Dubai is not only the setting for the opening round of the International Rugby Board (IRB) Sevens World Series 2007/8, it is now also host to one of the Middle East's most popular social weekends of the year.
Featuring 16 of the best Sevens nations in the world, the Dubai tournament has grown into a magical sporting event that attracts fans from around the globe.
However, this year it is a far more significant event, as Dubai is also the venue for the 2009 IRB Sevens World Cup.
It is thus not surprising to hear all the leading coaches talk of "building" for 2009.
South Africa, defending champions in Dubai after beating New Zealand 31-12 in a thrilling Final last year, arrived without a host of the players that helped them to victory in 2006.
Missing from last year's victorious team are seasoned Sevens stars like Tobela Mdaka, Jovan Bowles, Dusty Noble, Kabamba Floors, Stefan Basson, Philip Burger and Ryno Benjamin.
And even with other stalwarts like Jonathan Mokuena, Mzwandile Stick, Schalk van der Merwe and Marius Schoeman in the squad, coach Paul Treu has made no secret of the fact his squad has as its ultimate goal the World Cup title in 2009.
"As always, our aim is to be competitive in each tournament, starting in Dubai and then the following week in front of our home supporters in George," said Treu.
But it is Dubai 2009 that is his team's main target and he is in the process of "building" for the future.
Fijian coach Jo Savou held a similar view when asked about his goals for the opening tournament of the current series.
He will also be fielding a very inexperienced side, with the most noticeable names missing those of legendary Sevens star Waisale Serevi and the equally talented William Ryder.
Serevi, a player/coach for the past two years, might still feature at next year's Hong Kong Sevens as a swan-song, but Ryder has fallen foul of Fijian officials and took up a contract in Japan - ruling him out of the entire series.
"Serevi mentioned that he wants to retire at Hong Kong, so we'll discuss it with the management and see when we approach Hong Kong," said Savou, who took over as coach from Serevi.
However, the Fijian coach is not raising the bar too high for his team in Dubai.
"We have lost some experienced players, who took up contracts [mostly at the cash-flush European clubs] and we are developing a new side," he said.
"We are hoping to perform well in Dubai this weekend, but we also want to develop players looking towards the 2009 [Sevens] World Cup.
"We will work on the new players and see how it goes as we build towards the World Cup."
He admitted that his team can't afford to be as slow out the blocks as they were in the 2006/2007 season, when they failed to impress in the opening few rounds.
"We did not start well in Dubai and George last year, and this year we'll be focussing on the errors that cost us [in those tournament]," he added.
New Zealand, the seven-time and defending IRB Sevens World Series champions, are also talking about "building", despite fielding on of the most settled sides in Dubai.
They took the 2006/7 crown when the Fijians lost in the quarter-finals of the last leg in Scotland and the Kiwis sneaked the series by just two points.
"To come from behind like we did [in the 2006/7 IRB Sevens World Series] was great," New Zealand coach Gordon Tietjens said.
Describing the Fijians as "the most dangerous Sevens team in the world", Tietjens said it is vital for his men to start the season well.
"It is important that we get the start that we got last year [runners-up in Dubai and winners in George], because that's the key to a good series ... a solid start," he said.
"But this is a year that we have to build towards that World Cup in Dubai.
"It's early in the following year in 2009, so it's key for us, and for me, to develop players and hopefully retain them. It [the Sevens World Cup] only comes round once every four years, so you have to apply yourself for that."
Tietjens himself never hid his surprise in June this year, when Fiji slipped up to allow his side to pip them by two tantalising points.
However, now the challenge of once again taking on the likes of Samoa, South Africa, England and the Fijians is what still makes him tick after more than a decade in the job.
"It's the excitement of another Series," he said.
"The enthusiasm of new, younger players coming through that excites me and you've got to promote those players and if you can convince them to play Sevens in the first place then the challenge is there."
The Kiwis should have no trouble in topping Pool A in Dubai, where they face France, Scotland and Arabian Gulf.
That will set them up for a quarter-final showdown with the second-placed team from Pool B - likely to be Australia or Argentina. Fiji should top pool B, with pool minnows Zimbabwe's best bet being a rare upset.
Samoa head Pool C, where they should easily account for Wales, Kenya and the United States. The race for second place and a spot in the Cup section of the tournament could be an interesting tussle.
Defending champions South Africa are fancied in Pool D, but England always provide a stern challenge.
But Ben Ryan's squad features plenty of new faces, with captain Andy Vilk and fellow Sevens veteran Ben Foden being joined by newcomers Matt Banahan, Antony Elliot, Tom Youngs, Joe Simpson, Tom Guest and Liam Gibson.
Pools:
Pool A: New Zealand, France, Scotland, Arabian Gulf
Pool B: Fiji, Australia, Argentina, Zimbabwe
Pool C: Samoa, Wales, Kenya, USA
Pool D: South Africa, England, Canada, Tunisia
Fixtures/results:
All times are local time - GMT +4
Match 1: New Zealand v Scotland - 09.30
Match 2: France v Arabian Gulf - 09.52
Match 3: Fiji v Argentina - 10.14
Match 4: Australia v Zimbabwe - 10.36
Match 5: Samoa v Kenya - 10.58
Match 6: Wales v USA - 11.20
Match 7: South Africa v Canada - 11.42
Match 8: England v Tunisia - 12.04
Match 9: New Zealand v Arabian Gulf - 14.28
Match 10: France v Scotland - 14.48
Match 11: Fiji v Zimbabwe - 15.10
Match 12: Australia v Argentina - 15.32
Match 13: Samoa v USA - 15.54
Match 14: Wales v Kenya - 16.16
Match 15: South Africa v Tunisia - 16.38
Match 16: England v Canada - 17.00
Match 17: Scotland v Arabian Gulf - 17.22
Match 18: Argentina v Zimbabwe - 17.4
Match 19: Kenya v USA - 18.06
Match 20: Canada v Tunisia - 18.28
Match 21: New Zealand v France - 18.50
Match 22: Fiji v Australia - 19.12
Match 23: Samoa v Wales - 19.34
Match 24: South Africa v England - 19.56
Day Two schedule:
Bowl quarter-finals:
Match 25: 3rd Pool A v 4th Pool B - 09.40
Match 26: 3rd Pool D v 4th Pool C - 10.02
Match 27: 3rd Pool C v 4th Pool D - 10.24
Match 28: 3rd Pool B v 4th Pool A - 10.46
Cup quarter-finals:
Match 29: 1st Pool A v 2nd Pool B - 11.08
Match 30: 1st Pool D v 2nd Pool C - 11.30
Match 31: 1st Pool C v 2nd Pool D - 11.52
Match 32: 1st Pool B v 2nd Pool A - 12.14
Shield semi-finals:
Match 33: Loser M25 v Loser M26 - 12.36
Match 34: Loser M27 v Loser M28 - 12.58
Bowl semi-finals:
Match 35: Winner M25 v Winner M26 - 13.20
Match 36: Winner M27 v Winner M28 - 13.42
Plate semi-final:
Match 37: Loser M29 v Loser M30 - 14.04
Match 38: Loser M31 v Loser M32 - 14.26
Cup semi-finals:
Match 39: Winner M29 v Winner M30 - 18.20
Match 40: Winner M31 v Winner M32 - 18.42
Shield Final:
Match 41: Winner M33 v Winner M34 - 19.04
Bowl Final:
Match 42: Winner M35 v Winner M36 - 19.34
Plate Final:
Match 43: Winner M37 v Winner M38 - 20.04
Cup Final
Match 44: Winner M39 v Winner M40 - 20.34