As the 19th edition of Dubai Shopping Festival bids farewell on 2nd February, residents and visitors from around the world will carry home unforgettable moments of a 32-day retail extravaganza that offered the best in shopping , entertainment and winnings . With a refreshing new theme "Shop at your Best" and a renewed focus on shopping, DSF 2014 encouraged visitors to avail themselves of over 150 events and activities that helped enrich their shopping experience in Dubai that was further enhanced by promotions and special offers including discounts of up to 75 % at 70 malls and over 6,000 shops throughout the city. The extensive and exciting line up of attractions stemmed from the desire of Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) and the organisers of the annual DSF, to create a festive fervor far and wide across the entire city and ensure that residents and visitors, from whatever nationality or wherever they may be in Dubai, truly felt the vibrant DSF ambience. Innovation and high standards have been the main characteristics of Dubai Shopping Festival every year, and this was reflected in the latest edition through headline events such as the Vertical Catwalk. Supported by the key pillars of the festival theme - At Your Most welcomed, At Your Most Glamorous, At Your Most Immersed, At Your Most Delectable or At Your Most Joyful, - the city indeed provided extra value to visitors through multiple activities covering entertainment, culture, arts and sports, and catering to every taste, irrespective of age, nationality or cultural background. This DSF has once again proved that it is one of the greatest examples of successful collaboration between the government and private sectors that has helped put Dubai on the world map as a tourism destination offering unique shopping experiences. It also demonstrated that the partnership between the government and private sectors can be mutually beneficial, with direct impact on sales and footfall as evident in the excellent performance shown by DFRE's Strategic Partners and Key Sponsors during the latest edition. The private sector in turn has helped further enhance the festival offering by developing some brilliant projects and promotions that have become key DSF attractions. As DFRE looks ahead to celebrating the milestone 20th edition of DSF in 2015, it received yet another boost from the private sector with Meraas Holding (Citywalk) signing up as its newest Strategic Partner. For their part, the Strategic Partners and Key Sponsors, reaffirmed their commitment to continue supporting the festivals and events organised by Dubai Festivals and Retail Establishment, with the focus being on the landmark 20th edition of DSF. Fahad Kazim, Chief Commercial Officer of Meraas Holding, said: "Meraas is pleased to enter into a strategic partnership with DFRE, which underlines our commitment to serving the community. We are pleased to have hosted the world-renowned Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, which was the main highlight of the DSF 2014". "With Dubai's new-found status as the Expo host city for 2020, DSF 2014 has been the most exciting yet. Emirates, as a DSF Strategic Partner, again offered the very best travelling experience, both in the air and on the ground, in support of those visiting Dubai during this very popular period." said, Sheikh Majid Al Mualla, Emirates' Divisional Senior Vice President, Commercial Operations, Centre (GCC, Middle East, Iran and West Asia).