The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has announced plans to boost the recovery of the emirate’s tourism industry by rolling out a series of new retail consumer events, promotions, and campaigns in 2021 under its dedicated retail platform, Retail Abu Dhabi.

The new events will expand on a successful 2020, which saw a series of innovative programmes, such as the Vogue Fashion’s Night In Powered by Retail Abu Dhabi, seasonal initiatives including the Unbox Amazing summer campaign, and the signature Abu Dhabi Winter Shopping Season, which generated a 23% growth on total transactions (YoY), and 17% growth in spending, with retail sector sales topping AED 2.4bn on Visa cards alone in participating malls.

Now, and in line with the latest global trends for innovative and immersive experiences, Retail Abu Dhabi will continue to elevate the consumer shopping experience in Abu Dhabi in partnership with key stakeholders and international brands, by creating exclusive programming for the Abu Dhabi market, promoting the emirate’s global appeal, and stimulating post-pandemic recovery.

“2021 will see the most exciting roll-out of dedicated Retail Abu Dhabi programming, as a result of strategic collaborations with a consortium of global and local, public and private sector entities,” said HE Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing at DCT Abu Dhabi. “As partners, we are all striving towards a shared goal, which is injecting purpose, passion and energy into the emirate’s tourism reopening and recovery. Introducing unique and first-in-the-region experiences, Retail Abu Dhabi’s 2021 calendar will continue to offer opportunities for both the retail and tourism industry.”

Retail Abu Dhabi will continue to strengthen the emirate’s position as a world-class shopping destination, emphasising opportunities for brands and retailers and hosting a series of global events in the destination in conjunction with a roster of Abu Dhabi Culinary events and programmes throughout the year, starting with the current Layali Ramadan campaign.

Summer then sees the return of Abu Dhabi Shopping Season, which will feature an incredible collection of exclusive shopping experiences, unbeatable promotions across all categories, and a Shop & Win programme with major prize giveaways elevated by a host of Abu Dhabi Culinary Season dining events.

The 2021 calendar will also take in key dates in the wider UAE calendar, including Eid Al Adha, Spring/Summer and Autumn/Winter collection launches, Back to School, Chinese Golden Week, Diwali, the UAE National Day sales period, and the Golden Jubilee celebrations to mark the country’s 50th National Day.  

In addition to its seasonal retail campaigns, Retail Abu Dhabi has also revealed plans for hosting a series of global events in the destination, including immersive and innovative experiences, along with two new signature category-focussed events to provide first-in-the-region consumer experiences across the emirate.

With the expansive 2021 calendar, Retail Abu Dhabi will continue to aim to make waves within the industry on a global scale, supported by strategic collaborations with numerous international brands and stakeholders, delivering a unique and enhanced retail experience to residents and tourists, in a bid to further strengthen the emirate’s position as a global shopping destination and retail industry enabler.

Retail Abu Dhabi’s strong ongoing collaboration with the Department of Economic Development – Abu Dhabi has been a critical factor in the creation of the 2021 programme. A major contributor to Abu Dhabi’s booming economy, Rabih Al Hajri, Acting Executive Director of Abu Dhabi Business Center, Department of Economic Development – Abu Dhabi, which works with DCT Abu Dhabi across all major retail sector campaigns in the emirate, said: “During the most challenging of years, the performance of the emirate’s retail sector specifically during the successful summer and winter campaigns in 2020, underscored the resilience of the industry. The Department of Economic Development, in close collaboration with DCT Abu Dhabi, is committed to the continued development of strategic initiatives which deliver exceptional experiences to all consumers, enable the growth of the sector and strengthen Abu Dhabi’s position as a shopping destination.”

For more information on the forthcoming Abu Dhabi Shopping Season visit:

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