Photo Credit : WAM
Dubai’s Department of Economy and Tourism has outlined an expanded promotional roadmap for 2026 and 2027, bringing together retail, tourism, hospitality and entertainment initiatives to support year-round economic growth.
The roadmap was presented during the Dubai Promotions Impact forum, hosted by the Indian Business and Professional Council Dubai on Monday. The event was organised by IBPC Dubai’s Retail, Hospitality and Tourism Focus Group.
A major addition to the calendar will be a dedicated 10-day Electronics Festival scheduled for April 2027. The initiative follows industry calls for a consumer-focused technology event similar to GITEX Shopper.
The festival is expected to support Dubai’s position as a global shopping and entertainment destination while creating new opportunities for electronics retailers, brands and consumers.
The forum brought together representatives from DET, NielsenIQ and major retail businesses to discuss consumer trends, promotional strategies and opportunities for continued growth in the UAE retail market.
Mohammed Feras Arayqat, Acting Vice President for Retail Calendar and Promotions at DET, said successful festivals generate activity across multiple sectors, including shopping malls, restaurants, hotels and tourist attractions.
He said this integrated model remains central to the Dubai Calendar and the emirate’s wider strategy for attracting visitors and increasing consumer spending.
Dubai’s annual events calendar has expanded significantly over the past decade, growing from 12 events to more than 80. Major initiatives include the 29th edition of Dubai Summer Surprises, the Great Dubai Summer Sale, Back-to-School campaigns and the Win Your Home in Dubai promotion.
DET is also working with payment networks and strategic partners to develop an advanced retailer insights dashboard. The platform will provide businesses with data on consumer spending, fast-growing retail categories, location performance and wider market trends.
Addressing the role of artificial intelligence, Arayqat said 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 representatives Roshni Sheth, Smit Joshi and Gurpreet Aulukh presented new insights into the resilience and changing dynamics of the UAE retail sector.
According to the data, the UAE’s fast-moving consumer goods market grew by 7.3 percent. E-commerce now accounts for 13 percent of FMCG sales and more than 30 percent of revenue generated by the technology and durable goods sector.
Although 46 percent of consumers are closely monitoring their spending, online retail continues to grow faster than physical retail. Online sales increased by 23 percent, compared with 2.4 percent growth across offline channels.
The speakers said retailers should move away from broad discount campaigns and focus on targeted, value-driven promotions. Ramadan, Dubai Shopping Festival, Back-to-School campaigns and Black Friday remain among the UAE’s strongest retail demand periods.
They also highlighted continued expansion in the UAE’s AED8.7 billion consumer electronics market, supported by e-commerce growth, convenience and changing customer expectations.
Closing the event, Dr Sahitya Chaturvedi, Secretary-General of IBPC Dubai, highlighted the scale of Dubai’s AED228 billion retail economy.
He said visitor spending continues to support growth across luxury goods, fashion, jewellery, perfumes and food, in addition to consumer electronics.
Chaturvedi also announced that the inaugural IBPC Retail Festival will take place on October 1, 2026. The event will provide a platform for policymakers, business leaders and retail companies to discuss the future of the industry in the UAE.
He said closer cooperation between government and the private sector, supported by data, innovation and customer-focused strategies, will be essential to sustaining growth across Dubai’s retail, hospitality and tourism sectors.
