Dubai Summer Surprises 2016 kicks off today

RetailME Bureau


The 19th edition of Dubai Summer Surprises (DSS) kicks off today. Organised by Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), DSS is taking place under ‘Own The Summer’ theme across the next 43 days – from July 9 to August 20.

The annual citywide fiesta designed for residents and tourists is set to transform the city into a cool and fun summer oasis with an exciting entertainment calendar in addition to attractive dining and shopping promotions including one by DFRE and the Dubai Shopping Malls Group (DSMG), offering shoppers the opportunity to win 12 Infiniti cars as well as surprises offered by participating malls.

“With the start of Dubai’s annual summer extravaganza, residents and visitors get the chance to enjoy rewarding experiences that are unique and unmatched,” says DFRE CEO Laila Mohammed Suhail. “From now on for the next 43 days, families and visitors to Dubai can ‘Own the Summer’ and enjoy one of the best shopping seasons in the region, with amazing deals and promotions that will create many memorable moments during their summer stays.”



“DSS 2016 reflects our understanding of the diverse tastes and interests of the millions of visitors who have made the festival the most successful of its kind for almost two decades. The consistency and longevity of DSS is a true testament to the strong spirit of collaboration that exists between the government and private sectors in Dubai to ensure that the emirate remains a main destination across the year. This is once again evident in 2016, as we have created with many of our partners in the private sector an array of exciting and creative promotions this DSS with one main aim; to reward our shoppers with amazing prizes,” she adds.

DFRE’s strategic partners for 2016 include Abu Dhabi Islamic Bank, Emirates, AW Rostamani Group, Al-Futtaim Group, The Dubai Mall, Majid Al Futtaim Properties, Mercato, Paris Gallery, ENOC, Ibn Battuta Mall, Dubai Duty Free, Meraas and Etisalat.