Emirates has announced a new partnership with VisitBritain to increase inbound tourism to the United Kingdom.
The agreement will see the world’s largest international airline work closely with Britain’s national tourism agency. Together, they aim to attract more visitors to the UK from over 140 destinations worldwide. This includes key markets in the Middle East, Far East Asia, and Australasia.
The partnership was formalised at the Arabian Travel Market (ATM), where a declaration of intent was signed. Thierry Aucoc, Emirates’ Senior Vice President for Commercial Operations (West) Europe and Americas, and Gary Robson, VisitBritain’s Director for the Middle East, India, and Europe, signed the agreement. Nabil Sultan, Emirates’ Executive Vice President for Passenger Sales and Country Management, was also present at the signing.
Jabr Al-Azeeby, Divisional Vice President of Emirates in the UK, called the partnership an important step. “The UK is one of the most important markets in Emirates’ global network,” he said. “We are proud to work with VisitBritain to promote the country’s many attractions. From lively cities to peaceful countryside, there is a lot for visitors to enjoy. We look forward to working with partners in the travel industry to raise awareness and increase tourist arrivals. We will use the strength of our network and UK connectivity to support this effort.”
VisitBritain also welcomed the collaboration. Gary Robson noted the importance of growing air routes and increasing seat capacity. “These factors help make the UK more competitive as a tourist destination,” he said. “We are pleased to work with Emirates to grow tourism to and within the UK.”
He added that the Gulf Cooperation Council (GCC) is a key market for British tourism. “Visitors from the Gulf are expected to spend £3.5 billion in the UK this year. With the new Electronic Travel Authorisation (ETA) scheme and improved air links, travel from the Gulf is easier and more affordable than ever. Emirates’ new Dubai-to-Edinburgh route will help visitors explore more of the UK through regional gateways. From natural landscapes and outdoor adventures to shopping and food experiences, we are seeing strong demand.”
As part of the agreement, Emirates and VisitBritain will work on joint marketing campaigns. They will organise familiarisation trips to the UK for travel agents and media. The two sides will also support other promotional activities that encourage travel to cities such as London, Birmingham, Manchester, Newcastle, Edinburgh, and Glasgow.
VisitBritain has forecast 43.4 million visits to the UK in 2025. Emirates is expected to play a key role in achieving that target. The airline currently operates 133 flights each week to and from the UK. These include services to London Heathrow, Gatwick, and Stansted, as well as to Manchester, Birmingham, Newcastle, and Glasgow.
With this strong air network, Emirates will continue to support UK tourism. The airline’s efforts align with the UK government’s aim to attract 50 million visitors a year by 2030.
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