Dubai: The 16th Dubai Summer Surprises (DSS) kicks off on Friday, promising unmatched bargains, incredible prizes and non-stop family entertainment for the next 32 days.
Prizes and vouchers worth Dh5 million are up for grabs throughout this summer. Also included are Ramadan and Eid promotions.
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 in Dubai” campaign that also includes Ramadan in Dubai and Eid in Dubai. The shopping and entertainment extravaganza will run from June 7 to September 7
The campaign promises a line-up of events 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, children activities and more.
DSS, established in 1998 has positioned Dubai as a leading summer destination in the region, attracting thousands of visitors from GCC, Middle East as well as other parts of the world. 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 10.4 per cent rise in participants, increasing 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,” said Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation, Chairman and CEO of Emirates airline and Group and Chairman of Dubai World.
“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 ‘impossible’ means,” he added.
‘Must do’ event
The 32-day summer festival will focuses 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 ‘must-do’ event on the schedule for visitors from the region, local residents and increasingly from international markets,” Laila Suhail, CEO of DFRE, said.
Participating hotels in Dubai have also joined the city’s campaign by rewarding visitors and residents with free hotel stay for two children under the age of 12, including complimentary breakfast, lunch and dinner if their family checks in for a minimum three-night stay.
Dubai Shopping Malls Group (DSMG), the umbrella organisation of shopping malls in Dubai, has unveiled promotions for “Summer is Dubai 2013”, which includes prizes worth Dh5 million to be won.
Visitors who spend a minimum of Dh200 in participating malls will be entitled to a coupon for the “Summer is Dubai” mega promotion, eight BMW cars are up for grabs.
“Summer is Dubai” is a three-month city wide campaign that will offer visitors of all ages many wonderful educational and entertainment activities with participating malls rolling out additional promotions and events to entice the shoppers and position the city of Dubai as the leading summer destination.
The raffle promotion is phased across DSS (June 7 to July 7), Eid August 1-14) and End of Season (August 15 -September 7). DSMG’s mainstream DSS promotion will offer 17 winners the chance to win prizes worth Dh1 million in cash as well as shopping vouchers and eight BMW cars.
On the last day of the promotion, one mega winner will also receive Dh100,000 cash and Dh100,000 in shopping vouchers. Draws are scheduled for June 13, 20, 27 and July 10.
