As the UAE approaches the 54th Eid Al Etihad, the country is entering one of its most activity-filled National Day periods in recent years, with public-sector entities, cultural institutions, retailers and private-sector companies coordinating nationwide initiatives that highlight unity, heritage and economic vibrancy. This year’s celebrations, anchored under the theme “United”, are unfolding across all seven emirates, bringing together large-scale public gatherings, cultural shows, retail activations, travel momentum and inclusive community programmes.

The breadth of events, ranging from 24-hour shopping in Dubai to heritage-led programming in Sharjah, major concerts in Khorfakkan, inclusive mobility campaigns in Dubai and peak outbound travel demand, reflects how National Day has evolved into a multifaceted economic and cultural moment. As residents prepare for the long weekend, the UAE’s hospitality, retail, tourism and entertainment sectors are collectively experiencing heightened activity, underscoring the broad appeal and national significance of Eid Al Etihad.

Read more-54th UAE National Day: Key rules, regulations outlined by Ministry of Interior

Dubai has launched the first wave of activity ahead of the holiday. Dubai Festival City Mall will remain open for 24 hours on 28 November, offering extensive discounts, brand activations and Super Sale promotions, reinforcing the emirate’s retail leadership during peak holiday periods.

For one day only, Dubai Festival City Mall is staying open 24 hours with massive discounts, big-name brands, and non stop Super Sale and the Eid Al Etihad hype.

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‘United’ theme drives countrywide programming and live screenings

Nationwide preparations gained momentum with the 54th Eid Al Etihad team announcing this year’s celebrations under the theme “United”, inviting all UAE residents to participate in community-led and official events. The initiative reflects the country’s emphasis on shared identity and national cohesion.

To facilitate public engagement, detailed Celebration Guides have been published on the event’s official website, offering recommendations, educational activities and localised celebration ideas. A full schedule of events running from late November through early December is also available, according to a WAM report.

In addition, the Eid Al Etihad YouTube channel is hosting the official playlist curated to accompany National Day festivities.

On December 2, official ceremony screenings will take place across Abu Dhabi, Al Dhafra Region, Al Ain, Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah and Fujairah. Cinemas nationwide will also broadcast the ceremony, alongside coverage on local TV channels and digital platforms.

Residents can follow the event’s official social media channels and the hashtag #EidAlEtihad to stay updated.

Sharjah’s multi-day heritage programme highlights cultural identity

Sharjah is hosting one of the UAE’s most extensive National Day programmes, running from November 19 to December 2. The emirate’s schedule spans cultural shows, competitions, musical evenings and community activities designed to highlight Emirati heritage and national values.

Major celebrations are centred at Al Siyouh Family Park, Kshisha Park, Sharjah National Park and Al Layyah Canal, with additional programming across Al Batayeh, Al Hamriyah, Wadi Al Helo, Kalba, Khorfakkan, Dibba Al Hisn, Al Madam, Al Khrous Suburb and Mleiha.

Al Rifa’a Park in Mughaider Suburb will host a continuous line-up of events across the two-week period, complemented by a major musical evening at Khorfakkan Amphitheatre.

The official opening took place on November 19 at Al Siyouh Family Park, featuring traditional performances, artistic showcases and youth dialogue sessions that will continue until December 2.

Zed introduces inclusive mobility campaign featuring People of Determination

In the private sector, ride-hailing platform Zed has launched a month-long initiative titled “United in the Journey”, transforming 54 Zed cabs into moving canvases featuring artwork created by People of Determination. The campaign, running from December 2, 2025 to January 2, 2026, will allocate a percentage of earnings to NGOs supporting children and People of Determination, as well as healthcare-focused organisations.

The vehicles showcase hand-drawn artwork depicting Dubai landmarks, national imagery and symbols representing hope, unity and community connection. Zed executives emphasised that the programme reflects the company’s commitment to human-first mobility and the UAE’s long-standing support for inclusivity.

Travel activity accelerates as India tops outbound destinations

Outbound travel is seeing strong demand ahead of the long weekend, with Skyscanner data indicating that India is the most searched destination for UAE residents planning travel between November 28 and December 4. Searches conducted from July to November show Kozhikode, Kochi, Mumbai, Thiruvananthapuram, New Delhi and Kannur dominating interest, driven by cultural familiarity and short travel times.

Manila, London and Cairo also ranked among the top choices. With offices reopening on December 3, 79 per cent of travellers were looking for trips lasting no more than a week. India led the list of destination countries, followed by Pakistan and the UK, while Egypt, the Philippines, Thailand, Turkey, Saudi Arabia and Sri Lanka rounded out the top ten.

Khorfakkan showcases maritime parade and cultural performances

Khorfakkan Amphitheatre is hosting a major series of events from November 28 to December 1, adding momentum to Sharjah’s broader cultural programming. The venue will feature a maritime parade, Flyboard shows and performances by maritime bands, creating a prominent focal point for east-coast celebrations.

On 29 November, artists Hussain Al Jasmi and Fouad Abdelwahid will headline a musical evening, while 1 December will feature the operetta “Pulse of the Nation” and additional concerts by Faiz Al Saeed, Khalifa Al Washahi and Mohammed Al Wazem. Admission to the events is free.

The amphitheatre plaza will host cultural platforms, youth discussions, poetry evenings, competitions, heritage showcases, food trucks, photography activations and traditional performances. Citywide decorations and lighting displays further reinforce community engagement and National Day pride.

Pasha Real Estate made a notable debut at Cityscape Global 2025, marking the first time Azerbaijan’s developers have collectively exhibited at a large-scale international real estate event. Representing three of the country’s biggest developers, the company entered the Saudi market with a clear objective: to gauge investor sentiment, introduce Azerbaijan’s premium residential offerings, and position the country as an emerging destination for global real estate investment.

Speaking to Gulf Business, Aziza Seyidova, group marketing and communications director, highlighted the significance of this milestone. “This is the first time when my country, Azerbaijan, is exhibiting at such a large-scale event… we joined our forces and we came here just to check what is the interest, how the international real estate communities will react, and so far it’s been amazing.”

Leveraging globally recognised brands to build investor confidence

A key pillar of Pasha Real Estate’s strategy is its partnership with internationally renowned hospitality brands. “We as Pasha Real Estate, we’re offering Ritz-Carlton Residences and residences at St. Regis. So people know the brands… the combination of that really creates a vast interest,” Seyidova explained.

This alignment with globally trusted luxury brands directly supports Saudi Arabia’s broader real estate agenda, which prioritises high-end, globally connected investment opportunities. Seyidova noted that visitors—many of whom were already familiar with Azerbaijan—reacted with enthusiasm: “Whoever I ask here, they either know about Azerbaijan or they’ve been to Azerbaijan. So it came very surprising for us, to be honest.”

AI-driven comfort: a new priority for luxury buyers

While Pasha Real Estate’s portfolio is rooted in traditional luxury, Seyidova emphasised how rapidly buyer expectations are evolving.

“We tend to think that old technologies always work… but every day we understand that people want their living to be more innovative. They are custom-made and AI-equipped.”

From her perspective, the next 12–24 months will see comfort-centric smart living become a defining trend—an insight reinforced by the PropTech innovations showcased across Cityscape Global this year. “I think one of the biggest trends will be comfortable living… with the hint of AI technologies,” she added.

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Measuring success: quality over quantity

For Pasha Real Estate, the first year at Cityscape Global is primarily about exposure, market understanding, and validating investor appetite. But early indicators are promising.

“We expect some sales coming from this exhibition… we’ve got some very quality leads. The organiser has been very supportive to us. So I think that the success will be at least five sales,” Seyidova said.

With strong engagement, high-quality leads and a compelling luxury offering tied to globally recognised brands, Pasha Real Estate’s debut positions Azerbaijan as a new contender in the GCC–centric international investment map.

Red Sea Global (RSG) returned to Cityscape Global 2025 with a sharpened focus on one of the Kingdom’s most strategically anticipated asset classes: ultra-luxury residential real estate. With several hotels now operational and more preparing to open, the company is entering a new phase—one defined by high-impact hospitality, exclusive residential offerings and regenerative development at unprecedented scale.

Speaking to Gulf Business, Stephen Cheesebrough, executive director – development at Red Sea Global, underscored how the market for ultra-high-net-worth (UHNW) individuals is fundamentally shifting toward experiential destinations that combine privacy, natural beauty and sustainability—all strengths in which the Red Sea excels.

“The sales strategy for ultra-high net worth individuals for us is very much about getting people to visit the destination. It is truly so spectacular. There are very few places in the world today where you can buy property in such a pristine location, but also where there is such a commitment with regards to enhancing and protecting, not just protecting, but enhancing it,” he said.

Laheq Island: billions in investment and a multi-phase delivery plan

A major highlight at this year’s Cityscape was RSG’s recently announced Laheq Island—one of the most exclusive residential destinations within the wider Red Sea portfolio. Laheq is envisioned as a secluded enclave with its own signature lifestyle proposition.

Cheesebrough confirmed the scale: “It’s in the billions. It’s a large-scale project. It’s across 400 hectares.”

The residential rollout will happen in two phases, with Phase 1 scheduled for delivery in 2028 and Phase 2 extending into 2029. The ambition is not simply to create high-value homes, but to cultivate a community of owners deeply connected to the natural surroundings and the destination’s programming. “I’ve never been involved in a residential project that has this level of programming,” he added.

A pioneering model of regenerative tourism

Sustainability is not an add-on at Red Sea Global; it is the organising principle. The company’s commitment to achieving a 30 per cent net conservation benefit has positioned the destination as a global benchmark for regenerative tourism. Cheesebrough emphasised that the conservation targets are closely monitored across multiple ecological indicators.

“Last year, we planted over 2 million mangroves… we are constantly measured against that, whether it be mangroves, corals, avian species, turtles, marine life.”

Beyond environmental metrics, RSG has engineered its entire construction approach around minimising disruption. Extensive off-site construction reduces on-ground activity, protecting sensitive ecosystems while helping accelerate delivery timelines.

Engineering the impossible: the 800-metre ring structure

One of the most visually arresting components of the Laheq development is its architectural centrepiece: an 800-metre-diameter ring structure, designed in collaboration with Foster + Partners.

Cheesebrough noted that the engineering complexity lies in its interaction with the lagoon. “We have a large span that is suspended above the water. And that structurally was the most complex part.”

The hanging gardens—known as Forever Gardens—add another layer of sophistication, requiring sustainable irrigation systems, careful grey-water integration and a lightweight structural design. “Architecturally, the ring is very much a signature for the project… it gives guests an opportunity to really have a connection not just with nature, but also with the water,” he said.

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Cityscape 2025: investor interest surges

Cityscape Global 2025 has become one of the most powerful platforms for real estate investment dialogue across the region, and Red Sea Global is drawing significant attention from international buyers, project partners and institutional investors.

“We’ve been here half a day and the amount of interest that’s coming in is huge… each year, particularly in Saudi Arabia, it’s just getting bigger and better,” Cheesebrough noted. The volume of inquiries and investor engagements is expected to stay strong throughout the four-day event.

RSG also plans to announce several new developments in the coming months, adding further depth to its portfolio and expanding the scope of activity across the destination. “There’s always, with Red Sea Global, exciting announcements, not just limited to the four days here, but ongoing because of the extent of projects that we’re developing.”

Saudi Arabia’s real estate sector is undergoing a rapid digital transformation, and ROSHN Group—one of the Kingdom’s most influential national developers—is placing innovation at the heart of its customer strategy. At Cityscape Global 2025, Mohammed Alhadlaq, director of marketing campaigns at ROSHN, explained how the ROSHN Experience Truck has become a standout example of how developers can adopt mobility, technology, and experiential design to bring projects directly to customers.

Launched during last year’s edition of Cityscape, the truck marks its first anniversary in 2025 and has evolved from a bold experiment into a fully functional mobile engagement platform. “We’re back to Cityscape Global 2025, where the ROSHN Experience Truck was born last year. And today it marks a one-year anniversary… and we’re proud to continue this success,” Alhadlaq said.

More than a showpiece, the Experience Truck reflects ROSHN’s approach to embedding innovation across the entire customer lifecycle. “Experience Truck is actually one of the components of our main pillar, which is innovation. So it’s an innovative platform that we can communicate with our audience with, in addition to the multiple services that we are actually offering through ROSHN Experience Truck,” he explained.

A mobile, tech-enabled showcase of ROSHN communities

What differentiates the Experience Truck from traditional sales centres is its ability to move, reaching residents and investors wherever they are—whether in Riyadh, Dammam, or Jeddah. This has opened access for potential buyers who may not have the time to visit fixed-site sales centres.

“The main objective of ROSHN Truck is to first have a different engaging experience with our clients and visitors… for those who don’t really have the luxury of time to visit our sales center, they can find our ROSHN Experience Truck wherever they go.”

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The model represents a significant shift toward customer-centric urban engagement, merging mobility with advanced digital tools. Instead of brochures or static displays, visitors can explore ROSHN communities in real time through a series of immersive technologies:

• VR walkthroughs, allowing users to “enter” residential units and navigate different typologies
• Interactive community journeys, offering a feel for neighbourhood design, amenities, and open spaces
• Holographic master plan displays, providing a dynamic view of large-scale development layouts

According to Alhadlaq, this approach makes the truck “an innovative and immersive experience… not really a sales center,” but a platform designed to showcase the future of neighbourhoods with full interactivity.

Beyond customer engagement, the Experience Truck aligns closely with the Kingdom’s national push toward smart cities, digitised services, and modern urban planning. ROSHN’s ability to take large-scale master plans on the road—and present them through extended reality environments—demonstrates the practical application of these priorities.

“It’s a complete experience that showcases ROSHN’s leadership in innovation and the national role to contribute toward advancing the digital urban transformation in the Kingdom.”

Saudi Arabia’s real estate sector is entering a decisive digital phase, with PropTech solutions, AI-enabled services, and data-driven community experiences now central to how developers design and operate urban environments. Within this fast-evolving landscape, ROSHN Group has positioned innovation not as a support function, but as a strategic pillar shaping the future of its developments. At Cityscape Global 2025, Yazeed Alghamdi, director of emerging technologies at ROSHN Group, shared how the ROSHN Hackathon has become one of the organisation’s most influential platforms for advancing technology-driven real estate solutions.

Now in its third edition, the hackathon has grown into a national PropTech platform that attracts students, startups, innovators, and established companies—all contributing fresh ideas to improve the built environment. “We proudly launched the third version of ROSHN Hackathon this year. It’s a PropTech platform where innovators, students, and companies participate to bring on new ideas into the field of real estate,” said Alghamdi.

What began as a creative experiment has now evolved into a structured innovation engine embedded within ROSHN’s long-term digital strategy. Alghamdi emphasised that the initiative is tied closely to the company’s innovation arm, describing it as much more than a showcase of concepts. “Innovation is not just an enabler, but a strategic pillar today. And ROSHN is leading into it, into bringing new innovation technologies for the real estate, for the end user, and for the community,” he noted.

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Scaling incentives and participation

Participant momentum has grown rapidly over the last two years. ROSHN has awarded SAR2.5m in prize funding across earlier editions, with this year adding another SAR1.3m to support winning ideas. “This year we’ll be giving 1.3 million Saudi Riyal. And this is actually an element of the past two editions where we have given SAR2.5m and also over 2,000 submissions we have seen over the course of the past two years,” Alghamdi explained.

The funding demonstrates ROSHN’s ambition to turn innovation into implementation. The company views the prize pool not as a symbolic gesture but as seed support for concepts that can be integrated into real projects, communities, or digital systems.

A wider innovation scope with new tracks

Each edition of the hackathon introduces new problem statements and sector priorities. The 2025 programme reflects the broader direction of the kingdom’s real estate and PropTech ecosystem, aligning with Cityscape Global’s themes. “Every edition has its own theme. This year it comes with five different tracks supporting the theme of Cityscape Global. So we’re looking at AI and automation. We’re looking at digital experience and resident. We’re looking at IoT and sustainability. And finally, we’re looking at open digital solutions,” Alghamdi concluded.