Dubai Fitness Challenge with Adidas gearing up for Guinness World Record

Dubai Fitness Challenge is back in its 7th edition, with Adidas all geared up for a historic Guinness World Record attempt. Launched in 2017 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai, the Dubai Fitness Challenge transforms the entire city into a fitness hub and aims to inspire its residents to seek a healthy and active lifestyle by incorporating fitness into their daily routine.During the Dubai Fitness Challenge, there is a celebration of health and fitness that challenges every one to exercise for 30 minutes every day for 30 days with a number of fitness-centric events taking place throughout the month. Adidas, the global sports brand, in partnership with Les Mills and DFC, will kick off the event with a ‘largest high-intensity interval training class’ on Sheikh Zayed Road, on 12th November. This challenge will take place against the backdrop of the beautiful Museum of the Future on the grand Sheikh Zayed road. All participants will be guided by world-class trainers through a Les Mills workout and some uber-cool activewear provided by adidas. UAE residents and tourists over the age of 16 will have an opportunity to come together and be part of this fitness achievement.In addition to the ‘high-intensity interval training class’, there will be the iconic Dubai Run, on the last day of the Dubai Fitness Challenge, the 26th of November. This challenge is for everyone – from experienced athletes to rookie runners. For this, the grand Sheikh Zayed Road will be closed for vehicles and will be transformed into a giant running track. The run will follow two routes: a 5km route and a 10km route, both following Dubai’s most celebrated buildings such as the Museum of the Future, Emirates Towers, Burj Khalifa and several others.Moreover, one of the biggest cycling events, Dubai Ride, will also be taking place on 12th November. Similar to the Dubai Run, Dubai Ride also has two routes: a 4-km family-friendly route through the stunning downtown Dubai and a 12-km route for all the expert cyclists on the Sheikh Zayed Road.Bilal Fares, General Manager at Adidas MENA, said: “Adidas is stepping into a new territory with this Guinness World Records™ record attempt, and we are privileged to have Les Mills supporting us in this exhilarating pursuit. The collaboration between Adidas and Les Mills is a testament to our shared vision of pushing boundaries in the fitness industry. The attempt is open to all UAE residents, regardless of their fitness background, granting an opportunity to come together and take part in a historical fitness achievement.”Glen Stollery, CEO at Les Mills Middle East, India and Africa, said: “Les Mills is dedicated to delivering the best live training experiences globally, and this event on November 12th in collaboration with Adidas will unquestionably be one of those remarkable experiences. We invite all UAE residents to join us for an unforgettable fitness event and an opportunity to be a part of a historical moment.”Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Dubai Fitness Challenge has always been more than just a fitness initiative. It is an inclusive opportunity for people to challenge and be challenged, try new sports, and embrace the benefits of an active lifestyle.”

Club Apparel rewards its customers with five times Club Apparel points

Apparel Group’s participation in Dubai Summer Surprise comes in association with Dubai Festivals and Retail Establishment. Club Apparel will reward existing and new members with five times Club Apparel points on all their purchases across Apparel group stores in Dubai. This dream campaign will feature a whopping 35+ brands offering the ideal summer shopping experience for Club Apparel members.This campaign is a celebration of the incredible milestone of the 5 million Club Apparel members. Customers will have will be able to shop all this season’s essentials from fashion, footwear, accessories and travel essentials as well. The 3 days campaign will reward Club Apparel members with a staggering number of points during this campaign. The event will take place in across all the participating stores in Dubai as part of this initiative.Neeraj Teckchandani, CEO of Apparel Group, said “Dubai is turning the table around through countless initiatives to support and elevate tourism and retail sectors. Dubai Summer Surprises is a prime factor in enhancing the tourism and retails sectors. At Apparel Group, we pride ourselves in providing the best retail experience by offering globally renowned brands to our valuable customers. Participating in such important initiative, Dubai Summer Surprises, is not new for Apparel Group as have been key players in numerous initiatives and campaigns locally and globally. Providing the best and most astonishing offers across all our renowned brands will allow our customers access to the best and most rewarding shopping experience.”Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment said: “Dubai Summer Surprises has played a pivotal role in supporting the Emirate’s retail sector over the years, and has become an integral part of city's identity, economy, and global appeal. This year, our focus is on enhancing quality of life for residents and offering visitors something new and innovative. This wouldn’t be possible without our trusted partners such as Club Apparel, Apparel Group’s loyalty programme, which contributes to elevating our retail offering by providing shoppers with unique and memorable shopping experiences. We are proud to be part of Club Apparel’s celebration of 5 million members and look forward to a fruitful partnership this edition”.The Dubai Summer Surprises plays a pivotal role in UAE’s plans to solidify its place as the world best shopping destination. In addition, this initiative will increase the tourism momentum and grant Dubai residents the joy of getting exclusive and special rewards and offers.

Dubai to host GameExpo Summit for gaming industry leaders

Dubai Festivals and Retail Establishment (DFRE) announced the GameExpo Summit, a two-day business conference for professionals from the gaming and esports industry. The event will take place on June 21-22 at the South Halls, Dubai Exhibition Centre, Expo City, Dubai.The summit will feature more than 700 attendees, including over 100 industry thought leaders and government officials. There will be keynote speeches, panel discussions, fringe events, and networking sessions. The summit will cover topics such as AI, Web3, the metaverse, global and MENA trends, esports, publishing, and development.Ahmed Al Khaja, CEO of Dubai Festivals & Retail Establishment (DFRE), commented, "We are thrilled to elevate the gametech sector in the UAE, nurturing this growing community and driving investment by bringing together global games professionals to Dubai. The GameExpo Summit is the region's premium games industry and B2B knowledge platform, with a full agenda, attracting professionals from around the world, making it an excellent opportunity for businesses to connect with potential partners from different regions. We are committed to strengthening Dubai’s leadership in gaming and esports, and the industry Summit will act as a regional hub for the sector.”Chris James, CEO of Steel Media (the parent company of the PG Connects B2B events series which is powering the GameExpo Summit), said, “The Middle East is the most dynamic and fastest growing frontier of the games market right now. Add in the fact that Dubai is a great hub for the region, a hot-bed of technological innovation, and an incredible place to visit in its own right, and the concept of having a games event here is obvious! At Steel Media we feel there's an opportunity to grow a meaningful games event in the city, starting this year - which is why we're bringing the best elements of the market-leading PG Connects conference series ( into the Dubai GameExpo Summit.”Attendees can also participate in the Investor Connector matchmaking activity, a networking session to meet with investors from around the globe, and Publisher SpeedMatch, a curated networking opportunity to connect with publishers.

Dubai Shopping Malls Group all set to give AED 1mln in cash prizes this DSF

Dubai Shopping Malls Group (DSMG) today announced the return of its highly anticipated Spin & Win campaign this Dubai Shopping Festival (DSF) edition. Decked with plentiful shopping rewards and remarkable deals, shoppers are in for a treat from 15 December 2022 to 29 January 2023 across 16 participating malls Adding to the dazzle is DSMG’s DSF campaign as part of which 25 lucky shoppers spending AED 200 or more at any of the participating malls have the opportunity to take home cash prizes worth a whopping AED 1 million by entering the raffle.The 25 lucky shortlisted shoppers will be invited to the DSF main stage and can spin the wheel to win cash prizes of denominations starting at AED 10,000 and progressing through 15,000, 20,000, 25,000, 30,000 and 40,000.Majid Al Ghurair, Chairman of Dubai Shopping Malls Group, commented: “We are delighted to bring back the annual Spin & Win campaign this year where shoppers can once again browse through the myriad of available selections and immerse in the unique ambience and fervour at our participating malls. At DSMG, we have the vision to provide the ultimate shopping experience and rewards for our patrons, and we believe this year’s promotion will mark a new milestone in our shopper reward journey and delight customers everywhere.” Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE) commented: “Dubai’s retail sector is a central pillar of our economy, creating jobs and opportunities across the emirate and beyond. At DFRE, we are proud of the role we play in positioning Dubai as the world’s leading shopping destination. But we can only achieve this by working with trusted partners, like the Dubai Shopping Malls Group. It is these partnerships that enable us to further enhance shopping experiences for our residents and visitors – and to innovate and expand our offering to retain our sector leadership.”The malls participating in the Dubai Shopping Malls Group Diwali promotion this year include Al Barsha Mall, Al Barsha South Mall, Al Ghurair Centre, Al Bustan Centre, Al Khail Gate,, Al Warqa City Mall, Arabian Centre, Bay Avenue, Century Mall, Dubai Outlet Mall, Dubai Festival Plaza, Etihad Mall, Karama Centre, Lulu Silicon Central, Nad Al Hamar, Serena Marketplace.For more information, visit

Dubai reinforces position as a global destination for food tourism

Dubai’s Department of Economy and Tourism (DET) has launched the inaugural Dubai Gastronomy Industry Report, a comprehensive study of the city’s gastronomy scene, further reinforcing Dubai’s position as a much sought-after global destination for food tourism.The special report was unveiled at the first gastronomy industry briefing hosted by DET at the W Dubai Mina Seyahi, and was attended by more than 100 restaurateurs, culinary specialists and key stakeholders from the food and beverage sector, to share seasonal highlights in relation to the ever-expanding gastronomy sector, and reveal industry insights from the city’s inaugural gastronomy report.The event was hosted as part of Dubai’s efforts to build upon the destination’s year-round programme of key foodie events, gourmet showcases and culinary platforms, to further strengthen the city’s dynamic ecosystem of around 13,000 restaurants and cafés. During the briefing, opportunities in the gastronomy sector and forthcoming calendar highlights were shared with partners to get their support to further enhance the city’s reputation as a year-round global gastronomy hub.Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE) revealed key findings from the newly commissioned annual industry report during the event, showcasing the gastronomy activities and initiatives which continue to be a driving force behind the steady growth in both domestic and international tourists, in line with the visionary leadership’s goal to make Dubai the world’s best city in the world to live in, work and visit. This insightful research has reaffirmed Dubai’s standing as an international hub for gastronomy, and a beacon for visionary restaurateurs, chefs, discerning foodies, epicurean travellers and culinary aficionados.The inaugural ‘Dubai Gastronomy Industry Report’ highlights that Dubai’s vibrant and stimulating food scene is a direct reflection of the city itself, with the city being one of the most culturally diverse destinations around the world and a melting pot of more than 200 nationalities. This diversity, alongside the city’s enabling framework and dynamic ecosystem has fuelled Dubai’s acceleration into a unique international culinary hub.Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE) commented: “We are proud that Dubai’s ever expanding gastronomy industry continues to have a positive impact on the growth of food tourism globally, as inspired by the vision of His Highness, Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai to further enhance Dubai’s position as a global liveability hub. Dubai’s unique and diverse gastronomy scene is comprised of a plethora of home-grown eateries, fine dining institutions, MICHELIN starred restaurants and neighbourhood favourites, which together represent Dubai’s dynamic epicurean scene.Dubai brings together the culture and heritage of more than 200 different nationalities at tables and within restaurants across the city and we are pleased that the emirate is gaining further recognition as a globally renowned epicurean destination transforming food tourism, as revealed in our report that we have just launched. It is a one-of-a-kind comprehensive study that provides significant insights and information related to the city’s growing gastronomy sector. Its continued success is evident in the findings set out in the report including high satisfaction scores across key aspects of the gastronomy offering, in addition to a marked improvement in food choices and the overall restaurant experience for residents and visitors.”The Dubai Gastronomy Industry Report highlights DET’s efforts to cement the city’s position as an international epicentre of gastronomic innovation and inspiration via a programme of year-round events and showcases.The report is based on the feedback and findings of various research carried out by DET including the Global Brand Tracker, Dubai International Visitor Surveys and a local research survey, in addition to thousands of independent reviews posted on food and travel websites. A survey of a number of residents to evaluate their perception of Dubai as an international foodie destination showed that over 55% of respondents ranked Dubai as the No.1 global gastronomy hub followed by London and New York. The survey also highlighted that 52% of residents in the city dine out up to three times per week. The city also, impressively, ranks second in categories such as world-class chefs, fine dining and service at restaurants, ahead of New York, London, Singapore and Istanbul. The report also points out that 72.2 per cent of international visitors said they are happy with the overall quality of food they ate in Dubai and the restaurants they dined in.DET also recently launched the ‘Gastronomy Always on Campaign’ (GAON), aiming to support the F&B industry and lead on a calendar of culinary events. This campaign has drawn attention to the core pillars which empower Dubai as a global gastronomy hub with quality cuisine and experiences available for all; diversity, authenticity, value for money and experiential offerings. The GAON campaign has also championed Dubai Food Festival (@dubaieats), which is a celebration of Dubai’s rich food culture and an expression of the city’s central gastronomy pillars. The festival and its popular year-round social media channels are a leading source of information and recognition for Dubai’s energetic food scene. The report is also a review of the campaign’s initiatives, events and its unparalleled efforts to position Dubai as a leading gastronomy destination.The report, which will be released annually, will chart the evolving elements of Dubai’s dynamic food scene and create a platform for insights into Dubai’s culinary sector to be shared with restaurateurs, chefs, potential collaborators and stakeholders locally and globally, whilst also providing an overview of initiatives to further elevate Dubai’s profile as a leading gourmet destination.During the briefing, DET also announced that the 10th anniversary edition of the much-awaited Dubai Food Festival (DFF) will take place from 28 April -7 May 2023. DFF 2023 will showcase the depth, diversity and creativity of Dubai’s gastronomy offering through an expanded programme of events and activities, drawing upon and celebrating home-grown concepts, Emirati and international cuisine, as well as global trends and Chefs that have inspired Dubai.In addition, the Dubai College of Tourism (DCT) and DET will introduce a new initiative in 2022, focused on stimulating inclusivity, by creating opportunities for People of Determination to enter and succeed and thrive in the hospitality and F&B industry. This will be delivered via various activities including creating opportunities for People of Determination to undertake workplace training and internships, collaborating with restaurants and chefs, in addition to encouraging restaurants to communicate their inclusivity plans through their platforms.Dubai has grown to become one of the world’s most sought after epicurean destinations, and its gastronomy scene has diversified and progressed in line with the expansion and development of the city, and remains a key driver of growth for the tourism sector. Dubai welcomed 7.12 million international overnight visitors during the first half of 2022. The city was recognised as the No.1 global destination and the fourth leading destination for ‘Food Lovers’ in the Tripadvisor Travellers’ Choice Awards 2022, demonstrating the depth of the culinary scene and the diversity of culinary offerings.Testament to Dubai’s standing as a foodie hub, the city has welcomed a raft of new initiatives and inaugural dining guides which have further elevated the destination’s reputation as a world-class destination for epicures. The launch of the inaugural MICHELIN Guide Dubai in summer 2022 saw 69 culinary institutions across the city included within the guide, as well as individual awards for, a Green Star, Young Chef, Sommelier and a restaurant award for Best Welcome and Service, whilst the city also welcomed the culinary critic brand Gault&Millau in spring 2022, featuring expert reviews. 16 of Dubai’s homegrown cafés, chef-helmed gourmet restaurants and fine dining institutions and chefs were also recognised in the inaugural edition of the Middle East and North Africa’s 50 Best Restaurants list that was unveiled earlier this year.