Dubai – Special “The Journey”

Handshakes in front of the cameras were not just a recurring sight in the corridors of the Arabian Travel Market 2026. Within four days, the signing tables at the Dubai World Trade Center were transformed into one of the most important stories of the 33rd edition: airlines searching for new travelers, destinations seeking to reach further markets, and partnerships extending from medical and educational tourism to technology and payments.

More than 30 Emirates airline agreements

Emirates Airlines came out with the largest number officially announced on its part, as it said at the conclusion of its participation that it had signed more than 30 agreements that included tourism bodies and institutions in 16 countries, in addition to new sectors and segments of travelers.

The map of destinations included Kenya, Mozambique, Finland, Norway, Italy, Spain, Malaysia, Japan, Sri Lanka, Maldives, Seychelles, Mauritius and Madagascar, in addition to Sharjah and Ras Al Khaimah.

On the first day alone, the carrier announced seven tourism memorandums of understanding, including Seychelles, Mauritius, Madagascar, Sharjah, Malaysia, Finland, and western Norway.

From medical tourism to study
But what is noteworthy is that the agreements did not stop at promoting destinations. The UAE has entered into a partnership with the Knowledge and Human Development Authority in Dubai to support educational tourism and attract international students, in addition to an agreement with ICEF in the educational travel sector.

It also signed a memorandum of understanding with the Medical Tourism Association targeting the medical and wellness tourism market, as well as agreements related to sports travel, cruises, and ship crews.

Other commercial and technical agreements announced by the carrier include: Huawei, Dubai Duty Free, Alibaba Fliggy, DERTOUR Group, Emirates Islamic, and Etihad Payments, in addition to an agreement with Kuwait Airways to develop the current partnership into a mutual code-exchange agreement.

Qatar Airways signs with 6 destinations

On the other side of the exhibition halls, Qatar Airways announced the signing of new tourism memorandums of understanding with the Kenya Tourism Authority, the Jordan Tourism Board, the Sri Lanka Tourism Promotion Office, the Malaysian Tourism Authority, Visit Newport Beach and Visit Maldives.
The agreements aim to stimulate travel, joint promotion, and linking these markets to the carrier’s network via Hamad International Airport in Doha.

Al-Ittihad links loyalty to Jeon

In another agreement announced during the ATM, Etihad Airways and Etihad Payments signed an agreement granting “Geant Royal” cardholders benefits within the Etihad Guest program, including discounts of up to 10% on some fare categories and priority services at Abu Dhabi Airport.

In the transportation sector, the exhibition also witnessed the signing of a memorandum of understanding between Eurogulf Mobility Group and VIP Rent a Car to develop luxury transportation services for international travelers in Dubai.

What does the signature map say?

The results reveal an important shift: tourism exhibition agreements are no longer limited to increasing trips or joint advertising campaigns. The student, the patient, the fan, the tourist, the sailor and the shopper have all become target audiences for new travel partnerships.

For Arab tourists, the impact of these agreements may gradually appear in the form of broader air connectivity options, specialized travel packages, payment and loyalty benefits, and new digital services.
As for the sector, ATM 2026 left behind a clearer message: When the show's doors closed on September 17, the show days were over, but testing the true value of dozens of agreements was just beginning.