In an era where flying has become routine, Emirates is betting that a taste of Bavaria at 40,000 feet can transform the travel experience. The Dubai-based carrier’s annual Oktoberfest celebration, running until October 5, represents a growing trend among premium airlines: turning flights into cultural destinations in their own right.

Beyond the meal tray

Gone are the days when airline food meant rubbery chicken or mystery pasta. Emirates’ Oktoberfest programme spans flights to four German cities, Munich, Frankfurt, Hamburg, and Düsseldorf, with menus that rival Munich’s famous tents.

The initiative showcases how airlines are moving beyond transportation to create memorable experiences that start the moment passengers board.

The premium dining arms race

First Class passengers will receive elaborate Bavarian platters designed as movie snacks – smoked turkey, beef salami, Obatzda cheese, and the essential brezel.

Business Class menus feature duck liver terrine and braised veal shank with red cabbage, while even Economy passengers enjoy authentic chicken sausage rolls with sauerkraut.

The airline’s iconic A380 Onboard Lounge becomes a mini Bavarian bistro, complete with pretzel towers and Krapfen (German doughnuts) filled with vanilla custard.

Ground-to-air continuity

Lounges in Munich, Frankfurt, Hamburg, and Dusseldorf will be serving Oktoberfest beverages, Kasepatzle with melted cheese, and chicken thighs with Bavarian potato salad.

This creates seamless cultural immersion from lounge to landing, a strategy that addresses a key pain point in modern travel: the disconnection between ground and air experiences.

Entertainment as a cultural gateway

The dining programme pairs with curated entertainment: 22 German films, 350+ Hollywood movies dubbed in German, and 31 German music playlists.

The business of experience

With triple-daily flights to Frankfurt and double-daily services to Munich, Dusseldorf, and Hamburg during the promotion period, every Dubai departure will include complimentary Oktoberfest gingerbread hearts

Programme Details:

• Dates: Until October 5
• Routes: Dubai to/from Munich, Frankfurt, Hamburg, Düsseldorf
• Frequency: Up to 3 daily flights per route
• Service availability: All cabin classes, A380 Onboard Lounge, German airport lounges