Preparations for the milestone 20th edition of the Dubai Shopping Festival (DSF) are in the final stages for the opening next month in the UAE emirate.

Organised by Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), the event will be held from January 1 to February 1, 2015.

DFRE recently launched an international marketing campaign to promote the event under the marketing slogan ‘20th Anniversary – A Journey of Celebrations’.

The first phase of the promotional campaign will target the key markets of China, Russia and India with the marketing momentum being carried over to other markets including countries in the Middle East and North Africa, in addition to promoting DSF to the local audiences in the UAE and neighbouring countries at a later stage.

Laila Mohammed Suhail, CEO of DFRE, said: “As DSF heads towards its monumental 20th edition, it is no doubt a proud moment for all and an achievement for the city of Dubai. Reaching this milestone is a manifestation of Dubai’s ability to maintain its leadership position in the festival industry and its status as the best city for festivals and events.”

"What makes this achievement more impressive is the consistency of the festival even during the years of the global economic downturn, whereby the wise leadership of Dubai insisted on supporting the festival's continuity and for it to be held against all odds while many other festivals in the region and the world were either put on hold or cancelled," she added.

DSF has ushered in around 56 million visitors, spending a total of Dh145 billion ($39.47 billion), from 1996.

Riding on the three pillars of shopping, entertainment and winnings, the event will feature the participation of over 70 malls and 6,000 retail outlets, offering up to 75 per cent as discounts.

The event will bring world-class entertainment, including music concerts featuring international and regional artists, street events like fun fairs and carnivals and performances by roaming artists held across multiple locations. – TradeArabia News Service