Ahead of a new global marketing campaign launching later this year, Dubai’s Department of Tourism and Commerce Marketing has debuted a new brand for the destination. The new logo, launched last week at the Arabian Travel Market (ATM), features the word ‘Dubai’ written in both the Arabian and Roman alphabets, reflecting the city’s rich multiculturalism.

Announced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Prime Minister and Vice President of the UAE and Ruler of Dubai, the brand will be used by government departments and bodies, ensuring that the emirate speaks with ‘one voice’ to its citizens and visitors.

Following the announcement of the new brand, His Highness Sheikh Mohammed shared the identity on his Instagram account, stating: “Today we launched Dubai’s new brand identity which will be used to promote our city regionally and internationally. The new brand identity focuses on Dubai being a credible, unique and welcoming destination for tourists and visitors.”

Also previewed during ATM, a new website and app have been designed to inspire and inform at every stage of the consumer journey and help the visitor experience the city to the fullest while in Dubai. Both the website and the app will be launched in the coming months.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing commented: “The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, representing the fact that the city is a fusion of cultures and nationalities – a result of the historic and present day approach of being outward looking and open to ideas from across the globe,” said Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing.

“But the new brand is much more than just a logo – it is a new way of talking about Dubai and a new way of looking at how we will provide value for investors in and visitors to Dubai.

It expresses Dubai’s culture and the wise leadership and vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

It conveys a message that Dubai is a place where amazing things happen.”

Dubai’s Department of Tourism and Commerce Marketing, www.dubaitourism.ae