Sunshine, shopping, seaside, sports and safety - five of the key ingredients that have earned Dubai a growing reputation as one of the world's most attractive and rapidly developing leisure destinations. Long established as the trading and commercial hub of the Middle East, the emirate combines the excitement of a bustling commercial centre with the wide open spaces of a luxurious resort. Located at the cross-roads of Asia, Europe and Africa, Dubai is well positioned to attract tourists looking for somewhere new and different, a destination combining the traditions of the east with the comforts of the west. Both business travelers and tourists find that Dubai offers the highest standards of comfort and luxury. As befits a dynamic and prosperous business centre, Dubai's ultramodern hotels offer every luxury. Yet the comforts of the 21st century co-exist comfortably with the emirate's rich Arab-Islamic culture. An intriguing land that combines old-world souks and modern shopping malls, rolling sand dunes and championship grass golf courses, remote Bedouin villages and an array of five-star hotels, Dubai defies easy definition.