UAE. Dubai Airports and DXB Entertainments, owner of integrated theme park Dubai Parks and Resorts, today announced a strategic partnership. The goal, they said, is to showcase Dubai Airports’ efforts to make Dubai International a destination in its own right while promoting the offer at Dubai Parks and Resorts to the over 88 million passengers travelling through the airport annually.
The agreement will see Dubai Parks and Resorts promoted at all concourses with access to over 65 airlines. Dubai Parks and Resorts will providing branded family zones and dedicated retail locations selling Dubai Parks and Resorts products. while encouraging them to experience the full offer through marketing and advertising.
2018 is the first full year of operations for Dubai Parks and Resorts. The company aims to continue growing international tourist visitor numbers to the destination in line with the Dubai Tourism Vision 2020. The first quarter of 2018 set a new record for Dubai Parks and Resorts, with over 850,000 visits to the destination, a +45% increase compared to the same period last year. The partnership allows Dubai Parks and Resorts to directly target inbound and transit passengers to the city and showcase the breadth of entertainment offers within its destination.
“This partnership demonstrates Dubai Airports’ commitment to showcase the world-class hospitality and entertainment options available to visitors of this vibrant city, while also creating unique airport experiences,” said Dubai Airports Executive Vice President, Commercial Eugene Barry. “Dubai Parks and Resorts are the perfect partner to work with us on creating authentic and memorable activations to engage with a global audience, with the goal of inspiring connecting travellers to visit Dubai, and Dubai Parks and Resorts, on their next journey.”
“We are pleased to announce our upcoming venture with Dubai Airports, which is a key milestone towards growing the inbound tourist segment. As the largest integrated theme park destination in the region, we are dedicated to strengthening Dubai’s position as a global tourism and entertainment hub. We believe our presence at the world’s busiest international airport will drive maximum engagement and recognition amongst the estimated 88 million passengers travelling through the airport” said DXB Entertainments PJSC CEO and MD Mohamed Almulla.
“Our dedicated media solutions and immersive concepts will be strategically positioned throughout Dubai International passenger concourses, adding an element of surprise and entertainment to passengers’ journey through the airport, and giving them a glimpse of what awaits them at Dubai Parks and Resorts” he added.
Dubai International has recorded +10% average passenger growth over the past ten years. It handled 88.2 million passengers in 2017, and 90 million passengers are expected in 2018.
*Eugene Barry will be a speaker at the 2018 Airport Food & Beverage (FAB) Conference in Helsinki on 20-21 June. Click here for more details.
