Japan National Tourism Organization (JNTO) and Emirates have signed a new Memorandum of Understanding (MoU) aimed at further promoting tourism exchange between Japan and the Middle East. Building on their existing cooperative relationship, the partnership seeks to raise awareness of Japan in key Middle Eastern markets and boost demand for travel to Japan.

JNTO and Emirates plan to collaborate on tourism promotions and various marketing activities. Their strategy focuses on fostering greater people-to-people exchange and generating travel demand among Japan, Dubai and the Middle East region.

Emirates regards Japan as a key strategic market and continues to invest in strengthening its network. In October 2026, the airline will increase the frequency of flights to and from Japan to a total of 28 weekly flights by adding services on the Narita route.

Additionally, Emirates is enhancing its service offerings, such as deploying the A380 aircraft on the Kansai International Airport route, providing chauffeur-drive services at both Narita and Kansai airports and upgrading aircraft equipment.