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Dubai Events and Promotions Establishment

The Dubai Events and Promotions Establishment, formerly known as the Dubai Shopping Festival Office, was launched to be the executor of the Dubai government’s policy to position Dubai on the world map as a leading tourism, shopping, and business destination. Realising the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice-President and Prime Minister, and Ruler of Dubai, the DEPE launched the first edition of Dubai Shopping Festival in 1996. After a decade-and-a-half, the Dubai Shopping Festival has transformed itself into a global event in stature and appeal. The 2009 edition saw an attendance of 3.35 million visitors and recorded a consumer spending of AED 9.8 billion. In 1998, the Establishment launched Middle East’s first and biggest summer event – the Dubai Summer Surprises. Following the success of Dubai Shopping Festival, the Dubai Summer Surprises was created in 1998 to position Dubai as a summer destination, and saw the creation of ‘Modhesh’ – the summer mascot that is now a brand and a popular children’s character across the Middle East. In 2008, ‘Eid in Dubai’ was launched with the aim of promoting Dubai as a festive destination during the Eid-Al-Fitr and Eid-Al-Adha celebrations that are observed across the Muslim world. On the 28th of October, 2009, DSF’s office has been established as a government entity under the name of Dubai Events and Promotions Establishment, one of four agencies operating under the Dubai Department of Economic Development (DED).

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