Braving -3 degrees chilly temperatures, the Dubai Events and Promotions Establishment unveiled the calendar of events that is expected to bring over 100 shows to the emirate this summer.
Yes, it’s time for the 15th edition of the Dubai Summer Surprises and this year, the organisers are aiming for a five to 10 per cent increase over the four million tourists and Dh8.8 billion in expenditure in 2011.
Adding to DSS, the summer will also feature the Ramadan in Dubai festival from mid-July and shopping rewards, followed by Eid in Dubai.
Dubai Summer Surprises (DSS) will run from June 14th to July 14th with a top line-up of signature events, which include concerts by Pitbull and Evanesence.
Laila Suhail CEO of DEPE said: ““Dubai Summer Surprises, in its fifteenth edition, has become undoubtedly the largest summer event in the region.
“The first edition of the DSS was launched in 1998, welcoming 600,000 visitors, while last year’s edition welcomed around four million visitors with a total visitor spend in 2011 of nearly Dh9 billion, compared to Dh850 million in the first edition of DSS.”
Festivals Coordinator General and Deputy CEO of DEPE, Ibrahim Saleh, said this year’s line-up of activities and shopping rewards will successfully continue to pump billions of tourist dirhams into the economy .
Saleh said: “DSS 2012 will feature various signature events that present a great diversity of choice and reflect the international theme that DSS has acquired over the years from its efforts to tailor the events to suit different tastes. Malls across the city will play host to DSS signature events, such as World of Stories, Kids Fashion Week, Min Bladi Al Emarat, and the Sheila and Abaya Fashion Show, and kids can look forward to 8 highly popular international stage cartoon shows such as The Smurfs, Barbie, Hello Kitty, Sponge Bob, Charlie and Lola, Ice Age, and Teletubbies.
Saleh added that one of the most popular DSS attractions Modhesh World will move to a new home this year at DWTC, placing this exciting edutainment attraction in the very heart of the city. Kids can look forward to enjoying the various themed zones, events, and activities that Modhesh World offers in a convenient and child-friendly environment.
As always, the highly anticipated shopping rewards and raffles will once again be back this year.
Shoppers can look forward to Nissan Patrol and Micra raffles, cash prizes, shopping vouchers and shopping mall raffles offering prizes worth Dh3 million in total.
In addition, DSS will feature huge sales and discounts across a range of brands in malls all across the city as well as a re-launched spa offers program under a brand new identity called “Dubai Spas”. Spa enthusiasts will be able to avail of unbeatable discounts at the cream of Dubai’s luxurious spas all through the festival period.
Other highlights of DSS include the much anticipated annual regional destination-marketing internship programme – the DSS Apprenticeship Programme – which will once again bring top student talent from across the Middle East, North Africa and Levant to Dubai for an intensive two-week marketing internship.