Dubai: The 24th Dubai Summer Surprises (DSS) offers shoppers the chance to take part in 10 weeks of sensational retail opportunities as the city’s world-famous malls and stores welcome residents and visitors with huge deals, mega promotions and incredible entertainment each day until 4 September.

Organisers of DSS, Dubai Festivals and Retail Establishment (DFRE) has once again worked closely with the emirate’s biggest retail leaders to ensure the latest edition of the region’s favourite summer shopping festival is one of the best yet.

In partnership with the city’s retail sector, DSS has helped to establish Dubai as a safe, open and welcoming summer destination and the number one choice for families and shoppers. All of the stores, malls and outlets taking part in DSS follow the important health and safety guidelines including social distancing and the wearing of masks at all times.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Summer in Dubai is a great time of year when the city showcases its uniqueness through a spectacular range of events, promotions and activities with DSS at the heart of it all. The annual retail festival, which runs until 4 September, is a greatly anticipated and must-visit event that thrills residents and visitors, many of whom look forward to the amazing retail offers, deals and more that are exclusively available during DSS.

“DSS has proudly worked with the city’s leading retailers for the last 24 years, and the festival has played a major role in supporting this key sector and being a major economic driver in the success of Dubai. This year will be no different, with big name brands, destination shopping malls and more all coming together to play their part in staging a wonderful, summer-long celebration for the whole world to enjoy.”

David Huesser, Director Asset Management, Al-Futtaim Malls, said: “We are delighted to be working alongside Dubai Tourism once again for Dubai’s popular annual summer festival, DSS. Dubai Festival City Mall will be launching a new beautifully choreographed light and music show alongside its record-breaking IMAGINE show, plus free-to-attend activities in the bright kid-friendly zone in the mall’s main atrium. Shoppers will also have the chance to win Dubai Festival City Mall gift cards loaded with AED20,000 each week when they spend AED300 or more. We look forward to welcoming visitors to enjoy unbeatable experiences for the whole family.”

Shahram Shamsaee, CEO, Merex Investment, said: “This year Dubai Summer Surprises is packed with opportunities. The city is ready to welcome the world and has created a safe and attractive destination, which, along with new travel corridors, will boost tourism. Merex Investment continues to evolve alongside the post-pandemic leisure and tourism sector to provide Dubai’s residents and tourists with unparalleled experiences. The next 10 weeks offers the chance of a truly memorable summer for all.”

Debbie Russo, General Manager for Mercato & Town Centre, said: “Mercato is extremely grateful to be partaking in DSS 2021. Our sentiments are widely felt given that this will be the first major campaign that Mercato has been able to host since the pandemic. The fact that we are able to resume any sort of normalcy is a testament to Dubai Government’s impeccable management and we are proud to be residing in a country where safety is paramount. This summer Mercato customers can expect a wonderful array of entertainment with a variation of shows during a summer period that will encompass DSS, Eid, and Back to School. Events at Mercato will be both unique and coordinated to make the most of the mall’s unique theme, with the main event being an Italian and African Carnival Spectacular.”

An Emaar spokesperson commented, “This year’s edition of Dubai Summer Surprises has so far received an overwhelming response across all Emaar Malls, from residents and tourists alike. Our malls witnessed robust activity during the first week of DSS, with visitors making the most of the summer extravaganza. Dubai Summer Surprises is a significant contributor to Dubai’s retail and tourism sector, and, each year, we strive to introduce new retail and entertainment offerings to make the festival even more memorable. Our activities complement the vision of the UAE’s leadership to establish Dubai as a year-round tourist destination.”

Gail Sangster, Assets Director, Nakheel Malls, said:  “We are excited to be part of the 24th edition of the highly anticipated DSS. Every year, we dedicate our efforts to leverage this hugely popular event to engage with residents and tourists in new and different ways. This year, Nakheel Mall and Ibn Battuta are featuring the exclusive Modesh Spend & Win AED10,000 every day for customers, which is one of the largest prize pools in Dubai for the festival. We look forward to welcoming visitors to our destinations across Dubai for a unique line up of unrivalled, unforgettable experiences.”

Michel Ayat, Chief Executive Officer – AWR Automotive: “Our partnership with Dubai Summer Surprises spans 24 years and reflects our enthusiasm to support the tourism and retail industry in the emirate, while overcoming the pandemic-induced challenges. The city is reopening its doors to various economic activities in preparation for the launch of the much-awaited Expo 2020. The partnership embodies our continuous commitment to meet and surpass the desires of our customers for over 50 years, in line with the vision of our wise leadership, H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. This summer, Arabian Automobiles is pleased to celebrate with our customers by welcoming a new season of Dubai Summer Surprises in cooperation with the Dubai Festivals and Retail Establishment (DFRE) and working together to make this year's festival a success.”

Abdulla Salem Al Mana, General Manager, Etisalat – Dubai, said: “Etisalat is honoured to be part of the 24th edition of Dubai Summer Surprises, an event that reiterates Dubai’s positioning as the best summer destination for all the family. During the course of DSS, visitors and residents of the UAE can enjoy our special offers and a wide portfolio of products and services. As a strategic partner of the Dubai Festivals and Retail Establishment, we will continue to support Dubai’s solid positioning as a world-class tourism and business destination.”

His Excellency Saif Humaid Al Falasi, Group CEO, ENOC, said: “As a strategic partner, we have been a strong advocate of DFRE activities since its inception. ENOC is committed to Dubai Summer Surprises and will always be keen on supporting Dubai and the Emirates when it comes to maintaining the positioning of Dubai as a retail, hospitality, and tourism hub for the whole world. DSS is the perfect opportunity to provide our valued customers the chance to win big.”

Adnan Kazim, Chief Commercial Officer, Emirates Airline said: “DSS transforms the Dubai summer months into an exciting period not just for shopping, but to experience the city’s many attractions. Dubai continues to lead the way as one of the safest and most popular destinations for travelers across the globe.  As an airline, we are seeing a marked increase in demand to Dubai as confidence in travel rises, and Emirates is firmly focused, with our partner DTCM, on delivering a safe and convenient experience for visitors, across every touchpoint of their journey.”

Frederic de Melker, Managing Director Personal Banking at RAKBANK, commented: “Organized by DTCM, this year’s Dubai Summer Surprises (DSS) campaign was well-timed as the country is gradually and safely returning to normal and coming out of the slowdown resulting from the COVID lockdown and restrictions. This year’s DSS has immensely helped in lifting consumer mood, resulting in an increased spends by our cardholders. In fact, it is very evident that the RAKBANK credit cardholders took full advantage of the unique retail offers that are available along with its abundant cashback promotion. This resulted in an 18% increase in spending compared to the DSS 2020 and an 8% increase compared to DSS 2019. The outstanding growth during in this year’s DSS shopping spends is solely due to the solid campaign that DTCM orchestrated.”

Dubai Summer Surprises is supported by Key Sponsor RAKBANK MasterCard and Strategic Partners which include: Al Futtaim Group (Dubai Festival City Mall and Dubai Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Dubai Holding, Emirates Airline, Enoc, Etisalat, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Merex and Nakheel (Ibn Battuta Mall, The Pointe, Nakheel Mall, Dragon Mart 2).

For more information, log onto the website or follow @DSSsocial for the latest information.

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About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.

About Dubai Festivals and Retail Establishment

The Dubai Festivals and Retail Establishment (DFRE) is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events.

For further information, please contact:
Dubai Tourism  

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