Dubai, UAE- Dubai has unveiled an expanded 2026–27 promotions calendar that further reinforces its position as one of the world’s leading destinations for shopping, tourism, hospitality and entertainment. The roadmap, announced by the Department of Economy and Tourism (DET) during a high-level forum hosted by IBPC Dubai on Monday, introduces a wider lineup of year-round events, including a dedicated 10-day Electronics Festival scheduled for April 2027.
The new festival comes in response to industry feedback calling for a dedicated consumer electronics platform similar to GITEX Shopper and reflects Dubai’s long-term strategy to strengthen its retail sector while creating fresh experiences for residents and international visitors.
The announcement was made during the Dubai Promotions Impact forum, organised by the Retail, Hospitality & Tourism (RHT) Focus Group of IBPC Dubai. The event brought together representatives from DET, NielsenIQ and leading retailers to discuss evolving consumer trends, Dubai’s expanding promotions roadmap and strategies for sustaining growth in one of the world’s fastest-growing retail markets.
Mohammed Feras Arayqat, Acting Vice President, Retail Calendar & Promotions at DET, highlighted the wider economic value generated by Dubai’s festivals and promotional events.
“A successful festival brings traffic to restaurants, malls, hotels and attractions. This integrated approach is at the heart of Dubai Calendar,” he said.
Dubai’s annual calendar of promotional events has grown significantly over the past decade, expanding from just 12 events to more than 80. Among its flagship initiatives are the 29th edition of Dubai Summer Surprises, the Great Dubai Summer Sale, Back-to-School campaigns and the popular “Win Your Home in Dubai” initiative.
Arayqat also revealed that DET is collaborating with payment networks and strategic partners to develop an advanced retailer insights dashboard. The platform is expected to provide businesses with deeper intelligence into consumer spending patterns, high-growth retail categories, location performance and broader market trends.
Addressing questions on artificial intelligence, Arayqat emphasised that AI should support business strategy rather than replace it.
“We look at AI as complementary. It supports our wider initiatives,” he said.
During the forum, NielsenIQ experts presented the latest market intelligence, highlighting the resilience of the UAE retail sector despite changing consumer behaviour. The presentation was delivered by Roshni Sheth, Retail Customer Success Leader, APP; Smit Joshi, Retail Manager, Insights; and Gurpreet Aulukh, Senior Manager, Insights.
According to the data shared, the UAE’s fast-moving consumer goods (FMCG) sector recorded 7.3 percent growth, while e-commerce now accounts for 13 percent of FMCG sales and more than 30 percent of technology and durable goods revenue. Although 46 percent of consumers are closely monitoring their spending, online retail continues to significantly outperform traditional retail channels, recording 23 percent growth compared with 2.4 percent for offline retail.
The speakers noted that retailers should increasingly move away from broad discounting strategies and instead focus on targeted, value-driven promotions. Seasonal campaigns such as Ramadan, Dubai Shopping Festival, Back-to-School and Black Friday continue to remain among the strongest demand drivers.
They also pointed to the continued expansion of the UAE’s AED8.7 billion consumer electronics market, driven by the rapid growth of e-commerce, greater convenience and evolving customer expectations.
Closing the forum, Dr. Sahitya Chaturvedi, Secretary-General of IBPC Dubai, underscored the strength of Dubai’s AED228 billion retail economy, noting that visitor spending continues to fuel growth across luxury, fashion, jewellery, perfumes and food sectors in addition to consumer electronics.
He also announced the launch of the inaugural IBPC Retail Festival on 1 October 2026, describing it as a new platform that will bring together industry leaders, policymakers and businesses to help shape the future of retail in the UAE.
“The discussions reinforced that as Dubai’s promotional calendar continues to expand and consumer expectations evolve, closer collaboration between government and industry, supported by data, innovation and customer-centric strategies, will remain central to sustaining growth across the retail, hospitality and tourism sectors,” he concluded.
- WITH INPUTS FROM WAM ; PICTURE COURTESY WAM (www.wam.ae)
