2026

DUBAI, September 17, 2026: Emirates has signed a Memorandum of Understanding with the Medical Tourism Association (MTA) signalling a focused push to grow the airline’s footprint in one of the fastest-growing verticals in international travel: medical tourism. The agreement, signed on the sidelines of ATM 2026, reflects Emirates’ strategy of going beyond traditional leisure and corporate travel to build structured, long-term relationships with an organisation that sits at the centre of how people travel for medical purposes. Long-term demand for healthcare travel is robust and with an affluent traveller profile. Combined with Dubai’s position as a leading healthcare, wellness and medical tourism hub and Emirates’ network of close to 140 destinations, this creates a natural fit and a platform for sustained growth for both organisations. Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer said: “Healthcare is among the most important reasons people travel internationally and is growing significantly. Our newly established partnership with MTA positions Emirates where premium demand is heading, and our network and superior products both onboard and on the ground provide a natural platform to serve these travellers. The insights we gain from working with MTA will also help us develop product propositions that are genuinely tailored to how these travellers plan, book and experience their journeys.” Jonathan Edelheit, CEO and Founder of Medical Tourism Association said: “Hospitals and clinics have spent years trying to reach international patients one relationship at a time. What changes with this partnership is that the demand now has a path, from a global airline to an accredited provider, through Better by MTA. The providers who meet the standard will be the ones that path leads to.” Medical Tourism Association: an airline first Emirates’ partnership with the Medical Tourism Association (MTA), the world’s leading non-profit body for the medical tourism industry, aims to develop a structured approach to medical, wellness and longevity travel as a strategic new customer segment for the airline. Emirates is partnering with MTA as the preferred airline for international medical and wellness travellers, combining the airline’s global network with Dubai’s standing as a leading healthcare and medical tourism hub. As MTA’s Airline partner, the aim is to identify key markets and medical travel corridors, particularly across Africa, Asia and the Middle East, and develop tailored travel solutions as well as an enhanced customer experience designed around the needs of patients, referring physicians, insurers and employers. Beyond commercially developing this new and evolving segment for the airline, the agreement will pursue raising international best practices and standards across the sector. Emirates and MTA will collaborate with providers accredited by Global Healthcare Accreditation (GHA), the sector’s accreditation body, on thought leadership, industry engagement, and shared market intelligence to better understand medical travel sector’s growth opportunities. The partnership also supports Emirates’ ambition to become the world’s first GHA-accredited airline. MTA’s global network reaches more than 500,000 healthcare providers, employers, insurers and industry leaders, and millions prospective medical and wellness travelers annually through its platforms, with direct government relationships across over 100 countries and integrates care coordination, travel and payments powered by Mastercard®. As part of the partnership, Emirates and MTA will explore opportunities to leverage the platform to help travellers identify accredited providers, coordinate treatment and travel arrangements, and pay securely across borders, creating a more seamless end-to-end medical travel experience.

Dubai, 17 September 2026: The international travel and tourism community turned out in force at Arabian Travel Market (ATM) 2026, with decision-makers from the UAE, India, Saudi Arabia, Pakistan, United Kingdom, Egypt, Kuwait, Oman, Jordan, Türkiye, Bahrain, South Africa, Qatar, United States and China convening at Dubai World Trade Centre from 14–17 September. The 33rd edition of ATM drew regional and international markets to Dubai, with more than 55 destination stands and a strong cross-section of the travel and tourism industry, including tourism authorities, airlines and transport providers, hospitality brands, and technology companies throughout the four-day event. Representation from C-suite executives and procurement professionals ensured the far-reaching makeup of this year’s show reflected the high levels of industry confidence but also the event’s role as a convening force for the global travel and tourism community. His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET), said: “Arabian Travel Market (ATM) 2026 once again provided an invaluable platform for the global travel and tourism industry to come together in Dubai, with strong participation from both local and international stakeholders reinforcing our city’s position as a safe, connected and accessible global destination. The event delivered opportunities to strengthen partnerships, share insights and identify new areas for collaboration across the sector, and the level of engagement reflected continued confidence in Dubai’s tourism proposition. We are proud to have been part of another successful edition of ATM and look forward to building on these relationships to support the sector’s long-term growth.” ATM 2026 provided the backdrop for an array of major announcements, spanning aviation, rail, hospitality, technology and more. The event saw the launch of Visit UAE, the host country’s first unified national tourism brand, which has been designed to position the nation as a single, integrated destination. The UAE Grand Tour – an online platform offering visitors the opportunity to embark on one continuous route through the seven emirates – was also unveiled at this year’s show. Emirates signed 11 memoranda of understanding (MoUs) during ATM 2026, strengthening connections with seven regional and global destinations, and bolstering partnerships across the fields of technology, marketing, products and packages, passenger experiences and more. Rotana unveiled the next phase of its regional growth strategy at ATM 2026, with a pipeline of 40 hotels and more than 8,300 keys under development. Ten of these projects are located in Saudi Arabia, highlighting the strategic importance of the KSA market to the hospitality giant. Etihad Airways and Etihad Rail signed an MoU at ATM 2026 to explore the creation of a seamless air-rail travel experience for the UAE, connecting visitors and residents to destinations across the country. As part of the agreement, the organisations will collaborate to simplify travel and cement Abu Dhabi’s position as a gateway to the wider UAE. Mastercard and Trip.com used ATM 2026 to showcase booking experiences powered by AI agent TripGenie. Developed in conjunction with Network International, the agentic platform has been designed to transform how consumers search, plan and pay for travel. In other news, a consortium comprising Air Arabia Group, Nesma Group and KUN Holding Company announced that a new airline would begin operating in Saudi Arabia on 20 September 2026, connecting the eastern city of Dammam with Riyadh, Madinah and Jeddah. Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said: “ATM 2026 saw a typically robust showing from the Middle East’s travel and tourism community, and we were delighted to see such strong representation from international markets. The event played host to a string of important announcements from leaders in both the public and private sectors, and floorspace dedicated to technology doubled with the debut of the co-located ATM Travel Tech show.” Curtis added: “There was a tangible sense of confidence and optimism throughout this year’s edition, as exhibitors capitalised on opportunities to fill their Q4 sales pipelines. Preparations for ATM 2027 are already underway, and we cannot wait to explore fresh opportunities, partnerships and innovations with delegates when we welcome them back to Dubai in May.” Held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, ATM 2026 examined how artificial intelligence, digital transformation, smart mobility and evolving traveller expectations are influencing the future of tourism. More than 90 sessions took place across Global Stage, Future Stage and Experience Hub during the course of the four-day event, in addition to 28 live showcases at the Tech & Innovation Hub – Demo Zone. This year also marked the introduction of ATM’s refreshed brand identity, which was visible across the event. The evolution reflects the show’s continued growth beyond the traditional exhibition floor into a year-round platform connecting communities, ideas and commercial opportunities across the global travel and tourism ecosystem. Now in its 33rd edition, Arabian Travel Market remains the leading international travel and tourism event in the Middle East, bringing together the global travel community to develop partnerships, share knowledge and explore new business opportunities across the sector.

New Delhi, September 17, 2026 As part of America’s 250th anniversary celebration, Brand USA has appointed 250 Global Travel Trade Ambassadors worldwide, including 15 from India. This has created a global network of travel advisors to inspire international visitation to the United States, strengthen destination expertise, and support travel trade engagement throughout the semiquincentennial celebration and beyond. Additionally, Brand USA India has partnered with Emirates as the preferred airline for the Global Ambassadors Program in India, enhancing this initiative by facilitating seamless connectivity to the US. Through this partnership, Emirates will collaborate with Brand USA to support the development of this strong network of travel ambassadors across India while promoting travel to the United States on Emirates. “Strong partnerships with the travel trade are fundamental to Brand USA’s success,” said Fred Dixon, president and CEO of Brand USA. “As we continue to grow international demand for the United States, the Global Ambassador Program recognizes top professionals who influence travel decisions every day. As one of Brand USA’s largest coordinated travel trade initiatives to date, the program reflects our long-term commitment to advisor education, industry collaboration, and building a stronger global network that benefits travelers, our destination partners, and communities across the United States.” “The response to Brand USA’s Global Ambassador Program reflects the incredible enthusiasm travel advisors have to connect international travelers with the United States,” said Malcolm Smith, senior vice president, global markets & chief trade and product development officer at Brand USA. “The volume and quality of applications exceeded our expectations, and it was inspiring to see how many U.S. specialists are committed to growing their destination knowledge while helping elevate the industry around them. These 250 ambassadors represent a network of trusted professionals who will share best practices, mentor their peers, and strengthen confidence in selling the United States during America’s 250th anniversary and for many years to come.” The Global Ambassador Program recognizes travel professionals who demonstrate a strong commitment to promoting travel to the United States and to creating opportunities for ongoing education, collaboration, and peer-to-peer engagement. The program underscores the value of empowering experienced travel advisors to share destination knowledge with their peers, creating a multiplier effect that extends well beyond individual bookings. Sheema Vohra, Account Director- India, Brand USA, shared, “India continues to be one of Brand USA’s most dynamic and high-potential markets. The Global Ambassador Program is an exciting milestone in Brand USA’s efforts to deepen travel trade engagement worldwide. With 15 ambassadors representing India, we are creating a stronger network of U.S. destination advocates who will share their expertise, inspire confidence in selling the destination, and support sustained growth in visitation to the United States. The collaboration with Emirates as the preferred airline partner further paves the way for inspiring more travel to the USA in this highly significant year, the 250th anniversary of America’s Independence.” Supporting Travel Trade Growth The Global Ambassador Program equips the international travel trade with the knowledge, tools,and relationships needed to confidently sell the United States. Ambassadors will gain access to exclusive training alongside Brand USA’s suite of travel trade resources, including the Get Facts. Get Going. toolkit for the latest visa and entry information and the America the Beautiful platform, which provides destination inspiration, itineraries, and planning tools to help advisors confidently book and plan travel to the U.S. Together, these resources reinforce Brand USA’s commitment to strengthening engagement with the global travel trade and inspiring international travel to the United States.