Ten Surprises unveiled as part of DSS tenth anniversary celebrations

Beginning on June 21, the Surprises will last a whole ten weeks, running till August 31. The ten-week duration was decided according to the new DSS marketing strategy revealed recently by His Highness Sheikh Ahmed bin Saeed Al Maktoum, President of the Department of Civil Defence; Chairman and Chief Executive, Emirates Airline and Group; and Chairman of DSF & DSS Supreme Committee.

As part of the new strategy, the Ten Surprises will be organized and implemented wholly by the DSS Office while the government departments will take on a supporting role to ensure that the Ten Surprises is a massive success in the tenth edition of DSS.

Also as part of the strategy, the Ten Surprises will begin simultaneously and last for the entire ten weeks of DSS and events have been planned to cater to every age category including children, teenagers, and adults.

A new addition has been made to the Ten Surprises this year - Comedy Surprises that will showcase laughter in its best forms. The other surprises include Food, Heritage, Art, Flower, Knowledge, Cartoon, Nature, Adventure, and Global. Thus, the ten surprises will run for a continuous ten weeks, providing unending excitement, adventure, and entertainment for every family and visitor.

Commenting on the announcement, Laila Suhail, DSS Executive Project Director said,

"The new marketing strategy announced recently has placed emphasis on the Ten Surprises by extending its duration to the whole length of DSS unlike in the past where one Surprise lasted for a week. The decision to extend the Surprises was reached taking into consideration requests by visitors who wanted to enjoy each Surprise. Hence, during DSS 2007, no visitor or family will miss any Surprise and we are committed in providing the best possible entertainment during the whole ten weeks."

She also added that the introduction of Comedy Surprises would bring in even more excitement to the Surprises. "Comedy and laughter are two things that find interest with every visitor and family, and Comedy Surprises will highlight the celebration of humour in every medium and form to go along with the promotional theme of Dubai - Miles of Smiles."

The Ten Surprises will be held on a rotating basis every week in ten malls in Dubai. DSS is aiming to attract an increased number of visitors on a regional and global level through the surprises that are a major attraction during the two-and-a-half-months.

Food Surprises: Featuring cuisines from around the globe, international chefs from renowned hotels come together to present a world of culinary delights. Cooking competitions, food carvings, and live entertainment will keep food enthusiasts busy.

Heritage Surprises: Heritage Surprises reveal the origin and traditions of the Arab world by showcasing folkloric shows, traditional fashion shows and traditional sports. Wedding ceremonies of different GCC countries add colour and excitement to the Surprises. The activities together provide the platform for cultural exchange between people of diverse race and nationalities.

Art Surprises: Art Surprises aim to bring together art enthusiasts of all ages where all art forms, including music, writing, and painting are celebrated. The event is an arena for all art lovers to exhibit and appreciate art in its different forms.

Flower Surprises: Featuring different activities like flower arrangements and flower drawing competitions, the colourful Surprises include live workshops on flower vase decoration, painting, and handicrafts. Apart from a beautiful display of flowers in the numerous shopping malls, themed shows and parades based on the concept of flowers are accompanied by audio-visual effects and music.

Knowledge Surprises: Based on the theme of edutainment or education mixed with entertainment, Knowledge Surprises provide children of all ages an opportunity to seek knowledge through practical activities. The main aim of the activities during the Surprises is to help children seek, explore, and learn about a wide range of topics that include science, technology, history, art, and current affairs.

Global Surprises: The Surprises are a way of expressing Dubai's appreciation of other cultures by hosting folklore and cultural shows of regions from around the world. Culture has always been a unifying element amongst people and Global Surprises will host songs, dances, and other art forms to provide residents and visitors a glimpse into traditions and customs from all over the globe.

Cartoon Surprises: Cartoon Surprises are a combination of entertaining shows, competitions, workshops, and plays for children who simply love to come face to face with their favourite cartoon characters. The Surprises provide the perfect avenue for children to further their creativity and imagination.

Nature Surprises: Nature Surprises are all about inculcating a sense of responsibility in ensuring a pollution-free environment. This Surprise is significant because it enlightens children and adults on conservation, recycling, carbon emissions, global warming, and other environment related issues that are of much relevance today.

Adventure Surprises: Adventure Surprises are targeted at children, teenagers, and adults, who love the thrill of outdoor activities and enjoy indoor events that test the reflexes and mental faculties. During the event, visitors will be treated to acrobat shows performed by international troupes, beach activities and water sports, and computer games for all gaming enthusiasts.

Comedy Surprises: Organised for the first time in a DSS edition, visitors will be pleasantly surprised to find clowns and jugglers amidst them. Various stand-up comedy shows, caricature workshops, and exhibitions will be held to entertain all visitors.

DSS celebrates its tenth anniversary this year and is gearing up to unveil a host of innovative and exciting family entertainment events for visitors, tourists, and residents. Beginning on June 21, the summer event will run until August 31, offering ten weeks of Surprises and activities for every visitor and every family.