The eight annual SportAccord Convention will be held at the new Atlantis, The Palm resort in Dubai from April 25-30, 2010. Atlantis, opened in September 2008, is the focal point of the man-made Palm Jumeirah, a unique setting that reflects the dynamism and innovation for which Dubai has become internationally renowned. The 2010 SportAccord Convention will be the first edition of the event to take place in the Middle East. The Dubai Sports Council is the key partner of the 2010 SportAccord Convention on the organising committee, which also includes other local host partners such as the Dubai World Trade Centre and the Dubai Department of Tourism and Commerce. Every year Sportaccord Week - which will last one day longer in Dubai in 2010 - features a dynamic exhibition, numerous networking receptions and top-level conference sessions, including the City Forum, as well as the annual general meetings of the Sports Governing Bodies. The Sportaccord Convention is the new name of the annual event in order to differentiate it from Sportaccord, the new name of the General Association of International Sports Federations.