Dubai Summer Surprises returns

RetailME Bureau

Dubai Festivals and Retail Establishment (DFRE) announces a series of campaigns, including Dubai Summer Surprises (DSS), Eid Al Adha and Back to School (BTS).

DSS will begin its 23rd edition, starting on 9 July until 29 August 2020; inviting Dubai residents and visitors to make the best of a programme full of events, promotions, entertainment and digitally-led experiences and initiatives.

“This year, more than ever, we look forward to welcoming back the city’s residents and visitors to Summer in Dubai, while ensuring their health and safety remain our highest priority. Through additional safety measures put in place across malls and retail stores, Dubai will once again be the place to be this summer season, and we look forward to another successful and safe edition of DSS, alongside the other summer festivals. As the city thrives, we will bring back our popular events and promotions over seven action-packed weeks, and welcome new elements that will allow shoppers everywhere to participate in the festivities,” says Ahmed Al Khaja, CEO of DFRE.

“For 23 years, DSS has paved the way for shopping festivals globally and has proven that it can evolve with the changing times and trends. This summer will be no different, as the city opens up and set to showcase the best of retail and entertainment, as well as an array of innovative virtual and physical elements, to keep everyone entertained all summer long,” he adds.