HH Sheikh Ahmed unveils new Dubai Shopping Festival Office department

Accompanied by Tom Nutley, Reed Travel Exhibitions, which organises Arabian Travel Market - the globe's third largest travel and tourism industry platform - one of Sheikh Ahmed's first ports of call was the DSF Office stand, where he was welcomed by the department's newly appointed CEO, Laila Suhail.

"Since His Highness Sheikh Mohammed bin Rashid issued the decree (to create DSF Office) we have been working to raise our standards and deliver results of excellence consistent with a Government of Dubai department," said Laila Suhail.

"DSF Office is now designing and reviewing our initiatives to restructure our operational capabilities. Our first step was creating a new logo to reflect our identity a government department aiming to promote the city of Dubai through organising two internationally renowned events - Dubai Shopping Festival and Dubai Summer Surprises, in addition to managing Modhesh as a brand."

"The DSF Office team will work to elevate the standards of our events by enhancing collaboration with other government departments and the private sector. This will be done by embracing and organising a diversified spectrum of events using upcoming mega entertainment projects as venues," she added.

The DSF Office has strengthened its presence in this year's ATM by having an individual stand, in addition to sponsoring the ATM Media Centre. According to an agreement with the event organizers, the DSF Office will sponsor the media centre for the coming three year starting 2008.