Dubai Parks and Resorts has undergone a company rebranding, with the multi-billion dollar venture’s owners also announcing plans for a staggered opening rather than the initially planned full opening on 31 October.

Now known as DXB Entertainments, the opening of Legoland Dubai and Riverland Dubai will go ahead as scheduled, with Bollywood Parks and Legoland’s waterpark opening on 15 November, and then Motiongate Dubai on 16 December.

“We are focused on delivering a destination which exceeds international standards on every level,” said DXB Entertainments chief executive Raed Kajoor Al Nuaimi. “We want to make sure we take the time to get everything just right.”

The unique destination, which will later gain a fourth park under the Six Flags umbrella, will be at the heart of what has been dubbed ‘Orlando 2.0’, with other major developments including a Fox theme park to open in 2018 and IMG Worlds of Adventure, which opened on 31 August.

The resort will be the largest in the Gulf region, using world class ride developers for its parks, including Mack, Gerstlauer, ETF, Zamperla, S&M, Dynamic Attractions, Holovis and Simworx.

DXB’s plan to launch all three parks in a matter of months is unprecedented, with the closest similar move from a major theme park destination being Walt Disney World in Florida, which had a seven-year gap between the launches of Epcot and what is now Hollywood Studios.

Speaking on the rebranding, Al Nuaimi said the move was part of long-term plans to pursue further opportunities beyond the company’s Dubai attractions.

“We have a long term vision to redefine the leisure and entertainment industry in the region and, as DXB Entertainments, we have plans to expand our portfolio,” he said. “We believe there is great potential in the region for future growth of the entertainment industry and we want to be at the forefront, spearheading this expansion.”

For more on Dubai’s theme park revolution and to hear from some of the key players leading the charge, check out the latest issue of Attractions Management, available now.