Emirates Airline has made a powerful statement on the opening day of the Arabian Travel Market (ATM) 2025 by signing eight comprehensive Memoranda of Understanding (MoUs) with key tourism boards from around the world.

These agreements mark a significant step in Emirates’ ongoing commitment to revitalizing global travel and tourism in the post-pandemic era.

By partnering with destinations across the Middle East, Asia-Pacific, Africa, and Europe, Emirates aims to leverage its extensive global network of over 140 destinations and its position as a leading international carrier to stimulate inbound tourism, foster economic growth, and enhance cultural exchange.

Strengthening UAE’s Tourism Ecosystem: Partnership with Sharjah

One of the cornerstone agreements was signed with the Sharjah Commerce & Tourism Development Authority (SCTDA), reflecting Emirates’ strategic focus on promoting the UAE’s diverse tourism offerings beyond Dubai.

This collaboration seeks to position Sharjah as a premier cultural, heritage, and eco-tourism destination within the UAE, complementing Dubai’s cosmopolitan appeal.

The partnership will facilitate the development of tailor-made travel packages that integrate Sharjah’s rich history, museums, traditional souks, and natural reserves into broader UAE itineraries promoted through Emirates’ ‘Dubai Experience’ platform.

Joint marketing campaigns will target key source markets in Europe, the Middle East, and Asia, supported by familiarization trips for travel agents, media, and influencers to experience Sharjah’s unique attractions firsthand. The initiative also focuses on sustainability, aligning with Sharjah’s recent efforts to promote responsible tourism and environmental conservation.

Expanding Reach in Asia-Pacific: Multi-Destination Collaborations

Emirates has forged strong ties with four prominent tourism boards in the Asia-Pacific region, underscoring the airline’s commitment to boosting travel between the Middle East, Europe, and some of the world’s most sought-after leisure destinations.

Philippines Department of Tourism:

The partnership aims to increase visitor arrivals from Emirates’ key markets through coordinated marketing campaigns highlighting the Philippines’ pristine beaches, vibrant festivals, and cultural heritage. Familiarization trips and joint participation in trade shows will help deepen relationships with tour operators and travel agencies, while digital campaigns will target affluent travelers seeking authentic island experiences.

Maldives Marketing and Public Relations Corporation (MMPRC):

Building on Emirates’ long-standing presence in the Maldives since 1987, this MoU focuses on enhancing luxury tourism through bespoke travel packages, joint advertising, and trade development initiatives. Emirates will support Maldives’ efforts to attract high-net-worth travelers by promoting exclusive resorts, wellness retreats, and eco-friendly tourism options.

Tourism Authority of Thailand (TAT):

Emirates and TAT will collaborate on multi-channel promotional campaigns to highlight Thailand’s diverse offerings, from bustling Bangkok and historic Chiang Mai to idyllic islands like Phuket and Koh Samui. The partnership will leverage Emirates’ extensive network to stimulate demand from Europe and the Gulf region, supported by media familiarization trips and participation in international travel fairs.

Japan National Tourism Organization (JNTO):

This collaboration aims to increase awareness of Japan’s rich cultural heritage, seasonal attractions such as cherry blossom viewing, and modern urban experiences. Joint digital marketing initiatives and trade engagement programs will target Emirates’ global clientele, encouraging longer stays and multi-city itineraries that include Tokyo, Kyoto, and Osaka.

Renewed and New Partnerships in Europe and Africa

Emirates also renewed and expanded its strategic partnerships in Europe and Africa, reinforcing its role as a key driver of tourism growth in these regions.

Uganda Tourism Board: Following a successful 2024 that saw a 16% increase in passenger traffic on the Dubai-Entebbe route, Emirates and Uganda Tourism Board have renewed their MoU to continue promoting Uganda’s world-renowned safari experiences, including gorilla trekking in Bwindi Impenetrable Forest and wildlife viewing in Queen Elizabeth National Park.

The partnership will focus on trade engagement, media familiarization, and joint marketing campaigns to attract adventure travelers and eco-tourists.

VisitBritain: Emirates signed a declaration of intent with VisitBritain to enhance UK tourism by jointly promoting iconic destinations such as London, Edinburgh, and the Lake District. The collaboration will target Emirates’ key markets in the Middle East, Asia, and Australasia, emphasizing cultural heritage, city breaks, and events. This partnership also aims to boost business travel and MICE tourism by facilitating joint participation in trade shows and conferences.

Hungary Tourism Board: Emirates’ new partnership with Hungary highlights Budapest’s appeal as a cultural and wellness destination, famous for its thermal baths, historic architecture, and vibrant festivals. The collaboration will focus on co-marketing efforts and travel trade development to increase visitor numbers from Emirates’ European and Middle Eastern networks.

Strategic Vision: Driving Connectivity, Innovation, and Sustainable Tourism

These agreements align with the overarching theme of ATM 2025, “Developing Tomorrow’s Tourism Through Enhanced Connectivity,” showcasing Emirates’ vision to act as a global connector between emerging and established markets.

Emirates’ Deputy President, Adnan Kazim, emphasized the airline’s commitment to fostering economic growth and cultural exchange through innovative partnerships that combine extensive flight connectivity with cutting-edge digital marketing and sustainable tourism initiatives.

The MoUs also reflect Emirates’ focus on integrating technology and data-driven insights to tailor marketing strategies, improve customer experiences, and support travel trade partners. Initiatives such as IBTM@ATM, a dedicated platform for MICE industry collaboration, and the expanded Travel Tech zone at ATM demonstrate Emirates’ commitment to leveraging technology to enhance tourism development.

Economic and Tourism Impact: A Catalyst for Growth

By signing these MoUs, Emirates is positioning itself as a catalyst for global tourism recovery and growth, particularly at a time when international travel demand is rebounding strongly. The airline’s ability to connect diverse destinations through its Dubai hub enables partner countries to tap into new markets and attract high-value travelers, including leisure tourists, business travelers, and MICE delegates.

The partnerships are expected to generate significant economic benefits for the involved destinations by increasing visitor arrivals, lengthening stays, and boosting spending on hospitality, retail, and cultural experiences. Furthermore, the focus on sustainability and responsible tourism supports long-term destination resilience and community development.

Looking Ahead

As Emirates continues to expand its fleet and route network, these strategic collaborations will play a vital role in shaping the future of global travel. By fostering close cooperation with tourism authorities and industry stakeholders, Emirates is helping to build a more interconnected, innovative, and sustainable tourism ecosystem that benefits travelers, businesses, and destinations alike.

With these landmark agreements signed at ATM 2025, Emirates is not only reinforcing its leadership in global aviation but also championing a new era of collaborative tourism development that promises exciting opportunities for the travel industry worldwide.

As families prepare for the busy school holiday travel season, Emirates is introducing an exciting new collection of toys and amenities designed especially for young travelers. With around one million children expected to fly with the airline this summer, Emirates is set to delight its youngest passengers with free bags, plush toys, and collectible items tailored to different age groups.

The new kids’ kits feature a variety of themes, including football, tennis, basketball, sailing, golf, horse riding, cycling, cricket, rugby, music, and literature. These thoughtfully designed kits include essential items and boredom-busting toys, made from sustainable materials and safety-certified to ensure a worry-free experience for parents.

For babies and infants up to two years old, the kits include a reusable changing mat, Naif nurturing cream, cleansing wipes, a wipe-clean bib, a spoon that doubles as a teether, a soothing vibrating plush toy that can be attached to a seat or stroller, and a collectible cozy blanket to keep little ones comfortable and entertained.

Children aged three to six receive a special themed backpack to keep their favorite belongings safe during travel. Options include a literature-inspired Tiny Treasures backpack, an adventure backpack, a football backpack, or a tennis crossbody backpack. These kits also come with the in-flight Fly with Me magazine, which now features collectible character cards, coloring pages, puzzles, and other engaging travel activities.

For kids aged seven to twelve, Emirates offers stylish bags from its latest lifestyle collection, including a collectible Big City crossbody bag, an explorer backpack, and a Training Day duffle bag. These kits are complemented by activity packs and headphones designed to keep older children entertained throughout the flight.

In addition to the onboard offerings, Emirates has made its Little Travellers’ collection available for purchase online. The range includes colorful caps, t-shirts, beach day lunch bags, water bottles, pencil cases, keyrings, and activity books. For young aviation enthusiasts, the airline offers cabin crew and pilot uniforms for children aged one to ten, as well as onesies for babies up to 18 months.

Emirates’ commitment to family-friendly travel is further reflected in its priority boarding, dedicated check-in areas, and specially designed play zones in airport lounges, ensuring a comfortable and enjoyable journey for both children and their parents. With over 250 kids’ movies and TV shows, music, and up to 100 games available through the inflight entertainment system, young travelers are sure to have a memorable and fun-filled experience this summer.

Qatar Airways is elevating its culinary offerings through an exciting partnership with renowned French chef Yannick Alléno, whose 19 restaurants across seven countries have collectively earned 17 Michelin stars. This collaboration brings Alléno’s modern French cuisine to both inflight menus and premium lounge dining experiences.

First and Business Class passengers traveling on select flights between Paris and Doha will be the first to savor Alléno’s specially crafted inflight menus. These feature “ingredient-led cooking” and innovative techniques such as fermentation, reflecting the chef’s dedication to culinary artistry and innovation.

On the ground, Alléno’s acclaimed Pavyllon restaurant, known for its locations in Paris, Monte Carlo, and London, will make its airside debut inside Qatar Airways’ First Class Lounge at Doha Hamad International Airport. The lounge restaurant will mirror the Pavyllon concept with counter seating facing an open kitchen, offering guests an immersive dining experience akin to a live culinary performance.

Qatar Airways’ lounges at Paris-Charles de Gaulle Airport will also showcase a selection of exclusive creations by Alléno, though specific details have yet to be announced.

Thabet Musleh, Qatar Airways’ Chief Retail and Hospitality Officer, emphasized the airline’s commitment to innovation and excellence, stating, “Chef Yannick Alléno one of the most celebrated names in global gastronomy represents a benchmark for excellence that reflects our shared passion for innovation, sophistication, and the art of hospitality.”

This partnership aligns with a growing trend among airlines to collaborate with award-winning chefs to enhance the onboard and lounge dining experience. For example, Air France recently teamed up with Daniel Boulud to create dishes for its La Première and Business Class passengers on flights departing the US, with the rollout starting in July.

Qatar Airways continues to set new standards in luxury travel by combining world-class gastronomy with exceptional service, ensuring that passengers enjoy unforgettable dining experiences both in the air and on the ground.

Emirates has officially launched its first Emirates World retail store in Singapore, marking a significant milestone in the airline’s 35-year presence in the city-state and signaling a bold new direction in travel retail.

Located at Odeon 333, just across from the iconic Raffles Hotel, the 330-square-meter store is designed as a warm, open-plan, lounge-like environment, featuring Emirates’ signature light and contemporary color palette with motifs inspired by the UAE’s national Ghaf Tree.

The store brings together expert travel planning and a premium shopping experience. Four dedicated customer service counters are staffed by knowledgeable consultants who provide tailored travel advice, exclusive fare deals, and detailed product demonstrations. Visitors can book flights, plan holidays, and receive personalized recommendations-all in a welcoming, relaxed setting.

A key highlight is the interactive First Class Suite installation, available exclusively in Singapore, allowing guests to step inside and experience the luxury of Emirates’ award-winning in-flight environment, complete with plush leather seats, ambient lighting, and privacy doors. The store also features smart technology, such as a ‘selfie mirror’ that lets travelers snap pictures against scenic destination backdrops.

Emirates is also introducing a curated selection of eco-conscious products, including upcycled travel pouches and document holders, reflecting the airline’s commitment to sustainability. Guests are welcomed with freshly brewed coffee, reinforcing Emirates’ hallmark hospitality on the ground.

The grand opening was attended by Emirates’ Deputy President and Chief Commercial Officer, Adnan Kazim, alongside representatives from the UAE Embassy and Changi Airport Group, underscoring the strategic importance of Singapore as a hub for Emirates in Southeast Asia. In 2024 alone, Emirates carried over 800,000 passengers between Singapore and Dubai, operating four daily flights to Dubai and beyond, plus a daily service to Phnom Penh.

This store is the first of more than 40 planned worldwide as part of a S$35 million investment, positioning Emirates as a leader in premium, high-touch retail experiences that blend technology, personalization, and luxury. The new Emirates World store is set to redefine how travelers engage with the airline, offering a seamless, informative, and immersive space that brings the ‘Fly Better’ promise to life both in the air and on the ground.

Strategic Implications and Explanation

The Emirates World store is more than just a physical sales channel; it is a strategic move to deepen engagement with high-value travelers in a digital age. By combining personal service, interactive technology, and exclusive experiences, Emirates aims to differentiate itself in a competitive market and collect valuable customer insights for tailoring future offerings.

The investment in physical retail, alongside digital integration, allows Emirates to create a consistent and elevated brand experience across all touchpoints, ensuring that travelers receive the same level of care and luxury whether they are booking online or in person.

This initiative also positions Emirates to capitalize on the growing demand for experiential retail, where customers value face-to-face interactions and immersive experiences, especially when planning significant journeys. The store’s success could influence the broader travel industry, encouraging a renewed focus on high-touch, personalized customer service in the premium segment.

Qatar Airways is widely regarded as one of the world’s leading luxury airlines, known not only for its exceptional service and modern fleet but also for the exceptionally high standards it demands from its cabin crew. Behind the airline’s polished image lies a comprehensive set of strict rules and regulations that govern every aspect of cabin crew members’ professional appearance, behavior, and lifestyle.

These rigorous policies, some of the most stringent in the aviation industry, are designed to maintain the airline’s prestigious reputation and ensure a consistently flawless experience for passengers around the globe.

Strict Grooming and Appearance Guidelines

Qatar Airways enforces highly detailed grooming standards to uphold its reputation as a premium airline. Female cabin crew are required to wear full-coverage foundation and concealer, matte blush without shimmer, and lipstick or nail polish in specific shades such as deep pink, red, or burgundy to align with the company’s brand image.

Skincare is emphasized, with crew trained to use long-lasting, durable makeup products to maintain a flawless look during long-haul flights. Male crew members must be clean-shaven, with neatly trimmed mustaches above the lip line; beards and visible gray hair are prohibited, and bald spots must be concealed.

Hair Styling Requirements

Female crew members must style their hair in low buns secured with hairnets and scrunchies, and only natural hair colors are permitted. Male crew are expected to maintain a neat hairstyle using grooming products like wax or clay, avoiding any greasy or overly styled looks.

Uniform Regulations

The airline maintains strict uniform policies:

• Crew must carry spare uniforms on every flight to address any unexpected incidents.

• Jewelry is limited to simple stud earrings and wedding rings with embedded stones for safety reasons; men are generally limited to wearing watches.

• Female crew must wear matte, skin-tone-matched stockings.

• Only mild fragrances are allowed to prevent discomfort to passengers.

Lifestyle and Conduct Rules

• Crew members live in company-provided accommodation monitored by electronic keycards and subject to unannounced checks.

• The pre-flight curfew has recently been shortened from 12 to 9 hours, with a 90-minute allowance for leaving the accommodation during this time.

• Sharing photos in uniform or depicting alcohol or cigarettes on social media is strictly forbidden.

• Visitors of the opposite sex were traditionally restricted to visiting hours between 7 a.m. and 10 p.m., with mandatory registration.

• Alcohol, tobacco, and pork products are banned in crew living quarters.

Recent Policy Adjustments

Qatar Airways has relaxed certain rules in recent times:

• Overnight curfews on days off have been lifted, allowing greater personal freedom.

• Pregnant cabin crew can now transition to ground-based roles instead of being forced to resign.

• The requirement to obtain CEO approval for marriage after five years of service has been simplified.

Recruitment and Benefits

The airline is highly selective, accepting only about 6–8% of applicants. Candidates must meet physical requirements such as a minimum arm reach of 212 cm, be fluent in English, and relocate to Doha. Benefits include company-provided housing, international medical insurance, and discounted travel opportunities worldwide.

Operational Procedures

During flights, crew adjust their uniforms according to service phases: wearing blazers during boarding and switching to blue “dining jackets” during meal service. Female crew carry secure handbags containing makeup kits and manuals, all protected by passcodes.

Cultural Distinctions

Unlike many Western airlines that have relaxed uniform and grooming policies, Qatar Airways maintains traditional, highly polished standards to reinforce its five-star luxury image. Every detail, from nail polish color to sock styles, is carefully regulated to ensure a consistent and upscale passenger experience.

Compensation and Discipline

Starting salaries for new cabin crew are approximately QR 3,300 (around $900), rising to QR 3,750 after six months, with additional hourly allowances for flight time. The airline enforces strict discipline: arriving even five minutes late to accommodation curfews can lead to warnings, and repeated infractions may result in termination.

Training and Compliance Checks

New recruits receive intensive training led by grooming officers, covering makeup application, hairstyling, and uniform standards. Pre-flight inspections ensure all crew meet the airline’s exacting appearance and conduct requirements.

By balancing these rigorous standards with recent reforms, Qatar Airways continues to ensure its cabin crew embody the elegance, professionalism, and precision that define its global reputation as a leader in luxury air travel.

Dubai Airports has set a new global standard for accessible travel by rolling out a comprehensive suite of autism-friendly services and training initiatives across Dubai International (DXB) and Dubai World Central (DWC). As the world’s first international airport to receive the Certified Autism Centre™ (CAC) designation from the International Board of Credentialing and Continuing Education Standards (IBCCES), DXB has embedded autism-inclusive practices at every level of the passenger journey.

A cornerstone of these efforts is the launch of the Assisted Travel Lounge at Terminal 2, a pioneering facility designed to offer a calm, sensory-friendly environment for People of Determination (POD), including travelers with autism and hidden disabilities. This lounge, developed in partnership with dnata, is part of a multi-million-dirham program that will expand to other terminals, providing specialized assistance, quiet zones, and dedicated support for families.

Dubai Airports has also prioritized human connection by equipping 45,000 employees—including frontline staff, airport partners, customs officials, and airline personnel—with IBCCES-accredited autism awareness and sensory sensitivity training.

This training, which has increased by 36% year-on-year, ensures that staff can recognize and appropriately respond to the needs of neurodiverse travelers, reducing anxiety and fostering a supportive environment throughout the airport. Guest Experience Ambassadors, easily identified by Sunflower pins, are stationed at key touchpoints to offer informed assistance to those with hidden disabilities.

To further streamline the travel experience, Dubai Airports offers a range of practical services: complimentary two-hour parking, dedicated taxis, wheelchair support, and priority lanes for Sunflower Lanyard holders. The DXB Travel Planner, an online visual guide, helps families prepare for their journey, while the airport’s Autism Friendly Route ensures a smoother passage through check-in, passport control, and security.

These initiatives are part of Dubai’s broader ambition to become a Certified Autism Destination™ (CAD), supported by the Department of Economy and Tourism. The airport’s efforts have led to increased guest satisfaction, positive feedback from the autism community, and international recognition, including the Airports Council International (ACI) Accessibility Enhancement Accreditation.

Through its “We All Meet the World Differently” campaign and ongoing collaboration with local and international advocacy groups, Dubai Airports continues to champion neurodiversity, ensuring that every traveler—regardless of ability—feels welcomed, respected, and supported from arrival to departure.