HH Sheikh Ahmed Bin Saeed reveals DSS 2006 figures

The new strategy starts off with exciting plans for the DSS tenth edition celebrations that will be held from June 21 to August 31 this year and identifies the role of the government departments in DSS 2007.

His Highness Sheikh Ahmed also revealed that Dubai Summer Surprises 2006 welcomed 1.875 million visitors, registering an increase of 25 per cent compared to the year 2005. An expenditure figure of AED 2.57 billion was recorded in DSS 2006, marking a sharp increase of 50 per cent compared to DSS 2005.

Indicating that the new plans for DSS would include significant changes, His Highness Sheikh Ahmed stated that Each DSS event this year will last the whole ten weeks, unlike in the past editions where one week was dedicated to one event.

HH also said that DSS activities would be organized to cater to all age groups and different segments of the society. He pointed out that Dubai has become a leading tourist destination that attracts a diversified range of age groups, and that studies had revealed the need to include dedicated events for two visitor segments - teenagers and adults.

His Highness Sheikh Ahmed also stated that while the DSS Office would be entirely responsible for organizing all DSS events this year, different government bodies would play an important supporting role, similar to its successful role at the previous editions of the Dubai Shopping Festival.

"Over the past years, the DSF/DSS Office has accumulated the necessary experience to undertake the successful planning and executing of the two events", he said.

His Highness Sheikh Ahmed praised the past successes of DSS editions and its impact on Dubai's economy. "Since its inception DSS has achieved tremendous success in promoting Dubai as a leading global summer destination through numerous entertainment activities that appeal to a wide spectrum of tourists from around the world and embody the characteristics of shopping, winning and family entertainment."

"The success of the past DSS editions would not have been possible without the continued support of the Dubai Government in organizing the Surprises and without the solid cooperation between the public sector and the private sector," he added.

"This time around, DSS Surprises will be simultaneously launched at the beginning of the ten-week event and will continue for the whole 72 days. This change would give tourists and visitors who pass through Dubai during transit at any given time the opportunity to enjoy a wide variety of family entertainment activities being held in shopping malls and other venues dedicated to DSS" HH explained.

"The new ambitious strategy for DSS will be instrumental in enhancing the position of Dubai as a leading summer destination and in elevating the event to new dimensions that will be parallel to the ever growing global flavour of the city. What we are announcing today is the beginning of a new era that will witness dynamic changes in the years to come."

Statistics of DSS 2006 have revealed a huge increase in the number of local and global visitors. DSS 2006 witnessed 1.5 million local visitors registering an increase of 7 per cent compared to DSS 2005. The number of global visitors reached 530,000, the majority of them coming from GCC, regional and Arab countries, and the West.

The statistics also revealed that shopping promotional offers in the form of discounts were the major attraction in DSS 2006 and that the total expenditure figure for local and global visitors was AED 2.57 billion, including spending on shopping, food, accommodation and transportation.