In 2006, spending in Dubai reached $2.57bn (up by 50 per cent over 2005), while visitor numbers grew by a quarter to become 1.8 million.
However, a first look at DSS gives an impression that it's the summer version of Dubai Shopping Festival, a trap of repetition it has to avoid. So, how does it manage to distinguish itself and maintain people's interest year after year?
"It's true that we have a challenge. Expectations from DSS grow over the years and we need to be innovative if we want people to keep coming. The event aims to promote Dubai as a family destination and contributes to the growth of its economy, so we must introduce new activities and themes continuously. And that's what we do," answers Suhail.
She adds: "In 2007 we are celebrating our 10th anniversary, and this has seen the organisation of a $2m opening ceremony. We also introduced a new strategy for this year, where instead of having the surprises moving from mall to mall every week we decided to organise ongoing activities in all malls at all times. This way, people will enjoy our 10 surprises over 10 weeks and in 10 malls."
See also:
Dubai Summer Surprises generates Dhs347.9m in six weeks
All Dubai Summer Surprises News
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- United Arab Emirates: Tuesday, August 14 - 2007 at 12:29
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Darine Wehbi, Editor - ArabicTuesday, August 14 - 2007 at 12:29 UAE local time (GMT+4)
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This article was updated on Sun Aug 10 2008.
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