We live in a well-connected, digital world, and here in the Middle East we enjoy a highly diversified culture that is home to literally hundreds of nationalities. The region, especially the UAE, represents a truly global society – a melting pot – that is continuously evolving and celebrates a culture of innovation and growth for its residents, citizens and expats alike. As an example, Dubai has one of the youngest demographics in comparison with other global cities; a huge concentration of millennials and Gen Z-ers who are not only very familiar with but also highly responsive to experiential marketing. Businesses large and small have caught onto this in recent years, as well as the in
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