Emirates Skywards Celebrates 25 Years: New Rewards and Unmissable Opportunities for African Flyers

The Emirates Skywards loyalty programme is marking a significant milestone: its Silver Jubilee. As Emirates and flydubai’s award-winning rewards platform turns 25, members across Sub-Saharan Africa and beyond are being treated to 25 days of exceptional prizes and exclusive experiences. The celebration, running from 25 September to 20 October, brings a wave of new incentives, spanning from generous bonus Miles to once-in-a-lifetime raffle draws—and even a striking new aircraft livery that promises to capture imaginations at airports around the world.

For those working within Africa’s travel sector, these developments present a timely opportunity to rethink loyalty strategies, deepen client engagement, and capitalise on the evolving landscape of airline rewards. Here’s a closer look at what’s unfolding and how it could reshape the region’s business in the years ahead.

Prestigious Prizes and the Power of Miles

Emirates Skywards’ Silver Jubilee campaign is all about giving back. Members are invited to participate in a 25-day celebration featuring headline-making giveaways that underscore the programme’s global stature. The centrepiece is a raffle with a total of 25 million Skywards Miles up for grabs, including individual prizes of 100,000 and 250,000 Miles, and a life-changing 1 million Miles for one fortunate winner. Entry is simple: register and earn Skywards Miles with Emirates, flydubai, or participating partners during the campaign period. This approach not only drives bookings but also fosters a deeper sense of brand loyalty among Africa’s frequent flyers and leisure travellers alike.

The campaign is complemented by a suite of attractive bonus offers: 50% extra Miles for bookings with Emirates or flydubai, 25% additional Miles through partner airlines, shopping, dining, or leisure activities with Skywards Everyday partners, and up to 50% more Miles for early ‘Buy or Gift’ purchases. For travel consultants, these incentives open new avenues to encourage client participation, maximising value and elevating the overall travel experience for outbound and connecting passengers from key African hubs.

On-the-Ground Delight at Dubai International

For the many African travellers transiting through or visiting Dubai International Airport (DXB), the Silver Jubilee brings added excitement. In early October, passengers can participate in interactive quizzes to earn extra Miles, access complimentary airport lounges, and win duty-free shopping vouchers. Skywards-branded ice cream trucks will serve complimentary treats, enhancing the airport experience for families and business travellers alike. Meanwhile, the innovative ‘Spot the tag’ campaign rewards those who identify special tags on their luggage with lounge access, exclusive Emirates merchandise, and bonus Skywards Miles—further incentivising engagement at the world’s busiest international airport.

Such experiential touches are more than just perks; they highlight a trend towards immersive, personalised rewards that African industry professionals can draw inspiration from as they seek to differentiate their own value propositions in a competitive market.

Celebrating Longstanding Loyalty

Emirates Skywards is also recognising its most loyal members with a range of exclusive benefits. Long-term participants—those who have consistently maximised their engagement—will enjoy premium surprises such as tier upgrades, cabin upgrades, and exclusive anniversary merchandise. This recognition of loyalty underscores the importance of sustained engagement, setting a benchmark for other programmes looking to foster enduring relationships across Africa’s fast-growing travel community.

Rapid Growth and Expanding Partnerships

The evolution of Emirates Skywards since its inception in 2000 is nothing short of remarkable. Membership has soared from just 76,000 in its first year to over 37 million members spanning more than 190 countries as of 2025. The programme continues to welcome over 78,000 new enrolments every week—a testament to its enduring appeal and the growing appetite for rewards-driven travel across regions including West, East, Central, and Southern Africa.

Skywards’ vast ecosystem now includes over 100 partner brands, 1,400 flight destinations accessible via Emirates, flydubai, and other airline partners, and a network of 30,000 hotel properties worldwide. The programme also offers 20 co-branded credit and debit cards, 37 points conversion partners, and access to more than 7,200 retail and lifestyle brands, as well as car rental services in 50,000 locations. This extensive reach enables African clients to earn and redeem Miles in ways that fit their travel and lifestyle preferences, while giving local industry players more tools to meet diverse customer needs.

Impressive Redemption and Recognition

Every day, over 120,000 Skywards Miles-earning transactions are recorded, while nearly 400 billion Miles have been redeemed on upgrades and flight rewards since the programme began. Members redeem over 800 Classic Rewards daily on Emirates flights, and in the last year alone, 48 exclusive events—ranging from the FA Cup in the UK to the US Open and Roland Garros—have been made available for redemption, offering African clients access to global experiences that go far beyond standard travel rewards. In fact, Emirates reports that a cabin upgrade is redeemed every minute, reflecting the programme’s popularity among frequent flyers seeking extra comfort and exclusivity.

‘Earn Better’ and ‘Spend Better’ Philosophy

Emirates Skywards’ commitment to adding value has not gone unnoticed. The programme was recently crowned ‘Best Global Airline Loyalty Program’ at the International Loyalty Awards 2025, marking two decades of industry-leading recognition. Its four-tiered structure—Blue, Silver, Gold, and Platinum—ensures members at every level enjoy tailored privileges, from fast-tracked check-in and priority boarding to lounge access and exclusive offers. Members can earn Miles through a wide spectrum of partners, including airlines, hotels, car rentals, and various financial and lifestyle brands. Redemption options are equally diverse, spanning flight tickets, upgrades, hotel stays, and unique experiences that create lasting memories.

The Road Ahead for Africa’s Travel Industry

The Silver Jubilee celebrations are more than just a marketing campaign; they signal a shift in how loyalty is cultivated and rewarded in a rapidly changing global travel environment. For Africa’s travel industry professionals, the lessons are clear: robust, flexible loyalty programmes that combine aspirational rewards with everyday earning and redemption opportunities will be vital for capturing and retaining the next generation of travellers.

As Emirates Skywards charts a course for its next quarter-century, African businesses—whether large consolidators, boutique agencies, or digital disruptors—should consider how to integrate similar strategies. Enhanced partnerships, customisable offers, and a relentless focus on customer experience will be the keys to standing out in a sector where loyalty is increasingly linked to flexibility, recognition, and personalisation.

The introduction of the bespoke ‘25 years’ aircraft livery, with its striking silver design, is a visible symbol of this milestone—and a reminder that innovation and celebration can go hand-in-hand. With Emirates Skywards continuing to set benchmarks in loyalty, African industry players have fresh inspiration to reimagine their own approaches, ensuring they remain at the forefront of a dynamic and opportunity-rich global travel landscape.