Dubai the City that Cares 2004, the Dh10 million retail promotion laun-ched by the Dubai Chamber of Commerce and Industry (DCCI), started yesterday, marking the beginning of the month of Ramadan.
The event, promoting charitable activities in line with the spirit of Ramadan, is also expected to boost sales in Dubai's retail sector. Organisers have lined up over 35 events in the city's 25 shopping malls.
Most activities will be held in malls due to the hot weather. They will have extended shopping hours, keeping the doors open well after midnight, while restaurants will remain open till 3am.
Dubai Municipality will keep the parks open for extended hours during the night for families.
The DCCI has installed colourful signages and neon displays in the city's busy streets to support the promotion.
Many outlets and malls are about to launch autumn sales and introduce winter collections, retailers said.
The event is expected to raise money for charity in millions of dirhams which will be distributed among local institutions like the Mohammad Bin Rashid Al Maktoum Humanitarian and Charity Establishment, the Dubai Aid City and the Bait Al Khair Society.
Among international organisations, the World Food Programme, the Unicef and Make A Wish Foundation will be the beneficiaries.
The DCCI will donate at least Dh500,000 to charity from its Dh10 million budget, while Dubai Islamic Bank will give Dh1 million.
Dubai's Gold and Jewellery Group, BurJuman Centre and Abraj Real Estate have come forward to sponsor the 36-day event.
Abdul Rahman G. Al Mutaiwee, DCCI director-general, said: "Ever since we launched the Dubai the City that Cares six years ago, it has become an annual event that promotes charity and helps the retail market as most consumers spend higher amounts during this period.
"It has raised Dubai's retail profile to a significant extent and helped a lot of needy people."
Nuha M. Safar, chief coordinator of the event, said, the DCCI expected a large amount to be raised for charity during the event.
"We are going to hold most of the activities in shopping malls this year for two simple reasons: to support the organised retail sector and due to the advancement of Ramadan schedule by nine days every year.
"This year, Ramadan is begining in mid-October, still a hot time for people to go out and shop in the open."
Sponsors will also hold promotions and activities to attract visitors.
Gulf News
