There’s something rather poetic about a desert-born airline turning the tides of the global cruise industry—but if there’s one thing Emirates does well, it’s defying expectations with the poise of a well-heeled captain at the helm.
This week, Emirates extended its prestigious Diamond Elite Executive Partnership with the Cruise Lines International Association (CLIA), doubling its commitment to the cruise trade with the enthusiasm of a seasoned deckhand spotting land.
In plain English: they’re all in.
And in true Emirates fashion, it’s not just a polite handshake and a few press releases. This is a full-throttle, tailwind-assisted push to keep Dubai riding the wave’s crest as one of the world’s great cruise capitals.
From Runways to Gangways: Emirates Plots the Perfect Voyage
“The extension of our Diamond Elite Partnership with CLIA comes at the right time for Emirates,” said Adnan Kazim, Emirates Deputy President and Chief Commercial Officer, delivering the kind of no-nonsense optimism that’s become his trademark.
“The cruise industry has demonstrated remarkable resilience,” he added. “We will strategically tap into the growth opportunity that the industry presents.”
Kazim, ever the polished navigator of global partnerships, knows the stakes. CLIA represents more than 90% of the world’s ocean cruise fleet. That’s not just a slice of the pie—it’s the whole buffet.
And Emirates? They’re not nibbling. They’re carving up a hearty serving for themselves.
Through this elevated partnership, Emirates gains front-row access to cruise decision-makers, premier branding opportunities, and enough industry data to make even the most seasoned strategist swoon.
Dubai: From Desert Outpost to Nautical Nexus
Once a modest pearl-diving port, Dubai now gleams with the polish of a modern maritime titan. Emirates is helping to transform the emirate into a glittering embarkation point for the cruising elite.
Emirates holds exclusive status as CLIA’s sole Diamond Elite Executive Partner airline
“In partnership with CLIA, Dubai today benefits from an integrated air-land-sea proposition, anchored by world-class maritime infrastructure, iconic tourist attractions, and exceptional air connectivity,” Kazim said.
And he’s not wrong.
In 2024 alone, Emirates flew nearly 187,000 cruise passengers into Dubai, many of whom breezed from airbridge to gangway in a manner that would make even seasoned luxury travellers raise an eyebrow in admiration.
At Port Rashid, guests enjoy remote check-in facilities, complimentary city shuttles, swift visa processing, and duty-free havens that tempt even the most disciplined holidaymaker. Meanwhile, the Hamdan bin Mohammed Cruise Terminal processes up to 14,000 passengers daily—comfortably, efficiently, and without the faintest whiff of chaos.
It’s the joined-up thinking that other cities dream about but rarely deliver.
CLIA Weighs In: “A Valued Partner to the Cruise Industry”
Karyn Gruenberg, CLIA’s Managing Director of Enterprise Development and SVP of Membership, had no shortage of praise for Emirates.
“Emirates is a valued partner to the cruise industry,” she said. “Their ongoing engagement as a CLIA executive partner demonstrates a strong commitment to furthering industry relationships and supporting CLIA’s important advocacy work.”
She’s not just being polite. In 2025, 37.1 million passengers are forecast to set sail. Dubai is shaping up as both a launchpad and a lighthouse for this growing fleet, and Emirates is steering the charge with the confidence of a skipper who’s read the tide charts—and written half of them.
From Boarding Pass to Boarding Ramp: A Seamless Story
Emirates’ cruise strategy isn’t just about branding but flow.
Fly into Dubai, check in at the terminal, stroll through customs like you own the place, and board your cruise with a tropical mocktail. That’s the promise. And that’s what’s being delivered, day in and day out, by a company that doesn’t dabble in convenience—it engineers it.
And it’s not just passengers being catered for. Crew movements, logistics, air-sea connectivity—Emirates offers a full-service solution. From economy-class families chasing a Mediterranean breeze to yacht-club members seeking winter sun in the Seychelles, the airline has a fly-cruise proposition that meets the moment.
Emirates Isn’t Just Onboard—It’s Steering the Ship
This isn’t the first time Emirates has partnered with CLIA, but the renewed enthusiasm signals more than a contractual checkbox. It signals intent, determination, and perhaps a slightly cheeky challenge to rivals.
Dubai’s port authority has already confirmed four ship arrivals this season, with more to come. The city’s profile is growing in lockstep with Emirates’ reach, now spanning six continents, hundreds of cities, and a glittering array of cruise itineraries waiting just beyond the terminal gate.
With CLIA’s global network behind them, Emirates will leverage new research, passenger insight, and digital positioning to ensure they remain more than just a carrier—they are an indispensable link in the global cruise supply chain.
Full Steam Ahead
Let’s call this what it is: a love letter to luxury and a masterclass in logistics.
While other airlines flirt with the cruise sector, Emirates is already delivering the honeymoon. It’s fly-cruise done right, with a side of Arabic coffee and a skyline that looks plucked from science fiction.
And if you’re a traveller torn between cruising the high seas or flying into the sunset, Emirates is betting you’ll say, “Why not both?”
After all, why settle for just one view when the world is your oyster—and your port?
By Jason Smith, Reporting from Arabian Travel Market, Dubai
