The 21st edition of Dubai Summer Surprises (DSS) has further enhanced Dubai’s position as the preferred summer destination for families and led to an upswing in business activity in the first half of the region’s leading summer festival.

Organised by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), this year’s DSS, running from June 22 to August 4, features a packed line-up of sales and super deals from top brands.

The impact of DSS is particularly strong on Dubai’s retail sector, with participating malls becoming a magnet for families seeking rewarding summer shopping experiences, whilst giving their children plenty of ways to keep themselves engaged in fun and entertainment activities.

Commenting on the strong showing by various sectors during DSS, Ahmed Al Khaja, CEO of DFRE, said: “We are pleased with the feedback received from our strategic partners on the performance of their establishments in the first half of Dubai Summer Surprises. It is further evidence that DSS has given a significant boost to various sectors including airlines, automotive and retail, as well as offering a memorable summer season for residents and visitors. The focus on families has always been a strong pillar of DSS’ calendar of events and this year we have elevated it to an even more exciting level with novel initiatives launched in collaboration with our partners. We expect the numerous retail promotions that are being run at thousands of retail outlets and by other partners to further boost the upward trajectory for business in the remaining period of DSS.”

Among the initiatives launched in collaboration with partners and stakeholders are the Dubai Pass, which offers a 60 per cent discount on over 30 attractions across Dubai, the 12-hour sale held on the opening day of DSS that offered discounts of up to 90 per cent on products from leading brands and a mega ‘Shop, Spin & Win’ promotion run by malls of Majid Al Futtaim Properties.

DSS is supported by Strategic Partners which include Emirates Airlines, Emaar Malls (The Dubai Mall), Majid Al Futtaim Properties, AW Rostamani Group, Al Futtaim Group (Dubai Festival City Mall), Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2), Dubai Duty Free, ENOC, Al Zarooni Group (Mercato), Meraas and Etisalat.

Dubai Summer Surprises is part of Dubai’s annual retail calendar that features major retail-based festivals, new season launches, mega sales and exclusive retail experiences and attractions aimed at further enhancing the retail sector, a main contributor towards Dubai’s economy. - TradeArabia News Service