Prime Highlights
- DFRE achieved a record year in 2025, boosting tourism, retail, and entertainment across Dubai.
- Major events like the Dubai Shopping Festival and Dubai Fitness Challenge drove high participation and global recognition.
Key Facts
- Retail initiatives delivered a 144% average increase in spending, with 1,300+ brands across 4,000 outlets.
- Events attracted millions: Dubai Fitness Challenge had 3 million participants, and Dubai Esports Festival welcomed 45,000 visitors.
Background
Dubai Festivals and Retail Establishment (DFRE) reported a record year in 2025, delivering large-scale festivals and campaigns that boosted tourism, retail and entertainment across the city. The entity, part of the Dubai Department of Economy and Tourism, said its initiatives supported the Dubai Economic Agenda D33, which aims to double the emirate’s economy.
DFRE organised major editions of its flagship events, including the 30th Dubai Shopping Festival (DSF), the ninth Dubai Fitness Challenge (DFC), the fourth Dubai Esports and Games Festival (DEF), and the 28th Dubai Summer Surprises (DSS). In total, the Dubai Calendar platform promoted more than 1,000 citywide events.
Retail campaigns posted strong results. DFRE said initiatives achieved a 144% average increase in spending, with 86% customer satisfaction and 80% awareness levels. More than 1,300 brands across 4,000 outlets joined various promotions. The Great Dubai Summer Sale and the Shop, Scan & Win programme generated over AED150 million in sales.
Dubai Shopping Festival celebrated its 30th anniversary with a 38-day programme featuring over 125 events, 619 concerts and shows, and offers across 3,500 outlets. Organisers awarded AED50 million in prizes, including cars, cash and gold.
Dubai Fitness Challenge drew over 3 million participants in November. Dubai Run welcomed 307,000 runners, while Dubai Ride attracted 40,327 cyclists. Major sporting events like the DP World Tour Championship and the Emirates Dubai Rugby Sevens helped make the city more well-known for sports.
The Dubai Esports and Games Festival welcomed 45,000 visitors and worked with 775 companies, helping Dubai grow its gaming industry. At the same time, Dubai Summer Surprises ran for 66 days and increased consumer spending by 110%. It also featured 76 concerts and special dining offers across the city.
Dubai Business Events secured 504 future bid wins through 2029, expected to bring 270,000 delegates. DFRE said it will continue expanding its festivals in 2026, including the 10th edition of Dubai Fitness Challenge.
