Dubai Shopping Festival launches 11th edition of Dubai Summer Surprises

The 11th season of DSS, the region's biggest summer spectacle, marks a new era brining the city to life and promises a world of fun, excitement, and entertainment for the whole family welcoming visitors from all over the world.

Organized and run by the Dubai Shopping Festival Office (DSFO), DSS 2008 will run from June 19 - August 22, 2008 featuring a spectacular mix of shopping, winning, family entertainment, spa packages and endless thrills at Modhesh Fun City all coming together under the Tens of Surprises, where an exhilarating line-up of events unfolds every alternate day throughout the 65-days of celebration.

In line with this exciting change, the events organized have been specially created to cater for the diverse tourist profiles that frequent Dubai.

This year's highlights include the Signature Events, comprising of eight exciting activities for mall shoppers and visitors, in addition to Modhesh Fun City, the focus of entertainment during DSS with numerous new zones added, strengthening its reputation as the largest indoor edutainment venue in the region. The Spa
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promotions this year also offer multiple various indulgence offerings for the ultimate pampering.

"DSS 2008 marks the beginning of a new chapter in the history of the city's summer festivities, the biggest in the region and a now a globally-recognized spectacle eagerly awaited by families from all over the world. Each day for over two months, we have prepared exciting ways to experience the many leisure, entertainment, shopping, wellness and entertainment offers of the city of Dubai. This year, we are expecting a 10% increase in Visitors to reach 2.5 million visitors with an overall spending crossing the Dhs4bn mark, up by 25% from 2007,

said Laila Suhail, Chief Executive Officer, DSFO.

Dubai Summer Surprises has been witnessing a steady growth in visitor numbers and expenditure since inception in 1998 and this among many other tourism initiatives undertaken by the Emirate of Dubai directly fall inline with the strategy of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai in promoting Dubai as the destination of choice.