Showcasing Dubai’s service quality to VIPs and world leaders.
Expo 2020 meant Dubai would host heads of state, ministers, and other dignitaries daily, funnelling them through the small Al Majlis terminal.
The challenge was to deliver a memorable, dignified experience that reflected Dubai’s hospitality while handling unprecedented capacity and avoiding operational bottlenecks.
We conducted ethnographic research inside Al Majlis, observing guest flows, staff interactions, and capacity.
Working with Dubai Airports and Expo protocol teams, we mapped the full VIP journey and redesigned key touchpoints — from welcome gestures and red-carpet arrivals to baggage handling, personalised name displays, and Arabian refreshments — to ensure flexibility for different levels of protocol.
The new blueprint gave Dubai Airports and Expo 2020 a clear operating model for VIP handling, reducing risk during one of the busiest events in the city’s history.
By combining efficiency with authentic hospitality, Dubai safeguarded its reputation on the global stage and created a template for future high-profile events, reinforcing its position as a world leader in aviation and hospitality.