DXB partners with People of Determination for new inclusivity campaign

Dubai Airports has partnered with People of Determination to launch "DXB for All" campaign that will bring six powerful stories of navigating the world's busiest airports.

The campaign aims to call for empathy and encourage employees, travellers, and the public to view the world through a different lens.

Featured advocates include Emirati accessibility pioneer Fatma Al Jassim, award-winning disability inclusion consultant and former Paralympic swimmer Jessica Smith, and Dubai-based mother Yasmin Carey and her son Ellis, who is on the autism spectrum.

The campaign will also include stories from Layth Kamal, who lives with autism and ADHD, Mohammed Alghafli, an advocate for the visually impaired, and Ahmed Butti, a representative of the deaf community.

Building on “We All Meet the World Differently” (WAMTWD), first introduced in 2022, the new campaign emphasises that accessibility goes beyond infrastructure to a fundamental shift in mindset and culture.

Stories will range from a child’s sensory sensitivities as he journeys through a bustling terminal with his mother, to a deaf guest’s reliance on employees' sign language skills, to tactile guidance for a guest with a visual impairment, and interactions between airport employees and guests with mobility challenges.

The campaign follows the next phase of its accessibility strategy, including a renewed 10-year commitment to transform both Dubai International (DXB) and Dubai World Central – Al Maktoum International (DWC) into the world’s most accessible and inclusive airports by 2035.