The Philippine Department of Tourism (DoT) and Emirates have joined forces to promote the Philippines as a tourist destination.
The agreement was signed at the Arabian Travel Market (ATM) in Dubai on April 28 with the aim of increasing the number of visitors to the Philippines.
Tourism secretary Christina Garcia Frasco, who witnessed the signing, highlighted the importance of the collaboration for attracting travellers from the Middle East and Europe. She added that it would provide additional air options for the Filipino diaspora who wish to visit the Philippines.
Under the memorandum of understanding (MoU), the DoT and Emirates will develop plans to promote the Philippines in the Middle East, Mediterranean, and European markets. The two organisations will also collaborate on media platforms to increase reach and engagement, with Emirates promoting the Philippines across its network.
The partnership will also explore joint activities to develop tourism in the Philippines, expand flight routes and frequencies, and coordinate with government agencies and relevant sectors.
Frasco stated that the partnership aims to increase visitor traffic by leveraging Emirates’ global network. “This collaboration between the DoT and Emirates not only strengthens our tourism sector but also fosters deeper cultural ties between our regions,” she added.
Orhan Abbas, senior vice president, commercial operations, Far East, Emirates said the partnership reflects the Philippines’ growing appeal to travellers worldwide. He noted that Emirates has been serving the Philippines for nearly 35 years, making it one of the longest-served destinations in the airline’s global network. He also highlighted the popularity of the Philippines as a destination for both leisure and business travellers.
Emirates, based in Dubai, operates the world’s largest international airline network, with 140 destinations across six continents. The airline offers 28 weekly flights to Manila, Cebu, and Clark, providing 22,700 weekly seats to and from Dubai.
In November 2024, Emirates launched its Emirates World retail store in Manila, offering an immersive experience for Filipino customers.
As of April 28, the Philippines had welcomed 21,576 travellers from the UAE, according to DoT data. The country has seen steady growth in tourist arrivals since reopening its borders in 2022. From February to December 2022, the Philippines received 2,084 visitors from the UAE. This figure rose to 43,962 in 2023 and 69,995 in 2024.
Tourism revenues from UAE travellers also grew, with the Philippines earning an estimated US$11.81 million in 2022, US$45.77 million in 2023, and US$69.59 million in 2024. The tourism sector saw a 536.6 per cent increase in revenues from UAE visitors in 2024.
