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DSF hits the road to highlight event of the year

Promotional campaign highlights key attractions of DSF

Gulf News

Dubai: Roadshows are being held across the major cities in Gulf countries as well as India and China to promote the upcoming 18th Dubai Shopping Festival.

Organised by Dubai Events and Promotions Establishment, an agency under the Department of Economic Development, DSF is one of the world’s biggest shopping and entertainment extravaganzas, and a primary tourist attraction in Dubai’s calendar year.

As part of its promotional campaign ahead of the annual event, Depe organises roadshows across different countries and this year a delegation is visiting Kuwait, Bahrain, Qatar, Oman as well as India and China.

The delegation, which also includes representatives of the Dubai Tourism and Commerce Marketing (DTCM), Department of Naturalisation and Residency, Dubai (DNRD) and Emirates airline, began their promotional tour on Wednesday in Kuwait, moving on to Bahrain on Thursday, followed by Doha, Qatar, on Sunday December 9 and Oman on December 10.

The final leg of their GCC-wide tour will take the delegation to Jeddah in Saudi Arabia for the roadshow on December 12. Similar shows will be held Indian on December 10 and in China from December 17-21.

Launched in 1996, under the directives of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, UAE Vice-President and Prime Minister, and Ruler of Dubai, to position Dubai as a leading tourist destination, DSF has become one of the most famous festivals brands in the world with its universally appealing slogan ‘One World, One Family, One Festival’.

Ebrahim Saleh, festivals coordinator general and deputy CEO of Depe, who is leading the delegation, said during the roadshows the team will promote the shopping and entertainment extravaganza with media organisations, travel agents and tour operators, to familiarise them with the attractions of DSF, which will be held under the slogan ‘Dubai at its Best’.

The roadshow will also highlight details of the latest event, which will be held between January 3 and February 3, 2013.

Other members of the delegation are Abdullah Bin Swaidan, DTCM’s deputy director for overseas promotions and inward mission, captain Jasem Ahli of DNRD and Shaikh Majid Al Mualla, Emirates’ senior vice-president for the Gulf, Middle East and Iran.