Manila and Dubai Strengthen Ties to Elevate Philippine Tourism In a landmark agreement aimed at revitalizing and expanding the Philippines’ global tourism reach, the Department of Tourism (DOT) and Dubai-based Emirates Airlines have formally sealed a partnership to attract more visitors from the Middle East, Mediterranean, and Europe.
The memorandum of understanding (MOU) was signed on Monday, April 28, 2025, in Manila by Undersecretary Verna Buensuceso of the DOT and Orhan Abbas, Senior Vice President for Emirates Airlines Commercial Operations in the Far East.
Tourism Secretary Christina Garcia Frasco emphasized that the agreement goes beyond simply boosting visitor numbers. “It’s not just about bringing new visitors to our shores,” Frasco said. “It’s also about making it easier for Filipinos abroad to come home and rediscover the beauty of their country.”
Expanding Reach Through Joint Promotion
Under the terms of the MOU, the DOT and Emirates will embark on joint promotional campaigns across a range of media platforms. The goal is to leverage each other’s networks and expertise to maximize global exposure for Philippine destinations.
Travelers can also expect additional flight options and expanded routes as Emirates strengthens its service to the country, reinforcing its nearly 35-year legacy of connecting Dubai to the Philippines.
“Emirates began serving the Philippines nearly 35 years ago, making it one of the longest-served destinations across our entire global network,” Abbas noted during the signing ceremony. “Our continued partnership reflects the strength and popularity of this Southeast Asian destination.”
Tourism Resurgence and Strategic Timing
The partnership comes at an opportune time for Philippine tourism. Since reopening its borders post-pandemic in 2022, the country has seen a remarkable recovery in international arrivals. As of April 25, more than 21,000 visitors from the UAE alone had arrived in the Philippines this year.
The renewed collaboration is expected to further accelerate this rebound, tapping into growing travel interest across the Middle East and Europe.
The enduring relationship between the Philippines and Emirates Airlines also underscores the country's appeal not just among leisure travelers but also among business professionals and entrepreneurs.
With nearly four decades of partnership as a foundation, officials are confident that the new agreement will cement the Philippines’ position as a premier global destination in the years ahead.
Key Developments:
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The Philippines' Department of Tourism and Emirates Airlines sign a new partnership pact.
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The collaboration aims to boost the Philippines’ tourism presence in the Middle East, Mediterranean, and Europe.
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Emirates celebrates 35 years of service to the Philippines.
