One of the world’s largest and most visually stunning aquariums, the Dubai Aquarium & Underwater Zoo was not achieving the visitation it deserved. In 2013, following a shared tender process, Aquamarine entered into a three-year management contract with EMAAR Retail to address this challenge. Our primary goal was clear: increase annual visitation from 540,000 to 650,000 guests while improving profitability and long-term sustainability.

Despite its prime location in the Dubai Mall, which attracts over 65 million shoppers annually, the aquarium struggled with visibility. While its massive viewing tank was a striking center piece, the main attraction, the underwater zoo and aquarium, was hidden upstairs and failed to draw visitors deeper into the experience.

Aquamarine undertook a comprehensive review of operations and guest experience. Accessibility was the first challenge we solved: by relocating the queuing and ticketing to sit alongside the viewing tank, we created a prominent and welcoming entrance that naturally guided visitors toward the main exhibits. We also redesigned the visitor journey, creating a continuous flow that led guests from the main viewing window, through the tunnel, upstairs into the exhibits, and finally out via a retail space. This not only enhanced discovery but also increased engagement and dwell time.

At the same time, we expanded and upgraded exhibits to create richer, more interactive experiences while rationalising the customer journey for clarity and excitement. Behind the scenes, Aquamarine applied its expertise to strengthen animal welfare standards, improving tank habitats and reducing fish mortality, reinforcing our commitment to sustainability and best-practice animal care.

The results went far beyond expectations. Annual visitation more than doubled, rising to over 1.2 million guests, while the aquarium established itself as a key tourism icon. This success led to an extended partnership with EMAAR, including enhanced marketing initiatives aligned with Dubai’s Tourism Vision 2020.

Today, the Dubai Aquarium & Underwater Zoo stands as a flagship project of Aquamarine’s expertise, showcasing our ability to combine operational solutions, animal welfare, and customer-focused design to deliver transformative, sustainable outcomes.