What Dubai Frame does

Dubai Frame (برواز دبي) is a 150-meter tall, 95-meter wide cultural landmark located in Zabeel Park, Dubai, United Arab Emirates, fully owned and operated by Dubai Municipality. The structure comprises two glass-fronted towers connected by a 93-meter bridge at the top, featuring a transparent glass walkway and panoramic elevators that transport visitors 48 floors in 75 seconds to the Sky Deck. The attraction is built around three thematic galleries: the Old Dubai Gallery, which uses audio-visual, 3D projection, mist, and scent effects to depict Dubai's transformation from a fishing village; the Present Dubai Sky Deck at 150 meters, offering 360-degree views with augmented reality screens for landmark identification; and the Future Dubai Gallery, which uses virtual reality to project Dubai 50 years into the future.

The business model is primarily transactional, anchored by tiered one-time admission fees (AED 50 adults, AED 20 children aged 3-12, free for children under 3, and complimentary entry for People of Determination with up to two companions). Ancillary revenue streams include a souvenir shop, Bridge Breakfast café at 150 meters elevation, corporate event rentals in the outdoor garden area, sponsorship partnerships, and VIP ticket packages. Go-to-market is multi-channel: direct-to-consumer through the official website, mobile application, and on-site box office for individual visitors; B2B event-driven through travel trade partnerships for tour operators; and community-led outreach to schools, universities, and government delegations. The expected annual throughput is approximately 2 million visitors.

The attraction serves a diverse customer base including individual tourists and residents, local and international travel trade operators, educational institutions, corporate MICE clients, official government delegations, accessible-tourism visitors, and corporate sponsors. Marketing is conducted through an extensive social media presence across Facebook, Instagram, YouTube, Twitter, Snapchat, and TripAdvisor, with a dedicated WhatsApp inquiry line (800900) and a Microsoft Forms-based feedback system. The site is WCAG 2.0 Level A compliant for accessibility, with planned upgrades to Level AA. The attraction was opened on January 1, 2018 at a construction cost of AED 250 million, and revenue is not publicly disclosed because Dubai Frame operates as a government-owned cultural asset rather than a profit-maximizing commercial entity.

Name

Dubai Frame

Legal name

Dubai Frame (برواز دبي) - operated by Dubai Municipality

Website

https://dubaiframe.ae

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Dubai Frame is a 150-meter government-owned cultural landmark in Zabeel Park, Dubai, operated by Dubai Municipality. It features three multimedia galleries (past, present, future) using AR/VR technology, serving tourists, schools, corporate clients, and official delegations through ticket sales, events, and sponsorship.

Ownership category

akta.pro rank

Product category

Cultural Tourism Attraction

NAICS

Historical Sites (712120), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Observation Decks & Viewing Platforms (THAJACAA)

akta.pro secondary industry

Specialty & Historic Venues (Landmarks, Estates) (THAHAAAK)

Keywords

• Cultural tourism
• Tourist attraction
• Architectural landmark
• Multimedia exhibitions
• Observation deck

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Admission Tickets: One-time admission fees charged to visitors for entry to the Dubai Frame attraction, with tiered pricing for adults, children, and free entry for specific groups.
2. Souvenir Shop: Gift shop located within the attraction selling Dubai Frame-branded souvenirs and memorabilia.
3. Bridge Breakfast and Café: Café service and bridge breakfast offerings allowing visitors to enjoy coffee and refreshments at 150m elevation with panoramic views.
4. Sponsorship Partnerships: Corporate sponsorship opportunities offered to brands seeking association with Dubai Frame as a cultural landmark.
5. Corporate Events Venue: Outdoor garden area rentals for corporate events and gatherings with views of the Dubai Frame landmark, requiring 14-day advance booking.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Dubai Frame is a 150-meter tall cultural landmark attraction operated by Dubai Municipality in Zabeel Park, Dubai, functioning as a tourist destination built around an iconic architectural structure. The primary offering is admission-based access to three integrated gallery experiences: Old Dubai Gallery (multimedia historical exhibition), Present Dubai Sky Deck (panoramic 360-degree city views with augmented reality and glass floor), and Future Dubai Gallery (virtual reality projection of Dubai 50 years ahead). Supplementary paid offerings include the on-site souvenir shop, Bridge Breakfast dining at 150m elevation, dedicated visitor services for travel trade, schools, official delegations, corporate events, and sponsorship partners.

Product overview

Dubai Frame is a cultural landmark and tourist attraction operated by Dubai Municipality, featuring a single iconic structure (150m tall, 95m wide golden-framed building) that serves as a metaphorical bridge connecting Old Dubai to New Dubai. The core product comprises three integrated gallery experiences: the Old Dubai Gallery (multimedia historical exhibition with audio-visual effects), the Present Dubai Sky Deck (panoramic viewing platform at 150m elevation with augmented reality features and transparent glass floor), and the Future Dubai Gallery (virtual reality experience projecting Dubai 50 years ahead). Supporting services include a souvenir shop, Bridge Breakfast dining experience, Dubai Frame Garden for outdoor events, VIP ticket packages, and specialized visitor services for diverse segments including travel trade, edutainment institutions, official delegations, corporate events, sponsorship partners, media organizations, and people of determination. Standard admission is AED 50 for adults and AED 20 for children (3-12 years), with complimentary entry for infants under 3 and people of determination with two companions.

Differentiator

Problem solved

Functional benefit

Products and services

• Dubai Frame Main Attraction A 150-meter tall iconic landmark structure in Zabeel Park designed as a picture frame connecting views of Old Dubai (north) and New Dubai (south). Features glass-floored sky bridge and panoramic elevators for visitors.
• Old Dubai Gallery Multimedia exhibition on the mezzanine floor featuring audio-visual effects, 3D projections, mist and scent effects that recreate Dubai's transformation from a fishing village to a modern metropolis.
• Present Dubai Sky Deck Sky deck experience at 150m elevation offering panoramic views of the entire city. Features augmented reality screens for landmark identification, transparent glass floor walkway (25 sqm), and views of both Old Dubai and New Dubai simultaneously.
• Future Dubai Gallery Exhibition featuring virtual reality technology that presents a vision of Dubai 50 years into the future, creating an immersive virtual metropolis experience through VR projections.
• Souvenir Shop On-site gift shop offering souvenirs featuring Dubai Frame imagery and facilities for visitors to purchase memorabilia.
• Bridge Breakfast Dining experience offering refreshments and meals at 150 meters above ground level on the Dubai Frame bridge with panoramic views.
• Dubai Frame Garden Outdoor green spaces surrounding Dubai Frame available for events and gatherings with views of the landmark.
• Travel Trade Services Services for travel trade industry representatives including tour group coordination, partnership opportunities, and international market collaboration for tour operators including Dubai Frame in Dubai itineraries.
• Edutainment Services Educational programs for schools and universities offering interactive experiences teaching history, present development, and future vision of Dubai through the three gallery experiences.
• Official Delegation Services VIP tour services for official delegations, government officials, and diplomatic groups including specialized guides and priority access.
• Corporate Events Services Event hosting services for corporate functions in outdoor garden areas with views of Dubai Frame landmark, including coordination and planning support.
• Sponsorship Opportunities Partnership and sponsorship opportunities for businesses to collaborate with Dubai Frame, offering various partnership tiers and value exchange programs for brand association with the cultural landmark.
• Media Services Media inquiry handling, press services, public relations support, and mass communication assistance for media representatives.
• People of Determination Services Accessible visitor services for people of determination including complimentary wheelchair service, trained staff assistance, accessible restrooms, designated parking, and free entry with two companions.

Quantifiable outcome

• Expected annual visitors: 2 million tourists
• +3 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

One partnership is on record.

• Dubai MunicipalitycoreOthersDubai Municipality is the governing authority and operator of Dubai Frame. The municipality developed and maintains the attraction as part of Dubai's cultural and tourism infrastructure, overseeing all operations, maintenance, and strategic direction.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• One World Observatory: One World Observatory at One World Trade Center is a premium observation deck experience with multimedia exhibits and timed-entry ticketing, comparable to Dubai Frame's combined gallery + observation deck offering.
• Tokyo Skytree (Tobu Tower Skytree Co.): Tokyo Skytree is a landmark observation tower offering two-tier viewing platforms, multimedia exhibits, and significant tourist traffic, paralleling Dubai Frame's structure with elevated viewing and integrated galleries.
• CN Tower (Canada Lands Company): CN Tower's EdgeWalk and main observation deck provide a paid cultural landmark experience with heritage narrative, glass floors, and tourism positioning - closely aligned with Dubai Frame's experiential observation proposition.
• Empire State Building Observatory: Iconic New York observation deck experience with tiered admission, 360-degree city views, multimedia exhibits, and citywide tourism positioning - directly comparable business model and visitor proposition to Dubai Frame.
• Eiffel Tower (SETE / Opération Tour Eiffel): Paris's Eiffel Tower combines an observation deck with cultural/historical exhibits, multi-tier pricing, and ancillary revenue (souvenirs, restaurants). Its business model of paid viewing platforms tied to a city-narrative experience mirrors Dubai Frame.
• Burj Khalifa (At the Top): Burj Khalifa's 'At the Top' observation deck is the most direct competitor to Dubai Frame - both are iconically positioned observation attractions in Dubai operated with government ties, charging tiered admission for elevated views of the city.
• Museum of the Future: Museum of the Future is a Dubai-based government-backed cultural attraction that competes for the same tourist itinerary slot as Dubai Frame, offering immersive exhibits (including VR/AR experiences) tied to Dubai's narrative and future vision.
• Top of the Rock (30 Rockefeller Plaza): Rockefeller Center's observation deck offers timed-entry ticketing, panoramic city views, and add-on experiences, functioning as a paid cultural landmark attraction comparable to Dubai Frame's Sky Deck model.

Emerging players

• Edge NYC (Hudson Yards): Edge NYC is an outdoor observation deck with glass floor and AR-powered digital experiences, very close in concept to Dubai Frame's 150m Sky Deck with transparent glass walkway and AR landmark identification.
• SUMMIT One Vanderbilt: Newer NYC observation experience combining immersive art installations, AR/VR experiences, and panoramic views at the top of a skyscraper - directly comparable to Dubai Frame's blend of AR/VR exhibits and physical viewing platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/DubaiFrame
• YouTubeyoutube.com/channel/UC2KJaDHUC_lOJhLa1fs1yhA
• Facebookfacebook.com/dubaiframe
• Instagraminstagram.com/dubaiframe
• LinkedInlinkedin.com/company/dubai-frame-dm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dubai Frame