Emirates is taking its European message on the road – literally – with a seven-city trade roadshow across Australia and New Zealand aimed at driving early sales for the 2025 northern summer. Travel Weekly caught up with regional sales manager Dean Cleaver at the Sydney event to learn more about the airline’s strategy, product updates and evolving trade relationships.
Why these dates – and why a roadshow?
Dean Cleaver: We’re doing seven events across our Australian and New Zealand network — five in Australia (Sydney, Melbourne, Brisbane, Adelaide and Perth) and two in New Zealand (Auckland and Christchurch).
We’ve chosen this time of year to drive forward sales for the European summer next year. Some call it the “early birds” period — Australians are traditionally looking ahead and planning their trips. By bringing agents and tourism boards together now, we’re planting the seed early, showcasing destinations they might not have considered, and positioning Emirates as the carrier to get them there.
How critical is the trade relationship to Emirates in the Australian market?
Dean Cleaver: The trade remains absolutely vital. While emirates.com and online channels are growing fast, the majority of our sales in Australia still come through the trade. Travel advisors are integral to our distribution strategy — they bring expertise, trust, and the ability to craft the kinds of multi-stop itineraries that make Europe so compelling.
Airlines don’t always run their own roadshows. Why did Emirates take this approach?
Dean Cleaver: We saw a great opportunity to bring multiple partners together under one umbrella and really showcase the breadth of our network. Many tourism boards want to work with an airline, so instead of picking one country, we’ve brought a range of them together — and they actually complement each other.
That’s the beauty of Europe – you can fly into one country, travel across a dozen more, and fly out somewhere else. It’s a great way to demonstrate our connectivity and inspire agents to build creative itineraries.
What’s the airline’s main focus for the coming year?
Dean Cleaver: Europe remains our biggest market out of Australia. But 2025 is really about product. We’ve invested US$5 billion in retrofitting our aircraft and rolling out our Premium Economy cabin.
By 1 December, all our Australian and New Zealand gateways will offer four classes, including Premium Economy. It’s already winning awards, and we’re proud of the quality and comfort it brings to the mid-tier segment. This roadshow is a chance to show it off.
Secondary destinations in Europe are booming. Where are you seeing growth?
Dean Cleaver: Australians are exploring beyond the usual suspects. Of course London, Paris and Rome remain strong, but we’re seeing real interest in secondary ports and countries.
Portugal is hot right now, Malta’s growing fast, and travellers are discovering they don’t have to fly through Heathrow – they can go direct to Edinburgh or Glasgow, or connect seamlessly to Dublin, Vienna, Bologna and more.
Our network gives them those options at no extra cost, and with multiple daily flights to places like Lisbon and Malta, it’s never been easier.
And there are some pretty impressive prizes on offer at the roadshows too…
Dean Cleaver: Yes, the trade has been very generous. We’ve got two agent educationals: one with Globus covering Italy and Malta, and another through Portugal.
We’re also highlighting Dubai as a stopover with some fantastic hotel and experience prizes, plus luxury stays from European partners – even Monaco is involved. It’s not just a couple of nights in a hotel; these are immersive, high-value experiences.
Final word – what’s the big message you want to land with the trade?
Dean Cleaver: It’s simple: Europe remains the heart of our network, Dubai is the perfect stopover, and Premium Economy is here to elevate the journey.
We’re committed to supporting the trade and giving them the tools to create unforgettable itineraries for their clients. This roadshow is about connection, education and a bit of fun too.
