Dubai-based Emirates continues to pave the way for enhanced travel experiences and connectivity by forging strategic partnerships with key players in the tourism industry. At the Arabian Travel Market 2024 (ATM), Emirates solidified its commitment to promoting global tourism by signing memorandums of understandings (MoUs) with Tourism Malaysia, Türkiye Tourism Promotion and Development Agency (TGA), and the Abu Dhabi Chamber of Commerce and Industry (ADCCI). The agreements reiterate the airline’s commitment to promoting travel across its network of more than 140 destinations and support travel opportunities for local UAE companies and SMEs.
Driving tourism growth in Malaysia
Emirates’ partnership with Tourism Malaysia signifies a concerted effort to drive visitor growth and promote Malaysia’s rich cultural heritage and attractions to a global audience. Through joint advertising campaigns and familiarization trips, Emirates aims to leverage its extensive global network to generate awareness and demand for travel to Malaysia.
Orhan Abbas, senior vice president, commercial operations, Far East, and Dr. Yasmin Mahmood, chairman of Tourism Malaysia, signed the agreement. Commenting on the agreement, Abbas stated: “For over three decades, we’ve been serving Malaysia with world-class service and industry-leading products, while seamlessly connecting the popular gateway with the rest of the world.”
Last year, Emirates and Batik Air Malaysia launched a codeshare agreement. The agreement allows Emirates customers to easily access five domestic Malaysian cities and three regional Southeast Asia points via Kuala Lumpur.
Strengthening Türkiye’s touristic appeal
In a bid to bolster Türkiye’s touristic appeal, Emirates partnered with TGA to promote tourism from key markets worldwide.
Under the new agreement, Emirates and TGA will collaborate to promote tourism from key markets across the airline’s global network. Moreover, they will explore opportunities to organize familiarization trips to Türkiye. In addition, they will collaborate on joint marketing and promotional campaigns that highlight the destination’s uniqueness.
Thierry Aucoc, Emirates’ senior vice president, commercial operations, Europe, stated: “Türkiye is one of the most popular destinations in our network due to its vibrant cultural highlights, world-renowned heritage sites, and fantastic gastronomic offerings.”
In 2023, Türkiye welcomed around 56.7 million visitors and has attracted over seven million foreign visitors so far this year. Emirates currently operates 21 weekly flights to Istanbul using both the Airbus A380s and Boeing 777s.
Read: Middle Eastern airlines see 10.8 percent increase in demand in March: IATA
Promoting business travel
Emirates’ collaboration with the ADCCI aims to provide better travel services and benefits to ADCCI’s employees and members. Under the partnership, ADCCI members will enjoy preferential rates on travel services and additional benefits through Emirates’ Business Rewards program for SMEs.
For its part, ADCCI will enable Emirates to promote its new products, destination network, and special offers to chamber members and events. Meanwhile, the airline will contribute to the agreement through marketing promotions across its digital platforms.
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