Emirates has today announced the renewal of their strategic partnership with TUI Cruises, coinciding with TUI basing a second ship in Dubai for the 2025/26 season. In a separate press release, Emirates announced an expansion of their partnership with Expedia.
On Tuesday (March 4, 2025), Emirates announced the renewal of their partnership with TUI Cruises, with the partners working closely to deliver seamless sea-air experiences. This further solidifies Dubai as a premier global cruise tourism hub, and coincides with the addition of a second vessel homeporting in Dubai for the 2025/2026 cruise season. The partnership renewal was formalized at ITB Berlin by Adnan Kazim, Amirates Airline’s Deputy President and Chief Commercial Officer, and TUI Cruises’ CEO, Wybcke Meier.
In Monday’s announcement, Emirates’ Deputy President and Chief Commercial Officer, Adnan Kazim, said,
“Emirates takes immense pride in our pivotal role elevating Dubai's status as a premier global cruise destination. This achievement reflects years of strategic investment in world-class maritime infrastructure, iconic attractions, unparalleled connectivity and streamlined ground handling operations for international cruise visitors. These elements have established Dubai as the gateway of choice for the most coveted cruise itineraries globally. Our renewed collaboration with TUI Cruises and its continued commitment to growing its presence in Dubai aims to further enhance cruise passenger arrivals in our home and hub, and across our network, enabling travellers to experience exceptional maritime journeys aboard TUI’s magnificent vessels.”
Also commenting on the partnership renewal, TUI Cruises’ CEO, Wybcke Meier, added,
“We are thrilled to renew our partnership with Emirates, a collaboration that perfectly aligns with our commitment to providing exceptional travel experiences. By seamlessly integrating air and sea journeys, we are able to offer our guests unparalleled convenience and connectivity. Dubai's strategic location and world-class infrastructure make it an ideal hub for our expanded operations. Besides, it is a popular destination for our guests, offering a unique blend of modern luxury and cultural heritage. We look forward to welcoming more guests aboard our vessels and delivering unforgettable cruise experiences together with Emirates.”
In a separate press release on Monday (March 4, 2025), Emirates further announced an expansion of their longstanding partnership with Expedia Group, with the goal of delivering simpler, personalized booking experiences. Through Emirates full integration of their New Distribution Capability (NDC), API with Expedia Group’s brands, the partnership offers a direct connection that delivers the carrier’s complete portfolio of Fare Products and services to Expedia’s global customer base.
In Monday’s announcement, Emirates Airline’s President and Chief Commercial Officer, Adnan Kazim, said,
“We are proud to expand our partnership with Expedia Group, allowing travellers on the platform to personalise their booking experience with Emirates. Looking ahead, our enhanced collaboration will provide travellers with seamless access to Emirates’ NDC content while expanding booking possibilities across all elements of their journey.”
Also commenting on the partnership expansion, Expedia Group’s Chief Commercial Officer, Greg Schulze, said,
“Our expanded partnership with Emirates marks a significant step in elevating the travel experience. This collaboration gives our global travelers more customised options and easier bookings, allowing them to create unique trips that suit their needs. Ultimately, it’s about making every journey a lasting memory for our travelers.”
The full Expedia Group integration will enable the company to offer Emirates’ NDC fares, products, and ancillary services such as extra baggage and seat selection, along with other features and flexibility in booking. In addition to customer personalization, Emirates and Expedia Group will explore deeper collaboration on loyalty programs, and will also leverage market data insights to drive growth and inform marketing initiatives.
Source: Emirates