DSS 2015 to take place from July 23-September 5

RetailME Bureau

It is time for the 18th edition of Dubai Summer Surprises (DSS) that will take place from July 23 to September 5. Dubai Festival and Retails Establishment (DFRE), an arm of the Department of Commerce and Tourism Marketing, unveiled the calendar of events for the 45 days of celebration that promise family entertainment for residents and visitors.

Under an exciting slogan, ‘45 days of Summer’, DSS 2015 will offer residents and visitors from around the world the opportunity to enjoy a diverse range of events, from international celebrity appearances and shows to world premieres featuring internationally renowned children’s cartoon characters, in addition to the summer promotions that will reward shoppers with millions of dirhams worth of prizes.

“Since its inception in 1998, DSS has capitalised on the city’s rapid development and growing prosperity to become a summer festival that has set a retail benchmark in the region and played a major role in transforming the challenging summer into a fruitful and lucrative season across Dubai’s main sectors,” says DFRE CEO Laila Mohammad Suhail.

“With its focus on families and children, DSS has no doubt helped position Dubai as the place to be for the perfect summer holiday and would add to the efforts that are being made to realise Dubai’s Tourism Vision 2020. All this would not have been possible without the strong support of our partners in the private sector, a level of collaboration that is further evident in the number of retail promotions that will be run this summer in Dubai,” she adds.