Dubai Airports launches brand ‘DXB’ to transform airport experience

Dubai Airports has unveiled a new brand for Dubai International (DXB) that signifies Dubai Airports’ transition from airport operator to a consumer-led company to elevate the airport customer experience. 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, Dubai Airports, as well as VVIPs of Dubai’s aviation industry, senior management of DXB, key industry stakeholders and global media.
The new brand embodies the unique values of Dubai, demonstrating unmatched hospitality, a culture of imagination, openness to new ideas and a mesmerising mosaic of exciting and inspiring experiences. It 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 even 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.
Paul Griffiths, Chief Executive Officer, 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 also by transporting our customers through their experience of different cultures, food, music and art.”