Dubai to Extend Events & Retail Campaigns Through Summer

Dubai's year-round calendar of events ranks among the busiest in the world, according to officials from the Dubai Department of Economy and Tourism, who said the programme continues to support tourism growth and economic diversification.
Speaking during the department's first quarterly partner meeting of 2026, held at Dubai Opera, officials said lessons learned from the 2008 global financial crisis and the COVID-19 pandemic have strengthened coordination with the private sector and improved the ability to respond to disruptions.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said the emirate's long-term tourism strategy is focused on increasing visitor numbers, extending average stays, boosting spending and encouraging repeat visits. He added that global connectivity through Emirates and flydubai remains central to achieving these objectives.
Officials also highlighted previous economic support packages, which grew from AED 1 billion to AED 2.5 billion, benefiting sectors including retail, hospitality, events and small and medium-sized enterprises.
Major attractions and events such as the Dubai World Cup, Art Dubai and the Coca-Cola Arena were cited as examples of the city's year-round activity, alongside the role played by digital platforms including Talabat, Noon and Kita. Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, said the events calendar will remain active throughout the summer months.
He announced that a new campaign beginning on July 2nd will feature retail promotions and hospitality offers across the emirate. A separate 12-week retail incentive programme will also allow shoppers spending at least AED 500 to enter weekly draws for residential property prizes in Dubai.