Dubai has once again proven its global appeal with the 30th edition of the Dubai Shopping Festival (DSF). This landmark celebration solidified the emirate’s reputation as a leading destination to visit, live, and work.
Organised by Dubai Festivals and Retail Establishment (DFRE), the festival showcased 30 years of unmatched innovation and collaboration.
Uniting millions of residents and visitors, DSF 2024 delivered an action-packed calendar of events, special promotions, and cultural experiences. Strategic partnerships across the public and private sectors played a pivotal role in ensuring the festival’s unparalleled success, in line with the Dubai Economic Agenda D33.
Strategic collaboration
Ahmed Al Khaja, CEO of DFRE, highlighted the unique business model driving DSF’s growth: “This year’s DSF reflected the strength of collaboration between public and private sectors, setting benchmarks for global city festivals. Our strategic partners have been instrumental in this success, and we look forward to building on this legacy.”
Key partners like Dubai Islamic Bank (DIB) and Visa created bespoke campaigns that enhanced customer engagement. DIB’s "Visa Millionaire" promotion, for instance, offered life-changing opportunities while aligning with Dubai’s vision for a cashless economy. Visa’s partnership with DIB further underscored the role of private sector innovation in boosting Dubai’s retail landscape.
Record-breaking attendance
Majid Al Futtaim malls, including Mall of the Emirates and City Centre Mirdif, reported over 10 million visitors – a 12% increase compared to 2024.
Fuad Mansoor Sharaf, Managing Director of UAE Shopping Malls at Majid Al Futtaim Properties, noted: “Our malls are more than shopping destinations; they are vibrant hubs offering dynamic experiences that define DSF.”
At Dubai Festival City Mall, footfall increased by 10%, and sales surged by 7%, attributed to the DSF Nights programme. Visitors enjoyed performances from stars like Ahmed Saad and Quick Style, family-friendly shows, and daily fireworks over Dubai Creek.
Vibrant retail scene
Mercato Shopping Mall and Town Centre Jumeirah reported a staggering 165% increase in sales compared to DSF 2024. PR Manager Nisreen Boustani stated: “The remarkable discounts, prizes, and entertainment drew a diverse audience, driving significant footfall and enriching the retail sector.”
Elsewhere, Merex Investment’s destinations, such as The Beach, JBR, and City Walk, recorded double-digit footfall growth. Highlights included the 321 Festival, a vibrant police parade, and mesmerising drone shows, cementing Dubai’s position as a lifestyle and shopping hub.
Economic impact
DSF’s 30th edition demonstrated the festival’s impact on Dubai’s economy. Arabian Automobiles Company leveraged its participation to enhance customer experiences, while Al-Futtaim Real Estate contributed to retail innovation with its activations at Dubai Festival City Mall.
Key Partner Visa and Strategic Partners like Emirates Airline, ENOC, and talabat supported initiatives that boosted tourism and enhanced visitor experiences.
Driving the future
With its 30-year legacy, DSF continues to set new benchmarks for collaboration, creativity, and excellence. The festival not only showcases Dubai as a global retail and entertainment destination but also paves the way for future growth.