Dubai: Dubai Festivals and Retail Establishment (DFRE), an entity of the Dubai Department of Economy and Tourism (DET), delivered an exceptional calendar of world-class festivals, events, and citywide experiences throughout 2025, reinforcing Dubai's position as a leading global destination for retail, entertainment, tourism, and innovation.
According to Emirates News Agency, the year's achievements demonstrate DFRE's pivotal role in driving economic growth, enhancing quality of life, and delivering on the ambitious vision of the Dubai Economic Agenda D33, to double the city's economy and further consolidate Dubai's position as a leading global destination for business and leisure.
Throughout 2025, DFRE delivered a dynamic portfolio of signature festivals, including the 30th edition of Dubai Shopping Festival, the record-breaking ninth edition of Dubai Fitness Challenge, the fourth edition of Dubai Esports and Games Festival, and the expanded 28th edition of Dubai Summer Surprises. This was complemented by the Dubai Calendar, which featured over 1,000 citywide events. Collectively, these initiatives attracted millions of residents and visitors, supported economic activity across multiple sectors, and showcased Dubai's distinctive ability to create memorable experiences that appeal to diverse audiences.
Ahmed Al Khaja, CEO of DFRE, stated that 2025 was a transformative year for DFRE, marked by record-breaking achievements across their flagship festivals and initiatives. The success reflects the strength of Dubai's integrated approach to tourism, retail, and entertainment, underpinned by exceptional public-private sector collaboration. Dubai delivered world-class experiences that drove meaningful impact and strengthened the city's global appeal. As DFRE looks ahead, with the 10th anniversary Retail Calendar featuring 18 festivals and campaigns across 250 days, it remains committed to supporting the goals of the Dubai Economic Agenda, D33.
DFRE's retail initiatives delivered results throughout 2025, with campaigns achieving a significant increase in spending, customer satisfaction, and awareness levels. Retail participation reached an impressive scale with numerous brands and outlets engaged in various campaigns. The launch of the Great Dubai Summer Sale and the innovative Shop, Scan, and Win programme generated substantial sales and drove an increase in retail spending.
Dubai Shopping Festival (DSF) marked a milestone in 2025, celebrating its 30th anniversary with the city's largest and most comprehensive edition ever. The festival transformed Dubai into a non-stop celebration featuring numerous events and experiences. Shopping activity reached record levels with numerous raffles and retail promotions awarded to lucky winners, including brand-new cars, cash, and gold.
Dubai Fitness Challenge (DFC) 2025 concluded its most comprehensive edition yet, achieving record participation with over 3 million participants. The ninth edition encouraged residents and visitors to complete daily activities, offering numerous ways to "Find Your Challenge." The flagship events delivered unprecedented numbers, with significant participation in various activities and sports events.
The fourth edition of Dubai Esports and Games Festival (DEF) concluded with record-breaking success, welcoming thousands of fans, families, and professionals across major events. The festival engaged audiences across the full gaming ecosystem and reinforced DEF's value as a platform for brand engagement and market expansion.
Dubai Summer Surprises (DSS) 2025 transformed Dubai into the ultimate summer destination. The 28th edition marked a strategic evolution with curated shopping seasons driving an increase in average consumer spending. Retail success was anchored by participation from numerous brands and outlets. Entertainment reached impressive heights with concerts and shows featuring international stars and regional icons.
Dubai continued to strengthen its position as a global hub for business events in 2025, with Dubai Business Events (DBE) driving efforts internationally. Dubai hosted numerous events that were the direct result of bidding activity by DBE, ensuring a robust pipeline for the coming years. Combined, these events are expected to bring a significant number of delegates to Dubai, driving economic impact and contributing to Dubai's knowledge economy.
Looking ahead, DFRE remains committed to innovation and excellence, building on the remarkable legacy established across its flagship festivals while exploring new opportunities to enhance Dubai's appeal as a global destination. With future editions of key festivals and the ongoing expansion of the Dubai Calendar, DFRE is well-positioned to deliver an even greater impact in supporting Dubai's vision as one of the world's most dynamic and appealing cities.
