The emirate of Dubai has built a unique international reputation as an innovative destination. This in turn has played a major role in the emergence of the region as a favorite with tourists from all over the world. In a single day, visitors can enjoy vastly different experiences, from miles of unspoiled coastline to rugged mountains, from the enormous expanse of vast sand dunes in the desert to lush green parks within the city itself. There are also unique cultural contrasts - the emirate is a city where timeless traditions of hospitality walk hand in hand with the sophistication and technology of the 21st century. In addition to this natural beauty, there are many reasons for visitors to make Dubai their destination of choice. Sports fans may come to witness events like the Dubai Desert Classic, the Dubai World Cup or the Dubai Tennis Open. Business visitors have a whole host of exhibitions and trade shows to attend, such as the Dubai Aerospace Exhibition and Gitex - the Gulf Information Technology Exhibition. The opening of Burj Al Arab represents another milestone in this development. From original concept, to construction, interior decor and standards of service, the property is truly a world-beater. Burj Al Arab will no doubt serve to attract even greater numbers of visitors to Dubai, the Middle East's premier sunshine destination.