The DSF is a model to be copied for successful, sustainable public-private partnerships. Fully realizing the paramount importance of public-private sector cooperation, DEPE has held lengthy discussions with business leaders and men of vision that have fructified into the establishment of the Dubai Gold & Jewellery Group and then the Dubai Shopping Malls Group. Since then, the private sector has been growingly interested in effectively contributing to both the DSF and Dubai Summer Surprises (DSS), which is the summer counterpart of the DSF - efforts that have all solidified the position of Dubai as a premier tourist and shopping destination.

In recognition of the colossal role the entity was playing in implementing the grand strategy embraced by the government of Dubai, His Highness Sheikh Mohammed bin Rashid Al Maktoum, in his capacity as the Ruler of Dubai, issued a decree on 28th October 2009, establishing it as a government body under the name of Dubai Events and Promotions Establishment, one of four other leading entities operating under the Dubai Department of Economic Development (DED).

The new establishment has an enhanced mandate that allows it to work more closely with the retail and tourism sectors, and create a stronger platform that will enhance the cooperation amongst retailers and the Government of Dubai, giving the retailers a chance to be stronger partners and have a bigger part in the mutual aim of positioning Dubai as the tourism, retail and shopping hub of the region.

Accordingly, the Dubai Events and Promotions Establishment has envisioned a new strategy that is anchored around creativity and its tireless efforts to shed extensive light on the enviable tourist potential of the Emirate and the pioneering projects established across the magnet of the Gulf. The main architects of this ambitious strategy are the DSF, DSS, Eid in Dubai, along with the development of a global brand - Modhesh, the ever-smiling mascot.