Dubai Airports has unveiled a new brand for Dubai International (DXB), which signifies Dubai Airports’ transition from airport operator to a consumer led company.

The brand launch event was attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports, Paul Griffiths, Chief Executive Officer of Dubai Airports, as well as VIPs of Dubai’s aviation industry, senior management of DXB, key industry stakeholders and global media.

According to the company, the new brand will transform DXB into a destination in itself. This will be achieved by creating immersive virtual experiences that bring Dubai landmarks into the airport as well as an array of music, art, dance and fashion exhibitions that showcase local culture and celebrate diversity.

CONCOURSE ZONES

DXB will also feature zones throughout the airport’s concourses that group together retail, F&B and themed attractions to cater to DXB’s diverse customer base.

His Highness Sheikh Ahmed commented: “In Dubai, we continuously strive to be at the forefront of the industry globally and to lead the way with unwavering ambition, innovation and timely investment.

“Aviation, tourism and travel have been fundamental in Dubai’s growth story and we believe this investment will yield further dividends by encouraging repeat traffic and enticing connecting passengers to visit Dubai.”

He added: “We recently welcomed our billionth customer at DXB, which was a remarkable milestone. We are making a clear statement that will ensure DXB continues to be one of the world’s most innovative and forward-thinking airports for years to come.”

Griffiths commented: “We are proud to launch the new DXB brand to reflect the fresh direction and truly transform DXB into the airport of the future, one that is led by a more customer-centric approach, that incorporates the hospitality, excitement, warmth and true spirit of Dubai.

“The new brand represents the ways in which we connect the world, not only by physically facilitating access to over 220 destinations around the world, but by transporting our customers through their experience of different cultures, food, music and art. This is what DXB, Dubai and the UAE are all about —and what our new brand will represent moving forward.”