In a move as smooth as a well-poured flat white at 30,000 feet, Emirates and MSC Cruises have decided they quite like each other—enough, in fact, to keep sailing and soaring in step for a good while longer. This isn’t just a handshake over a sunset aperitivo. It’s a full-blown extension of their long-standing partnership, aimed at turning Dubai into the undisputed jewel in the crown of cruise tourism.
Announced with appropriate fanfare at this year’s Arabian Travel Market in Dubai, the freshly inked memorandum of understanding (MoU) will see Emirates and MSC Cruises deepen their commitment to offering passengers a seamless air-sea experience—from runway to gangway, with no fuss in between.
This alliance isn’t just about moving bodies from terminal to terminal. It’s about orchestrating a smooth travel experience, you’ll barely notice you’ve left the Emirates A380 lounge before you’re sipping champagne on the deck of MSC Euribia.
A Decade in the Making, Built to Last
Nabil Sultan, Emirates’ Executive Vice President for Passenger Sales and Country Management, was front and centre at the ATM signing, along with Eudes-Philippe Le Guelinel, Head of Fly & Cruise for MSC Cruises. The pair weren’t shy about the weight of this partnership.
“Our cornerstone partnership with MSC Cruises stands as a testament to how two brands can work together to support Dubai’s cruise tourism ecosystem while enhancing the customer experience,” said Sultan, oozing the polished confidence that makes you want to book a business-class seat to celebrate.
Gianni Onorato, MSC Cruises’ CEO and a man rarely spotted without a blazer and a vision, added his flair: “Our partnership with Emirates is founded on a shared dedication to offering guests unforgettable experiences and high-quality service.”
In other words, this isn’t just a brand marriage. It’s a well-rehearsed duet.
Fly & Cruise: No Jet Lag, No Drama
The Fly & Cruise packages now on offer are what one might call an elegant solution to modern travel fatigue. Picture this: you step off your Emirates flight at DXB, where a dedicated MSC transfer awaits. Your bags? You won’t see them again until they’re neatly placed in your cabin.
And when your voyage ends? You can drop those bags at the cruise terminal, grab your boarding pass, and swan straight through to your Emirates gate, bypassing the airport chaos entirely.
Port Rashid now boasts 16 dedicated Emirates check-in counters, allowing you to complete all pre-flight formalities up to four hours before departure. In cruise-speak, that’s practically teleportation.
Dubai as the Grand Stage
For Dubai, this partnership is more than a feather in its keffiyeh. It’s a strategic move in the city’s bold plan to become the St. Tropez of the Middle East—but with better infrastructure and fewer yacht queues.
Both companies are investing heavily in marketing campaigns and joint initiatives to position Dubai as the gateway port for discerning globetrotters. This means coordinated flight and sailing scheduling, shared data to fine-tune customer service, and an ongoing push to get more travellers thinking: “Why fly and flop, when you can fly and float?”
Explora Journeys: The Upscale Armada Joins In
Not content with just one brand under its banner, MSC Cruises is also threading its luxury division, Explora Journeys, into the mix. Think tailored itineraries, white-glove service, and an onboard wine list that requires a minor in oenology.
Emirates will work closely with MSC to attract high-end clientele across key global markets—including Europe, the UK, and Latin America—and get them on board with this jet-set-meets-deck-chair lifestyle.
A Vision with Latitude
The partnership also extends to new deployments beyond Dubai. Emirates will actively support MSC Cruises’ expansion into other regions through targeted activations across its global network, ensuring that travellers from Auckland to Amsterdam see MSC as more than a name—it becomes a bucket-list lifestyle.
Flight and cruise schedules will be synchronised, cruise blocks will be allocated more precisely than a Swiss watchmaker, and check-ins—whether on tarmac or taffrail—will be smooth as silk.
Final Boarding Call
This isn’t just a travel partnership. It’s a logistical ballet between two of the world’s travel heavyweights. And if you’re the kind of traveller who prefers your adventures to be equal parts elegance and efficiency, Emirates and MSC Cruises just rolled out the red carpet for your next escape.
Because let’s face it—life’s too short for bad transfers, warm beer, or missed connections.
By Jason Smith, Reporting from Arabian Travel Market, Dubai