Away from home: Dubai goes big on the Euro 2012
22 June 2012 Last updated at 21:58 BST
Dubai has become home to people from all over the world, with 85% of the population not local.
Only about one in 20 residents are from Europe - but that has not stopped businesses spending big to try and cash in on the Euro 2102 football tournament.
But does it make business sense?
Simon Atkinson has been finding out.