Emirates Airlines, the largest airline of the United Arab Emirates, is planning to issue its own collection of non-fungible tokens (NFTs) as the region is accelerating its efforts toward the digital economy.

The company said in a press release that it plans to build "signature brand experiences" in the metaverse by issuing collectible and utility-based NFTs. While no exact dates were revealed, Emirates said the first projects "are already underway," with launch anticipated in the "coming months."

To boost the adoption of digital technologies, Emirates also rebranded its pavilion at the Expo 2020 site into a "center for innovation," aimed at bringing NFT/Web3 talents from all over the globe. Sheikh Ahmed bin Saeed Al Maktoum said:

We are excited about the opportunities in the digital space of the future and are committing a significant investment in financial and resourcing terms, to develop products and services using advanced technologies that will deliver on revenue, brand experience, and business efficiencies.

However, Emirates Airlines isn't the first company in the global commercial aircraft market that adopted NFTs. In April 2021, airBaltic, a hybrid Latvian airline company, issued a limited NFT collection showcasing an individual Airbus A220-300.

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