Tourism exchanges between the Greater Bay Area and the Middle East are expected to gain momentum following a cooperation pact between Emirates airline and the Hong Kong Tourism Board (HKTB), under which the Dubai-based carrier will aim to drive increased traffic flows to the Hong Kong Special Administrative Region.

In a press release issued on May 9, Emirates announced that it will work with the HKTB, following the signing of a memorandum of understanding, to enhance inbound tourism to Hong Kong from key target markets in the Middle East as well as Europe.

Under the MoU, which was signed amid the Arabian Travel Market trade show that concluded in Dubai on May 9, Emirates and HKTB will pursue various joint activities including familiarization trips, a comprehensive promotional plan, and targeted advertising campaigns

Orhan Abbas, senior vice-president for commercial operations (Far East) at Emirates, said in the statement that the carrier is “delighted to establish” what he called a “strategic partnership” with the HKTB to “spur growth in the local travel and tourism industry”.

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Hong Kong “has always been popular among our global customers” and it attracts visitors all year round, he said, citing the city’s “unique cosmopolitan attractions”.

Through its extensive global network, Emirates will work closely with HKTB to introduce travellers from key Middle East and Gulf Cooperation Council (GCC) countries — UAE, Saudi Arabia, Bahrain, Oman, Kuwait and Qatar — to “the vibrant culture, Michelin-starred culinary scene and dynamic attractions” that Hong Kong has to offer.

Under the MoU, which was signed amid the Arabian Travel Market trade show that concluded in Dubai on May 9, Emirates and HKTB will pursue various joint activities including familiarization trips, a comprehensive promotional plan, and targeted advertising campaigns.

The MoU not only reaffirms Emirates' commitment to supporting Hong Kong's rebounding travel and tourism industry, but also sets out joint initiatives by the two parties to drive trade and tourism into the city.

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The airline also signed similar agreements with Tourism Seychelles and the Sri Lanka Tourism Promotion Bureau.

Contact the writer at jan@chinadailyapac.com