The twelfth edition of Dubai Summer Surprises (DSS) is being eagerly awaited by the retailers and hoteliers alike hoping to make the most of an increase in visitors and resident spending across summer.

DSS 2009, a 65-day event featuring shopping, family entertainment, and prizes worth millions, is set to open on June 11 and will be held across various malls in Dubai.

Laila Suhail, chief executive officer of Dubai Shopping Festival (DSF) office, was upbeat about DSS in the current economic climate and stressed that there was a general consensus within all private sector entities that the coming months would rake in higher revenues for businesses.

“There has been a lot of talk on how DSS will influence sectors like retail and hospitality this year and from what we have gauged, the current mood is optimistic,” said Suhail.

“The resident market contributes to about half of our total visitor numbers and our core external market is the GCC which has been by and far unaffected by the economic crisis. Market conditions are nevertheless unpredictable but we hope to maintain the figures of last year,” she continued.

“The DSF Office has gone an extra mile this year to focus on the core DSS concepts of shopping, family entertainment, winning, and relaxation, and the new inclusions will be very much visible through newer venues, more quality events, and a constant shopper rewarding system through raffle draws,” she concluded.

The theme for this year’s DSS reflects a combination of Dubai’s attractions and those that DSS will organise till August 14. Apart from the signature events – a core attraction of DSS, numerous other new events are being slated this summer. – TradeArabia News Service