EK Philippines
(IN SHORT) Emirates has signed eight new Memoranda of Understanding (MoUs) with tourism boards from Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourist Organisation (JNTO), Uganda, and Hungary during the Arabian Travel Market (ATM). These partnerships will focus on boosting inbound tourism to these destinations through joint marketing initiatives, promotional campaigns, and familiarization trips aimed at driving travel from key markets such as the Middle East and Europe. Emirates continues to expand its role in promoting global tourism with its extensive network and industry-leading services.
(PRESS RELEASE) DUBAI, 2025-Apr-28 — /Travel PR News/ — Emirates has signed eight Memoranda of Understanding (MoUs) on the opening day of Arabian Travel Market (ATM), partnering with the Tourism Boards of Sharjah, The Philippines, Maldives, Visit Britain, Thailand, Japan National Tourist Organisation (JNTO), Uganda, and Hungary. These agreements emphasize the airline’s ongoing commitment to boosting tourism across its vast network of over 140 destinations, while highlighting each destination’s unique cultural, historical, and natural attractions.
EK and Maldives
The MoU with Sharjah Commerce & Tourism Authority (SCTDA) will see both parties collaborate to promote tourism and increase visitor numbers to Sharjah. Starting today, Emirates and SCTDA will explore various promotional activities, including the development of bespoke packages for tour operators and the travel trade in key markets. Additionally, a series of cross-promotional marketing campaigns and advertising initiatives will be launched to encourage travelers to include Sharjah in their UAE holiday itinerary.
EK and Thailand
In partnership with the Department of Tourism Philippines, Emirates aims to drive inbound tourism from the Middle East and Europe to the Philippines. Joint marketing and advertising initiatives will be put in place, along with familiarization trips targeting media and tourism stakeholders from these key regions.
JNTO
Emirates has also signed a strategic collaboration with the Maldives Marketing and PR Corporation to increase tourist arrivals to the Maldives, a destination that has been part of Emirates’ network since 1987. The partnership will focus on joint advertising, familiarization trips, and the creation of customized travel packages to promote the Maldives in key markets, while also boosting business opportunities through the airline’s cargo network.
EK and Uganda
As part of an ongoing commitment to the UK, Emirates has signed a declaration of intent with VisitBritain to increase inbound tourism from the Middle East, Far East Asia, and Australasia. This collaboration will involve joint promotions, familiarization trips for media and travel agents, and efforts to support the UK’s tourism growth, with Emirates operating 133 weekly flights to/from the UK across eight gateways.
EK and Hungary
Further strengthening its ties with Thailand, Emirates has entered into a strategic partnership with the Tourism Authority of Thailand (TAT) to increase inbound tourism from Emirates’ global network. Joint initiatives will include promotional campaigns, familiarization trips, and collaboration with travel agents and tour operators to highlight Thailand as a top destination for global travelers.
Visit Britain
Emirates also continues its partnership with the Japan National Tourism Organization (JNTO) to support tourism growth between Japan and the Middle East. The MoU will focus on data sharing, joint analyses, and potential promotional campaigns designed to drive greater awareness and visitation to Japan.
EK and Sharjah
In a renewal of their MoU for 2025, Emirates and the Uganda Tourism Board will continue their collaboration to promote Uganda as a premier tourist destination. The partnership has already led to a 16% increase in passengers on the Dubai-Entebbe route since January 2025, and the continued focus will include familiarization trips for trade partners and tour operators.
Finally, Emirates has joined forces with Visit Hungary to promote Hungary’s tourism offerings. Together, they will launch joint marketing and advertising campaigns, organize familiarization trips for media and travel agents, and collaborate on promotional efforts to increase visitor numbers to Budapest.
Media contact:
pr@emirates.com
SOURCE: The Emirates Group
