This paper describes the main steps involved in the development and implementation of the first phase of a large project aimed at improving immigration services at Dubai International Airport (DXB). This endeavour consisted of a survey study based on responses collected from 11,091 passengers using DXB’s terminals during summer 2012. The project is led by the American University in Dubai’s Center for Executive Programs and Professional Services (CEPPS) on behalf of the General Directorate of Residency and Foreigners’ Affairs–Dubai. This paper highlights the key quantitative findings as well as some recommendations reported in the aforementioned initial project stage.