trade in Dubai. Since then it has become an annual shopping, entertainment, and cultural extravaganza that continues to promote tourism in Dubai and draws people from all around the world each year (Dubai Shopping Festival, 2009). On February 15, 1996, the travel industry in the Middle East heralded the beginning of a new dawn - the birth of the most impressive shopping cum entertainment mega event. An entirely new concept, it succeeded brilliantly in showcasing what co-operation between private sector and public sector could do to create an astonishing achievement. 
Every year, Dubai Shopping Festival lives up to its promise of staging the most exciting activities for the whole family inspired by the theme One World, One Family, One Festival. As universal brotherhood, happiness, excitement, joy and adventure became the signature trademarks of Dubai Shopping Festival, the Festival itself became a tribute to the inherent ambition and strength of the people of the United Arab Emirates. Local and multinational brands acknowledged their faith in the event, and brands like Visa, Pepsi and Emirates Airlines became partners to DSF's growth. Most hotels and apartments also get involved offering special offers during the period, even the world famous Burj Al Arab is included in the hotels. With all these special discounts available many would feel that would suffice, but Dubai goes quite a few steps further. They are scores of raffles that offer very attractive prices outlined below, and Emirates and most other airlines flying out of Dubai offer discounted airfares and much needed excess baggage allowances during the festival. The next DSF will witness fresh creative inputs and innovative promotions that will go a long way in attracting more visitors to the Emirate. The newly opened huge Dubai Mall (situated near the world’s tallest tower, the Burj Dubai) ,will be participating in DSF 2010 for the first time, and needless to say that it will definitely stand out of other malls, because of its complete package of shopping offers, discounts, entertainment, and cultural shows (Dubai Shopping Festival, 2009).
Dubai Shopping Festival 2009
- 3.2 million visitors
- AED 10 million
- "In the shadows of the global economic slowdown, DSF Office will aim at maintaining the momentum of last year's figures," Laila Suhail, Chief Executive Officer of DSF, told Emirates Business (Dubai Shopping Festival, 2009).
- Venues: Shopping centres, Malls in various parts of the city, Souks, Global Village with pavilions offering products from retailers and manufacturers from all around the world.
- Most popular shopping spots: Carpet Oasis (showcases exclusive carpets)
- Other events: Nightly fireworks, laser/light shows, international fashion shows, street performances, music concerts, film festivals, children's events, and many cultural events. Daily raffle draws offer very attractive prizes of money, gold, cars and 4x4s. These events reflect the cosmopolitan character of UAE (Dubai Shopping Festival, 2009).
- Biggest events of them all, the Dubai World Cup also takes place during the festival, and with a staggering US$ 12 million purse that makes it the richest horse race in the world - not something to miss (Dubai Shopping Festival, 2009).
Emphasize
- Shopping as a core focus in the coming editions of DSF.
- Promoting new entertainment projects and establishing a vibrant entertainment industry in Dubai.
Key highlights
- Involvement of the private sector that will eventually organize 70 per cent of all entertainment activities in DSF with the DSF Office taking the lead in planning, marketing, and promoting the events within the festival.
- Its dominating presence in the global tourism and commerce scene warrants a dynamic strategy for DSF in the coming years, strengthen Dubai's leading status in the global tourism industry and pave way for further growth
Aim
- To place Dubai Shopping Festival on par with other world festivals.
- Transforming the emirate into an international destination attracting tourists and foreign investment, to strengthen Dubai's position as a leading global city.
- Transforming Dubai to a dream world thriving with activities like great bargains, sales, raffles, drawings, promotions, concerts and performances, carnivals and games Dubai Shopping Festival captures millions of visitor's and shopper's hearts (Dubai Shopping Festival, 2009).
Success story
- DSF's commitment in supporting various upcoming recreational projects in Dubai with the aim of He said that the DSF Office was dedicated in realizing the vision of His Highness Sheikh Mohammed bin Rashid He concluded by stressing that DSF 2008 would concentrate on shopping with prizes worth upto AED one million being offered daily and while visitor numbers were expected to increase between 5 and 8% compared to the last edition, visitor spending was slated for an increase between 10 and 15% (Dubai Shopping Festival, 2009).
- To be attributed to its sponsors: continuous cooperation between DSF and its sponsors aptly illustrates the successful relationship between the government and the private sector that has made DSF a landmark within Dubai's colossal development.
- A.A. Al Moosa Enterprises- Arenco Real Estate
- Al Futtaim Group
- Al Habtoor Group
- A W Rostamani - Arabian Automobiles, Al Rostamani,
- BurJuman
- Dubai Duty Free
- Dubai World Trade Centre
- Dubai Gold & Jewellery Group
- Dubai Refreshments Company
- Dubailand
- Emaar
- Emirates Airline, Emirates NBD, Emirates National Oil Company (ENOC)
- Etisalat
- Nakheel Shopping Malls (NSM) - Ibn Battuta Mall and Dragon Mart
- Jumbo Electronics
- Al Ghurair City
- MAF Shopping Malls
- Mashreq
- Mercato and Town Centre Jumeirah
- Paris Gallery
- Visa International
- Wafi
- Al Yousuf LLC
- FREIJ Entertainment
The DSF has established itself as the leading special "shopping" event in the world, others have tried with their own success, but no one has really been able to match the passion and success of this great festival. In its first year in 1996, 1.5 million people attended and in 1999 this figure increased to a staggering 2.4 million which resulted in incremental sales of US$ 1.12 billion, and these figures have been growing ever since. in 2005 there was an estimated 3.3 million (Dubai Shopping Festival, 2009).
Going back for the beginning of Dubai shopping festival, and due to the huge number of visitors, through the previous eight cycles we conclude that the event attracted at its first cycle in 1996 1.6 million visitors during 43 days. This number reaches the same total in the next cycle in no more than 31 day. While in 1998, the number of visitor's increases to be 2.2 in the same period, and in 1999, the event attracted 2.4 million visitors in 28 days. The fifth cycle witnesses a high growth in its visitors, which end at 2.5 million visitors during 31-day only and 2.55 visitors in 2001. In 2002, the number increase to reach 2.68 in 31 festival days. Dubai shopping festival 2003, attracted the largest number of visitors, one could say, it was the best among other cycle since it recorded the highest number: 2.92 million visitors in no more than 32 festival days (Dubai Shopping Festival, 2009).
Cost Per Year
The average cost in the first festival cycle at 1996 was DHS 2.5 Billion and DHS 2.79 at 1997. At the third cycle in 1998, the cost was DHS 3.81 Billion, and in 1999 the cost close at DHS 4.15 billion. While at 2000 the cost surge to DHS 4.31. At the last three years, the average cost ranges between 4.50 at 2001, 4.60 at 2002, 5.12 at 2003 (Dubai Shopping Festival, 2009).
DSF Popularity
DSF 2005 had 3.3million visitors with six per cent increase while spending crossed Dh6.67 billion mark registering a 15 per cent increase, says an independent study. Ten long years and the popularity of the Dubai Shopping Festival has been rising sky high. The latest figures coming out of an independent study commissioned by the DSF office is a clear indication that the Dubai Shopping Festival, which is a brand icon in its own right, is truly a world-class event which is fast growing with every passing year. No wonder the DSF 2005 has registered a total visitor participation of a record 3.3 million people and an overall expenditure of 6.67 billion registering an increase of six per cent and 15 per cent respectively (Dubai Shopping Festival 2009).
The study shows that the success of the stronger DSF this year has been mainly due to it being revamped as a family and entertainment experience rather than a purely shopping fiesta. Whilst shopping remained the main focal theme of DSF, this year the success of family experience complemented the shopping aspects with participants particularly impressed by the emphasis and variety of activities with universal appeal.
During DSF 2005, the total visitor number rose to 3.3 million, against DSF 2004 figures of 3.1 million, with an increase of 6.5 per cent. Residents' participation increased to 2.2 million, a record level, and international visitors to DSF increased to 1.1 million.
The result of deliberate planning to convert an economic revitalisation effort converted itself into a successful business proposition. Sales rose by over 600 per cent in some outlets. The gold traders sold jewellery worth Dhs 10 million each day. The electronics sector did business worth Dhs 800 million. Carpet Oasis recorded sales of more than Dhs 400 million. Hotels reported 100 per cent occupancy.
1997
Though the number of events was small compared to today, nonetheless there were a variety of attractions in the very second year of DSF. The DSF Secretariat worked closely with the private sector to offer fabulous promotions and discounts. Emirates airline offered discounts on air tickets and marketed the event in overseas markets through its offices around the world. The Global Village, erected on the creekfront on Baniyas Street, turned out to be the biggest attraction, with several countries taking part.
1998
The 31-day Dubai Shopping Festival '98 was conducted on the theme of "Children of the World Meet in Dubai". Families, with children in tow, arrived in droves in Dubai to enjoy the festivities specially created for them, resulting in an unmatched success for the tourism sector.
1999
Dubai Shopping Festival '99 held under the theme of The Biggest Family Gathering of the Millennium was a success beyond expectations. Sales during DSF '99 rose by 14 per cent over 1998 figures, thus sending a clear signal that at a time when the rest of the world was facing an economic slowdown or recession, Dubai was an exception.
The average number of daily visitors was 86,000, compared to 73,000 in the previous year, an increase of 18 per cent. Of these, 21,800 came from overseas. The average for family groups rose to five members from three earlier, indicating that the focus on families was working.
2000
Dubai Shopping Festival 2000, which was held from March 1 to 31, 2000, registered an impressive growth in the number of visitors from Europe, an indication that it has become a truly global even.The total number of foreign visitors at DSF 2000 increased by 8 per cent over last year. The total number of visitors rose to 2.5 million, against DSF '99 figures of 2.4 million, an increase of 4 per cent. Total sales during the month long festival crossed Dhs 4.31 billion, against Dhs 4.15 billion in '99, an increase of 4 per cent. Of this, shopping-only expenditure accounted for Dhs 2.97 billion, an increase of 8 per cent.
2001
DSF 2001 was held under the theme One World One Family One Festival. It attracted a record 2.55 million visitors from all over the world and neighbouring countries. Total overall spending during the 31-day shopping and entertainment extravaganza registered a 5 per cent increase, up from Dhs. 4.31 billion in DSF 2000 to Dhs. 4.5 billion in DSF 2001. Of this, shopping-only expenditure accounted for Dhs. 3.02 billion as against Dhs. 2.97 billion in DSF 2000, an increase of 8 per cent.
2002
Dubai Shopping Festival 2002, held from March 1 to 31, 2002, registered a growth figure of 5% taking the total number of 'shoppers' in 2002 to 2.68 million, indicating that the Festival continues to strengthen its allure of a truly global event. Hotels' guests increased by 15%, also showing that the total number of visitors from the 'Other Arab States' outside of GCC increased by 22% resulting in a growth in the total number of visitors from 605,000 in DSF 2001 to 615,000 during DSF 2002.
2003
Dubai Shopping Festival 2003 witnessed record growth figures across key tourism indicators such as visitor numbers, hotel revenues and retail growth. Key tourism indicators such as overall spend increased by 11.3%, increasing from Dhs 4.6 billion in DSF 2002 to Dhs 5.12 billion during DSF 2003, while visitor numbers increased by 8.95% to 2.92 million.
2004
Dubai Shopping Festival 2004 enjoyed its ninth successful run from January 15th to February 15th 2004. There were record numbers of visitors logged at the key DSF attractions, like the Global Village and Night Souq, and the number of tourists in Dubai too saw an upward spiral. In fact, the Festival registered a total of 3.1 million visitors, posting a growth of six per cent over 2.92 million visitors in 2003 and the total visitor spend during DSF 2004 touched Dh5.8 billion, compared to Dh5.12 billion in the previous year, thus registering an increase of 13.28 per cent.
2005
DSF 2005 had 3.3million visitors with six per cent increase while spending crossed Dh6.67 billion mark registering a 15 per cent increase, says an independent study. Ten long years and the popularity of the Dubai Shopping Festival has been rising sky high. The latest figures coming out of an independent study commissioned by the DSF office is a clear indication that the Dubai Shopping Festival, which is a brand icon in its own right, is truly a world-class event which is fast growing with every passing year.
DSF 2009 Calendar:
Dubai Shopping Festival Office has revealed a colourful calendar of events for the fourteenth edition of Dubai Shopping Festival – the region’s biggest and most successful festival. Beginning from January 15 and lasting for 32 days till February 15, DSF 2009 will feature a host of world-class events, spectacular shopping promotions, and prizes worth millions of dirhams (Dubai Shopping Festival 2009).
With over a hundred events including a wide spectrum of activities for every age group, DSF 2009 will feature some inclusions this year to add to the excitement. Retail Promotions
With around 6000 retail outlets and 40 shopping malls participating, the DSF 2009 promotions are slated to be the best shopping offers designed in a DSF edition yet. Offers, added value promotions, sales and discounts reaching up to 80 per cent on international brands covering a wide range of consumer goods await shoppers in Dubai.
DSF Desert Camp by Watani
Date: Jan 15 – Feb 15 Venue: Al Warqa’a 4 Time: 24 hours An outdoor event that will surely attract families, the DSF Desert Camp, organised by Watani, is a getaway from the city and a return to nature. Organised at Al Warqa’a throughout DSF 2009, families and visitors have the options of renting tents for days or choosing from the endless number of activities designed for adventure enthusiasts.
Dubai Food Festival
Date: Feb 1 – Feb 14 Venue: Uptown Mirdiff and Al Seef Street Time: 5pm – 11pm A favourite of DSF visitors, Food Festival attracts people of diverse backgrounds to a celebration of international cuisine. Celebrity chefs, live cooking counters, and culinary workshops, in addition to interactive events and exciting prizes, add to the excitement of this truly one-of-a-kind gastronomic experience.
House of Talents
Date: Jan 31 – Feb 9 Venue: Eye of Horus, Wafi Time: 5pm – 10pm House of Talents is an annual event that has provided a platform to gifted women to showcase their talents and skills in handicrafts, architecture, fashion design, sculpting, information technology, drawing, interior design, music, jewellery designing, photography, perfume making, poetry and writing. The Eye of Horus area in Wafi will host the 2009 edition of House of Talents from January 31st to February 9.
Dubai Records
Date: Feb 14 Venue: Uptown Mirdiff Time: 6pm In its inaugural year in 2009, Dubai Records aims at highlighting world records created in Dubai. After a decade of hosting Guinness World Records events, DSF now has its own record-breaking initiative through Dubai Records. The record being planned during DSF 2009 is the world’s largest dessert buffet organized in cooperation with the Emirates Culinary Guild. The endeavour will include 2009 separate dessert delicacies in an attempt to gain entry into the record books.
Dubai Fashion 2009
Date: Feb 9 – 11 Feb Venue: Arena Ballroom, Madinat Jumeirah Time: 8:30pm During 2009, international retailers feature Saks Fifth Avenue, the Etoile brands, and Harvey Nichols that will present a host of leading international fashion labels. The Madinat Jumeirah will host Dubai Fashion from February 9 to February 11.
Al Zarooni Fireworks
Date: Jan 15 – Feb 15 (Weekends) Venue: Dubai Festival City at 8:30pm and Al Seef Street at 9pm Fireworks have been a hallmark of every DSF edition and 2009 is slated to be bigger, better, and longer. Dazzling fireworks will be launched from a specially created platform when the display begins on Jan 15.
Biggest Biryani Bowl
Date: Feb 6 Venue: Global Village Time: 4pm onwards To be held at the Global Village, the ‘Biggest Biryani Bowl’ will be an attempt into the record books on February 6. The popular dish will be made to weigh approximately 2.5 tons.
The Woman in Black
Date: Jan 28 – Feb 6 Venue: The Madinat Theatre, Madinat Souk Jumeirah Time: Two shows (2pm and 8pm) Now in its 20th terrifying year in London’s West End, this groundbreaking play has been seen by over 3 million people. This fantastic new production features a quality cast of West End actors and can now be seen during DSF 2009.
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