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Dubai: Emirates 'announces' new delivery service for ‘very important parcels'
Initially available to VIPs in seven markets, the service will scale and be introduced across Emirates’ global network
- PUBLISHED: Tue 1 Apr 2025, 10:00 AM
Imagine an Emirates A350 landing in your neighbourhood and a flight attendant delivering a parcel to your doorstep. That’s exactly what the Dubai-based airline has teased in an image as it announced a new VIP service for “very important parcels.”
Given the timing of the announcement, it remains to be seen whether this is an April Fool’s Day prank — something the airline is famous for.
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“Breaking the boundaries of commercial airline service models, Emirates is launching an innovative new service to transport V-I-Ps (very important parcels) literally from door-to-door, with the same level of service and care that has won the airline global recognition and awards,” the carrier said.
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According to Emirates, the new service was co-developed with key customers. Tailored to the unique requirements of V-I-Ps, it has “already received strong positive feedback” during proof-of-concept trials.
“Initially available to V-I-Ps in seven markets, the service will scale and be introduced across Emirates’ global network,” the carrier said.
Emirates is renowned for its creative April 1 announcements, often delivered in a serious tone that convinces even the most sceptical readers. In 2024, it revealed a 380-storey Emirates Residences. The tower was to have its own “exclusive airport for residents,” with construction set to begin on February 31, 2025 (get it? If not, here’s a hint: How many days does February have?).
In 2023, the airline ‘launched’ a 'sea line' — an ultra-luxurious cruise liner that was shown sailing past Atlantis. Bookings were to begin on June 31 (again, how many days does June have?), with the first cruise set to depart for Karachi from Dubai Harbour on April 1, 2024. Other legendary pranks include a transparent sky lounge, a triple-decker plane, and a chauffeur-less drone.
Despite its history of April Fool’s Day pranks, the 2025 announcement has no obvious signs of a joke — aside from the A350 parked in the middle of a residential neighbourhood. “More details will be shared soon,” Emirates promised.
As Associate Editor, Sahim Salim helps tell the UAE story like no one else does — and leads a team of reporters that asks the questions to get news and headlines that matter.