Dubai unveils new tourism brand identity

Dubai Tourism and Commerce Marketing (DTCM) has launched a new consumer-facing brand identity “Definitely Dubai”.

It has been developed in-house and comes ahead of a consumer brand campaign to be rolled out later this year.

The brand identity will be rolled out across all future marketing collateral and campaigns globally. A new consumer-facing website,, has been unveiled with specific UK and Ireland content to be added by the end of this year.

The identity was developed internally as part of the destination’s long term strategy to drive visitors to Dubai. The Definitely Dubai visual is inspired by Arabic calligraphy that pays homage to the umbrella Government of Dubai logo.

It has been designed to balance cultural roots of Dubai with a more contemporary style, “reflecting the overall vision of the destination”. The logo is written in English with an Arabic hand to reflect Dubai’s cosmopolitan nature.

New tourism features specifically for UK and Irish visitors will be unveiled on the DTCM website. This will include information on air travel, promotions and tour operators that feature Dubai. The UK and Irish markets, which currently represent 10 per cent of Dubai’s global visitors, are the emirate’s largest source market.

Ian Scott, UK and Ireland director of DTCM says: “The Definitely Dubai brand identity has a contemporary edge, reflecting the Dubai offering and making it relevant to the diverse market to which the destination appeals.”

Dubai is running a new television ad featuring Myleene Klass during the Channel 4 coverage of the Dubai Dewhurst Stakes tomorrow (16 October), a high-profile horseracing event held at the Newmarket racecourse in Suffolk.

The fictional film tells the story of four characters whose lives crossover in Dubai. Klass takes the feature role – a stylish woman attending a horse race at Dubai’s Meyden racecourse.


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