Emirates and the China Cultural Centre in the UAE signed a Memorandum of Understanding (MoU) centered on Chinese tourism at the recent Arabian Travel Market (ATM) in Dubai.
The aim of this new collaboration is to significantly increase inbound tourism to China. This strategic partnership will leverage Emirates’ extensive global network to promote China as a top travel destination.
Signing at Dubai Arabian Travel Market
The signing was witnessed by prominent dignitaries His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group, and Her Excellency Ou Boqian, Consul General of the People’s Republic of China in Dubai.
The MoU was formally signed in Dubai by Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East, and Liu Yang, Director of the China Cultural Centre in the UAE.
Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management, was also present.
Boosting China’s Appeal through Joint Initiatives
This collaborative effort will see Emirates and the China Cultural Centre work together on various promotional initiatives.
Emirates will launch joint advertising campaigns across key markets in its global network. These will serve to highlight the diverse cultural experiences and captivating destinations China has to offer.
Additionally, familiarization trips to China are being explored. This aims to showcase the country’s tourism potential first-hand to travel industry representatives from these markets.
These trips will not only raise awareness of China’s tourist attractions but also foster stronger business and trade ties.
Chinese Tourism: Stakeholder Comments
Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East gave comment on the signing.
He emphasized the significance of China as a key market for Emirates. Abbas stated, “We are delighted to collaborate with the China Cultural Centre to drive increased visitor traffic to China.”
“This partnership will allow travelers from across our network to explore China’s vibrant cities and unique sights.”
He further highlighted Emirates’ two-decade-long successful operations in China, underlining the airline’s commitment to the region.
Liu Yang, Director of the China Cultural Centre in the UAE, echoed the sentiment, acknowledging Emirates as a valuable partner.
He pointed to their successful collaboration at the China International Travel Mart (CITM) last year.
Liu Yang expressed optimism about the future of Chinese tourism promotion between China and the UAE. He believes this MoU will deepen cultural understanding between the two nations.
Emirates’ Network Connectivity to China
Emirates currently operates 35 weekly flights to Beijing, Guangzhou, and Shanghai. The airline currently supports partnerships with China Southern Airlines and other carriers.
Through this mutual network it provides connections to 24 domestic points within China and 6 regional destinations via Guangzhou.
Travelers also benefit from Emirates’ interline agreements with Air China, China Eastern, and Cathay Pacific, offering even more connectivity options.
Emirates notably boasts two decades of operations in the China air market. With a present high frequency of service on its China operations, the new measure will likely further strengthen a burgeoning network.
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