Strategic importance of Event 360 highlighted by endorsement of Dubai's Department of Tourism & Commerce Marketing (DTCM)

"We decided to support Event 360 at PALME as the development of the events industry in Dubai is of vital importance to the tourism industry," said Mohammed Khamis bin Hareb, Director Operations & Marketing, DTCM. "There is synergy between the objectives of the exhibition and those of DTCM - we believe that the continued growth of Event 360 not only puts the spotlight on the events industry but creates the ideal platform for event professionals to interact with world leading companies, which in turn will further enhance the quality standards.

The region's only event for everything that is event related, Event 360 comprehensively covers all aspects of the events industry, highlighting the entertainment, leisure and business domains. "Following the success of last years' event, this years' show will feature even more leading regional and international companies," said Jonathan Gadalla, Project Manager, Event 360. "This means that in addition to the very latest products, technology and services, Event 360 will give local and regional event organisers exposure to global best practices and up to date trends."

The linkage between Event 360 and DTCM is in line with the overall objective of further developing and enhancing Dubai's events industry, as this attracts a significant number of visitors from the GCC, Middle East and the rest of the world. An additional benefit is that the success of events in Dubai means that the country is also becoming a preferred choice for incentive programmes, attracting additional events and generating extra revenues.

"We have a massive global marketing campaign in place, including innovative advertising initiatives such as the campaign we are presently running on London taxi cabs," added bin Hareb. "This is designed to create high international awareness of Dubai as a year-round tourist destination - having attracted the visitors, it is important that the quality of their experience here is world class. As a key element of this, we are fully committed to work with Event 360 to ensure that industry standards meet global benchmarks."

So that organisers can handle the ever-growing demand for events, both public and private, the organisers have this year introduced a new feature - The Dubai Venue pavilion - which gives visitors the opportunity to see a wide range of facilities that are available for the staging of events.

DTCM's success in promoting Dubai has resulted in high praise from the UK and German travel industry, who are among the top ten source markets for Dubai's booming tourism industry. Dubai is recognised as a "dream" destination for UK holidaymakers, and has been dubbed as "The Big Star" by the UK's largest long-haul tour operator, Kuoni. Another seal of global approval came after a survey carried out by American Express Travel, which placed the emirate among the top ten long-haul destinations for the UK travellers. In the first half of 2005, Dubai recorded a 24% growth in hotel guests from Germany, and a 32% increase in those coming from the UK.

"The Emirate is working towards matching the expectations of the world," added bin Hareb "We are moving ahead with confidence and the world keeps looking at us with admiration and amazement - Event 360 is committed, as we are, to ensuring the continued success and growth of Dubai as a world class tourist destination."

Event 360, which takes place at Dubai International Exhibition Centre from April 23-25 2006, is a total solution provider for the events and event management industries. "The show will feature the most comprehensive range of products and services for the events industry ever seen in the Middle East," added Gadalla. "And to maximise the benefit for visitors, there is also a strong educational element, with a dedicated master class and a series of industry seminars covering a wide range of industry topics and hosted by the industry's leading experts.

Completing the picture, and running alongside Event 360, is Festivale, the International Convention for Event Organisers and Destination Management Professionals, which is the only dedicated conference for event management professionals in the Middle East.