Strategic Collaborations for an Unforgettable 25th Edition of Dubai Summer Surprises


July 13, 2022 | By Justina Eitzinger

The 25th anniversary edition of the Dubai Summer Surprises (DSS) has returned once again this year with an array of surprising events and exciting experiences until 4 September, 2022. Residents and visitors can enjoy citywide offers and spend time with loved ones for an exhilarating summer in Dubai.

DSS ushers in a season of fun and delight, as well as an opportunity for businesses within the retail sector to thrive as they showcase their brands and products for all to enjoy over the summer months. Organised by Dubai Festivals and Retail Establishment (DFRE), DSS is presented in collaboration with its strategic partners that are dedicated to make the 25th anniversary edition a great success.

“Dubai Summer Surprises has been at the heart of Dubai’s summer season for a quarter of a century, shaping memories and creating unforgettable experiences for everyone in our great city. The yearly event has helped cement Dubai’s position as a leading shopping destination across the region, and the world, and has contributed to the growth and evolution of the retail sector in Dubai over the years,” said Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE).

“We are delighted to partner with Dubai Festivals and Retail Establishment (DFRE) and be part of the 25th anniversary of Dubai Summer Surprises. The 25th anniversary features sensational sales, enticing prizes, and plenty of family-friendly activities. With each passing year, DSS draws in more and more eager shoppers seeking some of the best deals, offers, and shopping experiences yet. RAKBANK cardholders are treated to even more lucrative deals and promotions as our way of showing our appreciation to our valuable customers,” said Shehzad Hameed, Managing Director Personal Banking at RAKBANK. 

“Etisalat UAE is part of Dubai Summer Surprises for the 25th year, an event that reiterates Dubai’s positioning as the best summer destination for all family members. During DSS, UAE visitors and residents can enjoy our special offers and a wide portfolio of products and services. As a strategic partner of Dubai Festivals and Retail Establishment, we will continue to support Dubai, which is today a world-class tourism and business destination,” said Abdulla Salem Al Mana, General Manager, Etisalat UAE – Dubai.

“It is an honor to celebrate the silver jubilee of Dubai Summer Surprises alongside DFRE as we work together to shape Dubai as the global destination for festivals and promotions throughout the year. This season, we have packed the summer with a host of exciting campaigns for local and international shoppers alike. These include the Mercedes Mega Raffle which entails a prize of a Mercedes-Benz A 200 and AED 25,000 cash all summer long and the Eid Al Adha Grand Prize, which is an AED1,000,000 cash prize. Other prizes include 1 million Skywards Miles, a brand-new Tesla Model Y, numerous cash prizes and much more. All campaigns are accessible globally through the Idealz mobile application,” said Jad Toubayly, Founder & CEO, Idealz.

“Dubai Summer Surprises is a significant event on Al-Futtaim Malls’ calendar, ensuring customers receive the best deals and experiences throughout summer. This DSS, Dubai Festival City Mall brings live performances by Modesh and Dana as well as spectacular parades. Focusing on unique experiences for its community, Festival Plaza launches Pawsome Summer which includes various activities for families. As part of the campaign, the mall invites mall goers to Puppy Pilates where all proceeds will be donated to the local animal shelter and adoption centre, K9 Friends. Both malls are also offering mall goers with opportunities to win valuable prizes this DSS. Dubai Festival City Mall’s Dome of Celebration gives customers a chance to win up to AED 20,000 on Festival City Malls Gift Card each week, and customers can crack the code at Festival Plaza’s E-Vault to win AED 100,000 instantly,” said Hayssam Hajjar, General Manager, Al-Futtaim Malls – UAE.

“We are excited to be part of the 25th edition of Dubai’s highly anticipated summer shopping extravaganza. For more than two decades, this annual festival has provided retailers the chance to deliver compelling promotions, exciting competitions, roaming entertainment and shop-and-win opportunities. This year, visitors can look forward to a dynamic line-up of activities, new store openings, and exclusive offers across Nakheel’s portfolio of retail destinations including Nakheel Mall, Ibn Battuta and Circle Mall. We look forward to making this edition a success,” said Omar Khoory, Chief Assets Officer at Nakheel.

“As a strategic sponsor, Mercato is proud to be associated with Dubai Summer Surprises – the summer extravaganza has always been a time for citywide celebrations representing a fun-packed summer for all. This year, Mercato brings the best family destination to celebrate summer welcoming back the Modesh themed slide and an exciting lineup of events, bringing people together to enjoy the most spectacular circus in town, and a weekly cash prize worth AED 10,000,” said Nisreen Boustani, PR and Communications Manager of Mercato and Town Centre Jumeirah.

“As a leading urban destination, we are pleased to partner with Dubai Festivals and Retail Establishment (DFRE) to promote Dubai Summer Surprises (DSS). Events such as these enhance Dubai’s position as a global destination. Located in DIFC, Gate Avenue offers vibrant and unique experiences to both residents and tourists alike, with its 150+ retail offerings – from homegrown concepts to regional and international brands – some of which are exclusive to Dubai. Joining the summer festival, Gate Avenue will offer extraordinary deals and discounts as well as entertainment offerings to visitors, with special offers for children. We look forward to continuing working with DFRE to bring exciting events and activities for the people of Dubai,” said Saleh Al Akrabi, CEO, DIFC Properties.

“As a strategic partner for Dubai Festivals and Retail Establishment (DFRE), Dubai Summer Surprises comes in line with our vision to reimagine the way visitors enjoy spaces. This year, we look forward to welcoming visitors to enjoy a wide range of Dubai’s best dining outlets across our destinations. Over the next 10 weeks of DSS, visitors are welcome to experience the recently launched Pavilion at The Beach which features six licensed restaurants representing a unique day-to-night concept that offers year-round dining. With its enclosed and temperature-controlled venue with outdoor terraces and a transparent roof, it is the ideal spot for casual dining. Visitors at City Walk will be able to enjoy feasts from around the globe while La Mer brings incredible taste offerings together to create a real foodie paradise. All these destinations complement our gastronomy offerings and will provide the visitors unforgettable dining experiences,” said Shahram Shamsaee, CEO, Merex Investment.

“Dubai is a world leading destination for tourism and leisure, and its dynamic retail calendar plays a significant part in achieving this status. Events like Dubai Summer Surprises (DSS) strengthen the momentum of visitors flowing throughout the season, giving tourists and residents an opportunity to enjoy Dubai’s retail and recreational offerings in full. Our strategically located landmark destinations like The Outlet Village, Al Khawaneej Walk and Bluewaters offer vibrant atmospheres and a breadth of experiences that welcome millions of visitors every year. We are always delighted to partner with DSS and look forward to another successful edition,” said Fareed Abdelrahman, Managing Director of Retail Destinations, Dubai Holding Asset Management.

“We’re delighted to be supporting another edition of DSS. It’s an eagerly awaited event that entices shoppers and tourists coming to Dubai to see the best the city has to offer in the summer with an array of activities and attractions. This event has grown in popularity and we are forecasting robust passenger traffic coming to Dubai during the summer months and we’re working hard to grow it even further. Dubai Summer Surprises has been integrated as part of the ‘Dubai Experience’ a platform that allows visitors to curate their own itineraries including a broad range of attractions. As an added incentive, we’re also providing complimentary hotel stays for customers traveling to and through Dubai from select destinations during this time, giving travellers another reason to visit our home city. Dubai Summer Surprises has played an important role in attracting visitors and tourists from around the world, and the longevity and solid growth of this event bears testimony to the way it has cemented Dubai’s place as a centre of world-class tourism and entertainment offerings,” said Adnan Kazim, Chief Commercial Officer, Emirates Airline.

“DSS is a key event in our annual calendar as visitors gather from around the world to celebrate and enjoy incredible promotions, world-class shopping, dining, captivating entertainment, and family experiences. Majid Al Futtaim remains committed to contributing to Dubai’s tourism and retail sectors by hosting unique, regional first-time experiences that attract both residents and tourists alike. We look forward to welcoming visitors to our festivities and creating great memorable moments for everyone,” said Fuad Sharaf, Managing Director, UAE Shopping Malls, Majid Al Futtaim Properties.

“Dubai Summer Surprises presents visitors, from within the UAE and beyond, exciting events and deals from the city’s most-loved retailers, emphasizing happiness and satisfaction. We are proud at Arabian Automobiles to have been a strategic partner of Dubai Festivals and Retail Establishment and DSS since its inception 25 years ago, helping turn Dubai into the world’s foremost travel destination, in line with the vision and guidance of its wise leadership. At Arabian Automobiles, customer-centricity continues to be in our DNA. Therefore, this year we bring to our customers the best offers and deals across Nissan, INFINITI and Renault catered to their preferences,” said Michel Ayat, CEO of AWR Automotive.

Dubai Summer Surprises is supported by key sponsor RAKBANK MasterCard and strategic partners, including: Al Futtaim Group (Dubai Festival City Mall & Festival Plaza), Al Seef, Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Bluewaters, Citywalk, Dubai International Financial Centre, Emirates Airline, ENOC, Etisalat, La Mer, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Nakheel Malls (Ibn Battuta Mall, The Pointe, Nakheel Mall, Dragon Mart 2), The Beach and The Outlet Village.

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