Cardiff Airport is looking to cash in on the mild Welsh summers by attracting larger numbers of passengers from Arab countries.
Wales Online reports that travellers from the Middle East are increasingly being attracted to the welsh capital to avoid the scorching heat at home.
The travel hub is now looking to encourage an Arab airline to fly to Cardiff Airport.
Steve Hodgetts, business development manager, told the news provider that "word of mouth" has helped promote the attractions of Wales.
"Emirates have been a key target for us for some time. If they did start to fly to Cardiff, it would need some assistance from the Assembly Government to get it off the ground," Mr Hodgetts added.
He explained that connections to Cardiff Airport are already being promoted by Emirates airlines.
Currently direct services operate between the Welsh travel hub and 50 destinations, with a further 800 locations available on connecting flights. Around two million travellers pass through its doors each year.