Emirates forges strategic partnerships with four tourism organisations to enhance inbound tourism
Emirates has signed a four more Memorandum of Understandings (MoUs) on the side-lines of Arabian Travel Market (ATM) with the Ministry of Tourism and Handicraft in Madagascar, Vietnam-based, multi-sector conglomerate Sun Group, the Greek Ministry of Tourism and Fjord Norway. The newly inked agreements further support tourism flows into these markets from across the airline's global network.
Emirates and the Ministry of Tourism and Handicraft in Madagascar's new strategic partnership underscores the airline's commitment to promoting tourism to one of its newest destinations which began in September 2024. In collaboration with the Ministry of Tourism and Handicraft, Emirates will promote Madagascar in key markets across its global network through joint advertising campaigns and drive inbound visitor traffic by activating its range of tour operators and travel agencies.
Emirates and Ministry of Tourism and Handicraft will also jointly conduct familiarisation trips to the destination to showcase its tourist appeal to audiences in key markets globally, while also supporting the development of business and trade opportunities in Madagascar, via its cargo-handling capabilities. So far, Emirates has supported Madagascar's tourism agenda by promoting it as a top leisure destination to its global network of tour operators. Its efforts have included planning familiarisation trips for its top travel agencies from major feeder markets to visit the island.
Emirates and Vietnam-based, multi-sector conglomerate Sun Group have signed a Memorandum of Understanding (MoU) to strengthen inbound tourism to Vietnam and drive passenger traffic growth through collaborative efforts.
As part of the agreement, Emirates and the Sun Group will coordinate on joint marketing and promotional campaigns to spotlight Vietnam as a premier travel destination across the airline's global network. The two entities will also explore opportunities to organize familiarisation trips for media and travel agents from key markets, while supporting tour operators in these markets with promotional incentives and giveaways.
Emirates currently serves Vietnam with 21 weekly flights to Hanoi and Ho Chi Minh City operated by a Boeing 777. The airline recently announced it will add Da Nang to its Vietnamese network from 2 June 2025.
Emirates has signed a Memorandum of Understanding (MoU) with the Greek Ministry of Tourism, reaffirming its long-standing commitment to promoting Greece as a year-round tourist hotspot across its global network.
The partnership will focus on driving inbound tourism to Greece from key strategic markets in Emirates' global network through joint marketing campaigns and promotional initiatives. The MoU will also support Greece's broader tourism vision for 2025, with a particular focus on expanding seasonal appeal and spotlighting lesser-known regions.
Emirates and Fjord Norway, the official tourist board of Western Norway, will work closely to boost inbound tourism to the region. The agreement underscores the airline's commitment to playing a vital role with supporting the growth of tourism in Norway through the provision of connectivity to its global network and world-class travel experiences.
Under the agreement, Emirates and Fjord Norway will explore joint marketing opportunities and organise familiarisation trips for media and travel agents. The two partners will also support other promotional campaigns to inspire tourism to Norway's stunning fjord region, offering visitors unforgettable experiences.
Norway welcomed 5.6 million tourists in 2024, and the number of visitors is expected grow. Emirates' daily flight operations and enhanced connectivity will continue to boost inbound tourism to the country, especially by bringing in high-spending tourists from the GCC.
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