Emirates Bolsters Global Tourism Ties with Seven New MoUs at ATM 2026
Emirates has signed seven new and renewed Memoranda of Understanding (MoUs) with tourism authorities and partners across the Indian Ocean, Europe, Southeast Asia, and the UAE, aiming to boost international visitor growth
Emirates, the Dubai-based carrier, has initiated Arabian Travel Market (ATM) 2026 by forging seven new and renewed partnerships with tourism boards, technology companies, and retail operators. This strategic move is designed to drive international visitor growth and improve the overall customer experience across its network.
Among the key agreements, Emirates renewed its long-standing partnership with the Seychelles Tourism Board (STB) and the Ministry of Tourism and Culture (MTC), extending a collaboration that began in 2013. This partnership will focus on increasing inbound travel to Seychelles through joint marketing campaigns and familiarisation trips for media and travel trade partners. Emirates currently operates two daily flights to Mahé, and Seychelles saw a 13% increase in visitor arrivals in 2025, reaching nearly 400,000.
The airline also renewed its agreement with the Mauritius Tourism Promotion Authority (MTPA), a partnership spanning over two decades. This collaboration has significantly supported Mauritius's tourism ambitions, helping the island nation access new source markets. Tourist arrivals from the Middle East to Mauritius rose 10.5% in the first half of 2026 compared to the same period in 2025. Emirates operates three daily flights to Mauritius, providing a weekly capacity of 19,096 seats.
In Madagascar, Emirates signed an MoU with the Ministry of Tourism and Handicrafts (MTH), aligning with the country’s goal to attract one million tourists by 2028. This will involve joint advertising, incentives for tour operators, tailored packages, and familiarisation trips.
Within the UAE, Emirates renewed its partnership with the Sharjah Commerce & Tourism Development Authority (SCTDA) to boost tourism to Sharjah. This ongoing collaboration has covered key markets including the GCC, India, China, Far East Asia, and Europe, involving sales calls, trade workshops, roadshows, and MICE support.
Further afield, Emirates and Tourism Malaysia renewed their partnership for a one-year MoU, supporting the Visit Malaysia 2026 — 2027 campaign, which targets 47 million international visitors. This will involve joint advertising and familiarisation trips, using Emirates' global network and 21 weekly flights between Kuala Lumpur and Dubai.
In Europe, Emirates signed an MoU with Visit Finland to enhance cooperation and increase inbound tourism. This comes as Emirates prepares to launch flights to Helsinki from 1 October, establishing the only year-round connectivity between Finland and the UAE. The partnership will focus on strategic regions including East and Southeast Asia, West Asia, Australasia, the Middle East, and Africa.
Questions, answered
- Which regions are covered by Emirates' new tourism MoUs?
- The new and renewed MoUs cover tourism authorities and partners across the Indian Ocean (Seychelles, Mauritius, Madagascar), Europe (Finland), Southeast Asia (Malaysia), and the UAE (Sharjah).
- What are the specific goals of the renewed partnership with Seychelles?
- The renewed partnership with the Seychelles Tourism Board aims to increase inbound travel through joint marketing campaigns and familiarisation trips. Visitor arrivals to Seychelles increased by 13% in 2025 to nearly 400,000.
- How will Emirates support tourism in Mauritius?
- Emirates will promote Mauritius through its global network of travel agents, develop targeted travel packages, and participate in familiarisation trips for media and trade partners. Tourist arrivals from the Middle East to Mauritius increased by 10.5% in the first half of 2026.
- What is the target for Madagascar's tourism under the new agreement?
- The agreement with Madagascar's Ministry of Tourism and Handicrafts aims to support the country's ambition to attract one million tourists by 2028 through joint advertising and incentives for tour operators.
- When will Emirates begin flights to Helsinki, Finland?
- Emirates will begin operating flights to Helsinki from October 1st, creating the only year-round connectivity between Finland and the UAE, which is expected to open new travel opportunities.
This brief was summarised and rewritten by Gaia Living from public reporting. Figures and details reflect the original sources.