Dubai’s Department of Economy and Tourism (DET) has unveiled an ambitious expansion of its promotional calendar for 2026-27, highlighting a newly conceived 10-day Electronics Festival set to debut in April 2027. This initiative is designed to bolster Dubai’s reputation as a global hub for shopping, tourism, and entertainment.
Strategic Announcements at the Dubai Promotions Impact Forum
The announcement of the expanded calendar was made at the Dubai Promotions Impact forum, an event hosted by the Retail, Hospitality & Tourism (RHT) Focus Group of IBPC Dubai. The Electronics Festival emerges in response to industry demand for an event echoing the former GITEX Shopper, aiming to foster retail growth through dynamic year-round events and enhanced consumer experiences.
The forum, attended by representatives from DET, NielsenIQ, and leading retailers, focused on consumer trends, Dubai’s strategic promotional roadmap, and avenues for sustainable growth in the rapidly expanding retail market.
An Integrated Approach to Economic Growth
Mohammed Feras Arayqat, Acting Vice President of Retail Calendar and Promotions at DET, emphasized the multi-sectoral benefits generated by Dubai’s promotional events. According to Arayqat, successful festivals not only boost retail but also increase footfall in restaurants, malls, hotels, and attractions, aligning with the core philosophy of the Dubai Calendar.
Arayqat noted the dramatic expansion of Dubai’s events calendar, which now boasts over 80 annual events, a significant increase from just 12 a decade ago. Among the flagship initiatives is the 29th edition of Dubai Summer Surprises, featuring events such as the Great Dubai Summer Sale and the ‘Win Your Home in Dubai’ promotion.
DET is also collaborating with payment networks and strategic partners to develop a sophisticated retailer insights dashboard. This tool will equip businesses with in-depth analyses of consumer spending patterns, high-growth retail categories, location performance, and emerging market trends.
Discussing the role of artificial intelligence, Arayqat described it as a complementary tool that bolsters rather than replaces strategic initiatives.
Resilience of the Retail Sector Amid Change
Insights from NielsenIQ showcased the resilience of the UAE’s retail sector, despite evolving consumer behaviors. Recent market data reveals a 7.3% growth in UAE FMCG sales, with e-commerce accounting for 13% of these transactions. Additionally, over 30% of revenue from technology and durable goods now flows through online channels.
Statistics indicate that 46% of consumers are actively monitoring their spending, and online retail has surged by 23% compared to a modest 2.4% growth in offline channels.
Experts at the forum recommended that retailers prioritize value-driven and targeted promotional strategies, moving away from broad discounting. Key shopping periods such as Ramadan, Dubai Shopping Festival, and Black Friday continue to drive consumer activity.
The UAE’s consumer electronics market, valued at AED8.7 billion, is experiencing robust growth, propelled by strong e-commerce adoption, convenience, and evolving consumer expectations.
Introducing a New Platform for Retail Industry Dialogue
Dr. Sahitya Chaturvedi, Secretary-General of IBPC Dubai, concluded the forum by highlighting Dubai’s AED228 billion retail economy. He noted the critical role of visitor spending in supporting diverse sectors, including luxury goods, fashion, and food.
Dr. Chaturvedi also announced the inaugural IBPC Retail Festival, scheduled for October 1, 2026. This event aims to serve as a forum for policymakers, industry leaders, and businesses to discuss the future trajectory of retail in the UAE.
The discussions underscored the importance of collaboration between government and industry, with a focus on data-driven, innovative, and customer-centric strategies to sustain growth across the retail, hospitality, and tourism sectors.
