ATM: Emirates and China Cultural Centre establish strategic partnership

The agreement was signed by Orhan Abbas, Emirates’ Senior Vice President, Commercial Operations, Far East and Liu Yang, Director, China Cultural Centre in the UAE in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive Emirates Airline and Group, Her Excellency Ou Boqian, Consul General of the People's Republic of China in Dubai and Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management.

Emirates will work with the China Cultural Centre in the UAE to promote China in key markets across its global network through joint advertising campaigns. The airline will also explore opportunities to organise familiarisation trips from these markets to China, to increase awareness about the market’s touristic appeal and develop more business and trade opportunities.

Orhan Abbas commented: “China has always been a strategically important market for Emirates, and we’re pleased to collaborate with the UAE-based China Cultural Centre to drive increased visitor traffic and generate more opportunities for travellers from across our network to explore China’s vibrant cities and unique sights. This year, we marked two decades of Emirates’ successful operations in China, a remarkable journey that has enabled us to establish long-term partnerships in travel and trade, and contribute significantly to China’s economy and local community.

We will continue to invest in our already strong partnership with China and offer customers world-class service, a seamless travel experience, and extensive global connectivity to serve its ever-growing international travel needs.”

Liu Yang commented: “Emirates has always been a very important and special partner for China Cultural Center in the UAE. Last year we made a very good collaboration with Emirates to bring the GCC buyers to attend the China International Travel Mart (CITM), and today we are together again with a historical MoU on the sidelines of the Arabian Travel Market This year is also the 40th anniversary of the establishment of diplomatic relations between China and the United Arab Emirates, we can see a bright future for both sides’ tourism promotion and we can help to let the people of both sides know each other better and deeper by their own eyes.”