Dubai is to launch a global marketing and rebranding campaign later this year as part of its bid to become the most visited city in the world.
According to tourism officials, the brand focuses on Dubai’s "culture of success and its spirit of rising to any challenge".
"The new brand is based on the proposition that Dubai is a city where remarkable things happen," said Helal Almarri, director general of Dubai’s Department of Tourism and Commerce Marketing (DTCM).
"Dubai’s growth and success has been based on this spirit of challenging the norm, rising to any challenges, and achieving the unprecedented.
"From the creation of Mina Rashid in the late-1960’s to the building of the world’s tallest tower Burj Khalifa, and of course winning the bid to become the host city for Expo 2020, this spirit has led to a series of remarkable achievements and this is echoed throughout the tourism experience."
The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, designed to represent the fact that the city is a fusion of cultures and nationalities.
The destination will also launch a new website and app in the coming months.
The steps are part of Dubai’s ‘Tourism Vision for 2020’, which has set a target of attracting 20 million annual visitors by 2020.
The strategy includes several legislative changes to encourage development of accommodations, plus new hotels, attractions and events.
