Dubai gears up for milestone edition of Dubai Shopping Festival 2015

The Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) is now laying final touches for staging the 20th edition of Dubai Shopping Festival (DSF) to be held from 1st January to 1st February 2015. Launched in 1996, based on directive of HH Sheikh Mohammed bin Rashid Al Maktoum, the Vice President and Prime Minister of UAE and Ruler of Dubai, as part of ambitious vision and efforts to promote the emirate as a family tourism destination, DSF is now the longest running festival of its kind of the world. Organised annually under the universal theme ‘One World One Family’, DSF is one of the most popular retail festivals and the first of its kind in the Middle East, which has played a major role in transforming the retail landscape.

DSF is one of the first innovative initiatives, which helped put Dubai firmly on the world stage as a shopping destination, apart from further enhancing the economic prosperity of the emirate. The success of DSF over the past 19 years is evident from the fact that it has managed to draw 56 million visitors with total spending of AED 145bn. Ever since the dates of 20th edition of DSF has been announced, DFRE has been in preparation mode with all efforts geared towards conceptualising, strategising and planning a festival that would befit the honour bestowed on Dubai by the International Festival and Events Association, wherein Dubai was crowned as ‘World Festival and Event City’. The CEO of DFRE, Laila Mohammed Suhail, said that as DSF heads towards its milestone edition, it is a proud moment and achievement for city of Dubai. DSF is a role model of what an excellent collaboration between government and private sectors can achieve, Suhail said.

DFRE has launched an international marketing campaign to promote DSF 2015 under the slogan ‘20th Anniversary—A Journey of celebrations’. The campaign emphasises the fact that DSF has grown from being a mere festival where one visits to just make purchases or pick up bargains, to a destination where people can thoroughly immerse and shop and make their personal choices when it comes to food, electronics, entertainment or hotel accommodation. The concept of DSF is different from that of other international festivals, as it is based on three pillars of shopping, entertainment and winnings, the main ingredients for success of DSF every year, supported by the solid collaboration between public and private sectors.

DSF is also the most important retail event in the region and serves as catalyst for economic activity across various sectors in Dubai including travel, hospitality and tourism, currency exchange, transportation and other ancillary business sectors. The daily mega prizes given away during DSF are in the form of gold, cash and luxury cars, and they have not only become a magnet for shoppers, but have also helped change lives of thousands of nationals, residents and visitors. DSF is a shopping haven featuring the participation of more than 70 malls and 6000 retail outlets that offer amazing discounts of nearly 75% on everything including perfume, gold, haute couture fashion brands, electronics, cars, handicrafts and textiles.

Dubai is ranked only second to London as a city with large collection of international retail brands under a single roof. It also provides one of the best shopping experiences in the world, which is unique and diverse, ranging from street markets to traditional souks and world-class shopping malls.

DSF draws families, children, and visitors alike from across the world through world-class entertainment, offering them spectacular events, apart from their shopping chores, daily fireworks at Dubai Creek, music concerts featuring regional and international artists, street events like carnivals and fun fairs and performances by roaming artists in multiple locations.