DSS 2007 reveals AED 67 million in sales revenues in 2 weeks

Notes and media contacts

To participate, retail outlets need to fill out application forms available at the DSS Office or website www.mydss.ae and submit these with the relevant fees. Payment can be made at the time of registration in cash or by cheque. If the mode of payment is by cheque, it should be made payable to Dubai Summer Surprises. Once the form is submitted, a DSS Participation Certificate will be issued.

Non-participating retail outlets and restaurants will not be allowed by the Department of Economic Development or the Dubai Municipality to conduct any kind of promotion or sales during DSS to ensure fair retail practices.

For more details and information please call:

Laila Suhail
Executive Project Director
Tel: 0097142020272

Or the DSF Media Center:
Rana Ghazi, PR Manager, Tel: 009714-2020275, Nasar Hakim, Senior PR and Communications Officer, Tel: 2020548,
Ahlan Dubai Tel: 600545555

Launched in 1998, Dubai Summer Surprises was conceived as the foremost family entertainment event during the summer season for the whole of GCC. Targeted at visitors from outside the UAE and within the country, DSS has been a major entertainment and shopping attraction since its inception and witnessed 1,875,000 visitors in the year 2006 compared to 600,000 in 1998. The event has succeeded in positioning Dubai as the leading summer destination in the region.

Organised by government departments with the cooperation of the public sector, the ten-week event is a celebration of different surprises that offer visitors and shoppers the perfect family entertainment opportunity and the ideal combination of shopping and adventure. Over the years DSS has hosted numerous surprises such as Food, Water, Global, Ice, Flower, Sports, Heritage, Arts, Techno, Cartoons, Colour, Sweets, Knowledge, and Back-2-School. The summer event lays special emphasis on children, who are provided all the opportunities to hone their skills while enjoying a fun-packed ten weeks of activities. DSS also has its own mascot, Modhesh, the ever smiling brand ambassador who embodies everything that the event stands for - fun, excitement, brightness and unlimited joy for children.

Dubai Summer Surprises as a venture has contributed significantly to the economy of Dubai and continues to do so by enhancing different economic sectors during a lean period of economic activity in summer. An increase in visitor expenditure from AED 850 million in 1998 to AED 2.57 billion in 2006 is a clear indication of the event's ability to drive economic growth during summer. Into its tenth year, Dubai Summer Surprises has come a long way by building on the successes of the previous editions and aims to create a benchmark for future years to provide the three most important characteristics of the event - shopping, winning, and entertainment.