Emirates, together with Dubai Experience, VisitBritain, and key European tourism partners, has successfully concluded its Emirates Dubai, Britain & Europe Roadshow 2025, engaging with more than 650 travel trade professionals across seven cities in Australia and New Zealand.
The multi-city event, held from 13 to 21 October, visited Brisbane, Perth, Adelaide, Sydney, Melbourne, Christchurch, and Auckland — destinations directly served by Emirates. The roadshow underscored the airline’s continued investment in driving outbound tourism to Dubai, Britain, and Europe, while reinforcing Dubai’s position as a world-class stopover hub connecting travellers to Emirates’ extensive network of over 40 European destinations.
Participants received exclusive updates on Emirates’ global fleet and premium product offerings, including the airline’s US$5 billion retrofit program, the new A350 aircraft, and the award-winning Premium Economy cabin. Presentations also highlighted Emirates’ unmatched connectivity, offering agents insights into emerging travel demand, booking trends, and multi-stop itinerary options across Europe.
A key feature of the roadshow was an immersive session on the Emirates Dubai Stopover Experience (DEX), an innovative platform that allows Emirates passengers to design and book custom Dubai itineraries — from flights and hotels to dining and attractions — before connecting onward to their European destinations.
Alongside Emirates, a strong line-up of tourism partners showcased their destinations and offerings through workshops and networking sessions. Exhibitors included Tourism Portugal, Austria Tourism, Fjord Norway, Visit Malta, Visit Monaco, Globus Tours, Rail Europe, Switzerland Tourism, and Qantas. Agents also competed for high-value prizes, including educational trips to Italy, Malta, and Portugal, and luxury Dubai stopovers.
“By bringing together our European partners and showcasing Emirates’ significant product enhancements, we’re empowering our Australian and New Zealand travel consultants to craft unforgettable journeys across Europe,” Emirates Regional Sales Manager Dean Cleaver said. “From the luxurious comfort of Premium Economy to our new A350s, this roadshow reaffirms Emirates’ commitment to connecting travellers to a world of possibilities through Dubai.”
New Agent Incentives and Product Enhancements
To celebrate the success of the roadshow, Emirates will launch a special incentive on 27 October for Australian travel agents. The top ten sellers of Emirates return tickets between 27 October and 19 December 2025 will win two tickets to one of Emirates’ global VIP sporting events in Europe or the US, including flights.
Emirates continues to expand and upgrade its services across Britain and Europe, with new aircraft, enhanced cabins, and expanded Premium Economy offerings. By the end of 2025, the airline expects to serve over 70 cities with its latest interiors, providing more than two million Premium Economy seats annually, increasing to four million by the end of 2026.
Emirates currently operates 70 weekly return services between Australia and Dubai, including three daily flights to Melbourne and Sydney, two daily to Brisbane, and daily services to Adelaide and Perth. In New Zealand, the airline operates daily A380 flights to Christchurch and Auckland.
Further enhancements are on the horizon, with Perth set to welcome its first retrofitted A380 with Premium Economy on 26 October 2025, followed by Adelaide’s debut of Premium Economy aboard Emirates’ ultra-long-range A350 on 1 December 2025.
Tickets can be booked via the Emirates Partner Portal at www.emirates.partners or through travel agents nationwide.
