More than 200 fun filled events lined up for DSS 10th year celebrations

High Highness also anticipated that expenditure during DSS 2007 to cross the 3 Billion Dirham mark with an expected increase of 20%.
The gathering that was held at Mudhesh Fun City, a main DSS 2007 attraction located at the Dubai Airport Expo, was also attended by the Organizing Committee members, DSS 2007 sponsors, local and international media representatives and the DSS office.

His Highness stated at the gathering that During the past nine years, Dubai Summer Surprises has managed to embark on great achievements and was instrumental in positioning Dubai as a world class summer tourist destination.

"Today, as we celebrate a decade of its achievements, we acknowledge the remarkable escalation in the quality and magnitude of DSS since its inception in 1998 under the directives of HH Shaikh Mohd Bin Rashed Al Maktoum, UAE Vice president, Prime Minister ruler of Dubai". HH said

"While the event was initially launched to help stir the retail and hospitality sectors during the slow summer season, thus providing a combination of family entertainment and child oriented attractions, it has turned into an annual extravaganza awaited by millions around the world. placing in the process the city of Dubai as a leading summer destination and catering for all ages and tastes".

High Highness added.

High Highness stressed on the growth of the event by saying: "From its first year figures of 600,000 visitors and Dh850 million spend, the Dubai Summer Surprises has grown steadily in the past decade with visitor numbers soaring to 1.9 million in 2006 and the expenditure figures skyrocketing to more than Dh 2.5 billion. And with the 10th edition around the corner, the summer event is expected to achieve an all time record of AED 3.08 billion in spend, constituting a 20 per cent high, and 2.16 million arrivals with a 15 per cent increase from last year".

"We are very confident that Dubai Summer Surprises will further enhance its global position in the festival industry, capitalizing on the gigantic leaps of the various sectors in the city of Dubai. With the state-of-the-art leisure projects that will materialize during the coming few years, DSS will have a bigger and wider spectrum of locations to extend its reach".

Shaikh Ahmad also hailed the role played by the government departments towards the success of the event by stating: "It is a very well known fact that DSS would not have reached as far if it weren't for the relentless support of the government departments from the beginning. These Departments have always played a pivotal role in the huge accomplishments of the event, and we will always rely on their support and assistance in the future".

HH Sheikh Ahmad concluded by extending his appreciation to DSS sponsors from the private sector, and highlighted the fact that the Dubai Summer Surprises office, with all its extensive experience and local talents, will further prolong the journey of success and incorporate the new ambitious strategy to achieve its positive impact and targets

Following his speech, HH Sheikh Ahmad Bin Saeed presented trophies to all DSS 2007 sponsors, namely Al Futtaim Group - Dubai Festival City, BurJuman, Dubai Duty Free, Dubai Refreshments (P.S.C.) - Mirinda, Dubai Shopping Malls Group, Dubai World Trade Centre, Emarat, Emirates Airline, Etisalat, Ibn Battuta Mall, MAF Shopping Malls, and MasterCard Worldwide. Al Ghurair City, AL Hai Group and Dubai Chamber of Commerce & Industry (DCCI) are the three new sponsors.

On his part, Saeed Al Naboudah, CEO, DSS office said: "on June 21st , Modhesh fun city will be the stage of the grandest opening ceremony yet in the history of the event. This ceremony will commemorate the DSS 10th year celebrations, and the beginning of a new era for the event as it will witness vital changes in accordance with the new strategy announced by HH sheikh Ahmad Bin saeed Chairman of DSF & DSS Supreme Committee".

"In addition to the diversified fun and entertainment events, DSS 2007, with the support of its key sponsors and participating retail outlets, will offer its visitors and shoppers the greatest promotional experience of all times, thus guarantying larger shoppers footfall and confirming the standing of the city of Dubai as a leading shopping destination in the world". He added

The DSS 2007 calendar of events as announced by DSS office comprises of more than 200 sub events descending of 7 main attractions as follows:

DSS Grand opening celebration

Beginning on June 21, the DSS will open to invited guests with a grand official opening ceremony hosting international shows. The entire city will be decked up to mark the occasion which would span across shopping malls, the Modhesh Fun City in the Dubai Airport Expo Hall, and other venues. The 10 themed surprises, a mainstay of the DSS, will be launched simultaneously through various mega events and in-mall events unlike the previous weekly format.

DSS Events led by the 10 Surprises

Commencing on June 21, the Ten Surprises are one of the biggest attractions and the highlight of this year's DSS. Unlike the previous editions where each Surprise lasted a week, DSS 2007 will have all the Surprises run through till August 31 - a full 72 days of non-stop excitement and entertainment for the whole family. There's a new inclusion this year for those who love to laugh. Comedy Surprises will showcase the best of humour and laughter for ten weeks continuous. The other exciting Surprises are: Art, Food, Flower, Heritage, Global, Nature, Cartoon, Adventure, and Knowledge, in addition to Comedy Surprises. Dubai's modern and expansive malls, under the Dubai Shopping Malls Group (DSMG), will host the Ten Surprises on a rotational basis, making the whole event easily accessible to all DSS visitors this year.

Mega Events

The Mega events which aim to appeal to a cross-section of audiences from various age-groups, nationalities and interests promise to be the last word in entertainment this summer. Boasting major attractions like internationally acclaimed "Cartoonival" and "Hello Kitty" mega shows, in addition to the Wonderful Circus which features highly acclaimed performances reflecting elements of dance, pantomime and theatre, other attractions include classical and Jazz music concerts from around the world for the die-hard music aficionados.

Shopping Malls have always been a pillar of support for the DSS and this year is no different. The plush shopping malls of Dubai will be setting new records in the history of entertainment to mark their decade long association with the DSS. The events to be held in various malls include mega events such as World of Stories, Collectors Exhibition, Photography Exhibition, Arts Oasis and Sheila and Abaya fashion shows. Among the other in-mall events are the Summer Kids fashion shows, Kids Olympics and Men Beladi cookery and traditional shows.

Modhesh Fun City

The Modhesh Fun City, the star attraction of every DSS will return this year too with greater fun, frolic and edutainment. To be built at Dubai Airport Expo Hall - East Hall the Fun City would be the largest indoor theme park in the region creating an ideal entertainment venue for families and children. The main attractions of the MFC would be the Modhesh Stage, Fun Fair and Sports Zone along with support zones such as Family Court, Sand Zone, Lego Zone, Toddler Zone and many more.

The Modhesh Fun City calendar of events is filled with interesting activities and shows to be staged during the 72 days long summer fiesta. This nerve center of the DSS that runs all throughout the summer event has a number of activities complementing the 10th year celebrations. To start with the large indoor facility at the Airport Expo is host to DSS 2007 Opening Ceremony marking the 10th year celebrations while the Modhesh Stage is the venue for top international shows including the "Cartoonival" Show from June 26 to July 8; the all-time popular "Hello Kitty" Show

Boasting a mix of the old and the new the Fun City features a number of new attractions this year with its Teen Zone for teenagers, a Story Teller Zone, Library and Pet Zone. Scattered across the Fun City would be retail zones well stocked with Modhesh merchandise, and various kiosks selling refreshments. Modhesh Studio and Modhesh Saloon will be providing excellent services to families visiting the large facility.

Another major attraction at the Fun City is the exclusive summer club for kids - the Modhesh Friends' Club. The day long Club is open to members in the age-group 3 to 12 years from June 24 to August 24. The Club promotes fun and edutainment while also emphasising on friendship and human values. All its activities are designed to boost children's confidence and develop their personalities.

Spa Packages

The DSS 2007 Spa Packages are part of an agreement reached between the various spas in Dubai and the DSS Office where special-price treatments tailored to DSS visitors will be offered throughout the ten weeks of DSS from June 21 till August 31. The spa treatments are designed to provide visitors a wide variety of stress relief, relaxation, and beauty treatments that cater to every segment of travellers - from the curious to dedicated health and spa tourists. The participating spas will offer exclusive DSS packages at special rates, promoting a lifestyle of health, wellness and rejuvenation, making the summer not just bearable but enjoyable. The Packages are an initiative of the DSS Office to promote Dubai as the hub of spas in the Middle East.

With so much in store the 10th edition of the DSS is all set to be very special indeed making the 72 days of the summer fiesta so memorable that the experiences would last a lifetime.