Dubai - ultimate summer choice

Dubai will be launching “Summer is Dubai”, a three month campaign from June 7 to strengthen its position as the ultimate summer destination.

The objective of “Summer is Dubai” is to demonstrate to residents and visitors from around the world the extensive leisure and tourism offer of Dubai, showcasing the city as a summer destination that offers more than any comparable city in terms of the scope of its events, world class infrastructure, hassle free entry to the country and ease of transportation.

With its hotels, transportation facilities, shopping malls, water parks, climate controlled indoor entertainment and even indoor skiing, the city has been designed to ensure that visitors have the most comfortable experience compared to many other summer destinations.

The campaign aims to attract millions of visitors to the emirate during an eventful three month period featuring the festivities, special occasions and celebrations that are a feature of Dubai’s annual summer season including Dubai Summer Surprises and Modhesh World, and a number of other events, before the season moves into Ramadan in Dubai and finally Eid in Dubai.

These key phases of Dubai’s summer will blend seamlessly thanks to the combined efforts of the government and private sectors to collectively promote Dubai’s uniqueness as a family destination.

Helal Saeed Almarri, Director-General, Department of Tourism and Commerce Marketing (DTCM) said: “Summer Is Dubai” is in line with the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, to position the city as the region’s ultimate family tourism destination throughout the year, and especially during the summer season.

“The unique attractions, rich diversity and range of events and entertainment, world-class infrastructure, facilities and services, and enticing shopping offers are complemented by the attractive value for money offered by hotels and restaurants, making Dubai the ideal summer destination for visitors from around the region and the world.”

He added: “To realize this goal requires consistent support and coordination between all government departments, in addition to enhanced collaboration between the government and the private entities across the tourism, hospitality and retail sectors. We have seen visitor numbers rise in recent summers and are confident of a record breaking season ahead of us with more events, attractions and value for money than ever before. The “Summer is Dubai” campaign has the support of His Highness Sheikh Mohammed and is part of the strategic measures that are being undertaken to double visitor numbers to Dubai to 20 million by 2020.”

This summer, in addition to the hugely popular Dubai Summer Surprises and Modhesh World, a wide range of world-class events including Dubai Sports World and the Dubai Rock Festival will provide activity and event options.

Visitors and residents will also be able to take advantage of many exciting promotions and value for money offers, for example leading hotels in Dubai will reward families who check in for a minimum 3-night stay with an “unbeatable” offer that gives a maximum of two children under the age of 12 the opportunity to stay at the hotel for free, including complimentary breakfast, lunch and dinner.

Laila Mohammed Suhail, CEO of Dubai Events and Promotions Establishment (DEPE), an agency of DTCM, said: “We are committed to offering events that cater to the aspirations of residents and visitors during the summer and our range of exciting offerings will reflect the campaign line “Summer is Dubai”.

“Furthermore, by utlising the network of DTCM international offices, the marketing and communication activities of DEPE will reach a wider audience and new market. We are gearing up for a campaign that will not only stimulates increase in visitor numbers but also ensures that at the end of their holiday our guests leave the city with many wonderful memories.”

The first phase of the “Summer Is Dubai” campaign will be Dubai Summer Surprises, an iconic festival that has helped boost Dubai’s tourism and retail sectors during the summer period.

DSS offers the perfect blend of great shopping promotions and fun-packed family “edutainment” that will keep even the most active of children busy. In 2011 four million people from around the world participated in events and activities related to Dubai Summer Surprises, the key festival of that year’s summer season while total spend from retail, travel and hospitality during the five week summer extravaganza totaled Dh8.8 billion.

Modhesh World

Across the peak summer season, Modhesh World, one of the region’s largest indoor entertainment venues, will be open from 20 June to 28 August, giving added impetus to a campaign that is set to become a game-changer for the region’s tourism, shopping and events sector.

Ramadan in Dubai

DSS will be followed by Ramadan in Dubai, a period that includes a number of unique events offering visitors the opportunity to absorb and experience the spiritual and serene ambience in Dubai during this important month in the Islamic calendar, as well as giving them a flavour of Emirati hospitality and traditions. “Ramadan in Dubai” will transform the city into a cultural hub with events and activities inspired by values and traditions of the Holy Month.

Eid in Dubai

Eid in Dubai, though the shortest period within the “Summer Is Dubai” programme, will have diversified festivities that bring together the different cultural backgrounds of Dubai’s visitors and residents, as they celebrate together in harmony.

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