Emirates Signs Tourism Agreements to Boost Travel to Morocco and Zimbabwe


During the Arabian Travel Market (ATM) event held on May 02 in Dubai, Emirates, a prominent airline, signed two Memorandum of Understandings (MoUs) with the governments of Zimbabwe and Morocco. These agreements aim to boost tourism in both Northern and Southern Africa and were signed to enhance cooperation between the parties involved.

Partnership with Morocco

Emirates and the Moroccan National Tourism Office (MNTO) have signed a tourism agreement to increase the number of tourists visiting Morocco and improve its attractiveness in both new and existing markets within Emirates’ extensive network. The primary goal of the partnership is to boost the country’s appeal and promote it across various source markets.

Morocco is widely recognized as a desirable travel destination, with Casablanca and Marrakech being among the most popular cities in North Africa. According to data, over 11 million people visited Morocco in 2022, and Q1 of 2023 experienced a 17% increase compared to the same period in the prior year. The new Emirates and MNTO partnership will investigate opportunities for shared promotional activities, which include advertising campaigns, promotional flights, familiarization trips, and joint initiatives with trade partners in feasible markets within the GCC, Indian Ocean, West Asia, and the Far East.

Image by: Emirates 24/7

Connecting the Middle East with Morocco

Emirates is the world’s largest operator of the Airbus A380 and has recently started using the aircraft to cater to the growing travel demand to and from Morocco. The airline currently provides daily flights between Dubai International (DXB) and Casablanca Mohammed V International (CMN) airports. Furthermore, Emirates signed a codeshare agreement with Royal Air Maroc in May 2022, which enhances travel options and convenience for customers on both airlines’ networks. The partnership provides access to 17 Moroccan destinations, in addition to Casablanca, for Emirates customers.

Tourism partnership with Zimbabwe

Emirates has signed a Memorandum of Understanding (MoU) with the Zimbabwe Tourism Authority (ZTA) to promote Zimbabwe’s tourist attractions and leisure activities. As part of the agreement, both entities will collaborate to organize familiarization trips for trade and media and investigate possibilities for joint advertising campaigns.

Zimbabwe is a well-known tourist destination in Southern Africa, with Victoria Falls, the world’s largest free-falling waterfall, and Lake Kariba, the world’s largest man-made lake, among its most popular attractions. Emirates launched its first service between Dubai and Harare in September 2012, with five weekly flights. Due to a growth in demand, the airline now operates seven Boeing 777 flights every week to Harare Robert Mugabe Airport (HRE), with a connection to Lusaka, Zambia.

Emirates aims to improve its relationship with Zimbabwe and promote the country as an upcoming tourist destination, which could lead to a rise in visitor numbers. Emirates has established codeshare partnerships with Airlink and South African Airways, which will enhance connectivity for passengers and allow them to access domestic destinations such as Bulawayo and Victoria Falls. These agreements will provide customers with more travel options and help to promote Zimbabwe as a desirable tourist location.

Image by: Emirates 24/7

Emirates’ recent partnerships with Morocco and Zimbabwe demonstrate the airline’s confidence in the potential and allure of these emerging tourist destinations. By engaging in joint marketing activities and organizing familiarization trips, Emirates seeks to play a significant role in promoting these countries and luring more visitors. With its vast network and dedication to building strong relationships, Emirates is in a prime position to support the expansion of tourism in both Northern and Southern Africa.

Also, you might be interested in reading: Fly Further with Emirates & United Airlines’ Codeshare Partnership for Enhanced Travel Options


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