This Friday, all roads will lead to Dubai as the 16th edition of the Dubai Summer Surprises (DSS) kicks off with shopping bargains in participating malls and family-centred entertainment activities for the month-long festival.
Organised by Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), DSS is the first instalment of the three-month long 'Summer is Dubai’ campaign that also includes Ramadan in Dubai and Eid in Dubai.
DFRE has prepared a line-up of events for DSS including the June 20 re-opening of the Modhesh World, the largest edutainment indoor theme park in the region, Kids Fashion Week, mall shows, theatrical presentations, concerts, among others.
DSS has consistently made Dubai a preferred summer destination for visitors in the region and elsewhere, giving a huge boost to Dubai’s economy. Last year alone, DSS attracted 4.36 million participants who contributed Dh12.3 billion to the economy throughout the month-long festival based on data from DFRE.
The 2012 participant statistics increased by 10.4 per cent from the 3.95 million visitors in 2011. Also notable was the increased spending by 39.9 per cent from Dh8.8 billion in 2011 to Dh12.3 billion on 2012.
“The success of Dubai in the summer shows the powerful attraction of Dubai as a truly year-round visitor destination,” Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman and CEO of Emirates Airline and Group and Chairman of Dubai World, said.
“We know that promoting Dubai in the summer has traditionally raised a few eyebrows and seen a sceptical response from some people. Indeed for some, it is almost as unusual as promoting the North Pole as a winter destination. But that is the beauty of Dubai: its ability to redefine what the word âImpossible’ means,” he added.
The 32-day summer festival will focus on families and children in the city’s malls as well as in entertainment and event venues around the city.
“The four weeks of DSS are packed full of the most exciting and enjoyable activities for families, an occasion that is rapidly becoming a âmust-do’ event on the schedule for visitors from the region, local residents and increasingly from international markets,” Laila Suhail, CEO of DFRE, said.
Visitors who spend a minimum of Dh200 in participating malls will be entitled to a coupon for the âSummer is Dubai’ mega promotion. Up to Dh5 million in prizes will be given away to lucky shoppers, including eight BMW cars.
Participating hotels in Dubai have also joined the city’s campaign by rewarding visitors and residents with free hotel stay to two children under the age of 12, including complimentary breakfast, lunch and dinner if their family checks in for a minimum three-night stay.