Dubai Summer Surprises 2008 reaches out to global audience through ITB 2008

The DSF Office is participating under the umbrella of the Dubai Department of Tourism and Commerce Marketing that will represent Dubai in the tourism fair with 109 government and private sector organizations under it.

The DSF Office is being represented by Suhaila Gobash, DSF Office Events Manager, and Basma Al Shamsi, DSF Office Road Show Coordinator.

The DSF Office's participation in ITB last year was a huge success and with an aggressive marketing strategy for DSS planned for this year, the Office is looking to promote the region's leading summer event to a much larger global audience.

'After the resounding success of Dubai Shopping Festival 2008, we are in Berlin to promote the 2008 edition of Dubai Summer Surprises. DSS is the region's leading summer event, and the DSF Office is committed in providing an innovative and exciting edition this year. ITB 2008 gives us the opportunity to present a revamped DSS to the global tourism market,' said Suhaila Gobash.

Dubai Summer Surprises celebrated a decade in 2007 and the tenth edition witnessed unprecedented success largely due to the implementation of the new strategy for the event.

According to the new strategy, each of the themed 'Surprises' - a major attraction of DSS every year, was held throughout the event unlike in the past where each Surprise was organized for a week.

Additionally, the DSF Office was entirely responsible for organizing all DSS events and, in this aspect, the entertainment events and activities were designed to cater to teenagers and adults.

The implementation of the strategy was well received by visitors in DSS 2007 and the DSF Office hopes to achieve a higher level of success this year.

Shopping offers and promotions in the 40 state-of-the-art shopping malls in Dubai and the entertainment venues like Modhesh Fun City will be the focus of DSF Office's promotion through ITB.

ITB is seen as an ideal platform to promote the summer fiesta abroad especially in the European market.

The Dubai Stand (Number 104, Hall 22a) at the International Congress Centre (ICC Berlin) measures 529 square metres and will have 58 booths.

With the participation of industry professionals, ITB exhibitors represent the entire service spectrum of the global tourism industry.

Other participants from Dubai include Dubai Airports, Dubai Duty Free, Jumeirah, Burj Al Arab, Wild Wadi Water Park and, Atlantis - The Palm.