Is Emirates launching a new ‘VIP’ service? Or is this an April Fool’s Day prank?

Dubai: Dubai’s flagship carrier, Emirates, has teased the launch of a brand-new service on its social media accounts. But is this an April Fool’s Day prank?

“Introducing our new service for VIPs - Very Important Parcels,” read the post on Instagram, LinkedIn, and X (formerly known as Twitter).

“Breaking the boundaries of commercial airline models, this new service provides door-to-door delivery with the same level of care that Emirates provides to all its passengers. Tune in to find out more,” the airline stated.

The image shared with the post depicted an Emirates Airline cabin crew member standing in a charming suburban neighborhood, holding a delivery box with a bright smile. In the background, an Airbus A380 super-jumbo jet stands majestically against a clear blue sky (parked on a driveway), while a group of curious children on bicycles look.

Now, this could be the launch of a new service from the world’s biggest carrier or an April Fool’s Day prank – something that the Dubai airline is notoriously famous for.

Emirates' past pranks

Every year, over the past few years, the airline has come up with creative pranks to celebrate April Fool’s Day.

In 2024, Emirates announced Emirates Residences, a fictional 380-story mega-project in the heart of Dubai. This ultra-luxurious tower was said to offer residents an immersive living environment inspired by the airline’s in-flight service and even boasted its own exclusive airport. The airline even shared images of the ‘planned’ tower, complete with a runway built around the facade. The punchline? Construction was set to begin on "February 31, 2025".

And in 2023, Emirates playfully announced the launch of a new maritime arm called Emirates Sealine. They shared an image of a cruise liner sailing around Palm Jumeirah, stating that bookings would open on June 31 for its maiden voyage to Karachi on April 1, 2024. This prank cleverly played on their airline dominance by suggesting a foray into the seas.

Is Tuesday, April 1’s announcement an April Fool’s Day prank? Or is the airline indeed launching a new door-to-door delivery service ahead of the IATA’s World Cargo Symposium, which is happening in Dubai from April 15-17 this month?

All we can do is wait and watch until tomorrow. Watch this space for more.