Emirates Emirates is an airline company with a mission to provide high-quality commercial air transportation services. The company’s global strategy aims at efficient competition, exceeding far beyond the limits of the Arabian Gulf and Middle Eastern markets. In 1985, the Dubai government, cognisant of the country’s limited oil resources, launched the flag carrier as an alternative means to economic growth in the United Arab Emirates (UAE). In the very beginning, the airline served 60 destinations in 42 countries across Europe, Middle East, Africa, Asia, and Australia. To keep up with the aggressive competition, Emirates emphasized product, equipment, and excellent service, and promoted a quality image.