Inside Dubai Shopping Festival.

by Alexandra Mansilla

Inside Dubai Shopping Festival. How Does It Pull Off Millions Of Visitors?

27 Jan 2025

Every year, a special festival called the Dubai Shopping Festival unfolds for all shopping enthusiasts. And it is not just about discounts, exclusive deals, and promotions — no, it is a whole experience with fireworks, art installations, open-air cinemas (this year, for example, the incredible The Uncommon x DSF at Al Marmoom Desert), drone shows, and so much more.

This concentrated lineup of events lasts for 38 days across various locations. But how does it all work? How did it begin, grow, and lead to the 30th edition of the festival this year?

We asked Ahmed Al Khaja, CEO of Dubai Festivals & Retail Establishment (DFRE), to tell us more.

— This year, the Dubai Shopping Festival celebrated its 30th edition. What made this year special? What incredible new experiences or events were introduced this year? What key changes have been made to the DSF programme in recent years to expand into diverse areas like technology, gastronomy, entertainment, and retail?

— The 30th edition of Dubai Shopping Festival (DSF) has come to a close, marking an unforgettable celebration with the city’s biggest, uniquely memorable, and out-of-this-world celebration ever. The season truly elevated citywide celebrations to incredible new heights with a mix of brand-new experiences and returning festival favourites, solidifying Dubai’s position as the world’s premier destination for extraordinary events, festivals, and experiences.

The most extraordinary season ever of the iconic annual festival captivated millions of residents and visitors across 38 action-packed days brimming with fresh, never-before-seen concepts as well as beloved festival favourites, all wrapped in the excitement of its milestone anniversary. Thanks to the unwavering support of our strategic partners and stakeholders across the city, our wide-ranging programme featured incredibly popular concerts by one of the most diverse and dynamic line-ups of artists to ever perform in DSF’s 30-year history, as well as the hottest community markets and dining pop-ups including e& MOTB and CanteenX, and free enchanting displays of immersive lights, fireworks, drones, and pyrotechnics returning bigger and better than ever before. In addition, the festival featured the biggest-ever collection of retail stores and shopping deals from over 1,000 global and local brands, as well as grand raffles with mega prizes. In addition, some of the world’s most spectacular New Year’s Eve celebrations and joyful festive experiences delivered endless excitement for everyone.

This year’s edition raised the bar even higher with new-to-Dubai concepts such as DSF Nights at Dubai Festival City Mall, DSF Auto Season, The Uncommon x DSF, DSF x Hatta, and the first-ever firework-drones display in DSF history that combined cutting-edge drone technology with pyrotechnics, skydiving stunts, and dazzling fireworks — all bringing together the entire emirate to experience the very best that the city has to offer set against the backdrop of the city’s perfect weather for the season.

Ahmed Al Khaja, CEO of Dubai Festivals & Retail Establishment (DFRE)

— Looking back at the history of DSF: How was the idea for the festival born?

— The idea for DSF was born in 1996, and conceptualised as more than just a shopping event to be a strategic initiative that would position Dubai as a premier tourism destination. The programme’s launch marked the dawn of a new era for the city, setting it on a course to become a dynamic metropolis that would place it firmly on the global stage.

Today, DSF has evolved into an annual citywide celebration that showcases everything that makes Dubai extraordinary. Unmissable experiences bring more ways than ever to explore the city’s world-class live entertainment, iconic unique-to-Dubai attractions, exceptional hospitality, a thriving gastronomy scene, wonderful cultural moments, and stunning natural landscapes — all set against the backdrop of the city’s perfect weather for the season. It has become a truly global event, attracting millions of visitors from around the world, while continuing to embody the spirit of Dubai's continuous evolution and commitment to excellence.

Photo: Dubai Shopping Festival

— Do you remember the very first festival? Can you share some memories and perhaps compare it to the latest edition?

— The first DSF in 1996 was a pioneering event focused primarily on shopping promotions to boost Dubai's tourism and position it as a retail destination. The festival started out 30 years ago as a key sales event at just five shopping malls. Today, DSF has evolved — just as the city of Dubai has — into the biggest and most highly anticipated annual celebration that showcases everything that makes our city extraordinary. A diverse programme of innovative and immersive experiences continues to captivate millions of residents and visitors from around the world with a multitude of only-in-Dubai and iconic DSF experiences that stand proudly alongside all of our world-class city offerings and unique-to-Dubai districts and infrastructure.

— How would you describe DSF in a few words for two types of people: a tourist visiting Dubai for the first time and someone deeply passionate about fashion and shopping who has "seen it all."

— For a first-time visitor, DSF is a must-visit event. The festival sees the city come alive with spectacular experiences, endless excitement, and awe-inspiring adventures for everyone, every day, in every corner of the city. It is the perfect time to experience the best that the city has to offer and enjoy everything that makes Dubai a vibrant outdoor hub that transcends beyond the ordinary with iconic adventures specially curated for this special time of the year.

Dubai is one of the best places in the world for seasoned fashion and shopping enthusiasts, ranked number one for international brand presence. Shopping in the city promises endless joy, further enhanced with DSF’s ever-popular retail experiences that bring together thousands of top local and global brands to offer unique, rewarding, and diverse shopping experiences, exclusive retail offers, limited-time flash sales, exclusive discounts, and much more. Amazing deals can be found at every corner of the city, ranging from malls and markets to homegrown hidden gems and top designer labels.

Photo: Dubai Shopping Festival

— This year, you launched a pop-up at Al Marmoom in collaboration with The Uncommon. Could you tell us about the experience visitors can have there? Why did you choose this location?

— Part of DSF’s commitment to showcase the very best that Dubai has to offer, we launched the brand-new The Uncommon x DSF this season at Al Marmoom to bring families and friends closer together to enjoy the beauty and tranquillity of the city’s desert landscape. The experience blended creativity, nature, and vibrant entertainment to offer something special for everyone. Visitors witnessed stunning lighting installations as part of Dubai Lights, designed by the artist duo of Vendel & De Wolf, while cosy firepits with comfortable seating provided the perfect setting for friends and families to unwind, complemented by an exciting game zone and kids’ play area, outdoor cinema nights, and captivating live entertainment performances. Foodies indulged in a seasonal menu specially curated by Chef Sheikha Hesa Al Khalifa and savoured delicious flavours from BBQ Box. The unforgettable experience also added a touch of automotive excitement to the mix, featuring Defender & Bronco clubs meet-ups as part of our first-ever DSF Auto Season.

Al Marmoom was chosen because the desert setting offered the perfect environment for everyone to rediscover the beauty of Dubai’s natural wonders, whether seeking relaxation, entertainment, or family-friendly fun. It proved to be the ultimate place for friends and families to relax by the tranquil lake while soaking in the peaceful ambience and calm of Dubai’s perfect weather for the season.

— A question for art lovers: The Dubai Lights installations were inspired by the elements — Earth, Air, Fire, Water, and Spirit. Why were these elements chosen as inspiration? Could you tell us more about the creators behind each installation?

— The elements of Water, Fire, Energy, and Connection were chosen as inspiration for the Dubai Lights installations to celebrate the elements that connect us all. The installations aimed to create immersive, sensory experiences that reflect the harmony between art, technology, and the natural world. A standout highlight was the stunning installation located at The Uncommon x DSF, designed by Vendel & de Wolf to represent the element of “Fire”, which showcased their innovative approach to light and art by bringing a warm, glowing atmosphere to Al Marmoom’s desert landscape. Another highlight was the light installation located at Dubai Design District (d3), which was the result of a remarkable collaboration between Duette and Blachere Illumination, themed around “Connection” to seamlessly blend tradition, technology, and modern design into a captivating display.

Photo: Dubai Shopping Festival

— How would you describe the impact of DSF on Dubai’s economy?

— DSF plays a pivotal role as a catalyst for the emirate’s economic sector performance and tourism growth. The DSF festival creates a high-impact ripple effect across multiple sectors, from tourism and retail to hospitality, entertainment, and events, helping Dubai cement its position as one of the world’s leading places to live, visit, and work in line with the Dubai Economic Agenda D33. The festival provides a robust platform for our strategic partners and stakeholders to thrive, showcasing the emirate's unique blend of experiences, attracting a diverse audience of residents and visitors, and enhancing overall consumer spending to elevate Dubai’s growing stature as a world-class tourism destination.

— What role has the festival played in developing the retail and tourism sectors?

— DSF is a cornerstone of Dubai’s seasonal tourism strategy, accelerating positive momentum across all economic sectors by spotlighting a diverse portfolio of experiences for residents and visitors to enjoy across the full breadth of our city’s unparalleled range of propositions. Building on our legacy of the past 30 years, DSF continues to bring together the very best that Dubai has to offer. Beyond retail and tourism, the festival also encompasses world-class events, entertainment, concerts, raffles, immersive experiences, fireworks, drones, nature, gastronomy, and hospitality to actively enhance Dubai’s global position as a year-round destination of choice for local and international visitors.

— How would you describe the main goal of DSF?

— DSF stands as a testament to the visionary leadership of Dubai and its bold ambition to transform the emirate into a modern, global destination. DSF aims to showcase and celebrate everything that makes Dubai extraordinary, including world-class events, entertainment, gastronomy, concerts, immersive experiences, fireworks, and drone shows, to name a few. Every DSF moment is designed to be filled with joy, wonder, and unforgettable memories, reaffirming why the city remains at the forefront of global excellence in tourism, entertainment, and retail.

Photo: Dubai Shopping Festival

— Do you have an estimate of how many people visited DSF this year?

— We concluded our most extraordinary season ever of DSF this year, truly celebrating a landmark 30th edition that will go down in the festival’s history. We welcomed millions of residents and visitors across 38 days packed with over 125 events and experiences across more than 60 citywide venues, 619 exhilarating A-list concerts and entertainment shows, 25 adrenaline-fueled motor and sporting thrills, over 76 curated gastronomy experiences, 51 free daily fireworks spanning a collective 150 minutes, 60 twice-daily drone shows by more than 1,000 drones running for a cumulative 1,180 minutes, and 285 minutes of brand-new DSF-themed IMAGINE shows

Shopping during DSF reached unprecedented levels, with exclusive savings at more than 3,500 outlets and over 850 brands spanning over 100 participating malls. To make the shopping experience even more exciting and enjoyable for the whole family, Dubai’s shopping malls and districts hosted over 295 incredible raffles and retail promotions worth an astounding 50 million AED that were awarded to 1,115 winners – with extraordinary rewards this season, including 23 brand-new cars, 21 million AES in cash, 1.5 million AED worth of glittering gold, and 80 million worth of loyalty points. Lastly, our destinations provided an incredibly successful springboard for small and medium enterprises (SMEs), recording the highest-ever SME participation with more than 200 vendors across all flagship DSF experiences.

— What new directions or formats do you plan to introduce to DSF in the future?

— DSF reflects our ongoing commitment to innovation and dedication to offering fresh, engaging experiences for everyone. Looking ahead, we will remain committed to ensuring DSF remains dynamic and relevant through innovative, immersive, and technologically advanced programming that appeals to both residents and visitors year after year. Whether for long-time residents or first-time visitors, our vision for the festival is to continue providing an unparalleled opportunity for everyone across Dubai to experience the very best that our city has to offer. Our goal is to blend tradition with innovation, providing a festival that offers a perfect mix of entertainment, shopping, and exploration, ensuring DSF remains a top choice for entertainment and tourism. We will continue prioritising inclusivity as well, making sure all our events cater to all ages and backgrounds.

Can you imagine how many participants are involved in the Dubai Shopping Festival? How many people and companies work to bring it all to life? How many festival partners strive to ensure that every visitor has the best experience in the world? Probably not.

To find out more, we spoke with some of the festival’s retail partners: Hayssam Hajjar, Asset Management Director at Al-Futtaim Real Estate, representing Dubai Festival City Mall, and Nisreen Boustani, PR and Corporate Communication Manager at Mercato and Town Centre Jumeirah.

Hayssam Hajjar (Dubai Festival City Mall)

— In your opinion, what makes DSF a must-attend event for shoppers?

— DSF combines the thrill of shopping with world-class entertainment and exclusive experiences. At Dubai Festival City Mall, we leverage our unique waterfront location as well as strong relationships with our tenants to elevate the festival with innovative offerings that cater to all age groups and segments of society. These exciting elements, combined with unbeatable shopping deals, create a festive atmosphere that truly makes DSF an unmissable occasion for residents and visitors.

Our success during DSF’s 30th-anniversary edition reinforces Dubai Festival City Mall's position as the ultimate lifestyle destination in Dubai. By offering a seamless blend of premium shopping, entertainment, and dining experiences, we have created a unique ecosystem that caters to the diverse needs of our visitors.

Hayssam Hajjar, Asset Management Director at Al-Futtaim Real Estate

— What unique experiences or offers did your brand bring to customers during DSF?

— Dubai Festival City Mall is known as a "Mall of Celebrations", where visitors enjoy more than just shopping, with world-class brands and vibrant experiences at every turn. True to our name, we celebrated the 30th-anniversary edition of DSF with a bang, introducing our first-ever DSF Nights, an action-packed calendar of high-energy activations which has proven incredibly popular with Dubai’s residents and visitors. Every Saturday night, we hosted exclusive concerts featuring renowned Arab artists like Ahmed Saad, Shamma Hamdan, Diana Haddad, and Yara. Access to these unforgettable performances was available through the Blue Rewards programme. In addition, we offered our visitors the unique opportunity to be part of the X Factor audience, with episodes of the region’s top talent show recorded live on our stage. We also hosted a one-of-a-kind retail pop-up from Samsung and delighted our little visitors with meet-and-greets with beloved children’s characters Modesh and Dana while everyone enjoyed treats from the SALT Truck and MOISHI stand, adding to the vibrant atmosphere. In the evenings, guests got to enjoy two brand-new IMAGINE fountain shows, specially curated for the occasion, paired with waterfront dining. We wrapped up every day with a spectacular fireworks display over Dubai Creek. And, of course, we gave shoppers the opportunity to win a car or a cash prize of 100,000 AED with every spend of 200 AED in the DSF Mega Raffle’s draws conducted during the weekday.

— What’s the most surprising feedback you have received from a customer during DSF?

— One of the most surprising yet heartwarming pieces of feedback we consistently hear is that visitors feel Dubai Festival City Mall is one of their favourite places to enjoy the DSF celebrations. Many are amazed by IMAGINE, our record-breaking water entertainment show, which never fails to leave a lasting impression. People often say that the synergy between our waterfront dining, nightly fireworks, and live performances creates a magical environment they weren’t expecting. It is incredibly rewarding to know we exceed their expectations and give them lasting memories to cherish.

Nisreen Boustani (Mercato and Town Centre Jumeirah)

— In your opinion, what makes DSF a must-attend event for shoppers?

— The exclusive discount offers and deals during DSF provide a great opportunity and play an essential role in attracting shoppers to save while enjoying an exciting line-up of live entertainment and thrilling experiences in Dubai during the festival.

— What unique experiences or offers did your brand bring to customers during DSF?

To celebrate the 30th edition of DSF, we prepared thrilling rewards for our shoppers: two cash prizes of 30,000 AED each and a brand-new Jetour X90 Plus. Any shopper who spent 200 AED at Mercato or Town Centre Jumeirah and scanned their receipts using the PrivilegePLUS app could join the draw.

Nisreen Boustani, PR and Corporate Communication Manager at Mercato and Town Centre Jumeirah

— What’s the most surprising feedback you have received from a customer during DSF?

— The first winner of the 30,000 AED cash prize didn’t believe she had won. To verify, she called the mall's landline again to confirm that the call she received was indeed from Mercato Shopping Mall. Once she realised it was genuine, she started screaming with joy, expressing that this was the first time in her life she had ever won a raffle prize.

— If you had unlimited resources, what would your ultimate DSF activation look like?

— We would host a celebrity extravaganza at Mercato, inviting global celebrities and influencers to join us through fashion shows, meet-and-greet events, and exclusive masterclasses in styling.

by Alexandra Mansilla