Dubai to witness unprecedented festivities as DSS 2007 kick-starts today

According to the new strategy that was announced by His Highness Sheikh Ahmed bin Saeed Al Maktoum, President of Dubai Department of Civil Aviation; Chairman and Chief Executive, Emirates Airline and Group; and Chairman of DSF & DSS Supreme Committee, the leading regional summer event is ushering in a new era by taking on a new shape and concept with its budget reaching to a whopping AED 85 million.

Also opening today is the most awaited Modhesh Fun City, being held at Airport Expo Dubai. This main summer surprises attraction will be open daily from 10am - 11pm on Thursdays and Saturdays, from 3pm-11pm on Fridays, and from 10am-10pm on weekdays.

This time around, DSS starts in style with several festivities that will be launched simultaneously marking the opening of the tenth edition. A grand opening ceremony with a budget of AED 2 million has the promise to be the biggest and most memorable beginning to a DSS edition in the history of the event.

Additionally, for the first time, the Ten Surprises will kick-start together in leading shopping malls across Dubai, thus allowing a colossal number of shoppers and visitors to experience the festive feeling of all the Surprises every week.

Saeed Al Nabouda, CEO of DSS said, "As we celebrate today, the launch of the tenth edition of Dubai Summer Surprises, we look back with pride on the great achievements that were accomplished in the past years. DSS has become a huge success story on a global scale. DSS 2007 will appeal to a wide range of visitors as it offers great family entertainment, amazing shopping promotions, and dazzling prizes.

Al Nabouda invited everyone, visitors and residents, to enjoy the DSS experience this year and to participate in the over 200 events and activities that will further enhance Dubai's position as the leading summer destination."

Cooperation between the public and the private sectors

The continuous support of the private sector has been pivotal in making Dubai Summer Surprises the most anticipated summer event in the region, and it clearly affirms the commitment of the private sector in realising the objectives of DSS that are congruent with the long term economic and social plans for Dubai. The cooperation between the private and public sectors has substantially contributed to the transformation of DSS from a regional event into a global spectacle.

DSS 2007 Sponsors

Sponsors have played a crucial role in the success of every DSS edition right from the event's inception. Three new sponsors are collaborating with DSS this year, highlighting the trust of renowned companies in this leading summer fiesta. The DSS 2007 sponsors are, 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.

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.

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.

Mega Events

On the opening day, Musical Odyssey by Begum Parveen Sultana and Ustad Dilshad Khan is set to thrill Indian classical music lovers as the Dubai Community Theatre and Art Centre at the Mall of the Emirates hosts these two exceptionally talented artistes. Beginning at 8:30 pm, this is a rare opportunity for music lovers to savour talent at its best. The Mega events aim to appeal to a cross-section of audiences from various age-groups, nationalities and interests and 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.

In-Mall Events

The eight in-mall events of this year, being held at select shopping centres all over Dubai, cater to all ages and segments of the UAE residents, expatriates, and regional and international visitors. The events are as follows: 'World of Stories' being held from June 29th till July 5th at Al Ghurair City; 'The Collectors' at Mall of the Emirates from July 6th to 14th; 'Min Bladi Al Emarat' from July 19th to 26th at Ibn Battuta; 'Arts Oasis' being held between July 28th and August 5th; 'Kids Fashion Week' at Dubai Festival City from August 9th to 15th; 'Photography Exhibition' from August 12th to 19th at Deira City Centre; 'Kids Olympic Games' from August 16th to 22nd at Al Reef Mall, and 'Sheila & Abaya Fashion' being held at BurJuman from August 23rd to 27th.

Modhesh Fun City - Dubai Airport Expo

The Modhesh Fun City is all set to become a bee-hive of activity from 10am as a host of exciting, entertaining events and zones grace the venue to make the opening of DSS a grand one. Here's a preview of what the Modhesh Fun City offers for children, parents, and all DSS visitors. The Modhesh Merchandise Gift Shop provides children the opportunity to collect souvenirs of the much loved DSS mascot - Modhesh. For fun rides and games, children can head to the Modhesh Fun Fair. Then there are the numerous zones that promise never-ending entertainment: Heritage, Arts and Craft, E-Zone, Lego, Toddlers, Sand Play, Story-Telling, Pets, Horseback Riding, Remote Control Games, Skill Games, Kiddy Rides, Modhesh Sports, and Extreme Sports Zone. The various zones have been organized to involve not just children but their families as well, providing the perfect family entertainment avenue during DSS. Apart from these zones, a Traffic Edutainment Area is also being organized to highlight the importance of traffic rules and safety.

For a fancy hair cut, there's the Modhesh Salon where kids can opt for the style that's right for them after which they can all head to the Modhesh Studio for a good-looking snap. The Modhesh Library stacks a world of books for children who want to leaf through their favourite books. Modhesh Fun City is for children of all ages, right from toddlers to those in their teens, so it's only fair to have a Modhesh Nursery for the tiny tots.

From 1pm onwards, Modhesh Fun City will host some exciting stage shows that will go on till 10pm. The stage shows have been organized to provide wholesome entertainment to grown-ups and families.