The Sharjah Chamber of Commerce and Industry (SCCI) has officially launched Sharjah Shopping Promotions 2025–2026, its flagship annual retail initiative, kicking off a six-week programme of consumer engagement, entertainment, and competitive retail activity that runs until January 15, 2026 across the emirate’s regions and cities.

This year’s edition marks one of the Chamber’s most expansive campaigns to date, spotlighting major shopping malls, central markets, and thousands of participating retail outlets. According to a WAM report, the 2025–2026 season debuts a sharply upgraded rewards model under the theme “Discover What’s Behind the Lock,” designed to shift the shopping experience toward an interactive, incentive-driven journey that delivers immediate value for consumers.

Read more-Mall in the ‘Forest’: More on Dubai’s newest shopping destination

Shoppers across Sharjah will gain access to wide-ranging discounts on leading local and international brands, while malls and retail districts host entertainment shows and heritage-themed activities that highlight the emirate’s cultural and tourism appeal. The campaign coincides strategically with the winter shopping cycle and the build-up to New Year festivities, timing that historically drives footfall and retail spending across the UAE.

SCCI officials emphasised that the annual programme remains a central economic lever supporting the emirate’s retail sector. Abdallah Sultan Al Owais, chairman of SCCI, underscored that Sharjah Shopping Promotions continues to be a core strategic initiative reinforcing Sharjah’s standing as one of the region’s most competitive shopping destinations. He reiterated the Chamber’s commitment to strengthening public–private partnerships and creating sustainable promotional platforms that attract investment and boost retail performance.

Chamber prioritises innovation and market responsiveness

Mohammed Ahmed Amin Al Awadi, director-general of SCCI, noted that the chamber is deepening its focus on innovation across the events it organises and sponsors. He said the goal is to elevate market responsiveness, raise consumer satisfaction, and support revenue growth for retailers. Offering a broad product mix at discounted prices, combined with entertainment experiences and instant rewards, he added, creates high-impact engagement while delivering tangible value for shoppers and retail partners alike.

To stimulate commercial activity throughout the emirate, the chamber has developed an integrated operational framework spanning Sharjah City, the Central Region, and the Eastern Region. Coverage extends to key urban and suburban centres, including Al Nahda, Aljada, Al Qrain, Al Dhaid, Kalba, and Khorfakkan, as well as major retail malls.

Expanding geographic outreach and festival participation

As part of its broader outreach strategy, SCCI plans to introduce dedicated activities for Eastern Region shoppers through a special activation at Souq Al Jubail in Kalba. The campaign will also see strategic participation in the Dawahi Festival, where the Chamber, through a joint platform with the Sharjah Commerce and Tourism Development Authority (SCTDA), will deliver interactive workshops, competitions, and prize-driven activities. The presence of “Shamsa,” the campaign’s signature character, is set to add further visibility and engagement.

A key highlight of the launch was the debut of the flagship “Wall of Lockers” experience, a large-scale interactive installation resembling a giant locker packed with surprises. Shoppers who spend Dhs500 over two consecutive days at participating malls receive a voucher with a key that allows them to attempt unlocking a designated locker. Those who succeed walk away with guaranteed prizes, including premium smartphones, shopping vouchers, and direct cash rewards.

Weekend activations and grand draw set to drive footfall

Throughout the campaign period, participating shopping centres will host high-energy promotional events, with two-day weekend activations scheduled from 6pm to 9pm. The programme spans several key destinations: Al Oasis Mall (December 6–7), Al Rahmaniyah Mall (December 13–14), Mega Mall (December 20–21), Sahara Centre (December 27–28), and 06 Mall (January 3–4, 2026).

Sharjah Shopping Promotions 2025–2026 will culminate in a grand draw on January 15, 2026, offering a total cash prize pool of Dhs100,000, split among ten winners, each receiving Dhs10,000.

To broaden participation, the Sharjah Chamber has enhanced its dedicated mobile application, allowing shoppers with purchases of Dhs200 or more to upload receipts electronically and enter the draw.

Dubai’s Roads and Transport Authority (RTA) is preparing to welcome thousands of residents, visitors and tourists aboard its marine transport services for New Year’s Eve 2026, announcing a range of special offers and premium experiences scheduled for Wednesday, December 31, 2025. The initiative is part of RTA’s ongoing efforts to enhance customer engagement and strengthen Dubai’s positioning as a global destination for festive celebrations.

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RTA’s Dubai Ferry will operate special New Year’s Eve trips departing between 10:00 pm and 10:30 pm from Marina Mall Marine Transport Station in Dubai Marina, Al Ghubaiba Marine Transport Station and Bluewaters Marine Transport Station. All journeys will conclude at 1:30am. Ticket prices are set at Dhs350 for Silver Class and Dhs525 for Gold Class, with a 50 per cent discount for children aged 2 to 10 and complimentary entry for children under two. The service aims to give passengers exceptional views of Dubai’s fireworks displays across the coastline.

The Water Taxi, a preferred option for groups and private celebrations, will also depart from Marina Mall Marine Transport Station. Full-boat bookings are priced at Dhs3,750 for up to 20 passengers, including a designated wheelchair space. The service targets families and groups seeking a personalised and private vantage point for the city’s New Year festivities.

Marine services to offer front-row views of Dubai’s fireworks

Abras, the traditional wooden boats that remain a distinctive part of Dubai’s maritime identity, will operate from Al Jaddaf, Al Fahidi, Al Ghubaiba and Marina Mall Marine Transport Stations. These services will run between 10:00pm and 10:30pm and conclude at 1:30am. Fares are Dhs150 per person, with free admission for children under two. The service continues to attract visitors and residents who appreciate a heritage-rich, open-air way to experience the night’s celebrations.

RTA noted that passengers across its marine network, Dubai Ferry, Water Taxi and Abra, will enjoy panoramic views of fireworks launched from iconic locations including Burj Khalifa, Burj Al Arab, Atlantis The Palm, Bluewaters and Jumeirah Beach Residence.

Members of the public may contact 8009090 or email [email protected] for booking information.

The Authority added that marine transport remains a strong draw for travellers interested in Dubai’s coastline, home to attractions such as The World Islands, Palm Islands, the Dubai Water Canal, heritage districts and luxury hotels.

As Saudi Arabia accelerates its digital transformation under Vision 2030, the kingdom’s ambition to build cloud-first infrastructure, AI-powered systems, and interconnected smart cities has created one of the world’s most complex cybersecurity landscapes. With giga-projects reshaping entire regions and a national push to become a global leader in AI, the scale of digital foundations being laid is unprecedented — and so is the exposure.

Tenable co-CEO Mark Thurmond is visiting Saudi Arabia for Black Hat MEA to engage with the nation’s cybersecurity leadership and discuss a fundamental shift in how organisations must approach risk. The visit underscores Tenable’s commitment to collaborating with the kingdom as it builds a future-rich digital economy, recognising that the ambitious scale of these projects demands advanced exposure management capabilities that go far beyond traditional cybersecurity models.

For Thurmond, the Middle East — particularly Saudi Arabia and the UAE — is central to Tenable’s global growth strategy. The region’s 2030 ambitions are undeniable and create an essential need for advanced security. But ambition alone is not enough. As cyber threats grow more sophisticated and attack surfaces expand exponentially, Middle East organisations must reframe cybersecurity by moving from a system of record to a system of action. The old approach of reacting to alerts no longer works.

In this conversation, Thurmond explains what exposure management means in practice, why the Middle East is a strategic priority for Tenable, and how organisations can shift from drowning in data to actually prioritising and fixing the vulnerabilities that matter most—before attackers do.

Brief us on your purpose of visiting Saudi Arabia? Tenable recently expanded its investment footprint in Saudi Arabia. What does this mean for your long-term outlook in the GCC?

Tenable co-CEO, Mark Thurmond, is visiting Saudi Arabia for Black Hat MEA to honour the nation’s remarkable transformation and forward-thinking leadership, specifically under Vision 2030. He is there to discuss a fundamental shift in cybersecurity and exposure management.

The visit underscores Tenable’s commitment to collaborating with the kingdom as it builds a future rich in technology. The long-term outlook in the GCC is highly strategic, recognising that the ambitious scale of digital foundations, including cloud platforms and AI systems, must be protected.

The region is a global leader in AI, with Saudi Arabia expected to see the biggest AI revenue gain in the Middle East. Therefore, Tenable sees its role as helping to secure this progress by providing the necessary exposure management capabilities, which are critical for survival in a complex, interconnected digital ecosystem like the giga-projects

Tenable defines itself as an exposure management company. In simple business terms, how should Middle East organisations be reframing cybersecurity through this model?

In simple business terms, Middle East organisations should reframe cybersecurity by moving from a system of record to a system of action. The old playbook no longer works. Exposure management is the new discipline, mindset, and approach.

It reframes the challenge by unifying siloed teams, tools, and data to see risk the same way the attackers do. Instead of drowning in up to 11,000 daily alerts, 28 per cent of which are never addressed, organisations get a master blueprint.

This blueprint enables pre-emptive security. It allows security teams to prioritise and focus on the critical few vulnerabilities. Research shows only 3 per cent of known vulnerabilities actually expose an organisation to risk; these are the ones AI-powered adversaries are actually targeting. This is about fireproofing rather than firefighting.

How does the Middle East fit into Tenable’s global growth strategy, and where do you see the strongest demand signals coming from across the region?

The Middle East, particularly Saudi Arabia and the UAE, is central to Tenable’s global growth strategy because the ambition and speed of digital transformation, fueled by Vision 2030, is undeniable and creates an essential need for advanced security.

The strongest demand signals come from organisations dealing with the three converging forces that complicate security: an exploding attack surface, fragmented defences, and a rapidly maturing adversary. Specifically, demand is driven by the need to secure giga-projects like NEOM, which involve billions of connected physical devices, and to ensure compliance with vital regulatory frameworks like Saudi Arabia’s PDPL and the NCA’s Essential Cybersecurity Controls.

As the region leads in AI adoption, which is forecasted to contribute over $135bn to Saudi Arabia’s economy by 2030, securing this technological leap makes the Middle East a critical market for exposure management.

Artificial intelligence is transforming both cyber defence and cyber threats. How is Tenable using AI across its platform, and what new AI-driven risks concern you the most going into 2026?

Tenable is leveraging AI to ensure its exposure management platform can fight AI with AI, which is “essential” to level the playing field against adversaries who can execute attacks at machine speed. AI is used to transform the platform into a self-driving system.

This AI is used to:

1. Anticipate risk: It might forecast that a specific, highly probable attack might occur in the next 30 days.
2. Prioritise risk: It connects the dots and provides context. For example, it may inform security teams that a vulnerable server has a 75% probability of being an entry point for a ransomware attack.
3. Mitigate risk: It automates routine remediation tasks, such as checking for a patch, opening a ticket, and scheduling a follow-up scan, reducing days of human effort to minutes or seconds.

The most concerning new AI-driven risk for 2026 is the rapid acceleration of attacks, where AI can speed attack development timelines by 100x, creating phishing emails in 5 minutes, and customising malware code automatically for every new victim.

Since Tenable will be participating at Black Hat in Saudi Arabia, can you share more on the key focus and theme of Tenable’s participation and what you will be highlighting at the event?

Tenable’s key focus and theme at Black Hat Riyadh is to introduce and advocate for a new cybersecurity playbook called Exposure Management. The theme is “Beyond the Silos: Exposure Management in a New Age of Risk”.

In his opening keynote, Mark Thurmond will highlight that the traditional, fragmented security program, which uses an average of 83 disconnected tools, is a “playground” for modern attackers. He will showcase how exposure management unifies these silos, giving security teams the clarity and unified strategy they need to command the entire digital landscape.

The message is that in an environment where AI is weaponised, the only way forward is a pre-emptive approach that not only responds to risk but eliminates it before it emerges.

If you were speaking directly to Middle East CEOs today, what is the single biggest cyber blind spot you believe they’re underestimating, and why does it matter to the bottom line?

The single biggest cyber blind spot facing Middle East CEOs is underestimating the danger of a fragmented defence. CEOs often ask, “Are we exposed?”, and the answer is frequently just a “collection of spreadsheets” rather than a confident, data-backed assessment.

This matters to the bottom line because managing disconnected silos of tools is chaos. It forces teams to play their own game without a unified strategy, leaving huge, open gaps that attackers easily exploit. This fragmented model allows the adversary, now powered by AI, to thrive in complexity. The result is devastating: a single incident, like the Jaguar/Land Rover ransomware attack, can cost upward of $2.5BN. CEOs must understand that a unified front and a pre-emptive system of action are the only way to avoid this chaos and secure their future progress.

Read: Tenable VP Maher Jadallah on how the Middle East can secure its digital ambitions

The UAE is set to celebrate Eid Al Etihad 2025 on a grand scale, with fireworks, cultural shows, live entertainment and family activities scheduled across Dubai, Abu Dhabi and Sharjah over the holiday.

The Eid Al Etihad Parade returns to City Walk on December 1 at 4pm, held once again in partnership with Dubai Police.

More than 1,000 participants, including Dubai Police, KHDA students and representatives from various government bodies, will take part, bringing a strong display of national unity and community spirit.

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Fireworks in Dubai

In Dubai, fireworks will be staged at several destinations through the holiday period.

On December 2, firework displays will take place at Dubai Festival City Mall and Hatta at 8pm, followed by shows at Souk Al Seef, Bluewaters and The Beach at JBR at 9pm.

Global Village will run nightly fireworks along with synchronised drone shows from December 1 to 3, starting at 9pm.

Riverland at Dubai Parks and Resorts will host fireworks on December 1 and 2 at 7pm and 9.30pm, supported by laser shows at 7.30pm, 8.30pm and 9.45pm.

Families heading to Dubai Parks and Resorts on December 2 can also mark the occasion at T-Rex Glamping with themed activities and fireworks.

Bluewaters Island will offer an additional fireworks display on December 2.

Other activities in Dubai

Dubai Frame lighting up in UAE flag colours and staging traditional cultural performances on December 2 and 3.

Children’s City will also run activities for younger visitors on the same dates, including traditional crafts, theatre workshops and culinary experiences.

Mushrif Park is set for military band shows and horse displays on December 2 and 3.

Global Village plans a fuller programme stretching from November 25 to December 4, featuring 10 cultural installations, live performances, a concert by Khalid Mohammed on December 1, and twice daily operetta shows titled “From The Desert To The Stars” from December 1 to 3 , alongside nightly fireworks and synchronised drone displays across the same period.

Hatta’s outdoor celebrations will include folk performances, and lit streets, setting the stage for one of the UAE’s most stunning Eid Al Etihad experiences.

Fireworks, activities in Abu Dhabi

Abu Dhabi will also see multiple celebrations over the long weekend.

Yas Bay Waterfront has scheduled a two-day programme on December 1 and 2, including live performances and 9pm fireworks. Emirates Palace Mandarin Oriental will stage its display on December 2 at 9.15pm.

The Sheikh Zayed Festival will run from December 1 to 3, presenting fireworks, laser and drone shows, traditional performances and concerts. Visitors can also enjoy shows of the Eid Al Etihad Convoy held twice a day at 4:30pm and 7:40pm.

In Al Ain, the Mother of the Nation Festival will host five days of events at Al Mugheirah Bay from November 28 to December 2, with entertainment that includes laser shows, fireworks and live acts.

Bawabat Al Sharq Mall in Baniyas East has lined up activities from November 21 to December 7, with Ayala performances and fireworks scheduled for December 2 at 8pm.

Celebrations in Sharjah

Sharjah is marking the occasion with celebrations across heritage and tourist sites.

Activities will run until December 2, with early programmes already underway in Kalba and Dibba Al Hisn since November 22 featuring an annual operetta and fireworks.

Parade and fireworks in Ras Al Khaimah

Ras Al Khaimah’s celebrations start on December 1, with the Maritime Parade at 3pm, followed by events along the Al Qawasim Corniche from 4pm to 11pm where parades and cultural showcases will run through the evening.

How to watch the official celebrations

People across the UAE can follow the official ceremony live from Abu Dhabi through cinema screenings, local TV channels, the Eid Al Etihad YouTube stream, and the event’s website, making it easy for everyone to be part of the occasion.

The celebrations will also be screened at a list of public places.

As the Athar Festival team explored this year’s creative themes, one question stood out: how is artificial intelligence changing the way we create, collaborate, and communicate? That question became the spark for a wider reflection, one that continues to shape how we think about creativity today.

No longer waiting in the wings, AI has stepped firmly into the spotlight, changing not only how ideas are imagined but also how they are shared, tested, and brought to life. Across publishing, design, film, and advertising, what was once the preserve of trained specialists and full-fledged teams is now accessible to anyone with access to the internet and a hint of determination.

Think about how quickly the ground has moved. A student can now storyboard a short film in a single evening. A small business can design a logo, refine it, and see how it looks across packaging and social media in a matter of hours, if not minutes.

Processes that once demanded a full team of designers and weeks of effort can now be managed with far fewer resources and in a fraction of the time. What matters here is not only speed but access, because falling barriers mean wider participation. The result? A culture of creativity that is no longer gated by profession or privilege but open to anyone with the curiosity to experiment.

For those who have spent years in media and publishing, witnessing this shift firsthand has been nothing short of incredible. Entire print issues and campaigns were once pitched with nothing more than sketches and mood boards, with teams counting on the client to see the vision. Too often, great ideas faltered in translation, lost between the intention of the creator and the imagination of the audience.

Today, AI tools render those same ideas in real time, giving shape, colour, and motion to concepts that once lived only on paper or solely in the mind. This shift has changed not only the way ideas are presented but the confidence with which they are shared, turning pitches into moments of collaboration where clients and creators can build together.

And this evolution isn’t just about efficiency but inclusivity. AI has opened doors to perspectives that might never have been expressed, let alone published or broadcast. It is less a tool of productivity than a catalyst for democratising culture, one that broadens the table and fills it with new voices.

A visible shift

This shift is especially visible across the region, too. In Saudi Arabia, for instance, AI sits at the heart of long-term growth plans and could add up to $130bn to the economy by 2030. This figure signals how digital innovation and creative growth are being positioned as dual engines of diversification. Across the GCC, we’re watching creativity and technology converge, and AI is the accelerant.

It’s also why industry platforms matter now more than ever. Festivals like Athar are part of this story too. These gatherings are more than celebrations of creativity; they are proving grounds where industries learn and recalibrate together. At Athar, conversations around AI-enhanced storytelling and automated audience targeting are not abstract debates; they are practical exchanges shaping how brands, creators, and audiences engage across the region and beyond.

But let’s not gloss over the challenges. Who owns the output? What counts as originality when algorithms learn from millions of prior works? And how do we preserve human intuition amid machine learning? These are not side notes; they are the very issues that will determine whether this new era delivers lasting value or short-lived novelty.

This is where judgment becomes the true currency. While access to tools is now universal, discernment is not. In other words, the real differentiator will no longer be the availability of technology, but the ability to make wise choices about what is worth creating in the first place.

For businesses and creative professionals, the lesson is clear. Upskilling is no longer optional; it is the price of staying in the game. Teams need to be comfortable experimenting with AI without losing sight of the principles that make creative work endure: quality, originality, and ethics. Leaders must encourage curiosity and agility, empowering their people to adopt new tools with confidence rather than being overwhelmed by them.

AI will not replace creativity

AI is not here to replace creativity. It is here to broaden its canvas, to accelerate its tempo, and to invite more people into the act of creating. The question is no longer whether AI will transform creativity, but how we choose to guide it. Will we use these tools to flood the world with content, or to craft work that inspires and lasts?

These are the conversations and possibilities we’ll continue exploring at this year’s Athar Festival, where the debate around AI is progressing from theory to practice. The many sessions, experts, and potential discourse will offer a glimpse of how AI-driven creativity is likely to unfold across the broader marketing landscape.

And as this discussion reminds us, the future of creativity will belong to those who use AI not to replicate, but to reimagine.