Countries are just starting to open up and the exapt population continues to rise. Multiple sources admit that tourism is not going back to pervious levels for at least a couple more years. However, people who live across the world from loved ones are craving to see them in person.
Emirates Airlines tends to promote tourism and business travel, so the general conensus is that it's not the time to take such a luxury. A lesser know fact about emirates is that they consistently serves expats and are one of the top airlines when it comes to serving the most countries.
With such global dominance, Emirates should target a new market of individuals trying to go visit their loved ones. Tourism and business is not coming back, but reconnecting people is in our nature.