The Dubai Department of Economy and Tourism said in a statement that the calendar marks 10 years of retail festivals while expanding the number of promotions to 18 extraordinary citywide events. According to the department, these activities are designed for families, residents and visitors with major campaigns that include the Dubai Shopping Festival, Dubai Summer Surprises, Ramadan retail promotions, Eid offers and Diwali celebrations. The statement distributed via WAM noted that the schedule integrates shopping with entertainment and cultural experiences across malls and retail outlets.
Dubai Summer Surprises 2026 will run from July 2 to August 30 with discounts of up to 90 percent at more than 100 local and international brands, the department’s announcement detailed. The expanded 2026-27 promotions calendar also incorporates new family-focused elements and deeper cultural integration compared with prior versions, according to the statement. Industry figures from previous festivals show these events have drawn millions of participants and generated significant sales uplift during their run.
A Dubai Department of Economy and Tourism assessment found that the decade-long series of festivals has helped establish the emirate as a year-round retail destination. The 2026 edition builds on that foundation by adding events that align with key holidays and seasonal peaks, the department reported. Participating venues will offer exclusive rewards alongside the discounts to enhance the overall visitor experience.
The calendar forms part of ongoing efforts to support the retail sector, which has seen steady expansion in line with Dubai’s tourism recovery and population growth, according to government data. Organisers will coordinate with major malls, brands and event partners to deliver the full programme, the statement added. Further specifics on dates for individual events beyond Dubai Summer Surprises will be issued in coming months.
LinkedIn updates from Dubai news accounts confirmed the inclusion of additional promotions tied to global and regional observances to maximise footfall. The department’s release emphasised that all 18 events aim to provide a mix of sales, live performances and family activities throughout the two-year period. Retail operators have been encouraged to align their inventories and marketing with the published schedule.
Zawya’s coverage of the announcement placed the calendar within the context of Dubai’s broader economic diversification strategy that has prioritised services and tourism. The department reported that past iterations of similar promotions have consistently exceeded participation targets set by organisers. Details on exact venue lists and brand partners for each event remain under finalisation ahead of the 2026 launch.
