Emirates builds on travel partnerships to reach new audiences at ATM 2026

Emirates has signed on three more destination partners and is deepening relationships with travel technology and sporting platforms, cruiseliner companies, business councils and bank partners. The partnerships aim to widen the airline’s customer base and ability to build targeted propositions around the distinct priorities of each segment.

Mozambique (ANDITUR):
Promoting Mozambique’s 2,500 km coastline, cultural richness, and urban experiences to international travelers. Focus on seamless connectivity across Africa.

Kenya (KTB):
Strengthening inbound tourism to Kenya, already a top destination on Emirates’ Africa network. Supports Kenya’s ambition to be Africa’s most visited destination.

Spain (Spain Tourism Office):
Emirates Holidays will curate packages highlighting Spain’s culture, landscapes, and hospitality for Middle East travelers.

Alibaba Fliggy (China):
Strategic partnership combining Emirates’ global reach with Fliggy’s digital platform. Focus on co-branded campaigns, loyalty integration, and personalized travel experiences for Chinese consumers.

MSC Cruises:
Extending a decade-long partnership. Enhancements include fly-cruise distribution, one-way travel options for repositioning cruises, and expanded Port Rashid-style services (check-in, baggage, transfers). Also includes crew mobility benefits like dedicated fares and baggage allowances.

Finnish Business Council (FBC):
Tied to the new Dubai–Helsinki route (launching Oct 1). Exclusive benefits for members and stronger UAE–Finland business ties.

Vietnamese Business Council (VNBC):
Linked to expanded services to Hanoi and Ho Chi Minh City. Provides exclusive benefits and engagement opportunities for Vietnamese professionals in the UAE.

Cutting Edge (Sports Travel Management):
Bespoke packages for fans attending global sporting events (cricket, football, motorsports, golf, tennis). Aligns with Emirates’ sponsorship portfolio.

Emirates Skywards & Emirates Islamic:
Renewed strategic agreement (18-year collaboration). Focus on product innovation across three co-branded cards, savings accounts, and Miles exchange. Enhances personalized benefits for cardholders.

📌 Takeaway: Emirates is clearly diversifying its partnerships — from tourism boards and OTAs to cruises, sports, and financial services — to expand its customer base and tailor propositions for distinct traveler segments.