From bold beginnings to global dominance, marketing visionary Boutros Boutros reflects on 35 years of pioneering innovation, brand brilliance, and the unstoppable rise of Dubai’s flagship carrier. In 1985, when the Dubai government handed over a $10 million cheque to launch a small airline with just seven aircraft and 11 destinations, the world looked on with skepticism. Many dismissed it as a lavish but doomed experiment in a desert city with no oil reserves and no aviation legacy. But what those critics didn’t see was a bold vision — one that would eventually redefine global air travel. Today, Emirates stands … Continue reading How Emirates Soared From Underdog to the World’s Most Profitable Airline