In a lavish ceremony with VIP guests, Dubai Airports unveiled a new brand for Dubai International (DXB) that focuses on elevating the passenger experience.
The launch event was attended by HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports, as well as Paul Griffiths, CEO of Dubai Airports.
Other attendees of the event comprised of senior management of Dubai International, notable personalities from across the aviation industry and stakeholders, as well as members of the world’s press.
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. Today 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.”
As part of its new brand identity, DXB will introduce new experiences that exemplify the values of its home city, Dubai. This will include hosting music, art and fashion exhibitions, as well as featuring themed zones throughout the airport’s concourse. The latter will include attractions centred on retail and F&B themes.
Commenting on the DXB, Paul Griffiths, CEO of Dubai Airports, said: “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.”