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Emirates announced seven new tie-ups with tourism boards at the opening of Arabian Travel Market 2026, the airline said in a statement issued on the first day of the exhibition in Dubai. The agreements form part of a wider effort to seal deals with more than 30 partners including technology companies and travel organisations, all aimed at creating new visitor opportunities for Dubai and destinations across its network. Adnan Kazim, Emirates deputy president and chief commercial officer, described Arabian Travel Market as a key platform for deepening relationships and tapping into specialised traveller segments. The carrier is showcasing its new electrically powered Premium Economy seat with an industry-first full-height privacy divider at the stand in Sheikh Saeed Hall, according to the announcement.
The partnerships will support joint marketing campaigns and familiarisation activities to boost inbound tourism from key markets in Emirates’ global network, the airline’s statement detailed. Meeting spaces at the Emirates stand can accommodate more than 130 visitors and industry partners simultaneously during the four-day event running through September 17. This activity builds on the carrier’s established practice of using the exhibition to forge tourism collaborations, following similar initiatives in prior editions where nearly 40 agreements were reached across 21 countries and territories. Emirates operates one of the world’s largest wide-body fleets and has focused on connectivity to emerging destinations.
Dubai Department of Economy and Tourism figures show the emirate welcomed around 7 million visitors and recorded 21 million hotel room bookings in the first eight months of 2026, a statement from Sheikh Mohammed bin Rashid Al Maktoum highlighted on the exhibition’s opening day. The regional travel sector has faced nearly seven months of disruption from conflict, yet ATM 2026 has drawn airlines, hotels and tourism authorities from more than 80 countries seeking to rebuild momentum. Emirates carried 8.7 million passengers in July and August alone, restoring 93 percent of pre-conflict capacity, Kazim noted in pre-event remarks reported by industry outlets.
The new tie-ups target specialised segments including adventure, cultural and family travel, aligning with broader industry shifts toward experiential tourism, according to the Emirates announcement. The carrier plans to combine these partnerships with demonstrations of its A380 onboard shower spa, lounge and game changer first class suite to give trade visitors direct product exposure. Such collaborations have previously driven measurable increases in passenger traffic to partnered destinations, with one prior Southeast Asian agreement linked to more than 240,000 passengers transported in a single year.
ATM 2026 organisers from RX Global positioned the event as a critical reconnection point for the global travel community following widespread disruptions, a pre-event briefing stated. Emirates stand activities also include discussions on sustainable aviation and digital innovation to support long-term sector resilience. The airline’s presence underscores its role in Dubai’s tourism ecosystem, where public and private entities collaborate on initiatives such as the upcoming Al Maktoum International passenger terminal and urban master plans through 2040.
Further details on the specific tourism boards involved in the seven new agreements will emerge as the exhibition progresses, the carrier indicated. These developments arrive as the UAE continues to position itself among the world’s top destinations, with ongoing efforts to diversify offerings across its seven emirates. Industry analysts project sustained growth in Gulf tourism flows, supported by expanded air connectivity and targeted marketing.
