Philippines Department of Tourism (DOT) Undersecretary Verna C. Buensuceso (left; seated) and Emirates’ Senior Vice President, Commercial Operations, Far East Mr. Orhan Abbas (right; seated) have signed a Memorandum of Understanding (MOU) to promote the Philippines as a premier tourist destination.

At the Arabian Travel Market (ATM) in Dubai, UAE on April 28, the DOT and Emirates Airlines established this partnership to enhance travel towards the Philippines.

Promoting the Philippines to Middle Eastern Travellers

“The collaboration of the Department of Tourism with Emirates is a vital step in establishing the Philippines as a premier leisure gateway for travellers from the Middle East and Europe, providing additional air seats and options for the Filipino diaspora in this area who wish to return home,” stated Philippine Tourism Secretary Christina Garcia Frasco, who witnessed the MOU signing between Undersecretary Verna C. Buensuceso and Orhan Abbas.

The agreement sets forth plans to promote the Philippines in Middle Eastern, Mediterranean, and European markets.

Increasing Connectivity

The two agencies will also co-promote initiatives via media channels to ensure extensive outreach, with Emirates advertising the Philippines across its network.

In addition, they will collaborate to develop and promote tourism, utilizing Emirates’ services for mutual advantage and expanding flight routes and frequencies to key destinations in cooperation with government bodies and relevant sectors.

“By establishing a strategic framework for joint marketing and advertising initiatives, we anticipate significantly increasing visitor inflow from Emirates’ extensive global network. This partnership not only strengthens our tourism industry but also promotes deeper cultural bonds between our regions,” the Tourism Secretary remarked.

Abbas added that Emirates’ ongoing partnership with the DOT demonstrates the Philippines’ potential to draw more travellers worldwide, noting that “Emirates started operations in the Philippines close to 35 years ago, making it one of our longest-served destinations.”

Emirates operates 28 weekly flights to the Philippines, covering Manila, Cebu, and Clark, providing around 22,700 weekly seats to and from Dubai. Additionally, in November 2024, Emirates launched its Emirates World retail store concept in Manila to offer an immersive experience for Filipino customers. As of April 28, 2025, the Philippines welcomed 21,576 travellers from the UAE, according to DOT statistics.