Here's an international holiday destination that will appeal to virtually everyone in serious need of retail therapy.

The Dubai Shopping Festival started towards the end of December and will continue until February 2, giving the most enthusiastic shopaholics an opportunity to empty their purses in the souks and malls of the Middle Eastern city.

And what fun that promises to be.

Dubai came into existence in 1799, but South Africans only really came to appreciate it after our country became a democracy. Dubai's exotic atmosphere, its souks and shopping malls, its rich heritage and its incredible architecture immediately capture the imagination. This is a playground with a difference.

Although Dubai's culture is rooted in Islamic traditions, it is tolerant of visitors whose customs may be different. Alcohol is served in hotels and the dress code is liberal. The official language is Arabic, but English is widely spoken.

Yet, open-minded as they may be, the rulers of the Emirate are keen to maintain their culture and one way they do this is to promote events representative of their past. As a result, falconry, camel racing and dhow sailing are popular and visitors may want to time their visit to observe some of these events.

It is the shopping festival, however, that has become a Dubai trademark, luring serious shoppers from around the world. The event this year marks the return of Dubai's rich trading heritage following the postponement of the 2006 festival as a mark of respect for the death of Sheikh Maktoum bin Rashid al-Maktoum, the ruler of Dubai.

The Dubai department of tourism and commerce marketing predicts that the extended duration of festivities will result in the most successful Dubai Shopping Festival in its 10-year history.

Dubai, known as the City of Merchants, became the principal port on the Gulf Coast in the late 1970s. It is a place where almost anything can be bought - and at reasonable prices.

Traders from around the globe join an estimated 3-million visitors who go there to feast their eyes on the incredible array of beautiful things.

This year even more people are expected at the 44-day festival, more than doubling the figure of the very first festival. From its early roots in 1996, the Dubai Shopping Festival today is the catalyst for the continuing development of Dubai as a primary tourism destination.

Initially, the festival was conceived as a pure retail event, the primary aim of which was to revitalise the retail trade in Dubai.

It was later developed into a comprehensive tourism product in line with Dubai's far-sighted stance to set global standards in every field.

"The shopping festival has left an indelible mark on people's perceptions of Dubai. Over the years, the successful formula has been expanded to offer much more for the visitor than shopping," says Antoinette Lintvelt Lloyd, director for the DTCM in South Africa.

What makes the trip even |more pleasurable are the quality hotels. They are among the best |in the world, offering a wealth |of facilities. Most tourists will also be keen to try Dubai cuisine, which, understandably, has a decidedly Middle Eastern flavour.

The food, in fact, is possibly one of |the biggest attractions (after the shopping, of course). And there is no |better place to |experience the rich culinary history of Arabia.

The festival secretariat and participating sponsors have ensured that an array of special events, entertainment and activities are available for the whole family.

Lintvelt Lloyd adds: "The whole of Dubai joins in the celebrations. The streets, malls and traditional souks are decorated. Visitors from South Africa taking advantage of special travel packages during the festival will certainly not be disappointed."

Each year, the organisers say, the festival succeeds brilliantly in showcasing what co-operation between the private and public sector can do to create a mind-boggling achievement. Although the full list of activities for the forthcoming festival are being kept under wraps, the fresh input and innovative promotions will go a long way in attracting more visitors to the Emirate.

Some 90 000 South Africans go to Dubai each year to enjoy its attractions. The Summer Surprises project in June/July has become another crowd-puller, with the government investing millions in its bid to create growth opportunities for both the private sector and businesses.

The Modhesh Fun City in halls 2, 3, 4, 5 and 6 of the Dubai World Trade Centre was the venue for indoor activities last year - a necessary precaution in a city where summer temperatures soar. Funfairs, stage shows, exhibitions, workshops and seminars in its specially |designed areas, all took place in temperature-controlled conditions.

South Africans heading for Dubai this year can expect even more surprises.

The Dubai Shopping Malls Group, the umbrella organisation representing over 39 malls, is coming up with exclusive shopping deals and promotions with the added benefit of purchase-based raffles offering cash prizes.

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The $1-million (about R7-million) tennis championship usually takes place in February, then there is the Dubai Desert Golf Classic, another favourite tournament, and the Dubai World Cup, considered the richest horse race in the world.

The Government of Dubai is intent on making the Emirate one of the world's leading tourist destinations - and it means business when it plans an array of highlights every year.

It is a destination to be taken seriously - and certainly a fun one to try in the shopping season.

Competitive holiday packages to Dubai are available through local travel agents.

More information about the |festival can be obtained by contacting the Government of Dubai |Department of Tourism and |Commerce Marketing in Joburg on 011-785-4600.