The 25th edition of Dubai Shopping Festival (DSF) was launched on Thursday 26 December and will run until Saturday 1 February, featuring a diverse and exciting 38-day programme of promotions, opportunities to win, innovative experiences, show-stopping entertainment and brand activations for everyone to enjoy.

On this occasion, organisers Dubai Festivals and Retail Establishment (DFRE) have commended the commitment of its strategic partners and key sponsors who are set to make this edition the best one yet. The success of the festival largely depends on key contributors including Al Futtaim, Al Zarooni Group (Mercato), AW Rostamani Group, Dubai Duty Free, Emaar, Emirates Airline, ENOC, Etisalat, Jumbo, Majid Al Futtaim, Meraas, Nakheel, RAKBANK MasterCard, and National Food Products Company - Oasis Water and Lacnor whose support ultimately drives the retail tourism and significantly enhances visitor numbers and consumer spend.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE) said: “This year, the entire city has united for the 25th edition of one of the world’s longest running shopping festivals, an event that has helped cement Dubai as a global retail destination.  The support of our strategic partners and key sponsors underpins the success of the festival, highlighted by the incredible line-up recently revealed for all of Dubai’s residents and visitors. We continue to collaborate with our partners to bring everyone a bigger and better festival each year, ensuring we’re benchmarking against the top retail destinations across the world and that Dubai continues to offer a shopping experience like no other.”

Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said “Dubai Shopping Festival is one of the biggest retail periods in Dubai that continues to drive shopping and a wide tourist demographic to Dubai Festival City Mall. Further positioning Dubai as the home of world class entertainment and experiences, this year, Dubai Festival City Mall will launch the first ‘Lego IMAGINE show’ as Lego comes to life across our record-breaking show, which will coincide with the start of ‘The Lego Festival’ on Wednesday 8thJanuary. The IMAGINE show will play to audiences free every night featuring a light show and 3D effects to bring the LEGO characters to life. In addition, visitors will enjoy six nights of fireworks. This will be a first-of-its-kind experience in the Middle East and we are excited to launch during the 25th Anniversary of DSF.”

Nisreen Boustani, PR and Corporate Communications Manager of Mercato and Town Centre commented, “We look forward to another season of Dubai Shopping Festival (DSF), which continues to flourish year-on-year. DSF draws visitors from around the world and highlights Dubai on a global stage as a hub for shopping, leisure, and entertainment. As part of this season and to celebrate the 25th anniversary, Mercato is hosting a range of unique and Italian themed activities and entertainment that will appeal to families and children. What’s more Shoppers will take advantage of the incredible offers by spending AED 200 from 26 December to 1 February and get the chance to win valuable cash prizes. Following its remarkable successes in the previous years, (DSF) milestone 25th edition will set the tone for another big and memorable year of leisure and entertainment.”