Dubai Airports launches “DXB” to transform airport experience


Airport experience to become more immersive, interactive and customer-centric

Airport Experience

In February 2019, Dubai Aiports announced huge plans to elevate the airport customer experience with the unveiling of a new brand for Dubai International (DXB) signifying Dubai Aiports’ transition from airport operator to a consumer led company, committed to making the world’s busiest international airport, the world’s best.

Celebrated at an exciting brand launch, 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; His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crowd Prince of Dubai and Paul Griffiths, Chief Executive Officer of Dubai Airports, as well as VVIPs of Dubai’s aviation industry, seniro management of DXB, key industry stakeholders and global media.

The brand

The new brand embodies the unique values of its home city, Dubai, demonstrating unmatched hospitality, a culture of vibrant imagination, openness to new ideas, and a mesmerising mosaic of exciting and inspiring experiences. The intention behind the brand is to turn DXB into a destination in itself by creating exciting, immersive virtual experiences that bring iconic Dubai landmarks into the airport as well as an arra of music, art, dance and even fashion exhibitions that showcase local culture and celebrate diversity.

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. We recently welcomed our billionth customer at DXB, which was a remarkable milestone. With this new brand 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, 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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