THE Dubai Department of Tourism & Commerce Marketing (DTCM), has announced it will join headline sponsor HSBC Bank, in patronising Asian Lifestyle, a brand new event taking place at the Airport Expo Dubai from March 1-3, 2007.
The exhibition aims to celebrate South Asian customs, tradition and heritage, in what organiser IIR Middle East claims will be the biggest cultural festival of the year, attracting more than 30,000 visitors over three days.
Marwan Bin Beyat, DTCM events manager, said, “Dubai is a modern cosmopolitan city and the DTCM supports any initiatives to promote cultural awareness between the various nationalities living and working in Dubai. Asian Lifestyle is a cultural celebration representing Dubai’s largest ethnic group and as such we want to help promote their diverse customs and heritage to further enhance harmony and understanding in this multicultural society.”
The show will feature hundreds of exhibitors offering products and services for the South Asian community, fashion shows, cultural performances, celebrity appearances, daily competitions, restaurants and food, with live cooking demonstrations and a bazaar of ethnic Asian artefacts.
It is estimated that there are well over two million South Asian consumers in the region and in the UAE alone they represent in excess of 65 per cent of the total population, greater than any other ethnic group.
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