This year’s edition of the “Live The Vibe” summer campaign has expanded beyond tourism promotion into an integrated shopping, entertainment and leisure drive, with the Ministry of Commerce, Industry and Investment Promotion supervising retail discounts and promotional events staged in partnership with the private sector.
Amal al Fahdi, Head of the Commercial Licensing Section at the ministry, said the campaign, launched by the Ministry of Heritage and Tourism in previous years to invigorate the summer tourism season has entered a new phase of institutional integration in its current edition, adding commercial and marketing events, offers, discounts and prizes to its programme.
“We look forward to it becoming an annual initiative,” Al Fahdi told the Observer.
According to the official, the ministry oversees the events accompanying the campaign and the discounts and offers presented by commercial establishments, while coordinating with government entities and the private sector and encouraging shopping malls and tourism and entertainment venues to take part. The goal, she said, is an integrated experience combining shopping and entertainment that helps energise commercial activity and stimulate the local economy.
The campaign features live entertainment, family events, children’s activities, interactive workshops, competitions, draws and prizes, alongside offers and experiences from participating entities. Promotional discounts will cover most retail sectors, Al Fahdi said, with the campaign targeting citizens, residents and visitors alike.
What distinguishes this year’s edition, she said, is a new concept uniting shopping, entertainment and tourism in a single experience, making visits to malls and tourism facilities more varied and enjoyable.
On the expected economic impact, Al Fahdi said the campaign should lift footfall at shopping centres and participating establishments, stimulate consumer spending and raise occupancy rates at tourism and entertainment facilities.
She added that it strengthens the competitiveness of local markets, gives the private sector a platform for innovative offers and supports economic activity in the governorates by encouraging visitors to explore new destinations.
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