Emirates has the world at its feet at Arabian Travel Market

Trade representatives from every sector of the industry are certain to have their heads turned by the international carrier's stand - the rotating Emirates Globe, which - at 9.5 metres high and with a circumference of 65 metres - will be a star attraction at ATM.

As Emirates marks 17 years as a loyal supporter of ATM, the colossal structure has been rejuvenated with some exciting new features for 2010 - a year in which the airline has already confirmed the addition of six new routes to its network of more than 100 destinations.

Emirates' fleet of 146 aircraft is expanding almost monthly, with the ongoing delivery of $49 billion of aircraft on order, while its network is growing at a similar pace, with Prague (1st July), Madrid (1st August) and Dakar (1st September) following Saturday's launch to Amsterdam, which came just over a month after its inaugural flight to Tokyo.

In addition, Emirates - an Official FIFA Partner and Tour Operator - bolstered its commitment to South Africa and the 2010 FIFA World Cup™ by launching flights to Durban in October last year, meaning football fans will be able to fly with Emirates into three cities - including Cape Town and Johannesburg.

Richard Vaughan - Emirates' Divisional Senior Vice President, Commercial Operations Worldwide - said: "The ATM plays an integral role in the growth of the travel and tourism industry every year, but in 2010 - as key players from every sector seek ways to build business in testing times - it has an even more important part to play.

"Emirates has emerged from a challenging period a leaner and stronger operation and - as we focus on expanding our network with new routes - we see ATM as a tremendous opportunity to raise awareness of these destinations.

"This is also a superb platform for us to investigate further growth opportunities and put in place building blocks for future development.

"In addition, as an Official Tour Operator of the 2010 FIFA World Cup™, we will be promoting our seamless travel packages to South Africa - which include flights, accommodation, ground transportation and match tickets.

"ATM brings together key industry figures from six continents and it is important that Emirates plays a role in the meetings, business, seminars, networking and relationship building that the ATM is renowned for.

"It is also a great platform to showcase the city's tourism infrastructure and star attractions, as well as the diverse travel services available. Emirates is committed to the consolidation of Dubai's status as a world-class tourist destination and business hub, and - as the largest aviation and travel services player in the region - we are proud to be playing a part in the ongoing success of ATM."

Showcasing some of the Emirates Group's most exciting new developments, the Emirates Globe will include three zones, one devoted to Al Maha Desert Resort & Spa; another to its sister conservation-based destination, the recently opened Wolgan Valley Resort & Spa in Australia which is also managed by Emirates Hotels & Resorts; while the third area will focus on Emirates airline's products and services.

The Emirates Globe - located in Hall 3, Stand No. UAE 2400 at Dubai International Convention and Exhibition Centre - will also house private business meetings in conference rooms, while the top floor of the stand - which has full catering facilities - boasts a large VIP area and majlis for hosting guests.

An array of audio and visual displays - including three High Definition films - will support the key features of the exhibit, which took creative and technical professionals 22,000 hours to complete. And, of course, friendly Emirates cabin crew will be at hand to assist visitors, together with staff from throughout the Emirates family.

Visitors to the stand will also have the opportunity to sample the industry-leading First Class Suites onboard Emirates' 777-200LR, 777-300ER and A380 aircraft in a specially recreated cabin area, while the stand will also take guests around the world in 30 minutes as the entire three-story structure slowly rotates a full 360 degrees.

Mr Vaughan added: "The Emirates Globe has been meticulously constructed to reflect Emirates' commitment to quality, world-class service and innovation, and will continue to be a standout exhibit at ATM.

"Once again, the stand will be equipped to handle the vast number of visitors it has attracted since it was first displayed in 2007, though this year it will be a more interactive experience, with a combination of sight, sound, touch and smell features bringing products to life and ensuring the award-winning display remains a highlight of ATM."

Visitors to the stand will also be able to find out more information on a number of exciting new initiatives at businesses within the Emirates Group, including: Skywards, Emirates' frequent flyer programme; Emirates Holidays, the tour-operating arm of the airline; Arabian Adventures, the leading destination management company in the Middle East; EmQuest, which provides electronic distribution products and services to the travel industry; and Congress Solutions International, which is a full-service professional congress organiser.