Summer Surprise: Positive future for Dubai's economy, retail officials say

Speaking to Khaleej Times about the 23rd edition of Dubai Summer Surprises (DSS), Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: "Many residents are choosing to stay in Dubai this summer and tourists from around the world have already begun visiting Dubai, so, I see a positive future for the economy, and can say there has never been a greater time for DSS to keep everyone entertained throughout the summer. Dubai's retail and entertainment assets have come together to create a thrilling seven-week calendar brimming with enticing offers and activities, and I'm confident we are giving shoppers plenty of reasons to visit and spend in retail spaces."

"Given the Covid-19 pandemic, we are even more committed to our residents and visitors, as well as our retail partners and local businesses who have faced unforeseen circumstances over the last few months, especially the industries of hospitality, F&B, and retail," he added.

Al Khaja also said that Dubai has gone above and beyond in taking all the right steps to combat the pandemic, and with the city now fully opened up, the health and safety of its residents and visitors remains a top priority.

He said that, in line with the Dubai Government's rules and regulations on precautionary measures, malls and retail stores have put additional safety protocols in place to keep shoppers safe. These include a social distancing of two metres, store capacity signage at store entrances, malls and event venues being thoroughly cleaned and sanitised on a 24/7 basis, and thermal cameras and temperature checking stations positioned at every entry point in malls.

Fuad Sharaf, managing director of Shopping Malls UAE, Oman, and Bahrain at Majid Al Futtaim Properties, said that Dubai Summer Surprises is about creating a holistic and rewarding experience for consumers. "Our shopping malls are not only hubs for retail, but also act as playgrounds and dining spaces, creating great moments to share with those closest to us. We are pleased to offer an abundance of promotions and experiences to the Dubai community this summer, all under one roof."

Last year's edition of Dubai Summer Surprises saw six weeks of events and over 4,000 offers and promotions in malls across the city. Al Khaja noted that retailers have also worked to ensure that shoppers who are unable to visit malls don't feel left out of the celebrations.

"For those that still feel comfortable at home - we have adapted DSS to not only offer physical experiences, but also virtual," he said. "One such example is the popular Yalla DSS game which has been upgraded for the 2020 edition of the festival, and will invite gamers to complete challenges online to win amazing prizes. Citywide retail and leisure offers and promotions will also be available online, giving people the chance to enjoy all the fun and festivities from the comfort of their home."