We All Meet the World Differently at DXB and Why Inclusive Advertising Matters for Every Brand

Dubai Airports has brought global attention to accessibility with its We All Meet the World Differently campaign. The initiative, created with People of Determination, illustrates how meaningful change begins when stories are shaped by authentic voices. It also reflects an evolving truth within travel hubs across the Gulf. Airport environments are no longer just spaces of movement; they are shared spaces of experience, emotion and identity. As a result, advertising inside terminals has a responsibility to reflect the diversity of the audiences passing through them.

For brands looking to connect with travellers in the Gulf region, inclusive communication is now a cornerstone of best practice. With millions moving through Dubai International (DXB) each week, the airport’s scale and cultural relevance provide advertisers with a platform that can amplify inclusive storytelling at a regional and global level. Through Gulf Airport Advertising, brands can ensure their campaigns welcome all travellers, whether displayed at DXB, Dubai World Central (DWC), Zayed International Airport in Abu Dhabi (AUH) or other key hubs across the region such as Sharjah (SHJ), Doha (DOH), Jeddah (JED) and Riyadh (RUH).

The Story Behind DXB’s Accessibility Campaign

Dubai Airports’ accessibility journey is rooted in empathy and partnership. The campaign was shaped by meaningful consultations with Paralympian Jessica Smith, disability rights advocate Fatma Al Jassim, Team Angel Wolf, and several community representatives whose lived experiences guided every element from concept to rollout. Their involvement ensured that messages spoke with People of Determination, creating a level of authenticity rarely seen at this scale in the aviation sector.

The campaign’s objective extends beyond simply informing passengers of available services. Its purpose is to support a mindset where accessibility is part of everyday travel culture. Digital screens across DXB, social media channels, internal partner networks and community engagement were used to highlight stories of travellers such as Layth Kamal and Mohammed Alghafli and their experiences navigating busy airport environments. These narratives encourage empathy, deepen understanding and create visibility for voices that shape more inclusive travel norms.

With Dubai Airports targeting the ambition of becoming one of the world’s most accessible airport systems by 2035, the campaign is a strategic step that signals how future terminal design, guest experience and communications will evolve.

What Inclusive Messaging Means for Airport Advertising

As airports across the Gulf reach record traffic levels each year, their role as communication environments has expanded. Travellers now expect brands to demonstrate social awareness and cultural sensitivity through their messaging. An advert is often the first impression a visitor forms about a brand and, in some cases, the region itself. Inclusive advertising supports this expectation by showing audiences they are seen, respected and welcome in the space.

Inclusive airport advertising also drives stronger commercial outcomes. Campaigns that represent a diverse range of travellers create higher recall across international audiences. They build resonance with families, frequent flyers, luxury travellers and business passengers by aligning with values connected to trust and fairness. Airports like DXB and AUH offer formats where inclusive visuals thrive, from large format digital screens to high dwell time zones such as lounges, baggage reclaim areas and arrival halls.

Through Gulf Airport Advertising, brands can align their campaigns with this approach across the Gulf’s major hubs. Internal journey pages such as DXB, AUH and DWC detail the unique opportunities available at each location.

How Gulf Airport Advertising Helps Brands Create Inclusive Campaigns

1. Creative consultation with accessibility in mind

Gulf Airport Advertising advises brands on visuals, messaging and user experience to help ensure creative assets are suitable for diverse audiences. This includes guidance on colour contrast, font clarity, pacing of motion graphics and the placement of digital screens for maximum visibility.

2. Access to formats that support inclusive storytelling

Airport environments allow for storytelling on a grand scale. From immersive LED walls at DXB to high-impact digital totems at AUH and premium placements at DOH and JED, advertisers can deliver messages in ways that feel considered and engaging.

3. Collaboration with airport partners

Gulf Airport Advertising works with airport authorities and operations teams to identify touchpoints where inclusive messaging adds value. For example, the Hidden Disabilities Sunflower Lanyard programme at DXB is now widely recognised, and advertising can support such initiatives by guiding passengers who benefit from these services.

4. Multi-airport visibility across the Gulf

With access to locations across the region, brands can ensure their inclusive campaigns reach millions of travellers at strategic hubs. Pages such as What We Offer provide an overview of regional buying opportunities for advertisers aiming to build cross-market exposure.

Why This Matters for Brands Engaging GCC Travellers

The Gulf is an influential aviation market with globally connected passengers who expect modern, responsible communication. An inclusive campaign does more than follow best practice; it creates a memorable and human connection that supports long term brand loyalty.

Airports like DXB, SHJ, DOH and RUH act as cultural gateways. When brands reflect the diversity and values of these environments, they strengthen their relevance to residents, visitors and transit audiences. An inclusive approach also aligns with the region’s own investment in hospitality, innovation and enhanced passenger experiences.

For advertisers, the message is clear. Inclusivity is becoming a defining feature of effective airport communication. With the support of Gulf Airport Advertising, brands can build campaigns that respect the individuality of the people who pass through these airports each day.

FAQs

Why is inclusive advertising important in Gulf airports?

Inclusive advertising reflects the diversity of travellers and builds stronger engagement. It aligns with airport initiatives that focus on welcoming all passengers, including People of Determination.

How does DXB’s accessibility campaign influence advertisers?

It encourages brands to adopt messaging that supports empathy and representation, reinforcing the growing expectation for accessible and inclusive communication within airport environments.

How can Gulf Airport Advertising support inclusive campaigns?

By advising on creative standards, identifying optimal placements and coordinating with airports to ensure campaigns suit the needs of all travellers across the region.

Which airports in the Gulf offer inclusive advertising opportunities?

Major hubs such as DXB, DWC, AUH, DOH, SHJ, JED and RUH provide premium formats for brands creating inclusive, high impact campaigns.