The Palm Jumeirah was built from large quantities of rock and sand deposited in the ocean off the coast of Dubai, i.e. 5.5 million cubic meters of rock and 94 million cubic meters of sand. . This attracts many tourists from Western countries who bring with them their own culture as well as the money that fuels the city's economy. Dubai's constant flow of tourists and contact with local culture contribute to the continued growth and expansion of the super city. Consumer culture, for example, is taken advantage of. Festivals such as the Dubai Shopping Festival attract many people wanting to purchase the latest and trendiest consumables, while many are already vacationing in the city (Mydsf.ae, 2015). In 1996, the Dubai Shopping Festival (DSF) attracted 1.6 million people and in 2012, the DSF attracted over 4.36 million visitors (Mydsf.ae, 2015). This means that more infrastructure will be built to accommodate the increase in tourist numbers in the coming years. Note that this is just one of the reasons why tourists are drawn to the city. Another reason is the low crime rate compared to cities of similar size around the world (Osac.gov, 2015). Dubai is constantly growing and shows no signs of slowing down in the near future..