The magazine, which is written by journalists from Dubai, features guides to shops, restaurants and things to do in Dubai. It aims to give Virgin passengers an insider's guide to the best shops, restaurants, bars, clubs and activities in the city.
Editorial targets all passengers, including those on business, family with children, holidaymakers and those looking to buy a property.
In addition, DXB will include vouchers offering discounts on everything from dinners to dune buggies in Dubai. Monthly events coming up in the city will be previewed.
Lysette Gauna, head of media for Virgin Atlantic, said: "We are sure that Virgin Atlantic passengers will benefit from the insiders' knowledge that DXB has to offer and enjoy the host of vouchers to make their trip to Dubai even better value."
Victoria Hazell, commercial director of Hot Media, said: "We believe that the launch of DXB marks a new era in inflight magazines, offering passengers targeted, useful information about their trip instead of the usual generic lifestyle features."
The launch follows the news in May that the airline was pulling the plug on Carlos, its magazine for Upper Class passengers produced by John Brown Citrus Publishing, after three years.
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