Considering the popularity of DSF among foreign tourists, it is no wonder that the festival plays a significant role in driving the emirate’s tourism, aviation and hospitality sectors. The first 18 shopping festivals attracted 47 million visitors, injecting Dh114 billion into Dubai’s economy.
As tourists travel through Dubai International Airport, DSF is a critical driver for growth for airport retailer Dubai Duty Free (DDF). As part of the operation’s support for DSF, DDF is introducing a series of promotions during the period, says Colm McLoughlin, Executive Vice-Chairman, DDF. “This initiative has been a great success in establishing Dubai as a business and holiday destination and we look forward to working with the organisers in enhancing our sponsorship during what is a busy travel period at Dubai International Airport,” McLoughlin tells GN Focus.
He adds, “The retail sector’s great deals during DSF have generated positive responses from tourists all over the world. With the opening of Concourse A, DDF’s offerings have expanded and included more brands.”
The Government of Dubai, in collaboration with the retail sector, has transformed the emirate into one of the world’s top shopping and tourism destinations by creating events such as DSF, says Maii Abdel Rahman, Research Analyst, Euromonitor International. “The festival has significantly boosted domestic tourism, which accounts for almost 80 per cent of the total number of visitors. Visitors from the UK, Saudi Arabia, India and Russia account for the remaining 20 per cent. According to official sources, total spend during DSF 2012 was estimated at Dh14.7 billion, making tourist spending a significant contributor to GDP.”
Major magnet
Along with the retail sector, hoteliers in Dubai also look forward to DSF to create traction in their business. “DSF has had a significant impact on Dubai’s hospitality sector. Occupancy rates during January-February 2013 reached 88 per cent, way above the annual average of 77 per cent in 2012,” Rahman says.
Agrees Robert El Khoury, Director of Sales and Marketing, Jumeirah Zabeel Saray, adding, “DSF is a very important event in the Dubai calendar and a major magnet for incoming visitors to the city both from the GCC countries and beyond.”
Dusit Thani Dubai is also expecting higher occupancy levels during the shopping festival. Danelle Ruth Palang, Director of Marketing and Communications, says, “Tourists from around the world flock to Dubai to enjoy great deals and the special offers the festival brings. Being a five-star property located close to Dubai Mall, we anticipate full occupancy this year.”
In fact, most hospitality brands in Dubai claimed healthy growth during DSF 2013. For example, Radisson Blu Hotel, Dubai Media City, recorded 89 per cent occupancy between January 2 and February 2.
Weekend deals
Conrad Dubai, which opened last year, is geared up for its first DSF. “We boast a location in the heart of Dubai, which is close to all major shopping venues,” says Andreas Jersabeck, General Manager, Conrad Dubai. It has rolled out an exciting promotion, Any weekend, Anywhere, which gives its guests 33 per cent off on the best available rate if booked by end of January. The offer is valid throughout the year.
To promote the 19th edition of DSF worldwide, the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) and organisers of DSF, launched a marketing campaign last year. A main component of the Shop At Your Best campaign for DSF 2014 relies heavily on digital communication channels to create awareness about the 32-day event among tourists across the world. Internet users in key markets such as Saudi Arabia, Russia, India, China, Hong Kong and South Africa can access information about the festival based on their preferences in three different languages — Arabic, English and Chinese. DFRE has also forged marketing alliances with TripAdvisor, a popular travel website, and the online edition of Vogue magazine to extend the reach and visibility of DSF 2014.
