Emirates sees record-level engagement at Arabian Travel Market 2025

Dubai: Emirates Airline concluded its largest participation to date at the Arabian Travel Market (ATM) 2025, where it conducted over 600 meetings and engaged with nearly 40 global partners. The airline’s involvement spanned tourism authorities, technology providers, cruise companies, airlines, and rail operators.

Over the four-day event, more than 27,000 attendees visited the Emirates stand. The display featured a walkthrough of the airline’s current aircraft products, including seating options across three cabin classes. Highlights included the new A350 Business Class seat, Premium Economy offering, Onboard Lounge, and Shower Spa. In addition, the exhibit included information on Emirates’ sustainability practices and accessible travel initiatives.

A number of UAE dignitaries and government officials toured the stand, among them His Highness Sheikh Mohammed bin Rashid Al Maktoum and His Excellency Sheikh Nahyan bin Mubarak Al Nahyan. Emirates also hosted over 600 industry meetings, press briefings, and networking sessions during the four-day event.

In conjunction with ATM’s theme of enhancing global tourism connectivity, Emirates signed close to 40 agreements. These include marketing and tourism promotion partnerships with organisations from 21 countries and regions. Joint initiatives are expected to focus on promoting emerging destinations and diverse travel experiences, contributing to long-term tourism growth.

As part of its expanded presence, Emirates conducted its first series of destination-focused travel trade workshops. Held in collaboration with seven tourism boards, the sessions attracted over 350 industry participants from 15 countries.

The airline also reinforced its position in the cruise sector by extending or initiating agreements with major cruise operators, including MSC Cruises, Hapag-Lloyd, and the Cruise Lines International Association. The partnerships are expected to support increased cruise tourism flows, particularly through Dubai’s homeporting facilities.

In air travel, Emirates announced new and updated partnerships. It will explore interline cooperation with Kuwait Airways and reciprocal codeshare options with Philippine Airlines. In addition, it activated an existing codeshare agreement with Condor and signed a new codeshare with Air Seychelles.

Beyond traditional tourism, Emirates signed new agreements aimed at the international meetings and events segment, the student travel market, and small and medium enterprises. The airline also renewed its collaboration with Huawei to further joint digital initiatives and expand brand engagement across international markets.