talabat, a leading everyday app in the Middle East and North Africa (MENA), has signed a renewed five-year strategic partnership with Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism (DET). The agreement will run from 2027 to 2031, expanding talabat’s involvement in Dubai’s flagship festivals and events and creating more opportunities to engage residents and visitors throughout the year.
The renewed collaboration reinforces the role of public-private partnerships in supporting Dubai’s events calendar, enhancing community participation and delivering engaging experiences for audiences across the emirate.
Headquartered in Dubai and listed on the Dubai Financial Market, talabat continues to strengthen its relationship with the city through the agreement. Building on three years of collaboration, the partnership reflects a shared commitment to developing Dubai’s year-round programme of festivals, retail initiatives and entertainment experiences.
Senior Leaders Attend Partnership Signing
The agreement was signed by Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), and Simonida Subotic, Vice President and Managing Director of talabat UAE.
The signing took place in the presence of H.E. Helal Saeed Almarri, Director General of the Dubai Department of Economy and Tourism, and Toon Gyssels, CEO of talabat.
The renewed agreement builds on the strategic partnership established in 2024, extending the collaboration for another five years. Activations under the new agreement are scheduled to begin in 2027 and continue through 2031.
DFRE Highlights the Role of Public-Private Partnerships
Ahmed Al Khaja, CEO of DFRE, said the long-standing collaboration with talabat demonstrates the importance of cooperation between the public and private sectors in strengthening Dubai’s festivals and events calendar.
He noted that the renewed five-year agreement would build on the partnership’s achievements, broaden its reach and enable the delivery of more engaging experiences for residents and visitors.
Al Khaja also highlighted the contribution of such partnerships to Dubai’s continued development as a leading international destination for shopping, entertainment and events. He added that the collaboration supports the objectives of the Dubai Economic Agenda D33, which aims to reinforce the emirate’s position as a competitive global economic and tourism hub.
talabat Reaffirms Its Commitment to Dubai’s Communities
Simonida Subotic, Vice President and Managing Director of talabat UAE, said the renewed agreement reflects the company’s long-standing commitment to Dubai and its involvement in the city’s community life.
She explained that talabat’s relationship with the emirate extends beyond festivals and major events to include the everyday experiences that connect people and communities.
Subotic added that the collaboration has consistently delivered value for both the business and the communities it serves. She emphasised that talabat sees itself not simply as a service delivering to the community, but as part of that community.
The renewed agreement is intended to build on this relationship by creating more opportunities for residents and visitors to participate in Dubai’s diverse programme of events and activities.
talabat to Support Dubai’s Major Festivals Through 2031
Under the new agreement, talabat will continue as an official partner and sponsor across an expanded portfolio of Dubai’s flagship festivals and events through 2031.
The programme will include the Dubai Shopping Festival (DSF), with activations planned across several of its major attractions and initiatives. These include Market Outside the Box (MOTB), the DSF Drone Show, DSF Hatta and DSF Nights.
The partnership will also cover the Ramadan Street Food Festival, Beach Canteen and the Dubai Esports & Games Festival, extending talabat’s presence across food, retail, entertainment and gaming experiences.
Through these initiatives, the collaboration aims to connect the brand with audiences across different interests and age groups while contributing to the range of activities available to residents and tourists throughout the year.
Dubai Fitness Challenge Joins the Expanded Programme
The renewed partnership will extend to the Dubai Fitness Challenge, supporting its Fitness Villages at Kite Beach, Zabeel Park and Al Warqa’a Park.
The agreement will also include major fitness and sporting events such as Dubai Run, Dubai Ride and Dubai Stand Up Paddle, held at Hatta.
The inclusion of these activities broadens the partnership beyond shopping and entertainment, bringing fitness, outdoor recreation and community participation into the programme.
By supporting events that encourage people to become more active, the collaboration will contribute to Dubai’s wider calendar of public activities and experiences for residents and visitors.
Five-Year Agreement Builds on Partnership Signed in 2024
The new agreement follows the three-year strategic partnership signed by talabat and DFRE in 2024. The renewed arrangement will expand the relationship over the 2027–2031 period, with the first activations under the new agreement scheduled to begin in 2027.
During the new term, both organisations will continue working together to deliver accessible and engaging experiences that encourage community participation and support Dubai’s year-round festivals and events calendar.
The partnership is also aligned with Dubai’s broader ambitions under the Dubai Economic Agenda D33, reinforcing the role of festivals, retail activities, entertainment and sporting events in supporting the city’s appeal as a global destination.
Supporting Dubai’s Year-Round Events Calendar
By extending its collaboration with DFRE, talabat will maintain a presence across a broad range of activities that bring together residents, visitors, businesses and communities.
The expanded portfolio spans retail festivals, food experiences, gaming, entertainment, fitness and major sporting events. This range provides opportunities for the partnership to engage audiences across multiple aspects of life in Dubai rather than focusing on a single event or season.
For DFRE, the agreement builds on an established private-sector relationship to support the emirate’s annual events programme. For talabat, it extends the company’s connection with Dubai through activities that form part of the city’s cultural, social and leisure calendar.
With activations set to begin in 2027 and continue through 2031, the renewed partnership establishes a longer-term framework for cooperation between the two organisations, supporting their shared objective of delivering accessible experiences and strengthening Dubai’s position as a destination for shopping, entertainment, sport and community events.
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