Dubai Summer Surprises gives fresh impetus to business

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.

Dubai Summer Surprises gives fresh impetus to business

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 22 June to 4 August, 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 % 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.


Sheikh Majid Al Mualla, Emirates’ Divisional Senior Vice President Commercial Operations, Centre, said:  “We have seen robust volumes of passengers coming to Dubai during the summer months and Dubai Summer Surprises has played an important in attracting visitors and tourists from around the world. The longevity and solid growth of DSS bears testimony to its phenomenal success and the instrumental role it plays in cementing Dubai’s world-class tourism and entertainment offerings.”

Emaar Malls

Nasser Rafi, CEO of Emaar Malls, said: “The response has been enthusiastic for the 21st edition of Dubai Summer Surprises 2018 across all Emaar Malls destinations from residents and tourists, and our malls are witnessing robust activity in terms of footfall and sales during this important festival. The Dubai Mall and Dubai Marina Mall have been the centre of attraction, offering customers extraordinary shopping experiences with great deals in addition to a host of exciting activities for the family. Furthermore, retail activity during DSS has witnessed a boost as a result of the Emaar Malls Rewards Programme which rewards shoppers with Skywards Miles on their purchases, in addition to giving mall visitors the chance to win the Grand Prize of 1 million Skywards Miles. Dubai Summer Surprises is indeed a significant contributor of Dubai’s retail and tourism economy and it is integral to creating new demand each year and further energising the market.

Majid Al Futtaim Properties

Fuad Mansoor Sharaf, Managing Director for Majid Al Futtaim Properties, Shopping Malls (UAE, Bahrain & Oman), said: “As predicted, the first three weeks of DSS have been a success at Majid Al Futtaim’s malls in Dubai. This is a result of our jam-packed program of unique events and activities for the entire family. This year, many residents have decided to spend their summer break in the country and we have seen increased visitation from families looking for activities that they can enjoy together with their kids at our malls. We have also witnessed increased footfall and positive feedback from customers about this year’s entertainment, winning opportunities and sales promotions at all our malls. Our retailers and restaurants have reported increased footfall and sales, as well. We are confident this trend will continue throughout the festival.“

Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2)

Omar Khoory, Managing Director, Nakheel Malls, said: “This year’s edition of Dubai Summer Surprises is progressing well. As we cross the halfway mark, we can report an excellent response to our activities and attractions, including our highest ever daily footfall, with 200,000 visitors, at Dragon Mart.  Through our strategic partnership with DFRE, we remain committed to offering a range of unique experiences at Ibn Battuta Mall and Dragon Mart, further cementing Dubai’s position as a world-leading retail destination.”

Al Futtaim Group (Dubai Festival City)

Steven Cleaver, Director – Shopping Malls, Al-Futtaim Group Real Estate said: “Dubai Festival City Mall is enjoying one of the most successful Dubai Summer Surprise Festivals in the past 5 years. We have seen a +13% increase in registrations for the Festival City Mall Shop & Win prize draw, as well as footfall and sales growth compared to the same period last year. For Festival City, being able to give 99 lucky shoppers prizes of AED1,000 each, in just the first half of DSS, has been a real highlight. We have also had great feedback from the shoppers on the family entertainment within the mall with the exclusive Lego Ninjago in the main Festival Square atrium until the 28 July. As we head into the second half of DSS, there will be some major flash sales from some of the biggest brands, and for the final weekend, Festival City will host the FINAL DSS CARNIVAL with the announcement of a FREE concert by Hala Turk on 4th August. It is important that Dubai shoppers get behind one of the most popular shopping festivals in the UAE as we continue to offer the best in entertainment and sales throughout July.”

Al Zarooni Group (Mercato)

Ms. Nisreen Boustani, PR & Corporate Communications Manager of Mercato, said: “Dubai Summer Surprises is the region’s most anticipated summer entertainment and shopping extravaganza and this particular festival has always been a popular event for GCC visitors and UAE residents. The attractive promotions and offers that have been ongoing since Ramadan and through the summer has resulted in a sharp rise in footfall. Mercato is pleased to report an excellent response to the entertainment and activities with our live entertainment and prize promotions proving a huge hit with UAE residents and tourists – and resulting in increased footfall. We are enjoying a 20% increase in footfall compared to the same period last year during DSS 2017; with DSS now in full swing, we look forward to continuing this success, as we line up yet more crowd-pleasers at Mercato.”

AW Rostamani Group

Michel Ayat, CEO of Arabian Automobiles, the flagship company of AW Rostamani Group and the exclusive dealer for Nissan, INFINITI and Renault in Dubai, Sharjah and the Northern Emirates, commented: “Arabian Automobiles is always delighted to contribute to the annual Dubai Summer Surprises — the momentous and unique festival that actively bridges a path and builds relationships between brands and their customers. Participating companies look forward to this event as it is key for identifying loyal customers in order to best provide them with the services and products they most require.  Millions of visitors from all over set their eyes upon Dubai during this season to take advantage of the special deals on offer from their favourite brands. Customer satisfaction is a priority, more so for our company, especially during this time of year that turns new buyers into brand enthusiasts. In continuing our partnership with DSS, Arabian Automobiles invites buyers to visit our showrooms and experience the Nissan, INFINITI and Renault line-ups first-hand and take advantage of the special deals we have curated for them”.

Dubai Duty Free

Colm McLoughlin, Executive Vice Chairman & CEO of Dubai Duty Free, said: ”The Dubai Summer Surprise (DSS), which is on its 21st year, continues to attract many visitors to Dubai and Dubai Duty Free has initiatives in place to maximise the potential and opportunities brought about by the impact of the DSS period. We are pleased with the retail performance of Dubai Duty Free in the first half of Dubai Summer Surprises which is a great indication that successful events such as the Dubai Summer Surprises, have a positive impact on the retail sector.”


H.E. Saif Humaid Al Falasi, Group CEO, ENOC, said: “As a founding partner, we have been a strong supporter of DFRE since its inception. Over the years, we have seen the initiative grow to become more successful. We’ve worked tirelessly to offer customers best in class services, aligned with our efforts to promote the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai; to position Dubai as the region’s key hub for retail, tourism and lifestyle.

“Over the last 12 months, our non-fuel retail operations recorded a 5 per cent sales growth. In addition, and as part of our efforts to cater to the surge in population and visitors coming into the UAE, we’ve successfully opened 12 additional ZOOM stores, bringing our network of stores to 226 across Dubai, Abu Dhabi, Sharjah, Ajman, Ras Al Khaimah and Umm Al Quwain. We hope to sustain our efforts this year, and offer visitors the opportunity to experience our service offerings, along with an array of full filled activities at this year’s Modhesh World.” More