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.

In a bold leap toward environmental leadership, Ras Al Khaimah International Airport (RAK Airport) is integrating cutting-edge sustainable technologies as part of a major terminal expansion—becoming the first airport in the Middle East and Asia to adopt DYNAES’s revolutionary thermodynamic energy efficiency system.

This milestone initiative is more than a technical upgrade; it’s a statement of intent. With Ras Al Khaimah’s tourism and economy rapidly accelerating, airport authorities are ensuring that growth goes hand-in-hand with sustainability. The move reflects a broader commitment to reducing environmental impact while meeting rising air travel demands.

Cooling Innovation, Warming Planet's Hope

Recognizing that air conditioning systems account for some of the highest energy consumption in airport operations, RAK Airport—guided by consultants ARTELIA Airport and STG Contracting—has turned to DYNAES’s breakthrough technology, first unveiled at Dubai COP28. The system’s installation in the terminal extension marks a regional first.

“Sheikh Salem bin Sultan Al Qasimi, Chairman of the Ras Al Khaimah Department of Civil Aviation, highlighted the vision behind the move: “RAK Airport joined the Retrofit Energy Program in 2023. Now, we are proving how even older infrastructure can lead the way in sustainability.”

Developed alongside leading scientific institutions including Mines Paris PSL, TÜV, and CNRS, DYNAES’s patented system enhances thermal performance without increasing compressor power or requiring complex electronics. It works by optimizing the interaction between refrigerants and lubricating oils in air conditioning systems—delivering improved reliability, maintainability, and energy savings.

Professor Assaad Zoughaib of Mines Paris PSL called the innovation “a major scientific breakthrough in the field of thermodynamics.”

Big Impact, Low Footprint

The environmental potential is massive. If deployed globally, DYNAES’s system could slash carbon emissions by up to 7%—equivalent to the total emissions from the internet and air traffic combined. At RAK Airport, the technology is supported by seasoned partners Airchal and Takyeef Factory, ensuring a strong foundation for its regional rollout.

This technology boost also aligns with RAK’s broader goals of economic diversification and sustainable development. With a 28% rise in passenger traffic last year, the airport is rapidly scaling up. Recent route expansions include Air Arabia’s new service to Uzbekistan and planned connections to Kenya, Georgia, and India via IndiGo.

A Model for Green Growth

RAK Airport’s ambitious blend of infrastructure growth and environmental responsibility is setting a new regional standard for sustainable aviation. As the airport continues to grow as a vital hub for tourism and trade, it is doing so with an eye firmly fixed on the future—one where economic and environmental priorities go hand in hand.

Ras Al Khaimah may be a smaller Emirate, but with RAK Airport leading the charge in clean technology, it’s making a big impact in global sustainability conversations.

Etihad Airways has officially become a participant in IATA’s Turbulence Aware initiative, bringing its entire fleet-comprising nearly 100 Airbus and Boeing aircraft-into the programme. By doing so, every Etihad flight will now automatically feed anonymized, real-time turbulence data into a global network.

This development is set to further enrich the world’s largest database on in-flight turbulence, empowering pilots and dispatchers to make better-informed decisions about flight routes, thereby enhancing safety, comfort, and operational efficiency for all passengers and crew.

The Turbulence Aware programme is an aviation industry-wide collaboration that aggregates and shares precise, up-to-the-minute turbulence readings-known as Eddy Dissipation Rate (EDR) data-from aircraft operated by participating airlines, business aviation, and ground-based systems.

All the information is processed within seconds, ensuring that pilots, dispatchers, and operational teams can access the latest turbulence updates through their own flight planning tools, third-party apps, or IATA’s MET Viewer, a web-based interface that visualizes turbulence in vivid detail, including intensity, location, altitude, and relevant weather patterns.

The advantages of this programme are far-reaching. By providing objective, real-time turbulence data, Turbulence Aware helps flight crews steer clear of hazardous weather, uphold the highest safety standards, and reduce the likelihood of injuries among passengers and crew-an area of concern that remains a leading cause of in-flight incidents.

Furthermore, optimized routing supported by the programme leads to significant fuel savings, lower CO₂ emissions, and reduced operational expenses. The predictive power of the data also aids in minimizing aircraft wear and tear, which in turn helps decrease maintenance costs and increase fleet reliability.

With more than 2,600 aircraft now actively contributing to the data pool-and over 54 million turbulence reports generated in 2024 alone-the programme’s reach and data quality are rapidly expanding as additional airlines join the effort. Etihad’s involvement is especially significant, as it extends the programme’s coverage across the Middle East and all five continents it serves.

This ensures that pilots and dispatchers worldwide have access to the most accurate and timely turbulence information, supporting safer, smoother, and more efficient flights for everyone.

Captain Majed Al Marzouqi, Interim Chief Operations and Guest Officer at Etihad Airways, highlighted the airline’s strong commitment to safety, stating, “Having access to real-time, accurate turbulence data allows our pilots to make better decisions, resulting in smoother and more comfortable journeys for our guests.”

Kamil Al-Awadhi, IATA Regional Vice-President for Africa and the Middle East, also welcomed Etihad’s participation, emphasizing that timely, reliable turbulence data is key to improving flight safety and enhancing the overall passenger experience.

In essence, by joining the Turbulence Aware programme, Etihad Airways is not only reaffirming its dedication to safety and operational excellence but also playing a vital role in a global, collaborative movement to make air travel safer, more comfortable, and more sustainable for everyone involved.

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.

SalamAir, Oman’s prominent low-cost airline, has introduced a new WhatsApp service designed to enhance the passenger experience by delivering flight tickets and boarding passes directly through the popular messaging app. This convenient feature allows travelers to bypass the traditional hassle of sifting through emails or printing documents, making the check-in process smoother and more efficient.

For a nominal fee of 0.250 OMR per booking, customers who provide their WhatsApp number during reservation will receive automated notifications with their booking confirmation and boarding passes, although the service currently supports only one-way communication from the airline to the passenger.

This innovative move is part of SalamAir’s ongoing digital transformation efforts aimed at offering more flexible and customer-friendly travel solutions. The airline, which operates a fleet of 13 Airbus A320 and A321 aircraft and conducts over 80 daily flights, plans to expand its fleet with a new A321neo arriving in early 2025 and an additional 10 Airbus A320s by 2028, supporting its growth strategy aligned with Oman’s Vision 2040.

SalamAir’s leadership, including Chief Commercial Officer Steven Allen, has emphasized the airline’s commitment to leveraging technology to provide travelers with seamless, personalized services.

Alongside the WhatsApp ticketing service, SalamAir has recently introduced other enhancements such as Express Bag and Priority services, further improving the overall travel experience. While the WhatsApp service improves convenience, passengers are responsible for ensuring their devices have adequate connectivity to receive messages.

The airline also maintains strict privacy policies to protect customer data and limits third-party sharing to essential service functions. This latest development reinforces SalamAir’s position as a trusted and innovative carrier in the Gulf region, continuing to prioritize customer satisfaction and operational excellence.

Qatar Airways is rapidly advancing its Starlink satellite internet rollout, achieving significant milestones ahead of schedule. As of February 2025, the airline has equipped 30 Boeing 777 aircraft—over 50% of its fleet—with Starlink’s high-speed, low-latency internet. This progress comes just four months after launching the world’s first Starlink-enabled Boeing 777 flight in October 2024.

Originally planned to take two years, the retrofit process has been optimized to just 9.5 hours per aircraft, allowing installations to be completed overnight without disrupting operations or flight schedules. The entire Boeing 777 fleet is now expected to be fully upgraded by mid-2025, nearly a year ahead of initial projections.

Following the completion of the Boeing 777 upgrades, Qatar Airways will begin outfitting its Airbus A350 fleet with Starlink by summer 2025. The airline operates one of the largest A350 fleets globally, with 58 aircraft (A350-900s and A350-1000s), and plans to complete this phase within an accelerated timeline as well.

Additionally, Qatar Airways has announced plans to extend Starlink installations to its Boeing 787 Dreamliners and other wide-body aircraft by the end of 2025.

The service offers passengers complimentary high-speed internet from gate to gate, enabling seamless streaming, gaming, and work capabilities at cruising altitudes. Qatar Airways Group CEO Engr. Badr Mohammed Al-Meer described Starlink as a "game-changer," emphasizing the airline’s commitment to redefining in-flight connectivity standards.

The installations are being conducted at the airline’s Qatar Airways Technic MRO facility in Doha Hamad International Airport, ensuring adherence to safety and efficiency standards.

Beyond Starlink, Qatar Airways is also enhancing its inflight entertainment systems through a partnership with Thales, establishing a maintenance hub in Doha for quick repairs and support. By the end of 2025, all wide-body aircraft in Qatar Airways’ fleet are expected to feature Starlink connectivity, reinforcing its position as a pioneer in aviation technology and passenger experience innovation.