare with Batik Air.
Finland and Norway agreements support new route
Emirates signed a new agreement with Visit Finland ahead of its Helsinki launch on 1 October, which will establish the only year-round connectivity between Finland and the UAE. The partnership will promote Finland across East and Southeast Asia, West Asia, Australasia and Middle East and Africa hubs, aligning with Finland’s National Tourism Strategy 2025-2028.
A new partnership with Fjord Norway, the official tourist board of Western Norway, will focus on boosting inbound tourism to the region through Emirates’ global network. The airline also renewed its agreement with Sharjah Commerce and Tourism Development Authority, extending collaboration on trade workshops, roadshows and MICE activity across GCC, Indian, Chinese, Far East Asian and European source markets.
Beyond destination marketing, Emirates renewed its partnership with Huawei to expand digital travel solutions and brand engagement in China, and signed a new agreement with Dubai Duty Free offering exclusive retail benefits to Emirates passengers travelling through Dubai International Airport’s Terminal 3.
