Emirates has just celebrated its busiest ever presence at the annual Arabian Travel Market in Dubai, in which it made and strengthened over 40 partnerships with tourism organisations, technology partners, cruise line companies, airlines and rail operators and others.
Success at the ATM
The Arabian Travel Market 2025 was a roaring success, not just for Emirates but for every organisation in attendance; it welcomed more than 55,000 industry professionals from 166 countries, marking a 16% increase on last year’s ATM. At Emirates’ own stall, over 27,000 visitors came to learn more about Emirates’ new products during the four-day event. The airline allowed visitors to experience its new range of products across three different aircraft types, including the new A350 Business Class and Premium Economy seats, the signature Onboard Lounge and Shower Spa, and its initiatives for sustainable and accessible travel, in keeping with the ATM’s 2025 theme of “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”. Emirates also wrapped up its agenda of more than 600 industry meetings, strategic network sessions and its first ever series of seven travel trade workshops. The workshops, conducted in partnership with seven tourism boards, brought in over 350 trade industry partners from 15 different countries who attended the two-day sessions.
Forging Strategic Partnerships
As well as a large visitor turnout, Emirates also boasted an extensive range of strategic partnerships which it signed at the ATM. The list of nearly 40 organisations which Emirates signed agreements with included tourism boards and ministries from 21 countries, territories and regions with an emphasis on the unique qualities of each locale for visitors to enjoy. The airline also continued its focus on cruises by strengthening its partnership with Cruise Lines International Association (CLIA). It also drew up a new agreement with Hapag-Lloyd Cruises and extended its long-term partnership with MSC Cruises. Emirates has also strived to establish and strengthen partnerships with other airlines; it signed agreements with two new partners and strengthened partnerships with two existing partners. Emirates will work with Kuwait Airways to explore an interline agreement for passengers transferring between the two airlines on their itinerary and it will work with Philippine Airlines to explore reciprocal code sharing. Similarly, Emirates has initiated its reciprocal code share partnership with Condor and has started a new code share with Air Seychelles.
Have you ever flown with Emirates? Will these new partnerships improve your travel experience? Let us know in the comments.
