From Finnish Lapland to the beaches of Seychelles, Emirates is doubling down on global tourism partnerships that open new doors for travellers across its worldwide network.
Arabian Travel Market has a way of producing announcements that matter. On Monday, Emirates made sure it arrived with something worth talking about — seven tourism agreements signed in a single day, spanning four continents and covering some of the most diverse destinations on the planet.
The deals, inked during ATM 2026 at Dubai World Trade Centre, stretch from the turquoise waters of the Indian Ocean to the northern lights of Scandinavia, touching Southeast Asia and the UAE along the way. Each agreement carries a specific purpose driving more visitors to destinations that Emirates already serves or is about to serve, through joint marketing, travel trade programmes and targeted campaigns built around the airline’s global reach.
Here is what each deal actually means.
Seychelles and Mauritius their Island Partnerships Get Stronger
Two of the Indian Ocean’s most beloved island destinations got renewed commitments from Emirates this week.
The airline’s relationship with the Seychelles Tourism Board and Ministry of Tourism and Culture stretches back to 2013 over a decade of collaboration that has helped position Mahé as an accessible luxury destination for travellers connecting through Dubai. Emirates currently runs two daily flights to the island, and visitor arrivals grew 13 percent in 2025, reaching nearly 400,000 up from 353,000 the year before. The renewed agreement keeps the momentum going through joint marketing campaigns and media familiarisation trips.
Mauritius tells a similar story of long-term commitment. Emirates has supported the island nation’s tourism ambitions for over two decades, and the renewed partnership with the Mauritius Tourism Promotion Authority arrives at a strong moment tourist arrivals from Middle Eastern markets climbed 10.5 percent in the first half of 2026 compared to the same period last year. With three daily flights and weekly capacity of 19,096 seats in both directions, Emirates is not just a carrier for Mauritius, it is one of the island’s most important tourism partners globally.
Madagascar — Aiming for One Million Visitors by 2028
Less visited but genuinely extraordinary, Madagascar has set itself an ambitious target — one million tourists by 2028. Emirates signed a new agreement with Madagascar’s Ministry of Tourism and Handicrafts to actively support that goal. The collaboration will focus on promoting the island across key markets through joint advertising, tailored tour operator packages and familiarisation trips for media and travel trade partners. For a destination with biodiversity found nowhere else on earth, better global visibility through Emirates’ network of nearly 140 destinations could genuinely move the needle.
Sharjah is Building a UAE Tourism Story Beyond Dubai
Emirates and the Sharjah Commerce and Tourism Development Authority renewed their longstanding partnership, continuing work that has spanned joint sales calls, trade workshops, roadshows and familiarisation trips across the GCC, India, China, Far East Asia and Europe.
Khalid Jasim Al Midfa, Chairman of SCTDA, described the renewal as a strategic step in advancing Sharjah’s tourism agenda. He said Emirates’ worldwide network, market intelligence and deep relationships with the international travel trade give Sharjah direct access to high-value source markets in a way that would be impossible to replicate alone. The partnership sits within Emirates’ broader UAE tourism effort, which also includes collaboration with the Dubai Department of Economy and Tourism and the Department of Culture and Tourism Abu Dhabi, encouraging visitors to experience multiple emirates during a single trip.
Malaysia — 47 Million Visitors in the Crosshairs
Malaysia is thinking big. The Visit Malaysia 2026 to 2027 campaign has set a target of 47 million foreign visitor arrivals, and Emirates is now formally part of the effort to get there. The renewed one-year partnership will drive joint marketing and advertising across the airline’s global network, supported by 21 weekly flights between Kuala Lumpur and Dubai and additional onward connectivity through a codeshare arrangement with Batik Air.
Finland — A Brand New Connection Needs a Strong Start
On October 1st, Emirates launches flights to Helsinki, establishing the only year-round direct link between Finland and the UAE. The agreement with Visit Finland, signed at ATM 2026, gives that new route immediate commercial support.
Promotion will target travellers across East and Southeast Asia, West Asia, Australasia, the Middle East and Africa markets where Finland remains relatively undiscovered. The campaign will highlight all four of Finland’s main tourism regions: the summer light of Lakeland, the islands and forests of the Coast and Archipelago, the winter magic of Lapland and the urban energy of Helsinki itself. Western Norway also joined the partnership roster, with Fjord Norway signing an agreement that will use Emirates’ global connectivity to bring more visitors to one of Europe’s most breathtaking landscapes.
Huawei and Dubai Duty Free’s Digital and Passenger Perks
Beyond destinations, Emirates renewed two commercial partnerships that directly benefit passengers. The Huawei renewal extends a collaboration running since 2020, covering digital innovation, personalised travel services and brand engagement specifically in China a market Emirates has been actively expanding in. The Emirates App’s integration into Huawei’s ecosystem remains central to the partnership.
Dubai Duty Free passengers travelling to or through Dubai will now benefit from exclusive offers at Terminal 3 outlets a joint initiative designed to enhance the on-ground experience and add genuine value to the Dubai stopover.
Why These Deals Matter More This Year?
Arabian Travel Market 2026 is not a typical edition. The event was originally scheduled for April but had to be pushed to September because of the regional conflict that disrupted flights, tourism and hospitality across the Gulf for several months. For an industry that runs on confidence and forward planning, Monday’s signings carry weight beyond their individual commercial value. Seven deals in a single day, spanning four continents, covering island escapes, Nordic adventures, Southeast Asian megacities and UAE destinations sends a clear signal from one of the world’s largest airlines. Emirates is not waiting for conditions to improve. It is actively investing in the destinations it serves and the travellers it carries, building momentum at a moment when the broader regional travel industry needs exactly that kind of visible commitment.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, captured the mood well ahead of the event opening. He said Dubai’s tourism sector is ready to pick up not just where it left off, but in a stronger position than before and ATM itself is the right place to start making that case to the world.
