Dubai Airports and DXB Entertainments, the Dubai-based leisure and entertainment company and operator of emirate's theme parks, today announced a strategic partnership which will see Dubai Parks and Resorts promoted at all Dubai International Airport (DXB) concourses.

The partnership will showcase Dubai Airports’ efforts to make Dubai International (DXB) a destination in its own while promoting the breadth of offer at Dubai Parks and Resorts to the over 88 million passengers travelling through Dubai Airport annually.

Dubai Parks and Resorts will engage and delight airport passengers by providing branded family zones and dedicated retail locations selling Dubai Parks and Resorts products while enticing them to experience the full offer by conducting direct marketing and immersive advertising.

Dubai International Airport (DXB), the world’s busiest international airport, recorded a 10 per cent average passenger growth over the past 10 years with 88.2 million passengers passing through it in 2017, and some 90 million passengers are expected in 2018.

2018 is the first full year of operations for Dubai Parks and Resorts and 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 per cent 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.

“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 Mohamed Almulla, CEO and managing director, DXB Entertainments.

“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.

“This partnership demonstrates Dubai Airports’ commitment to showcasing the world-class hospitality and entertainment options available to visitors of this vibrant city, while also creating unique airport experiences,” said Eugene Barry, executive vice president, Commercial at Dubai Airports. “Dubai Parks and Resorts is 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.” - TradeArabia News Service