Emirates not just a profitable airline, it aims to create jobs, build wealth

Dubai-based Emirates’s 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.

- Waheed Abbas

While speaking during 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 one," Boutros said during a fireside chat on “Marketing Beyond Borders: How a Homegrown Brand Became Truly Global.”

He stressed that Emirates's success should be attributed to teamwork and the environment it provides to its employees.