Dubai's retailers boast rise in footfall and sales during Dubai Summer Surprises

Dubai's key retail partners have commended the success of the festival in attracting increased visitors to the emirate over the summer season; resulting into greater spend

Ahmed Al Khaja, Chief Executive Officer, DFRE.

Ahmed Al Khaja, Chief Executive Officer, DFRE.

Government of Dubai Media Office: The 22nd edition of Dubai Summer Surprises (DSS) saw six successful weeks of exciting events, immersive activations and over 4,000 offers and promotions in malls across the city. Dubai’s key retail partners have commended the success of the festival in attracting increased visitors to the emirate over the summer season; resulting into greater spend.

DSS is developed by the Dubai Festivals and Retail Establishment (DFRE), in conjunction with the private sector and retail partners, to enhance Dubai’s position as the leading shopping destination for tourists and residents during the summer months.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Calendar (DFRE), said: “Dubai Summer Surprises has once again elevated the city of Dubai as a must-visit destination during the summer period, and we are incredibly grateful to have received such strong support from our strategic partners and sponsors in delivering such a successful festival. This year, we have made great efforts to support the malls by highlighting the value that can be found within the city’s retail outlets, as well as ensuring that the world-class entertainment and innovative activations taking place in Dubai are top of mind during this season.” 


Frederic de Melker, Managing Director of Personal Banking at RAKBANK, commented: “I’m thrilled to share that our partnership with the Dubai Festivals and Retail Establishment (DFRE) was a great success. RAKBANK’s sponsorship of this year’s Dubai Summer Surprises (DSS) helped encourage retail spending by offering our cardholders the best value for their spends where one winner got a chance to win back their spend up to AED 1,000 every day, bringing the total number of winners to 44 by the end of the festival. On the whole, we feel proud to be partners with DFRE in contributing to Dubai’s thriving retail industry this summer.” 

Dubai Duty Free

Colm McLoughlin, Executive Vice Chairman & CEO of Dubai Duty Free, said: “Dubai Summer Surprises is a great initiative which encourages visitors to shop and we are pleased that we have seen a positive response and achieved sales growth. This is a great indication that successful events such as the Dubai Summer Surprises, which attracts visitors to Dubai, have a positive impact on the retail sector.”

AW Rostamani Group

Michel Ayat, CEO Arabian Automobiles Company, the flagship company of AW Rostamani Group and the exclusive dealer for Nissan, INFINITI and Renault in Dubai, Sharjah and the Northern Emirates, said: “At Arabian Automobiles, we have always valued our partnership with Dubai Summer Surprises greatly. Since its inception, we have worked through this ideal platform to highlight our commitment to align our operations with our wise leadership’s vision to secure Dubai’s position on the list of the world’s top tourism and shopping destinations.”

He added: “As part of such efforts, we continuously strive to support the strategic initiatives of the Dubai Festivals & Retail Establishment drive these vital sectors of our local economy and diversify its resources. During DSS, our focus was on ensuring a distinctive experience and more value for our customers through launching yearly campaigns featuring exceptional deals and offers on the Nissan, INFINITI and Renault models. We are delighted with the overwhelming positive response from our customers during DSS.”

Ayat said that their company’s special offers during DSS “reflected the customer-centric approach – as we continuously aim to enrich the lives of our customers through high quality vehicles offered at unbeatable prices and backed by excellent service. DSS, indeed, served as the perfect time for customers to purchase their dream vehicles from Arabian Automobiles. We are thankful to DFRE for hosting the event and congratulate the team on the completion of another remarkably successful edition of the DSS.”

Emaar Malls

Natalie Bogdanova, Chief Operating Officer, Emaar Malls said: “The 22nd edition of Dubai Summer Surprises 2019 received an overwhelming response across all Emaar Malls assets from residents and tourists alike. Our malls witnessed robust activity with visitors making the most of the summer extravaganza. Dubai Summer Surprises is a significant contributor of Dubai’s retail and tourism economy and each year we strive to bring new retail and entertainment offerings to make the festival memorable for families. Our activities complement the vision of the leadership to establish Dubai as a year-round tourist destination.”

Nakheel Malls

Omar Khoory, Managing Director, Nakheel Malls, said: “Year after year, Dubai Summer Surprises delivers an unrivalled retail experience. We had a tremendously successful DSS 2019, with an excellent response to our activities and attractions at Ibn Battuta Mall, Dragon Mart and The Pointe at Palm Jumeirah, with superb entertainment and promotions delighting the residents and tourists who visited our malls during the six-week festival.” 

Majid Al Futtaim – Properties

Hussain Moosa, Director for Mall of the Emirates at Majid Al Futtaim – Properties, said: “DSS has been a phenomenal success for Majid Al Futtaim’s malls this year as we raised the bar higher than ever to bring our visitors a range of great moments through captivating activations, compelling entertainment, daily opportunities for winning, exclusive sales promotions, and much more. The positive feedback from our shoppers, participating retailers, and other stakeholders about DSS 2019 is testament to the consolidated efforts of the DFRE across Dubai and the exceptional shopping experiences and initiatives offered by our partners during this period.  DSS remains a key driver of Dubai’s tourism sector and overall economy, and the festival is integral in strengthening Dubai’s position as a leading retail destination in the Middle East.” 

Al-Futtaim Malls

Steven Cleaver, Director of Shopping Centres at Al-Futtaim., said: “Creating new experiences for our shoppers is at the core of our business at Al-Futtaim Malls. With a new concept, Kids Rock, this year we curated a fun-filled series of events that kept shoppers at Dubai Festival City Mall coming back week on week. Popular brands like PJ Masks and Angry Birds were not only exciting for kids but have strong retail links with great PJ Masks toys on offer in the mall, and the launch of the new Angry Birds 2 movie currently playing at Novo Cinemas Dubai Festival City Mall. At the finale of DSS, we were pleased to host hundreds of gaming enthusiasts from around the country for the launch of global sensation Fortnite’s Season 10. Overall, we have witnessed a 9% increase in footfall to the mall compared to last year and saw the highest number of entries for our shop & win as of yet. This is a huge success for us and truly sets the bar for the years to come.”

Mercato Mall

Nisreen Boustani, PR & Corporate Communications Manager of Mercato and Town Centre Jumeriah said: “We have noticed over 25% increase in the mall’s sale figures and footfall during DSS; Dubai Summer Surprises is an important part of the tourism strategy and we are always proud to be a Strategic Partners of Dubai Festivals & Retail Establishment to promote Dubai as one of the leading tourist attractions and destinations in the world.”

Gulf Marketing Group

Mohammad A. Baker, Deputy Chairman and CEO of GMG, said: “The extensive collaboration between DFRE and the private sector, complemented by the injection of new ideas and creative elements into DSS this year, were important factors in our results. With the start of Expo 2020 also on the horizon, we believe Dubai’s retail market is set for a continued uplift as one of the world’s most attractive tourist destinations.”

RAKBANK and MasterCard are the key sponsors of Dubai Summer Surprises 2019. The festival is also supported by strategic partners including Al Futtaim Group (Dubai Festival City), Al Zarooni (Mercato), AW Rostamani Group, Dubai Duty Free, Emaar Malls (The Dubai Mall), Emirates, ENOC, Etisalat, Majid Al Futtaim (City Centres and Mall of the Emirates), Meraas, Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2, The Pointe).

© Press Release 2019

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