Dubai is on the brink of a historic transformation in air travel. By 2035, all passenger operations are set to move from Dubai International Airport (DXB) to Al Maktoum International Airport (DWC) – a bold move that will see DWC become the world’s largest aviation hub. With over AED 128 billion ($35 billion USD) allocated to its expansion, DWC is being positioned as the future of global aviation – and that brings major implications for brands looking to engage travellers in the UAE.

A Shift That Advertisers Can’t Afford to Ignore

DXB has long been one of the most valuable airport advertising platforms in the world, with over 86 million passengers in 2023 alone. From luxury fashion to tech and tourism boards, brands have invested heavily in its concourses and digital media. But the planned closure of DXB by 2035 signals a necessary pivot.

For advertisers, this isn’t a threat – it’s a massive opportunity. The transition period offers a strategic window to future-proof campaigns and secure early positioning at DWC, which will handle up to 260 million passengers per year once complete.

Why DWC Will Be a Media Giant

Located in Dubai South, DWC is the centrepiece of a broader smart city ecosystem. With five parallel runways, state-of-the-art logistics zones, and a hyperconnected passenger experience, the infrastructure lends itself to next-gen digital-out-of-home (DOOH) advertising.

Expect:

• Larger digital walls and high-frequency display networks
• Interactive brand activations tied to smart city data
• Seamless programmatic ad buying based on flight and passenger data

For brands, this level of intelligence and scale will allow for personalised, high-impact campaigns from the moment a passenger arrives.

Timing Is Everything: Phased Relocation Means Dual Opportunity

The transition to DWC is happening in phases. Emirates is expected to move its entire operation in the early 2030s, but cargo and limited passenger flights are already live at DWC. That gives advertisers a dual-hub environment in the short term, allowing them to split investment between DXB and DWC as the balance of passenger traffic shifts.

Advertisers with long-term vision should be thinking now about:

• Locking in premium media locations at DWC during the rollout phase
• Testing hybrid campaigns that span both hubs
• Understanding shifting audience profiles as neighbourhoods around DWC grow

New Catchment Areas, New Audiences

With the rise of Dubai South, residential and business communities around DWC are expanding rapidly. This isn’t just a shift in terminals – it’s a shift in audience geography.

Where DXB has traditionally served central and northern Dubai, DWC’s growth will fuel new commuter corridors, mall developments, and hospitality zones in Jebel Ali, Dubai South, and the surrounding areas.

This unlocks new OOH and roadside advertising potential for brands:

• Billboards along Sheikh Mohammed Bin Zayed Road (E311)
• Targeted DOOH in upcoming transit centres and business parks
• Geo-targeted mobile and programmatic placements

Planning Ahead with Gulf Airport Advertising

At Gulf Airport Advertising, we specialise in helping brands navigate these shifts. Whether you’re planning for the last wave of campaigns at DXB or want to be one of the first advertisers embedded in DWC’s expansion, we provide a single point of contact across all major Gulf airports.

Our on-the-ground knowledge and access to inventory at DWC, DXB, and other regional hubs like AUH in the UAE, DOH in Qatar, and RUH and JED in Saudi Arabia, means we can build tailored airport advertising strategies that grow with any GCC market.