An interview with Laila Suhail, the first woman CEO of the DSF
She has been involved with the Dubai Shopping Festival (DSF) right from its inception and has worked in every department connected with the event ranging from corporate alliance to marketing, advertising, communications and strategy planning.
Laila Suhail is now the chief executive of the DSF and its first woman CEO. On the eve of the opening of DSF 2008, we spoke to her about her plans for the event, her vision for the future and her views on being a role model for Emirati women.
Excerpts:
How does it feel to be the first woman CEO of DSF?
It feels wonderful. This demonstrates that with hard work, dedication and commitment Emirati women can climb up the ladder in the UAE.
What is your vision for the DSF?
I want to take DSF to the next level by bringing in more innovative elements to attract larger numbers of international visitors. From its first year the DSF established itself as the pioneer of the region's festival industry and our ultimate aim is to make it the leading festival in the world.
You have worked in every department of DSF. What are the important lessons you have learnt?
I have learnt that the most important thing is team work and that is what made DSF a success.
What is your happiest memory in the last 12 years?
There is no one special moment. Seeing families enjoying themselves and the smiles on the faces of visitors makes me happy.
What has been the most satisfying element of your association with DSF?
That I have learnt something new with each edition and have grown with it.
Where did you take the DSF road shows this year?
DSF road shows are based on a planned strategy and new destinations are added every year based on research and industry inputs.
For DSF 2008, we organised road shows in the MENA region including Qatar, Kuwait, Bahrain, Kingdom of Saudi Arabia, Jordan, Egypt, Morocco and Tunisia and in Kochi and Mumbai in India.
The DSF was also a prominent independent exhibitor at the World Travel Market in London last year.
With Dubai so firmly established as a shopping and tourist destination, how important or necessary is DSF today?
Dubai is now firmly positioned as a leading global tourist destination, but it is essential to keep promoting the city to an increasing audience. DSF creates an exclusive period for people to come to Dubai for shopping and family entertainment.
The retail sector records a major share of its revenues during each DSF and numerous companies benefit directly or indirectly from visitor arrivals. The increasing number of visitors during DSF and the consumer spending figures are enough proof of DSF's relevance in the present scenario.
Let us also not overlook the greater purpose of DSF. As a government initiative, DSF provides the platform for international entertainment projects to take shape in the city in addition to providing tourists the finest shopping, winning, and family entertainment options in the region.
What would you say to Dubai residents regarding their role in DSF and about their concerns regarding traffic jams during DSF?
DSF is Dubai's festival and ultimately the festival of the people of this city. Our theme, "One World. One Family. One Festival" was inspired by Dubai's multinational community.
We do realise that traffic jams are a source of concern for residents during DSF and we are in constant discussions with the Roads and Transport Authority to ease the problem. We have spread DSF activities and events across the city to avoid congestion in any one area.
