Emirates has announced it will soon get into the NFT game and will offer "leading experiences" in the "latest digital spaces" for customers and employees.
However, the UAE-based airline offered no details on what form its NFTs (non-fungible tokens) will take, aside from saying they will be "both collectible and utility-based".
The company said it anticipates launching its NFTs in the coming months.
Last year, Emirates was the first airline to launch its own virtual reality app on the Oculus store. The Emirates VR Experience is free to download and allows people to virtually explore aircraft interiors, including the luxurious offerings of first class such as a private onboard shower.
Emirates now plans to build further "signature brand experiences in the metaverse". The Emirates Pavilion at Expo 2020 Dubai is also being repurposed into a centre to showcase the airline's future-focused projects including those relating to the metaverse, NFTs and Web3, the company said.
"Dubai and the UAE are blazing the way in the digital economy, having a clear vision supported by practical policies and regulatory frameworks in areas such as virtual assets, artificial intelligence, and data protection," said HH Sheikh Ahmed bin Saeed Al Maktoum, the chairman and chief executive of Emirates.
"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."
More information on what the NFTs and metaverse offerings will actually be should be announced soon.