Dubai Airports unveils new DXB brand in bid to be “world’s best airport”


His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai; Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai; and His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports, unveiled the new brand at an official ceremony.

Dubai Airports has announced plans to elevate the airport customer experience as it unveiled a new brand, Dubai International (DXB), that signifies Dubai Airports’ transition from airport operator to a consumer-led company, and its ambition to “making the world’s busiest airport, the world’s best”.

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, and other executives from Dubai’s aviation industry, senior management of DXB, key industry stakeholders and global media.

The new brand will transform DXB 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 fashion exhibitions that showcase local culture and celebrate diversity. DXB will also feature zones throughout the airport’s concourses that cluster together retail, F&B and themed attractions to cater to DXB’s diverse customer base.

His Highness Al Maktoum 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. 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, Chief Executive Officer of Dubai Airports, added: “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.”