The "Ramadaniyat 2025" program, launched by the Ministry of Culture, concluded its activities across various governorates in the Kingdom on Wednesday, April 2, 2025. This initiative, now in its fourth year, aimed to enrich the Ramadan experience with a series of cultural, artistic, social, and sports activities held weekly on Thursdays, Fridays, and Saturdays, culminating in festivities leading up to the Eid al-Fitr holiday.
The closing event took place at the Royal Cultural Center in Amman, where attendees enjoyed a lively show titled "Land of Dreams." This performance featured national and heritage songs presented by the "Takat" band and artist Hussein Al-Salman, alongside engaging carnivals and activities tailored for children.
The "Ramadaniyat" program was designed to foster a festive atmosphere during the holy month, promoting joy and entertainment for individuals and families of all ages. It included a variety of cultural competitions, heritage activities such as "Al-Masahrati" (the pre-dawn meal announcer) and "Al-Hakawati" (storyteller), as well as exhibitions showcasing cultural and creative industries.
Throughout the program, participants were treated to Ramadan sweets and drinks, theatrical performances, folkloric shows, puppet theater, and musical presentations from the Public Security Forces, further enhancing the celebratory spirit of the month.
In a related note, a study revealed that in-app purchase revenues in the Middle East surged by 18.6% year-on-year, reaching $1.70 billion during Ramadan. This growth reflects the increasing competition among brands to capture consumer interest during this significant commercial period.
As reported by AppsFlyer, a leading global marketing measurement and analytics firm, mobile application activity in the region saw a remarkable rise during the holy month. Overall app usage increased by approximately 15% year-on-year, with gaming, shopping, and finance apps maintaining consistent engagement throughout Ramadan.
Specifically, the usage of shopping applications in the UAE, Saudi Arabia, and Qatar skyrocketed by over 20% year-on-year, totaling 682 million sessions this year. This was accompanied by a staggering 76% increase in non-organic installations across the region, indicating a robust demand for e-commerce solutions.
Shopping apps experienced the most significant growth, with installations soaring by 111% in the first half of Ramadan compared to the previous year, followed by a 47% increase in the latter half. Meanwhile, finance applications also performed well, showing a 9.7% increase in sessions and a 29.35% rise in in-app revenue, totaling $650 million.
Despite these successes, the finance sector did see a slight decline in non-organic installations, down 6% year-on-year. This suggests that while fewer new users were brought in through paid channels, those who did transition to using these applications provided higher value.
In contrast, gaming applications remained stable, with minimal growth in sessions (0.05%) and a slight dip in revenue (3.26% in in-app purchases), reflecting a challenging environment for user acquisition in this category.
According to Sue Azari, Head of E-Commerce at AppsFlyer, "The Ramadan data this year underscores the importance of mobile-focused marketing strategies during this season." She emphasized that the increased installations of shopping applications highlight a growing consumer comfort with mobile e-commerce as a primary shopping method, particularly in rapidly evolving markets like the UAE.
Meanwhile, in conjunction with the Eid al-Fitr celebrations, which began on March 29, 2025, and continued until April 2, 2025, the government announced specific holiday arrangements. Dr. Mostafa Madbouly, the Prime Minister, confirmed that state administrative employees would return to work on Thursday, April 3, following the holiday.
However, students in schools were granted an extended holiday, lasting until April 4, 2025, as per the decision made by Minister of Education Muhammad Abdel Latif. While students enjoy an additional week off, teachers are expected to resume their duties on Thursday, aligning with the Prime Minister's directives.
Looking ahead, employees can anticipate another official holiday on Monday, April 21, 2025, in celebration of Sham El-Nessim, marking another occasion for rest and reflection after the festivities of Eid.
As Ramadan comes to a close, the successful implementation of the "Ramadaniyat" program and the significant uptick in mobile app engagement underscore the evolving landscape of consumer behavior and cultural celebration in the Middle East. These developments not only highlight the importance of community and tradition during Ramadan but also reflect the growing integration of technology and commerce into everyday life.
