The 21st edition of Dubai Summer Surprises (DSS) is underway, running from June 22 to August 4. Organised by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism) has drawn up plans in collaboration with leading corporate groups to ensure the success of the region’s summer shopping season.
DSS is part of DFRE’s efforts to keep up business momentum in the retail sector and further enhance the emirate’s position as a summer destination of choice for families from around the world. The six-week long programme of events and activities are aimed at offering residents and visitors the opportunity to take advantage of numerous retail promotions and unbeatable deals from an extensive range of top home-grown and international brands. There will be a wide range of entertainment too.
Commenting on DSS, DFRE CEO Ahmed Al Khaja, says, “Since its inception in 1998, Dubai Summer Surprises has capitalised on the fast paced prosperity and development of the city of Dubai to become one of the most awaited summer events in the region that helps keep the emirate attractive to visitors and shoppers. This has been possible mainly due to the outstanding support of leading business groups that have consistently contributed with great passion and zeal towards the success of such government-driven initiatives. For the 21st edition of DSS, we are delighted to continue our close collaboration with our strategic partners and other stakeholders to ensure that retailers, residents and visitors have a memorable summer season, which started with Ramadan in Dubai and Eid in Dubai, followed by Modhesh World.”
DSS is supported by strategic partners, including Emaar Malls (The Dubai Mall), Majid Al Futtaim Properties, Al Futtaim Group (Dubai Festival City), Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2), ENOC, Al Zarooni Group (Mercato), Meraas, Dubai Duty Free, Emirates Airlines, AW Rostamani Group and Etisalat.
“This year too, the support of our partners is immeasurable and this is evident in the line-up of unmissable sales, super deals of the week and launches by top brands, as well as exciting promotions and diverse engagements that we have developed for families and children at participating malls,” Al Khaja adds. “A noteworthy feature of this DSS is the Dubai Pass, an incentive to encourage more people to participate in, and enjoy the summer extravaganza, as it offers a 60% discount on over 30 attractions across Dubai”.
DSS is part of Dubai’s annual Retail Calendar that features major retail-based festivals, new season launches, mega sales and exclusive retail experiences and attractions aimed at further enhancing the retail sector, a main contributor towards Dubai’s economy.