Emirates has once again redefined excellence at the Arabian Travel Market (ATM) 2025, marking its most successful presence to date with record visitor numbers and nearly 40 strategic partnerships forged across the global travel ecosystem. Held at the Dubai World Trade Centre from April 28 to May 1, the event brought together over 55,000 industry professionals from 161 countries and featured more than 2,800 exhibitors, making it the largest edition in ATM’s 32-year history.

Record-Breaking Engagement and Showcase of Innovation

Emirates’ stand was the centerpiece of ATM 2025, welcoming a staggering 27,000 visitors over the four-day event. Attendees experienced firsthand the airline’s latest innovations, including the new-generation A350 Business Class and Premium Economy seats, the signature Onboard Lounge and Shower Spa, and a dedicated showcase of sustainability and accessible travel initiatives.

The presence of high-profile guests, including UAE royal dignitaries such as His Highness Sheikh Mohammed bin Rashid Al Maktoum, underscored the airline’s leadership in shaping the future of global travel.

Forging the Future Through Strategic Partnerships

Emirates announced nearly 40 strategic partnerships, spanning tourism boards, ministries from 21 countries, technology partners, cruise lines, airlines, and rail operators. Among the most notable collaborations were the extension of the long-term partnership with MSC Cruises and a new agreement with Hapag-Lloyd, both aimed at reinforcing Dubai’s status as a premier cruise hub and enriching the air-sea travel experience for passengers.

Emirates also reinforced its executive partnership with the Cruise Lines International Association (CLIA), further solidifying its leadership in the luxury cruise segment.

In the aviation sector, Emirates expanded its global reach through new interline and codeshare agreements. The airline explored the framework for an interline agreement with Kuwait Airways and began discussions on reciprocal codesharing with Philippine Airlines.

Emirates also officially activated its codeshare partnership with Condor, granting Condor passengers access to 13 Emirates destinations via Dubai, including popular leisure spots such as Bali, Bangkok, Phuket, and Cape Town. Additionally, a new codeshare agreement with Air Seychelles was established, further broadening Emirates’ network and offering seamless connectivity for travelers across continents.

Elevating the Passenger Experience

Emirates unveiled a fleet of retrofitted aircraft featuring refreshed interiors, with upgraded A380s now serving key routes to Bangkok, Hong Kong, Nice, and Perth, and renovated Boeing 777s deployed on routes to Madrid, Kuala Lumpur, Phuket, Frankfurt, and Dublin. These enhancements are part of Emirates’ ongoing mission to deliver a refined, luxurious travel experience and to position itself at the forefront of the industry’s evolution.

Empowering the Travel Ecosystem

Recognizing the diverse needs of the global travel market, Emirates launched a series of initiatives aimed at empowering different travel segments. The airline hosted its first-ever travel industry workshop series, partnering with seven tourism boards and attracting over 350 trade partners from 15 countries.

These workshops, alongside more than 600 industry meetings and networking sessions, provided a platform for knowledge exchange and fostered deeper collaboration within the travel sector. Emirates also signed a Memorandum of Understanding (MOU) with American Express Middle East, exploring new offerings for small and medium-sized enterprises (SMEs) across the Middle East and North Africa. This partnership is expected to deliver tailored payment solutions and exclusive incentives, further supporting the region’s vibrant SME sector.

A Vision for Tomorrow’s Tourism

The announcements at ATM 2025 reflect Emirates’ ambitious vision for the future of international travel, perfectly aligned with the event’s theme, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.” By leveraging its extensive network, cutting-edge technology, and strategic partnerships, Emirates is not only elevating the passenger experience but also driving the growth of global tourism.

As the airline celebrates its 40th year of operations, its bold innovations and collaborative approach signal a new chapter in the evolution of international travel.

A Platform for Global Dialogue and Collaboration

Emirates’ presence at ATM 2025 was not limited to product launches and partnership signings. The airline played a pivotal role in fostering dialogue and collaboration among global tourism stakeholders. Emirates welcomed delegations from around the world, including a high-profile visit from Jamaica’s Ministry of Tourism, and renewed longstanding relationships with organizations such as the International Congress and Convention Association (ICCA), IDP Education, and Huawei.

These engagements reflect Emirates’ holistic approach to tourism development, encompassing everything from student travel and business events to digital innovation and destination marketing.

As the global travel industry continues to recover and evolve, Emirates’ leadership at ATM 2025 sets a powerful example for how visionary thinking, strategic partnerships, and customer-centric innovation can drive the future of tourism forward

Etihad Airways is poised to elevate the standards of short and medium-haul air travel with the debut of its Airbus A321LR aircraft, set to take to the skies on August 1, 2025. This move signals a bold step forward for the airline, as it introduces the kind of luxury and comfort typically associated with long-haul, wide-body jets to its single-aisle fleet for the very first time.

Unprecedented Luxury in Narrow-Body Cabins

The A321LR will be configured with three distinct cabin classes, each designed to deliver a premium experience. The highlight of the new offering is the introduction of First Suites-exclusive, private enclosures equipped with sliding doors, lie-flat beds, companion dining options, and state-of-the-art 20-inch 4K entertainment screens complete with Bluetooth connectivity and wireless charging. These features ensure that passengers enjoy a level of privacy and comfort rarely found on narrow-body aircraft.

Business Class has also been upgraded, featuring 14 lie-flat seats arranged in a 1-1 herringbone pattern. Each seat offers direct aisle access, a 17.3-inch 4K screen, wireless charging, and Bluetooth headphone pairing. While these seats do not feature sliding doors, they provide ample privacy and personal space, making them ideal for business travelers on medium-haul routes.

Enhanced Comfort in Economy

Economy Class has not been overlooked in this transformation. With 144 seats, each measuring 18.4 inches wide-among the most generous in the industry-passengers can expect a comfortable journey. Every seat is equipped with a 13.3-inch 4K touchscreen, USB charging, and up to five inches of recline. Additionally, 36 seats offer extra legroom, further enhancing the travel experience for economy passengers.

Cutting-Edge Technology and Connectivity

All cabins will benefit from superfast Wi-Fi, powered by Viasat’s advanced multi-orbit system, capable of delivering speeds up to 1 Gbps. This allows passengers to stream, browse, and stay connected throughout their flight. Complimentary messaging is available to all, with full connectivity included for premium travelers.

Expanding Network and Strategic Vision

The A321LR will initially operate from Abu Dhabi’s Zayed International Airport, connecting the city to a mix of new and existing destinations across Europe, Southeast Asia, the Middle East, and North Africa. Key routes include Algiers, Athens, Bangkok, Copenhagen, Dusseldorf, Milan, Paris, Phnom Penh, Phuket, Tunis, and Zurich.

This launch is a cornerstone of Etihad’s ambitious “Journey 2030” strategy, which aims to double the airline’s fleet, triple passenger numbers, and open 16 new destinations in 2025 alone. The broader vision includes expanding the network to over 125 destinations, leveraging Abu Dhabi’s strategic location to connect Asia and Europe, and attracting 10 million point-to-point travelers to the UAE capital by 2030.

Commitment to Sustainability and Growth

Etihad’s expansion is underpinned by a commitment to sustainable and profitable growth. The airline’s new Terminal A at Zayed International Airport provides the infrastructure needed to support this vision, while a focus on enhanced customer experiences and operational efficiency is expected to drive economic growth and job creation in Abu Dhabi.

In summary, Etihad’s A321LR is more than just a new aircraft-it’s a game-changer for the airline, bringing wide-body luxury, advanced technology, and a premium experience to the short and medium-haul market, while supporting Abu Dhabi’s ambitions to become a leading global aviation hub.

Qatar Airways, acclaimed as the World’s Best Airline by Skytrax in 2024, made a powerful statement on the opening day of Arabian Travel Market (ATM) Dubai 2025, unveiling a suite of industry-leading digital and experiential innovations designed to redefine the future of air travel. At the heart of the airline’s showcase was the debut of Sama, the world’s first AI-powered digital human cabin crew, now with advanced Arabic-speaking capabilities.

Sama, whose name means ‘sky’ in Arabic, is powered by UneeQ-a New Zealand-based leader in intelligent digital human interfaces-and is designed to engage with passengers in both Arabic dialects and Modern Standard Arabic, offering a uniquely personalized and culturally attuned travel experience.

Sama’s new role extends beyond ATM, as she is now accessible across Qatar Airways’ digital ecosystem, including the award-winning mobile app and the immersive QVerse web platform. Travelers can interact with Sama through voice and chat, receiving real-time assistance with flight bookings, destination recommendations, and personalized itineraries.

Sama’s AI is also emotionally aware, capable of interpreting user moods to suggest the perfect holiday destination, marking a significant leap in the field of emotionally intelligent AI assistants. Beyond the booking process, Sama has become a social media ambassador, engaging a global audience on Instagram (@SamaOnTheMove) with travel tips, behind-the-scenes stories, and insights into the airline’s operations, further humanizing the brand and connecting with digitally native travelers.

Qatar Airways’ ATM stand also introduced The ORCHARD, a hyper-realistic virtual recreation of the iconic indoor garden at Hamad International Airport, allowing visitors to explore and preview the tranquil, nature-inspired environment in immersive VR. This experience is designed to make the unfamiliar feel familiar, setting a new standard for digital engagement in travel.

A major highlight was the Qsuite Next Gen, the latest evolution of Qatar Airways’ award-winning business class. The new suites feature fully customizable Quad and Companion Suites, movable 4K OLED Panasonic Astrova in-flight entertainment screens, increased dining space, taller digitally controlled privacy dividers, ambient lighting, and a dedicated ‘Make My Bed’ button for a 5-star turn-down service.

These innovations are set to debut on the Boeing B777-9 aircraft, offering passengers unprecedented levels of comfort, privacy, and connectivity. Complementing the Qsuite Next Gen was a multi-sensory pod, which brought the suite’s atmosphere to life through visuals, sound, scent, and motion, providing a fully immersive preview of the onboard experience.

Qatar Airways also announced expanded flight frequencies to key destinations, including Dar Es Salaam, Kilimanjaro, Entebbe, Tokyo Narita, Maputo–Durban, Larnaca, Trabzon, Sharjah, Manchester, Madrid, Lisbon, and London Heathrow for the peak summer season. In parallel, the airline signed new Memoranda of Understanding with Visit Maldives and Indonesia’s Ministry of Tourism to boost visitor arrivals and explore new tourism promotion opportunities via Hamad International Airport.

Additionally, the airline revealed that more than half of its Boeing 777 fleet now features Starlink’s high-speed Wi-Fi, with plans to equip all wide-body aircraft by the end of 2025, ensuring seamless connectivity for passengers.

Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, emphasized the airline’s commitment to innovation and regional relevance: “We are proud to return to ATM with industry innovations that reflect the diversity and spirit of our region. Sama, The ORCHARD in VR, Qsuite Next Gen, and our multi-sensory pod are all part of how Qatar Airways is shaping a future of travel that is not only digital, but also deeply human.”

Visitors can experience these innovations firsthand at Qatar Airways’ stand ME1420, located between Halls 3 and 4 at the Dubai World Trade Centre, until May 1, 2025. Through these advancements, Qatar Airways continues to set new benchmarks in digital transformation, personalized service, and customer engagement, reaffirming its leadership in the global aviation industry.

Emirates and Philippine Airlines (PAL) are advancing discussions to significantly enhance their collaboration across passenger and cargo operations, aiming to strengthen connectivity between the Middle East, Asia, and beyond. During the Arabian Travel Market 2025 in Dubai, both airlines outlined plans to explore a reciprocal code-sharing agreement on flights between the Philippines and Dubai, with potential extensions to select routes beyond their primary hubs.

This partnership would enable travelers to access new destinations through a single ticket, competitive fares, and unified baggage policies, streamlining journeys across their combined networks.

Passenger Connectivity and Service Enhancements

The proposed code-sharing agreement builds on their existing interline partnership, which since March 2023 has allowed seamless connections to 10 domestic Philippine destinations (e.g., Bacolod, Davao, Caticlan) via Cebu and Clark, and 9 international cities (including Amman, Cape Town, and Lisbon) via Dubai.

Emirates currently operates 28 weekly flights to the Philippines (Manila, Cebu, Clark), offering approximately 22,700 seats weekly, while PAL provides daily Dubai-Manila flights, facilitating access to Emirates’ global network of over 140 destinations. The expanded partnership would integrate scheduling improvements, unified booking platforms (via websites, apps, or travel agents), and enhanced customer experiences, including Emirates’ premium First-Class services on Manila routes.

Cargo and Operational Synergies

Beyond passenger services, the airlines are prioritizing cargo interline cooperation, aiming to optimize freight capacity and logistics efficiency. They plan to exchange expertise in ground handling, catering, and aircraft maintenance, alongside joint technical training programs to elevate service standards. These efforts align with growing demand for air cargo in the Asia-Middle East corridor, driven by e-commerce and trade growth.

Strategic Market Positioning

Emirates’ establishment of its first Southeast Asian Emirates World Store in Manila underscores its commitment to the Philippine market, catering to premium travelers and overseas Filipino workers. PAL, as Asia’s oldest airline, leverages its domestic network (32 Philippine destinations) and international reach (37 cities) to complement Emirates’ global footprint. The collaboration is poised to boost tourism and trade, particularly as post-pandemic travel demand surges, while setting a benchmark for airline partnerships in the region.

Future Outlook

Both carriers emphasize a shared vision for seamless travel experiences and operational efficiency. Industry analysts view this partnership as a strategic response to evolving traveler preferences, offering flexibility and connectivity in a competitive aviation landscape. With plans for joint promotional campaigns targeting trade stakeholders and media, Emirates and PAL aim to solidify their positions as key players in bridging Asia and the Middle East

Kuwait Airways and Emirates have entered into a significant partnership by signing a Memorandum of Understanding (MoU) at the Arabian Travel Market in Dubai, paving the way for an interline agreement designed to enhance travel connectivity and broaden flight options between Kuwait, the UAE, and beyond.

The agreement was formalized by Kuwait Airways Chairman Captain Abdulmohsen Salem Al-Fagaan and Emirates’ Deputy President and Chief Commercial Officer Adnan Kazim, in the presence of distinguished guests including His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Emirates Airline & Group, and Sheikh Eng. Humoud Mubarak Al-Humoud Al-Sabah, Kuwait’s civil aviation authority head.

This collaboration will allow passengers to book combined itineraries using both airlines, providing greater access to Dubai as well as Emirates’ extensive global network of over 140 destinations across six continents. Travelers flying with Kuwait Airways will benefit from connections to Emirates’ Premium Economy and redesigned Business Class cabins, while Emirates’ customers will gain access to Kuwait Airways’ modern fleet, known for its advanced onboard entertainment and comfort features.

Captain Al-Fagaan highlighted the importance of this partnership in boosting commercial ties between Kuwait and the UAE, describing Emirates as a vital strategic ally that complements Kuwait Airways’ dedication to delivering high-quality service. Similarly, Adnan Kazim emphasized the shared commitment to enhancing passenger experience by offering more flexible schedules and smoother connections through the interline arrangement.

Emirates has been operating flights to Kuwait since 1989, currently running 29 weekly services with its Airbus A350 and Boeing 777 aircraft, whereas Kuwait Airways, established in 1954, boasts a well-maintained fleet that supports its reputation as Kuwait’s national carrier. Rather than competing directly, the two airlines will leverage their respective strengths-Kuwait Airways’ regional expertise and Emirates’ global reach-to provide passengers with a more comprehensive travel network.

This agreement also reflects the strengthening of bilateral relations between the UAE and Kuwait, as both carriers aim to elevate the standards of aviation in the Middle East. By combining their networks, they expect to increase transit traffic through Dubai, further solidifying the city’s position as a leading international aviation hub.

Looking ahead, industry experts anticipate that this initial interline cooperation could evolve into deeper collaboration such as codeshare agreements or joint loyalty programs, following the successful partnerships Emirates has established with other global airlines. This move aligns with a broader regional trend where airlines use interline agreements as a stepping stone toward more integrated alliances.

Overall, this partnership represents a major advancement in Middle Eastern aviation, merging Kuwait Airways’ regional strengths with Emirates’ worldwide connectivity to offer passengers enhanced convenience and foster economic growth within the region.

Emirates Airlines is executing an ambitious $5 billion fleet modernization strategy, combining next-generation aircraft acquisitions with extensive cabin upgrades to strengthen its global competitiveness.

The centerpiece of this plan is the December 1, 2025, commercial debut of its Airbus A350-900ULR (Ultra Long Range) on the Dubai-Adelaide route (EK440/441), marking a pivotal shift in the airline’s operational capabilities.

Configured with 298 seats, the A350-900ULR introduces a three-class layout optimized for long-haul efficiency: 32 Business Class suites with zero-gravity seating technology to reduce traveler fatigue, 28 Premium Economy pods offering 40 inches of legroom and customizable meal service, and 238 Economy seats with upgraded cushioning and personal device charging stations.

Powered by Rolls-Royce Trent XWB engines, the aircraft’s 9,700-nautical-mile range enables non-stop flights exceeding 15 hours while cutting fuel consumption by 20% compared to older wide-body models, aligning with Emirates’ goal to reduce carbon emissions by 25% per passenger-kilometer by 2030.

Retrofit Program Scale and Impact

The airline’s retrofit initiative-the largest in aviation history-targets 191 aircraft (120 A380s and 71 Boeing 777-300ERs) by late 2026, with 51 already upgraded across 38 cities since 2022. Key enhancements include:

• A380 Upgrades: New Premium Economy cabins (56 seats per aircraft) on the lower deck, redesigned First Class suites with virtual windows for center-aisle seats, and refreshed Onboard Lounges offering regionally inspired menus (e.g., Arabic mezze platters on Middle Eastern routes).
• Boeing 777-300ER Modifications: Four-class configurations featuring 8 First Class private suites, 42 Business Class lie-flat seats, 24 Premium Economy pods, and 224 Economy seats, all equipped with upgraded Panasonic eX3 entertainment systems.
  From July to December 2025, retrofitted A380s will expand to Bangkok, Hong Kong, and Nice, while upgraded 777s will serve Madrid, Frankfurt, and Dublin, doubling Premium Economy seat availability to four million annually by 2026.

Australian Market Focus and Premium Demand

Emirates is strategically prioritizing Australia, where it operates 63 weekly flights to five cities, with the A350-900ULR deployment to Adelaide addressing growing demand for premium travel. The airline reports a 40% year-over-year surge in Premium Economy occupancy on Australian routes, driven by corporate clients and multi-generational families.

Perth will join Sydney, Melbourne, and Brisbane in receiving retrofitted A380s from October 26, 2025, offering travelers enhanced amenities like the Airbus-developed “Silent Cabin” noise-reduction technology. Future A350-900ULR deliveries will likely service ultra-long-haul routes such as Auckland-Dubai (16+ hours) and Houston-Dubai, leveraging the aircraft’s 280-ton maximum takeoff weight for payload flexibility.

Sustainability and Market Positioning

The modernization plan integrates operational efficiency with environmental goals. The A350’s advanced aerodynamics and lightweight composite materials reduce contrail formation, while optimized flight paths across retrofitted routes lower fuel burn. Emirates’ retrofit program also includes waste-reduction measures, such as replacing single-use plastics with biodegradable meal packaging.

By 2026, the airline aims to offer Premium Economy on 90% of its wide-body fleet, targeting a 15% increase in premium revenue share to counter rising fuel costs and competition from low-cost carriers. This dual focus on passenger experience and sustainability positions Emirates to capture post-pandemic demand for high-quality, eco-conscious air travel.

Operational Timeline and Passenger Benefits

• A350-900ULR: Daily Adelaide flights from December 1, 2025, with lie-flat Business Class suites featuring 3D lumbar support and wireless device charging.

• A380 Retrofits: Hong Kong (October 1), Nice (October 15), and Bangkok (July 1) routes gain Premium Economy and revamped lounges.

• 777 Upgrades: Madrid and Kuala Lumpur see four-class service from October 2025, featuring new vegan menu options and humidity-controlled cabins.

Passengers on all retrofitted aircraft will access Emirates’ latest ICE (Information, Communication, Entertainment) system, offering 5,000+ on-demand channels and real-time flight mapping via 4K OLED screens.

This comprehensive strategy underscores Emirates’ commitment to maintaining its status as a premium global carrier while addressing evolving traveler expectations and environmental imperatives.