The flagship carrier has been the most profitable airline for the last 3 years and repaid the Coivd-19 loans to the government
Dubai-based Emirates’ objective is to build an airline and make money, create jobs, and wealth for the city, said Boutros Boutros, executive vice president, corporate communications, marketing and brand at Emirates Group.
While speaking during the TRIBE – The CMO Connect 2025 event hosted by Khaleej Times, Boutros said Dubai’s flagship carrier is run like a private entity, rather than a government firm.
“We don’t have a board of directors and shareholders who come every three months, and we have to produce enough figures to keep our jobs. This is a strength for us. This is a strength because our motive is not only to make money. We have to be profitable, but more than profitable, to build an airline; it is to create jobs and wealth for the city.
“This mentality doesn’t exist in many other companies, because we are a unique company in terms of ownership. It’s run like a private company, not run as a government,” Boutros said during a fireside chat on “Marketing Beyond Borders: How a Homegrown Brand Became Truly Global.”
He stressed that Emirates’ success should be attributed to teamwork and the environment it provides to its employees.
“Emirates is a unique airline for a unique city. You cannot say it’s a Dubai company. It’s a global company. We cater for everybody.”
Key highlights of TRIBE – The CMO Connect 2025 were the exclusive announcement of the GCC’s Most Influential Marketing Leaders, recognising excellence, innovation, and leadership in the field. The summit also featured a networking lunch, providing opportunities for attendees to foster strategic partnerships and engage with top marketing visionaries.
Loan repaid
Last week, Emirates said its 2024-25 revenues increased by 6 per cent to Dh127.9 billion ($34.9 billion). The world’s largest international carrier hit a new record profit after tax of Dh19.1 billion, outstripping last year’s Dh17.2 billion ($4.7 billion). This is the best performance in the airline’s history, and in the airline industry for the reporting year 2024-25.
“We have been the most profitable airline for the last three years. After the pandemic, we repaid the loans to the government. We were running a tight, good operation (during Covid-19). To be honest, this would not have happened if we were in another country. A lot of people ask why the Emirates is so successful. It is because we are in Dubai. Of course, this is one of the major reasons, and a huge part of Dubai’s and the UAE’s growth story,” said Boutros.
Dubai’s flagship carrier obtained billions of dollars in loans from the government due to the coronavirus pandemic as the aviation industry came to a halt due to the pandemic.
Source: Khaleej Time
Published: 14 May 2025
