Quietly and without fanfare, Emirates airlines on Sunday passed a unique milestone, turning 30. On October 25, 1985, Flight EK600 took off from Dubai International airport bound for Karachi. That Boeing 737 flight was the first of what has become an outstanding success story for the airline, for Dubai and for the UAE itself.
It’s hard to believe that the fledgling airline with a $10 million (Dh36.7 million) startup fund and two leased aircraft from Pakistan International Airlines would today become the world’s largest carrier based on passenger numbers. Indeed, turn on any television set around the world and there is a presence of Emirates, either in advertising, on referees at the Rugby World Cup, on Formula One, or on the shirts of football players — a presence that shows the marketing prowess and reach of the airline.
But marketing presence is one facet. More significantly, Emirates has proven to be a leader when it comes to growing its route network and its fleet. The numbers are stunning: Nearly 50 million passengers flew Emirates last year to 147 cities in 79 countries on a current fleet of 241 aircraft. And there are another 276 aircraft on order worth $129 billion.
The success story of Emirates — and of Etihad and Qatar — has naturally led to older, more established carriers who can’t compete, crying foul. The simple reality is that passengers and their experiences make for airline growth. That, smart management, modern fleets and savvy marketing.
