Airlines have long been seen as key elements of a modern functioning economy based on global trade and interconnectivity. As a result, national airlines, known as “Flag Carriers”, “Legacy Carriers” or “Full-Service Airlines” were afforded measures of support from their governments. Emirates Airlines is a flag carrier of Dubai, owned by the Government of Dubai through its commercial investment arm, the Investment Corporation of Dubai (ICD), which has holdings in finance, transport, energy and real estate. The GCAA (government) closely monitors that all regulatory requirements are complied with by the airline in terms of their part 121 certification (scheduled passenger and cargo operations). In 1985 Emirates received US$10 million from the Government of Dubai in start-up seed capital as equity and US$88 million invested in infrastructure, which included two Boeing 727 aircraft and the Emirates Training College building. This has been more than repaid by dividend payments to the Government of Dubai, which have totalled US$2.3 billion to date. The Dubai Government, the regulatory authorities and the management of Emirates have consistently made it clear that Emirates is required to be self-sustainable and profitable. Therefore, there is minimal government intervention in the strategic and tactical decision making that occurs in the airline. Emirates Airlines, along with Etihad, another state-owned carrier contributes $47.4 billion to the UAE’s gross domestic product (GDP), accounting for 13% of its GDP and the share of the aviation and tourism sector in United Arab Emirates. According to IATA estimates, the demand for air travel is expected to more than double in the next two decades due to a strong upswing in the economy. IATA further forecasts that the growth of the middle class with more disposable income in the Indian sub-continent will further boost the demand for air travel between the two countries. The carrier has earned an accolade for being the world’s best airline-economy class in 2019 as well as the region’s Leading Airline, Leading Airline Brand, Leading Airline Rewards Programme, Leading Airline Website, and Leading Airport Lounge – Business Class. This is an indication of the superior product offered to the flying public. The airline owes it to its loyal passengers, its suppliers, service providers and aircraft manufacturers for providing their state-of-the-art aircraft. A prime example is holding the world record for the greatest number of Airbus A380s in the world, which is endeared by passengers. The garnered brand image, an excellent hub-and-spoke network and multiple codes-shared routes are some of the ways of increasing passenger numbers and market expansion. Among many reasons is the need for staying relevant and increasing presence to generate new demand which Emirates Airlines does through engaging in sponsorships, such as the Emirates Literature Festive, international sports teams’ sponsorships etc.
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