Latifa bint Mohammed inaugurates the Big Bad Wolf Book Sale

October 9, 2019  

Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of the Dubai Culture and Arts Authority (Dubai Culture) has inaugurated the second chapter of the Big Bad Wolf Book Sale in Dubai.

The 10-day book sale is recognised as the world’s largest and will open its doors to the public from 10-20 October in Dubai Studio City. Offering more than three million books at heavily discounted prices of 50% - 80% off recommended retail price, the Big Bad Wolf Book Sale is free and open to all for 24 hours a day, giving Dubai communities an unparalleled opportunity to engage with booksellers and purchase their favourite books at affordable prices.

HH Sheikha Latifa bint Mohammed said: “It is part of our mandate at Dubai Culture to spread a passion for knowledge and literature across local communities. In 2015, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, announced a 10-year National Reading Strategy to make reading an integral part of the lives of all UAE residents. By supporting initiatives such as the Big Bad Wolf Book Sale, we encourage everyone to read more and contribute to building a knowledge-based economy of educated, conscious, empowered and tolerant people.”

HH Sheikha Latifa added: “The Big Bad Wolf Book Sale comes soon after we announced the new cultural vision for Dubai which gives a more prominent role for literature and reading by establishing Dubai’s World Literature Festival. This reflects our commitment to empowering communities and providing the tools of success while fostering Dubai’s position as a global centre for creativity.”

Big Bad Wolf Books was founded in 2006. The ethos behind the sale is to encourage people, and especially children to read books by offering discounted prices. It visited Dubai in 2018 for the first time and welcomed over 150,000 visitors over 11 days. This year, the sale has been extended in terms of choice of titles on offer. Now, Big Bad Wolf Book Sale Dubai will include local and foreign publishing houses, with a total of 500,000 new books in Arabic.


The Big Bad Wolf Books visits 25 cities worldwide offering over 25 million books. The fair attracts about three million visitors every year. Open 24 hours a day, the global event offers exceptional discounts as high as 80% with the mission to cultivate reading habits around the world and build a new generation of readers by making books more affordable and accessible to everyone.


Dubai Culture aims to enhance Dubai’s cultural scene and highlight the UAE’s rich cultural heritage. The authority’s mandate is to build bridges of constructive dialogue between civilisations and cultures to enhance Dubai's position as a creative and sustainable global city for culture, heritage, arts, and literature, with the aim to empower these sectors by developing creative and innovative projects and initiatives locally, regionally, and globally.


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