Dubai Airports unveils new branding

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Dubai Airports has unveiled a new brand for Dubai International Airport (DXB), UAE, that signifies the organization’s transition from airport operator to a consumer-led company.

The new brand embodies the unique values of Dubai, demonstrating hospitality, imagination, open mindedness and a wealth of exciting and inspiring experiences.

Dubai Airports hopes that the revised brand will transform the airport into a destination in itself by creating exciting, immersive virtual experiences that bring iconic Dubai landmarks into the airport as well as an array of music, art, dance and even fashion exhibitions that showcase local culture and celebrate diversity.

As part of the change, Dubai Airports will create zones throughout the concourses that cluster together retail, food and beverage (F&B) and themed attractions to cater for the airport’s diverse customer base.

Sheikh Ahmed bin Saeed Al Maktoum, chairman of Dubai Airports, said, “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.

“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.”

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.”

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Dan joined Passenger Terminal World in 2014 having spent the early years of his career in the recruitment industry. As assistant editor, he now produces daily content for the website and supports the editors with the publication of each exciting new issue. When he’s not reporting on the latest aviation news, Dan can be found apprehensively planning his next DIY project.

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