Dubai Shopping Festival posted impressive visitor and spending figures for its 2009 edition. Around 3.35 million visitors spent approximately AED 9.8 billion during 32 days in DSF 2009. Released by the Dubai Events and Promotions Establishment (DEPE), formerly known as the Dubai Shopping Festival Office, the figures mean a 4.6 per cent increase in visitor numbers and a 2 per cent decrease in spending as compared to DSF 2008. The results were revealed as residents and visitors await a landmark 15th edition that will be held from January 28 to February 28, 2010.
Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports, Chairman and Chief Executive of Emirates Airline and Group, and Chairman of the Dubai Shopping Festival Supreme Committee Stated that the results of DSF 2009 were notably consistent, considering the volatile global economic climate prevalent across the world at the time of the festival. “It just goes to prove the unshakable popularity of DSF, and that Dubai will always be an attractive shopping and tourism destination for tourists.”
“We can attribute these impressive results to the solid collaboration between the public and private sectors in Dubai towards ensuring the success of the event, a key factor that has always been pivotal in the success story of DSF along the years, in addition to the state-of-the-art infrastructure that Dubai offers, making it much easier to organize an event of such magnitude in the cosmopolitan city, and it is what we optimistically rely on when planning for the future editions of this unique event. The results of DSF 2009 is a testimony that DSF can motivate the retail and tourism sectors in Dubai against all odds.”
He also stressed the fact that the popular festival had its impact on the social climate of the community at that time, spreading joy and happiness among the visitors and residents of Dubai. “It was very rewarding for us to feel the change in the mood of people during the month-long festival. The smiles and laughter on all the faces of DSF visitors were our main measure of success, and you can never fail with the colorful selection of entertainment, shopping and winning that the event offers every year.”
“On behalf of all the sponsors and government entities that supported the event along the past fourteen years, I would like to congratulate HH Shaikh Mohammad Bin Rashed Al Maktoum, UAE Vice-President, Prime Minister and Ruler of Dubai, on the occasion of reaching a DSF milestone through its 15th Edition, and on its remarkable accomplishments that were achieved in the past fourteen editions, which helped position the city of Dubai on the global tourism map,” he concluded.
Laila Suhail, CEO of Dubai Events and Promotions Establishment began by saying, “We are more than delighted with the results of DSF 2009 and this has come about with careful planning and a realignment of our strategies with the existing situation. Despite a decrease in spending figures, the decline is minimal and can be attributed to several factors.”
Highlighting the outcomes of research conducted during DSF 2009 by an independent international research company, Laila noted that consumer behaviour had changed dramatically during the Festival with customers spending on strict budgets. The decrease in total consumer spending can also be attributed to the steep discounts and promotions offered by retailers and hotels that, while giving visitors a tremendous deal and more value for money, also resulted in a slight drop of overall spending figures.
Suhail further explained that the drop was also a direct result of inflation rates that nosedived across UAE in the first half of 2009 with rates between 3.5 and 4 per cent, subsequently witnessing a decline in consumer prices of products and services, thereby enabling retailers and hotels to offer exceptional deals.
“On the other hand, visitor numbers had increased due to a successful strategy of promoting DSF in markets relatively unaffected by the economic crisis, in addition to the fact that Dubai is a leading tourist destination all year around”, Suhail said.
Suhail stressed that the visitor numbers and expenditure, though important indicators, are not to be considered a key measurement of success for the event, rather an indicator of its development year on year, and that new indicators that focuses on customer satisfaction and quality will be used and implemented in future editions.
“Apart from being a milestone, DSF 2010 will be very much visible to residents and visitors this time as we are back on the streets with a host of festivities. Areas like Al Seef, Dhiyafah, and Rigga will be themed to enhance the festive atmosphere created by DSF,” concluded Suhail.
More than 150 international and regional events are expected to be showcased during the 15th edition including concerts, shows, and musicals. This is in addition to the participation of over 6000 retail outlets and around 50 malls that will put out spectacular shopping promotions during the 32 days of DSF 2010.
