With the conclusion of the Arabian Travel Market (ATM) 2026 in Dubai, the UAE signed over 30 new and renewed contracts aimed at expanding collaboration networks in tourism, business, and emerging travel sectors.
Introduction of New Premium Economy Seats
The airline's presence at the exhibition helped introduce its new products in flights, showcasing the electric Premium Economy seat for the first time. Thousands of visitors passed through the UAE's booth and were able to experience this seat along with other important products of the airline.
During this edition of the Arabian Travel Market, the UAE not only spoke about the future of improved travel but also showcased it.
International Contracts and New Collaborations
The signed contracts reflect the UAE's efforts to develop new sources of passenger demand and strengthen existing markets. These contracts include collaborations with 16 different countries, including agreements with the Kenya Tourism Board and ANDITUR Mozambique in Africa, as well as cooperation with Visit Finland in Europe ahead of the launch of Helsinki services on October 1.
In West and Southeast Asia, the UAE made agreements with various organizations, including the Tourism Malaysia, Japan National Tourism Organization, and the Mauritius Tourism Board. The airline also renewed its collaboration with the Ministry of Tourism and Handicrafts of Madagascar and signed a new agreement with the Ras Al Khaimah Tourism Development Authority.
These collaborations are designed to enhance the promotion of destinations and strengthen international air connections and visitor arrivals.
The UAE also expanded its presence in educational and medical travel by signing agreements with relevant organizations. These agreements include collaboration with the Dubai Human Development and Knowledge Authority, aimed at supporting Dubai's transformation into a global educational destination. An agreement was also signed with the Medical Tourism Association focusing on medical and wellness travel.
The development of sports travel was another area of expansion for the UAE, where it signed contracts with Cutting Edge for travel packages for fans of major sporting events.
Finally, the UAE signed several other agreements in business and technology sectors, including collaborations with the Overseas Workers Council, the Finland Business Council, and Vietnam, as well as major technology companies like Huawei and Alibaba.
This series of agreements comes as the UAE continues to rebuild its operations following past disruptions. The airline has stated that it is currently operating at nearly 93% of its pre-disruption capacity, and the ATM exhibition has served as a platform for discussions related to the continuous development of Dubai's tourism and aviation ecosystem.
The UAE also achieved four awards at the World Travel Awards in the Middle East during this period, including Best Airline in the Middle East, Best Airline Brand, Best Airline Lounge, and Best Airline Rewards Program.
