Dubai: The Dubai Shopping Festival (DSF) has once again collaborated with leading names from the city’s retail and automotive sectors for another edition of the biggest and longest running celebration of retail and entertainment.

Running until 30 January, the world-famous mega event is the ideal destination for residents and visitors eager to enjoy the cool winter weather and keep new year excitement levels high by exploring a packed lineup of sales, promotions, concerts, outdoor markets, live shows, foodie moments and much more.

Dubai Festivals and Retail Establishment (DFRE), organisers of DSF, enjoys a strong strategic partnership with Dubai’s retail and automobile sectors and supports these economic drivers through internationally renowned events such as DSF.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “This edition of the Dubai Shopping Festival has once again highlighted Dubai’s endless ambition, innovative ideas and operational expertise when it comes to staging major international events. DSF has taken place against a backdrop of increased health and safety guidelines and regulations to safeguard the wellbeing of all participants and guests. Our strategic partners have shown incredible skill, planning and dedication to implement all of the important safety precautions while ensuring the highest standards of fun and entertainment were enjoyed at malls, concert venues, attractions, hotels, restaurants and more. The success of DSF as an unrivalled retail and entertainment festival that supports and boosts key economic sectors is a wonderful reflection of the city’s enduring appeal as a safe, welcoming, diverse and open destination for the world.”

Michel Ayat, CEO, Arabian Automobiles Company, said: “The Dubai Shopping Festival is the most prominent and anticipated shopping and entertainment event of the year. This edition marks its 26th year, and Arabian Automobiles Company has been a proud strategic partner of DSF from its inception as we have always believed in its positive impact, both nationally and regionally. We have supported its goals in alignment with the vision of the wise leadership to make Dubai and the UAE the best destination to visit, live and work.”

Timothy Earnest, Group Director, Al-Futtaim Malls, said: “As ever, our focus at Al Futtaim Malls is to provide shoppers with exceptional experiences every day.?Through our DSF promotions at Dubai Festival City Mall and Festival Plaza in Jebel Ali?we are giving away hundreds of prizes daily through engaging activations and our newly launched Festival Rewards programme. Given the limited travel opportunities for residents and influx of tourists to the UAE, this is even more important and is reflected in our increasing number of shoppers each week. This shows that our customers are enjoying the safe shopping environment at our properties and will continue to contribute towards the positive growth of the industry.”

A spokesperson for Emaar Malls PJSC, said: “The Dubai Mall is proud to participate in this season of the Dubai Shopping Festival with up to 75 per cent off across hundreds of brands and daily opportunities for guests to win even more prizes. In addition, through a strategic partnership with Emirates Skywards, shoppers are able to win 50,000 Skywards Miles every day when they shop, dine and experience the entertainment and attractions at The Dubai Mall during DSF.”

A spokesperson for Etisalat said: “As a Strategic Partner, Etisalat is thrilled that Etisalat Market OTB was yet again a big hit with residents and visitors this DSF, as it brings together a range of local and international brands, daily live entertainment and the new Food Alley concept serving Korean and Asian street food treats in Dubai’s perfect winter weather. DSF gives us an ideal opportunity to reach out to a vast number of customers and provide them with a wide range of products, services and various deals on devices and accessories.”

Pankaj Kumar, Head of OmniChannel Retail, Jumbo Electronics, said: “With restrictions on travelling during the winter break, we have seen an increase in footfall and an increase in average spends per customer. Our newly added product categories such as small domestic appliances, electronic musical instruments and personal care items continue to power growth for us. In addition, new launches such as the iPhone 12 and PlayStation 5 over the last two months have significantly driven consumer demand.”

Fuad Sharaf, managing director of UAE Shopping Malls, Majid Al Futtaim Properties, said: “With this being the 26th anniversary of the Dubai Shopping Festival, we aim to make the retail celebration more special and memorable than ever. At Majid Al Futtaim, we take great pride in marking landmark events by rewarding our customers. Over the course of this DSF, we are doing just that by celebrating the people who have long supported us by visiting our stores. We are incredibly excited by the prospect of creating six SHARE point millionaires, in addition to putting on an exciting showcase of retail entertainment and excellence. We welcome all members of the community to our malls and invite them to join us in celebrating the region’s retail culture.”?

Nisreen Boustani, PR and?Corporate Communication Manager, Mercato and Town Centre Jumeirah, said: “Mercato is pleased to announce remarkable results during DSF 2021. We witnessed a significant growth in Mercato’s footfall and sales figures as DSF plays an important role in driving the retail sector. The spectacular ‘International Street Festival’  and other in-mall promotions have certainly helped in attracting more tourists and local residents to benefit from the considerable price reductions across most stores in both Mercato and Town Centre Jumeirah.  We noticed an increase in footfall and sales figures during the first half of DSF and we are enjoying a 10 per cent increase in retail sales and footfall compared to the same period last year.” 

Omar Khoory, Chief Hospitality and Assets Officer, Nakheel Malls, said: “The 26th?edition of Dubai Shopping Festival has been remarkable so far for Nakheel Malls, having experienced a significant surge in resident footfall across our leading destinations. Retailers have benefited from the city-wide activation that cements Dubai’s place as a global retail destination, with Nakheel Malls celebrating DSF events across key destinations such as The Pointe, Nakheel Mall, Ibn Battuta and Dragon Mart. As a strategic contributing partner of Dubai Festivals and Retail Establishment (DFRE), the Nakheel Malls portfolio will drive some exciting new announcements and experiences for our customers in the coming week of DSF.”

This DSF, Al Seef, Al Khawaneej Walk, Bluewaters, Boxpark and The Outlet Village are all hosting a raft of fun activities for visitors to experience the best of Dubai’s retail offerings. Al Seef’s DSF market, presented in collaboration with Al Foah, brings visitors different experiences each week while Al Khawaneej Walk is transformed into an Alice in Wonderland-inspired Enchanted Garden with popular characters including Alice, the Mad Hatter and the Queen of Hearts charming visitors, Bluewaters is hosting the DSF Drone Light Show, characters from the Emirati cartoon series Freej are appearing at Boxpark while The Outlet Village welcomes shoppers with exciting offers across its outlets.

Frederic de Melker, Managing Director Personal Banking at RAKBANK, commented: “This year, the DFRE has raised the bar even higher by organizing an outstanding festival that not only presented once-in-a-lifetime shopping deals, but also hosted several entertainment events and activities, all while complying with the government regulation on social distancing and sanitation measures. This year, DSF has brought together thousands of unheard of retail discounts and entertainment offers, making the customers spoilt for choice like never-before. Customers can also club these deals with up to 25% cashback for spending with RAKBANK credit cards during DSF. Since the start of DSF, we have noticed an increase in customer spending – 15% in luxury, 12% in fashion and clothing and 5% in dining categories. We are delighted to be a Key Sponsor for DSF that provides Dubai residents and tourists with benefits to really enjoy the festive season.”

For more information, please visit @dsfsocial on social media channels and


About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.

About Dubai Festivals and Retail Establishment

Dubai Festivals and Retail Establishment (DFRE) is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events.

For further information, please contact:
Dubai Tourism
[+971] 4 201 7631

Send us your press releases to

© Press Release 2021

Disclaimer: The contents of this press release was provided from an external third party provider. This website is not responsible for, and does not control, such external content. This content is provided on an “as is” and “as available” basis and has not been edited in any way. Neither this website nor our affiliates guarantee the accuracy of or endorse the views or opinions expressed in this press release.

The press release is provided for informational purposes only. The content does not provide tax, legal or investment advice or opinion regarding the suitability, value or profitability of any particular security, portfolio or investment strategy. Neither this website nor our affiliates shall be liable for any errors or inaccuracies in the content, or for any actions taken by you in reliance thereon. You expressly agree that your use of the information within this article is at your sole risk.

To the fullest extent permitted by applicable law, this website, its parent company, its subsidiaries, its affiliates and the respective shareholders, directors, officers, employees, agents, advertisers, content providers and licensors will not be liable (jointly or severally) to you for any direct, indirect, consequential, special, incidental, punitive or exemplary damages, including without limitation, lost profits, lost savings and lost revenues, whether in negligence, tort, contract or any other theory of liability, even if the parties have been advised of the possibility or could have foreseen any such damages.