With record-breaking performance, new routes, and a customer-centric vision, Emirates strengthens its position as a global aviation leader
Emirates Airline is charting an ambitious new course, building on its strong legacy of excellence with dynamic growth strategies and a renewed commitment to innovation and global connectivity. At the heart of this vision is Adnan Kazim, Emirates’ Chief Commercial Officer, whose insights at the recent Arabian Travel Market (ATM) in Dubai shed light on the airline’s multifaceted approach to future-ready expansion.
Speaking to Gulf Business editor Neesha Salian at the bustling Emirates pavilion, Kazim highlighted the significance of ATM, which draws over 2,800 participants globally. “ATM is a very important annual event for us,” Kazim noted, especially for deepening engagements with key markets in Africa, Asia, and the Middle East.
Strategic Focus and Global Partnerships
The Emirates stand at ATM was more than just a showcase of cutting-edge aviation — it was a hub of strategic momentum. From revealing the upcoming Airbus A350 to unveiling new seating innovations, the airline spotlighted its forward-looking approach. But equally crucial were the memorandums of understanding (MOUs) signed with various countries. “These MOUs are critical because as we expand — approaching 250 destinations — we need to bring more focus to individual markets,” Kazim explained. These agreements enable targeted joint marketing campaigns, destination promotions, and localised sales strategies.
A standout area of focus was Emirates’ commitment to the cruise sector, vital to both the airline and Dubai’s position as a winter cruise hub. Collaborating with over 78 cruise lines, Emirates is creating seamless travel journeys for cruise passengers — a number expected to continue growing.
Further elevating its connectivity, Emirates now boasts 164 global partnerships, encompassing rail, helicopter, interline, and codeshare arrangements. These alliances provide access to over 1,800 cities, dramatically extending the airline’s reach and efficiency. Collaborations with Kuwait Airways, Philippine Airlines, Air Seychelles, and Condor are instrumental in reinforcing this vast network.
Targeting Asia and Unlocking New Opportunities
Kazim emphasised the strategic significance of Emirates’ expanding presence in Asia, with new routes launched to Vietnam, Cambodia, and China. “Asia continues to be a major growth driver for us,” he affirmed. Emirates now extends flights from Bangkok to Siem Reap and Da Nang, tapping into rising tourism demand. Meanwhile, Shenzhen, a growing tech hub, aligns perfectly with Dubai’s ambition to become a leader in AI and future technologies.
Premium Innovation: The Rise of Premium Economy
Kazim also underscored Emirates’ continuous investment in its commercial strategy, which includes an expansive retrofit programme and the acclaimed launch of Premium Economy in 2022. “Innovation, service quality, and technology are pillars of our commercial strategy,” he said, pointing to features like AI-enabled services, upgraded customer touchpoints, and a growing retail presence with 11 new stores.
Premium Economy, in particular, has redefined post-pandemic travel expectations. “It’s a game-changer,” Kazim stated. Rather than cannibalising Business Class, Premium Economy has encouraged Economy passengers to upgrade, increasing yields and satisfaction. Emirates now offers nearly 1 million Premium Economy seats annually, aiming to scale up to four million by next year, further establishing the airline as a leader in this segment.
Record-Breaking Performance and Operational Strength
The airline’s stellar performance in 2024–2025 is testament to these strategies. Emirates saw its passenger and cargo capacity rise by 4 per cent, reaching 60 billion available tonne-kilometres (ATKMs) — nearing pre-pandemic levels. Emirates served 148 cities in 80 countries by March 31, launching new routes to Bogotá and Madagascar, resuming flights to Phnom Penh, Lagos, Adelaide, and Edinburgh, and enhancing services to 21 other destinations.
The arrival of the first Airbus A350 this year adds further capacity and comfort to the fleet. Despite industry-wide delays in aircraft deliveries, Emirates has extended its retrofit programme to 219 aircraft, backed by a $5 billion investment aimed at delivering an exceptional cabin experience.
The airline reported a record post-tax profit of AED 19.1 billion ($5.2 billion) — its best performance ever — with a 14.9 per cent profit margin, driven by robust global travel demand and strategic network growth. Emirates carried 53.7 million passengers, achieving a seat factor of 78.9 per cent.
Investment in customer experience remains a top priority, including AED 63 million spent on new and refurbished lounges worldwide, and an expansion of the Chauffeur-Drive Service to over 70 cities.
Emirates SkyCargo: Lifting Global Trade
Emirates SkyCargo also played a key role in this growth story, transporting 2.3 million tonnes of cargo, a 7 per cent year-on-year increase, contributing 13 per cent to total revenue. The division continues to deliver specialist logistics services across Emirates’ global network, capitalising on Dubai’s world-class multimodal infrastructure.
Recent initiatives include adding Copenhagen to the freighter network, signing an MoU with Astral Aviation to strengthen African reach, and launching Emirates Delivers in Saudi Arabia. With 13 new freighters on order, Emirates aims to operate 21 freighters by December 2026.
Looking Ahead
Kazim summed up the airline’s direction with confidence and clarity: “We believe in staying ahead of the curve.” This belief is evident in every aspect of Emirates’ operations — from technological innovations and upgraded in-flight experiences to bold expansions into new markets.
As Emirates continues to scale new heights, the combination of strategic foresight, customer-first innovation, and global collaboration ensures it is not just keeping pace with the industry — it is defining the future of air travel.
With a clear trajectory set for continued success, Emirates stands as a symbol of excellence and ambition in global aviation, promising unmatched connectivity and elevated travel experiences for millions worldwide.
