South African Tourism and Emirates airline have signed a memorandum of agreement to promote tourism among Middle Eastern travelers.

“South Africa provides a great value proposition for any tourist and we believe by working together with Emirates we can further broaden this appeal and encourage tourists to visit and experience what our country has to offer,” said said Thulani Nzima, CEO at South African Tourism.

South African Tourism and Emirates Airline agreed to collaborate with marketing and promotional ideas and initiatives in various media, according to a report on fin24.

Hubert Frach, Emirates divisional senior vice president, said, “South Africa is a very important market for Emirates and this agreement reinforces our commitment to promote inbound tourism to the country.”

Increased flights between the Middle East and South Africa are key to increased tourism, Nzima said. Emirates currently flies into Cape Town, Durban and Johannesburg.

Government-owned Emirates Airline was founded in 1985, according to The Emirates Story. It flies out of Dubai and is operated as an independent business entity. The airline has grown rapidly, especially in recent years, and claims to have one of the youngest fleets of airplanes in the world.

The airline boasts separate travel destination and leisure travel divisions. In recent advertising, Emirates billed itself as “the only airline in the world to offer nonstop service to all six continents from one hub.”

Emirates first started service to South Africa in 1995, according to fin24.

“South Africa provides a great value proposition for any tourist and we believe by working together with Emirates we can further broaden this appeal and encourage tourists to visit and experience what our country has to offer,” said Nzima.