Being held between November 25th and 29th, it will be the first time that a DSF road show heads to Morocco and Tunisia. The initiative signals a marked shift in the DSF marketing strategy now aimed at communicating key DSF characteristics to a wider international audience. DSF 2008 will begin on January 24, 2008, and will go on till February 24.

The delegation to the MENA region includes Laila Suhail, Chief Strategy Officer for DSF; Rana Ghazi, DSF PR and Communication Manager; and Laila Al Jassim, DSF Human Resources Manager. A press conference at each of the destinations will reveal the highlights of the upcoming DSF 2008.

'DSF Road shows have always been an effective tool to communicate the identity of the festival, and extending our presence to Morocco and Tunisia is part of a greater initiative to strengthen DSF's brand visibility and awareness. While our core focus is on shopping, winning, and family entertainment, the DSF Office endeavours to present a better edition every year through research and innovation,' said Laila Suhail.

'The increase in the number of visitors from Arab states to Dubai during DSF proves that our efforts over the previous years have paid off and hopefully, the road shows in Morocco and Tunisia will yield the expected results as well,' she added.

Laila stressed the significance of the MENA region and said, 'To give an insight into the importance of the MENA region as a key DSF market, visitor numbers from Arab states more than doubled during DSF 2006-2007 compared to DSF 2005 and they accounted for about 20 per cent of the total visitors during the event.'

Laila also elaborated on the need for a new marketing strategy for DSF, especially evident with the various road shows and participation in a number of international tourism exhibitions. 'The new strategy for DSF necessitated a marketing strategy to go with it and our wider participation in international travel and tourism exhibitions, like the World Travel Market, affirms our commitment in better positioning DSF as a global event capable of reaching out to a global audience.'

The MENA road show will also highlight the DSF 2008 Ideal Arab Mother and Family Awards, one of the biggest awards of its kind in the Arab world, in Jordan, Egypt, and Morocco. Initiated by HH Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and Ruler of Dubai, the awards are aimed at recognising the efforts of Arab mothers and families in creating ideal societies throughout the Arab world.