Dubai Airports and DXB Entertainments PJSC, owner of Dubai Parks and Resorts have announced a strategic partnership.

The aim is to create an ‘unparalleled airport experience’ while showcasing Dubai’s position as a tourist and family entertainment destination in the region.

The partnership will showcase Dubai Airports’ efforts to make Dubai International Airport (DXB) a destination in its own right while promoting the breadth of offer at Dubai Parks and Resorts to the over 88m passengers travelling through the airport annually.

Dubai Parks and Resorts will be promoted at all DXB concourses with access to over 65 airlines flying to and from over 240 destinations in 170 countries worldwide. Dubai Parks and Resorts will engage airport passengers by providing branded family zones and dedicated retail locations selling Dubai Parks and Resorts products.

Direct marketing and immersive advertising will entice travellers to experience the full offer.

DXB recorded a 10% average passenger growth over the past 10 years with 88.2m passengers passing through in 2017. Some 90m passengers are expected in 2018.

GROWN PLAN

This is the first full year of operations for Dubai Parks and Resorts and the company aims to continue growing international tourist visitor numbers to the destination in line with the Dubai Tourism Vision 2020.

The first quarter of 2018 set a new record for Dubai Parks and Resorts, with over 850,000 visits to the destination, a 45% increase compared to the same period last year. The partnership allows Dubai Parks and Resorts to directly target inbound and transit passengers to the city and showcase the breadth of entertainment offers within its destination.

Eugene Barry, Executive Vice President Commercial at Dubai Airports said: “This partnership demonstrates Dubai Airports’ commitment to showcase the world-class hospitality and entertainment options available to visitors of this vibrant city, while also creating unique airport experiences.

“Dubai Parks and Resorts are the perfect partner to work with us on creating authentic and memorable activations to engage with a global audience, with the goal of inspiring connecting travellers to visit Dubai, and Dubai Parks and Resorts, on their next journey.”

Mohamed Almulla, CEO and MD, DXB Entertainments PJSC commented: “We are pleased to announce our upcoming venture with Dubai Airports, which is a key milestone towards growing the inbound tourist segment.

“As the largest integrated theme park destination in the region, we are dedicated to strengthening Dubai’s position as a global tourism and entertainment hub.

“We believe our presence at the world’s busiest international airport will drive maximum engagement and recognition among the estimated 88 million passengers travelling through the airport.

“Our dedicated media solutions and immersive concepts will be strategically positioned throughout Dubai International passenger concourses, adding an element of surprise and entertainment to passengers’ journey through the airport and giving them a glimpse of what awaits them at Dubai Parks.”