Emirates renews strategic partnerships with cruise world leaders

BERLIN, GERMANY – Emirates has renewed its strategic partnership with TUI Cruises, further cementing Dubai’s position as a premier global cruise tourism hub. The strategic extension of this partnership coincides with TUI Cruises’ expansion in Dubai, marked by the addition of a second vessel homeporting its operations there for the 2025/2026 cruise season.

The partnership renewal was formalised during ITB Berlin by Adnan Kazim, Deputy President and Chief Commercial Officer, Emirates Airline and Wybcke Meier, CEO of TUI Cruises and underscores Emirates’ commitment to deliver integrated travel experiences that seamlessly connect air travel with maritime journeys.

Emirates will continue to work closely with TUI Cruises across several areas, including marketing initiatives, planning and operational strategies.  Emirates will strategically coordinate flight schedules with TUI Cruises’ itineraries, ensuring optimal connectivity between air and sea segments for cruise customers. The airline and cruise company will also collaborate on dedicated capacity in the form of ‘cruise blocks’ to meet demand from key markets across the airline’s network where possible.

In addition, Emirates will work closely with its Dubai stakeholders on enhanced ground transportation solutions between Dubai International Airport (DXB) and Port Rashid Cruise Terminal.

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.”

Wybcke Meier, CEO of TUI Cruises, said: “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.” 

The airline will also identify avenues to extend the partnership’s scope beyond Dubai, with a focus on Far East cruises. Tui Cruise’s Mein Schiff 6, with a capacity of over 2,500 passengers includes a 14-day itinerary, starting from Singapore, docking in Malaysia, Thailand, Hong Kong, Vietnam, Japan, then back to Singapore.

Additionally, the partnership encompasses leveraging data-driven insights to elevate service delivery and deploying specialised support personnel for cruise passengers to facilitate a more streamlined check in process. The world-class Hamdan bin Mohammed Cruise Terminal at Port Rashid, recognised as the largest single covered cruise facility globally, can support 14,000 daily cruise passengers.

Dubai’s cruise sector growth stems from carefully coordinated collaboration from across the tourism and aviation ecosystem, which includes expedited customs and visa processes, duty free services, complimentary city shuttles, and Emirates’ dedicated remote check-in facilities at Port Rashid. Emirates’ 16 dedicated check-in counters help cruise passengers to process luggage and secure boarding passes up to four hours before departure, affording them the opportunity to explore Dubai unencumbered before making their way back to the airport.

For the upcoming season, TUI Cruises will deploy two vessels to Port Rashid, each accommodating over 2,500 passengers. Travelers can select from two distinct itinerary options featuring embarkation and disembarkation in Dubai with calls at Abu Dhabi, Oman and Qatar.

Emirates and Costa Cruises extend strategic partnership through 2027

Emirates and Costa Cruises have also renewed their partnership through 2027, further positioning Dubai as a major global cruise hub. Announced at ITB Berlin, the renewed partnership builds on two decades of successful collaboration, uniting both the airline and cruise company’s expertise to elevate the passenger journey while further developing Dubai’s proposition as a premier cruise destination with integrated, seamless connectivity across air, land and sea touchpoints.

Emirates and Costa Cruises will collaborate on joint marketing efforts, harmonised flight scheduling, and dedicated capacity in the form of ‘cruise blocks’ with the availability of comfortable flights for cruise passengers to meet demand from key markets across the airline’s network where possible.

To deliver an exceptional experience at every customer touchpoint, the partnership will focus on sharing relevant data and insights to improve service delivery, as well as dedicating support teams for cruise passengers to facilitate a smooth check-in process at Dubai Harbour Cruise Terminal. Both parties will also work closely on enhanced transport solutions between Dubai International Airport and Dubai Harbour Cruise Terminal.

Emirates and Costa Cruises will also explore opportunities to expand their partnership beyond Dubai, which includes regions in the Costa Cruises network like Central and South America, the Far East and Southeast Asia.

Left to right: Daniel Caprile, Vice President Pricing and Revenue Management at Costa Crociere and Nabil Sultan, Executive Vice President Passenger Sales and Country Management at Emirates.

The MoU was signed by Nabil Sultan, Emirates Airline; and Daniel Caprile, Costa Cruises.

Adnan Kazim said: “Costa Cruises’ commitment to Dubai stands as a testament to our shared vision of strengthening its position as the preeminent gateway for winter cruising. For Emirates, the cruise traveller segment offers immense growth potential, in addition to generating substantial multiplier effects for Dubai’s economy. We’ll be working closely with stakeholders across the tourism eco-system, including Costa Cruises, to support fast-tracked enhancement of infrastructure that enables seamless access between Dubai’s entertainment venues and attractions and Dubai Harbour, with a view to continue to elevate city’s appeal to discerning cruise guests.”

Costa Cruises has been operating to Dubai Harbour since 2006 and during the upcoming winter 25/26 it will deploy in Dubai Costa Toscana, its latest generation flagship.

Daniel Caprile, Vice President Pricing & Revenue Management, Itinerary & Transportation, Costa Cruises commented: “The renewal of our Memorandum of Understanding with Emirates Airline is a confirmation of the strategic importance of Dubai and the Emirates in Costa’s tourism offering. We will continue our collaboration on marketing initiatives, operational alignments, and strategic planning, aiming at enhancing connectivity and ensuring a smooth journey for our cruise passengers. This partnership underscores our commitment to providing seamless and exceptional travel experiences for our guests, and together with Emirates, we look forward to delivering unparalleled service and unforgettable memories.”

Dubai has pioneered an integrated travel ecosystem that delivers seamless experiences for cruise passengers – from streamlined visa processes to sophisticated port facilities at Dubai Harbour, complete with dedicated check-in. The 12 Emirates check-in counters in Dubai Harbour allow passengers who are disembarking from their cruise ships to fully check-in up to 4 hours before flight departure with the convenience of exploring Dubai without their luggage before heading directly to the airport and breezing past most formalities before their flight.

The article Emirates renews strategic partnerships with cruise world leaders first appeared in TravelDailyNews International.