Emirates Tourism Deals
Emirates Signs Seven Tourism Deals During Arabian Travel Market in Dubai
Anonymous
Key Points
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ATM 2026 is the 33rd edition of the event and is being held at Dubai World Trade Centre from September 14 to 17, with the Future Stage focusing specifically on artificial intelligence and infrastructure for connected travel ecosystems.
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Emirates operates three daily flights between Dubai and Mauritius, with weekly two-way capacity of 19,096 seats; arrivals from Middle Eastern markets to Mauritius rose 10.5% in the first half of 2026 compared with the same period a year earlier.
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Emirates’ renewed one-year agreement with Tourism Malaysia supports the Visit Malaysia 2026–2027 campaign, which targets 47 million international visitor arrivals; the airline operates 21 weekly flights between Dubai and Kuala Lumpur.
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Ajman’s tourism chief, Mahmood Khaleel Alhashmi, said the emirate’s ATM participation would promote a destination proposition combining cultural and historical heritage, evolving tourism experiences, and a stronger focus on innovation and technology.
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Ajman said it intends to use ATM to diversify visitor segments, expand its international visibility and build cooperation among government entities, tourism establishments and the private sector as part of a more resilient tourism ecosystem.
Emirates signed seven tourism partnerships at the Arabian Travel Market 2026 in Dubai, covering the Seychelles, Mauritius, Madagascar, Sharjah, Malaysia, Finland, and Fjord Norway Travel Daily News. The deals include joint marketing campaigns, travel packages, and familiarisation trips designed to fill seats across Emirates' nearly 140-destination network. The airline also renewed agreements with tech partner Huawei and duty-free retailer Dubai Duty Free, while showcasing a new Premium Economy seat to Dubai's Crown Prince.
ATM 2026, the 33rd edition of the event, ran September 14–17 at the Dubai World Trade Centre under the theme 'Travel 2040: Driving New Frontiers Through Innovation and Technology' Travel and Tour World. The market featured over 55,000 travel professionals and 2,800 exhibitors focused on artificial intelligence, digital transformation, and smart mobility. Emirates' deals aim to boost visitor arrivals to key destinations — Madagascar seeks 1 million tourists by 2028, while Malaysia targets 47 million international arrivals under its Visit Malaysia 2026–2027 campaign.
Emirates Expands Seat Capacity to Seven New Markets
Emirates operates significant flight capacity to anchor destinations in its partnership network. To Mauritius, the airline runs three daily flights with 19,096 seats weekly in both directions Travel and Tour World. The Seychelles receives two daily flights, and the region has seen strong growth — Middle Eastern visitor arrivals to Mauritius jumped 10.5% in the first half of 2026 compared with the same period a year earlier eTurbo News. Meanwhile, Emirates flies 21 weekly flights between Dubai and Kuala Lumpur to serve the Malaysia partnership.
The new Helsinki route launching October 1, 2026, represents the commercial foundation of the Finland deal. These agreements leverage Emirates' global distribution to convert airline seat inventory into bookings for partner destinations. By bundling flight capacity with joint marketing and trade familiarisation trips, Emirates guarantees passenger volume while destinations gain access to the airline's international reach.
Madagascar and Seychelles Push for Record Visitor Numbers
Seychelles and Mauritius represent Emirates' longest-standing tourism partnerships, spanning over two decades. Seychelles visitor arrivals rose 13% to nearly 400,000 in 2025, and the new Emirates agreement will expand destination marketing and travel trade engagement eTurbo News. Madagascar's partnership carries strategic weight — the nation aims to attract 1 million tourists by 2028, and Emirates' agreement directly supports this goal through coordinated promotion.
These Indian Ocean destinations compete for Middle Eastern leisure travelers. By formalizing partnerships with Emirates and dedicating joint campaigns, Seychelles and Mauritius secure guaranteed seat inventory and coordinated global promotion. Madagascar's inclusion signals Emirates' confidence in emerging markets and its willingness to invest in destinations before they reach mass-market scale.
Ajman Builds International Profile Following Tourism Award
Ajman earned recognition as the Middle East's Leading Emerging Tourism Destination 2026 on September 13, days before ATM opened. The emirate used the market to promote its cultural heritage, historical sites, and technology-focused tourism strategy Travel and Tour World. Mahmood Khaleel Alhashmi, Ajman's Director General of Tourism, Culture and Media, said the emirate wanted to 'strengthen Ajman's international tourism presence' and present 'a destination proposition that reflects cultural and historical heritage.'
Ajman's ATM participation targets three goals: diversify visitor segments beyond its traditional regional base, expand international visibility, and build partnerships with government, tourism businesses, and the private sector. The emirate frames itself as preserving local identity while embracing innovation. This positions Ajam as distinct from larger Dubai and Abu Dhabi, appealing to travelers seeking authentic Gulf culture.
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