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Food fiesta marks launch of DSS

DUBAI — A grand opening ceremony at the Mall of the Emirates yesterday marked the launch of the Food Surprises theme week organised by the Dubai Department of Tourism and Commerce Marketing (DTCM) as part of the Dubai Summer Surprises (DSS).

Thousands of Dubai residents and visitors, especially women and children, thronged the venue to enjoy the gala ceremony and the culinary delights presented by chefs from 42 hotels of five and four-star categories that have extended their valuable support to the organisers.

The major highlights of the launch ceremony, attended by VIPs and senior DTCM officials, including a seven-minute laser and animation show and formal cutting of a huge cake, which was later distributed to the enthusiastic crowd.

The weekend shoppers at the food stations set enjoyed a variety of cuisines along the venue route on the ground floor of Dubai's newest landmark.

Ayesha Mohammed bin Tayeb, Food Surprises Committee Coordinator, said: “Live cookery shows, plays and display of international cuisines will appeal most of the visitors to Food Surprises programmes. Food decoration and ice and butter sculptures would also be a major draw with the public."

The shopping malls are the venues of over 300 activities to be conducted during the week with the help of 600 chefs (from 42, five and four star hotels) and others. They are Mall of the Emirates, Ibn Battuta, Mercato, BurJuman, and Deira City Centre. The combined budget of Food Surprises theme week, with contributions from DTCM and its sponsors and support partners, is close to Dh5 million.

About 30,000 pieces of cake will be sold with the proceeds going to the Mohammed bin Rashid Al Maktoum Charitable Establishment. A total of 10,000 gifts and giveaways are up for the grabs during the week-long programmes at five shopping malls.

DTCM has also published a colourful and user-friendly bilingual guide in English and Arabic that highlights the calendar of events for the DSS-2006 Food Surprises theme week.

Around 15,000 copies of the booklets, aptly named My Surprises My Dubai, will be distributed through the network of DTCM-operated Visitors Information Bureaus (VIBs) and the information desks of hotels and shopping malls.

Lamya Kajoor, DTCM Executive Print and Media, said: "This publication will be a very handy tool for the Dubai visitors and will provide them insights into the various programs to be held during the week and help plan their outings well in advance and thereby not miss the excitement."

DTCM Manager Events and Chairman of Food Surprises Committee, Marwan bin Beyat, said: "The partnership between the DTCM and private sector organisations, especially hotels, shopping malls and the Emirates Culinary Guild (ECG) has remained fruitful and inspiring. Everyone shares the same vision of providing the best to the Dubai residents and visitors by organising attractive activities during the theme week."