Dubai has a good claim to being one of the world’s best cities. 

In just over a decade, it has become the cracking city it is today. The city covers all bases, whether your ideal trip involves trying local food,  entertainment, adventures, festivals, and culture or just kicking back in pretty surroundings. It has a distinctly creative feel, with world-class festivals and events and more museums and galleries than one might expect.

“Our year-round calendar of 18 world-class festivals and events is a cornerstone of Dubai’s tourism strategy, accelerating positive momentum across all economic sectors by spotlighting a diverse portfolio of experiences for residents and visitors,” says Ahmed Al Khaja, CEO of Dubai Festivals & Retail Establishment (DFRE).

BIGGEST-EVER CELEBRATION

Nothing brightens up the city better than the Dubai Shopping Festival (DSF). Established in 1996, the festival has positioned the city as the world’s premier destination for extraordinary events, festivals, and experiences while accelerating the emirate’s economic sector performance—from tourism and retail to hospitality, entertainment, and events. It has helped Dubai cement its position as one of the world’s leading places to live, visit, and work. 

“Today, DSF has evolved, just as the city of Dubai, to incorporate a wealth of innovative and immersive experiences that showcases everything that makes the city extraordinary, standing proudly alongside all of our world-class city offerings and unique-to-Dubai districts and infrastructure,” adds Al Khaja.

It’s a robust platform for DFRE’s strategic partners and stakeholders to thrive by showcasing the emirate’s unique blend of experiences and enhancing overall consumer spending.

PUBLIC-PRIVATE COLLABORATION

However, constantly innovating and offering engaging, immersive, and unique-to-Dubai programming in every edition is hard. It has been running for about three decades in every corner of the city, offering a mix of entertainment, shopping, and exploration. 

According to Al Khaja, delivering the citywide shopping festival successfully, year after year, is possible because of the public-private collaboration, which creates new opportunities for growth in the tourism and retail sectors. “The unwavering support of our valued teams, strategic partners, and citywide stakeholders enables us to sustain DSF’s growth and expand in scope and scale.”

To enhance Dubai’s destination experience, DFRE monitors global and regional market dynamics, leveraging tools like the Dubai International Visitor Survey to maximize the city’s growth potential. Al Khaja says this is crucial to crafting tailored experiences while driving consumer confidence and increasing visitation. 

MALLS ARE SHIFTING TO EXPERIENCE-DRIVEN SPACES

The retail landscape in Dubai is evolving, prioritizing the creation of experience-driven spaces to lead the way.

Often dubbed the world’s shopping capital, from luxurious malls to bustling souks, Dubai offers something for every kind of shopper. 

However, as shopping continues to move online, malls are experiencing a significant transformation, evolving from traditional shopping centers into immersive environments where shopping is only one part of a broader, more engaging experience.

“Shoppers today are drawn not just to retail offerings but to comprehensive experiences,” says Al Khaja. “Nowhere else is this transformation more evident than in the staggering success of Dubai’s iconic retail destinations.” 

He adds that the city’s shopping malls—from skiing down snowy slopes at Mall of the Emirates and underwater worlds at Dubai Aquarium in Dubai Mall to light shows at Dubai Festival City Mall—provide a comprehensive experience encompassing leisure, entertainment, events, and gastronomy. 

“Another trend is consumers craving unique, meaningful, and personalized experiences,” says Al Khaja. 

He adds that Dubai has always embraced retail innovation by offering a selection of experiential moments for all ages, preferences, and budgets. “DSF is a prime example of a citywide celebration that offers something for everyone, including world-class events, entertainment, gastronomy, concerts, immersive experiences, fireworks, and drone shows, to name a few.” 

There’s an increasingly evolving preference for value-driven experiences, he adds. “To cater to this demand, DSF is packed with value-driven experiences for everyone, every day, in every corner of the city.” 

The free-to-attend experiences this season included twice-daily drone shows and daily fireworks, the first-ever editions of DSF Nights at Dubai Festival City Mall, X Factor Live, DSF x Hatta, The Uncommon x DSF, DSF Auto Season, Dubai Lights, CanteenX, and e& MOTB.

“Our goal was to create a season that was memorable, fun, and accessible to all…catered to all preferences and budgets, ensuring everyone could enjoy exceptional experiences.”

LOOKING AHEAD

As one of the main contributors to the UAE’s GDP, the retail economy is poised to maintain its upward trajectory. According to Dubai Chambers’ analysis, projected nationwide growth will reach $74.87 billion by 2028. 

Khaja adds that the resilience and adaptability demonstrated by Dubai businesses have been instrumental in driving this success, and this will be key to sustaining the sector’s growth momentum over the next decade. 

“Dubai’s retail market is not just thriving but actively setting the benchmark for global innovation and growth.”

Looking ahead, Al Khaja says DFRE’s year-round calendar of festivals and events will continue to amplify this growth by providing opportunities for malls and retailers to elevate their offerings and pilot new initiatives during periods of high visitation from shoppers across the UAE, the GCC, and internationally. 

“Over the next decade, our vision is clear: positioning Dubai as the definitive global leader in retail and festivals. By combining world-class infrastructure, bold innovation, and an unwavering commitment to excellence, we will ensure that Dubai continues to set the standard for what’s possible in this dynamic industry.”

As a man responsible for positioning and elevating Dubai as a top tourism and shopping destination, Al Khaja says Dubai’s ambition to deliver world-class experiences and push the boundaries of what’s possible has made his journey exciting. 

“My team and I find immense inspiration in Dubai’s relentless pursuit of excellence and the city’s ambition to dream big, aim high, and always innovate towards something incredible. Whether integrating cutting-edge technology or tapping into new audience preferences, each event, festival, and citywide experience is an opportunity for us to elevate the city’s innovation and creativity to the next level.”