The Department of Tourism (DOT) has partnered with Emirates Airlines to strengthen the Philippines’ presence in key international markets, particularly the Middle East and Europe.
Signed on Monday, April 28, the memorandum of understanding (MOU) outlines a joint effort to boost tourism through targeted promotions and improved flight access. Tourism Secretary Christina Garcia Frasco said the collaboration focuses on marketing the Philippines to travelers in the Middle East, Mediterranean, and European regions—areas with strong potential for growth.
“This agreement opens new opportunities not only for tourists but also for Filipinos abroad who want to visit home,” Frasco said.
Boosting Connectivity and Access
Under the MOU, Emirates plans to expand flight frequencies and routes to the Philippines in collaboration with relevant government agencies. The move is expected to support the rising demand for travel to and from the country.
Orhan Abbas, Emirates’ Senior Vice President for Far East Commercial Operations, noted the airline’s long-standing connection to the Philippines. “We’ve been flying to the Philippines for nearly 35 years. This partnership highlights the country’s ongoing appeal to both leisure and business travelers,” he said.
Joint Promotions and Market Growth
The agreement also includes joint promotional campaigns across digital and traditional platforms. Both the DOT and Emirates aim to maximize their outreach by showcasing Philippine destinations to a wider international audience.
As of April 25, over 21,000 tourists from the United Arab Emirates (UAE) have arrived in the Philippines in 2025. Since reopening its borders in 2022, the country has experienced steady tourism growth, with the UAE emerging as a key source market.
Revenues from UAE visitors have shown strong recovery, reinforcing the strategic importance of this partnership. With improved connectivity and joint promotions, the DOT anticipates sustained momentum for the country’s tourism industry.
