Emirates, MSC Cruises extend strategic partnership to boost Dubai’s cruise appeal

Dubai: Emirates and MSC Cruises have extended their long-standing partnership in a move aimed at improving the air-to-sea travel experience and supporting Dubai’s ambition to become a global cruise tourism hub.

The new memorandum of understanding (MoU) was signed at the Arabian Travel Market (ATM) 2025 in Dubai by Nabil Sultan, Emirates’ EVP for Passenger Sales and Country Management, and Eudes-Philippe Le Guelinel, Head of Fly & Cruise at MSC Cruises.

The renewed partnership builds on over a decade of collaboration between the two companies and includes plans for closer operational alignment, joint marketing, and a stronger integration of Emirates' global network with MSC Cruises' fleet, including its luxury brand Explora Journeys.

Focus on seamless travel

A key feature of the partnership is the continued development of Fly & Cruise packages, which aim to simplify travel logistics for cruise passengers. These packages include dedicated airport-to-port transfers and allow return passengers to check bags at the cruise terminal for direct transfer to their final flight destination—bypassing check-in lines at the airport.

At Port Rashid, Emirates currently operates 16 check-in counters that allow disembarking cruise passengers to check in for flights up to four hours before departure, helping streamline the travel experience from ship to gate.

Expansion beyond the UAE

Both companies also plan to explore ways to grow cruise traffic beyond Dubai, with Emirates identifying network-wide initiatives to support MSC Cruises' deployments in other regions.

Joint marketing campaigns will target key international source markets to drive bookings and increase awareness of Dubai as a cruise destination. Emirates and MSC Cruises also plan to coordinate flight and cruise schedules, share operational data, and examine inventory allocation models to improve itinerary planning and service delivery.

“This partnership is about aligning two global brands to improve how travellers move between air and sea,” said Emirates’ Nabil Sultan.

MSC Cruises CEO Gianni Onorato added: “It’s about combining high service standards with greater connectivity and convenience for guests.”

Strategic context

The partnership supports Dubai’s broader tourism and logistics strategies, which aim to position the city as a multi-modal travel hub. For Emirates, it also strengthens ancillary revenue streams tied to leisure travel, while MSC Cruises gains access to a wider flight network and operational support across the GCC.