DSS registers record increase in visitors

A whopping 216,000 and more than 38,000 children and adults visited the Modhesh Fun City and the Arabian Ice City respectively. Compared to last year's numbers, this means 21 per cent more visitors at the Modhesh Fun City and 40 percent more visitors at the Arabian Ice City have participated this year.

"Thanks to the untiring efforts of the DSS team that strives to offer the best turn the hot summer months into a fun of festivities, this year we have recorded an all time high in all areas," says Ibrahim Saleh DSS COO.

Since its inception in 1998, The Dubai Surprises has been drawing in more visitors from neighbouring countries and attracting more families to stay back during the summer months.

Sales in gold has also hit an all time summer-high reaching 29 per cent more than last year. While increase in the number of visitors to shopping malls shows a 14.5 per cent rise, overall sales has been reported to have increased by 17 per cent. The hotel industry is also enjoying a comfortable 84 percent occupancy this DSS.

"Every year, the figure of tourists coming in during the summer months and the overall trading activity in Dubai has been rising since the inception of DSS," says Saleh. According to him the most number of tourists' influx has been recorded from Saudi Arabia and other Arab countries.

"Statistics from the first half of DSS after the Flower Surprises, Sweet Surprises, Arts Surprises, Colour Surprises and Ice Surprises point that there has been a general increase in the number of visitors to shopping malls, the Modhesh Fun City and the Arabian Ice City And it's not only the visitors from the neighbouring countries who inundate the scene. This year the resident-visitors of Dubai during the first half of DSS has also increased by 40 per cent compared with last season, says Saleh adding, "Although we cannot pinpoint one element for the success of DSS this time, I would say, it has been the amalgamation of various innovative elements introduced during this season," says Saleh.

"The DSMG-organised Strike it Rich and the Dubai Gold and Jewellery Group promotions have boosted the gold sales by 29 per cent compared to last season. The great promotions offered by DSS participating outlets can be contributed to the increase in the number of shoppers this season," informs Saleh.

The prizes during DSS worth Dhs 30 million have also attracted people in other Emirates and countries to buy their wares in stores and shopping malls located in Dubai.

"The success of any undertaking like the DSS lies heavily on the promotional aspect. The Road Shows that hotel representatives undertook to publicise DSS in different countries, customer service and competitive rates offered is a large factor to the 84 per cent occupancy rate. Considering the low occupancy rates of hotels during the summer months in this part of the world, it's a great achievement indeed," says Saleh.

Besides the competitive rates offered, Hotels in Dubai are also offering special promotions such as buy three nights and get one nights for free for its visitors. According to DSS reports, the hotel occupancy rate in Dubai is expected to increase further by the month of August.

"The credit of success of DSS this year cannot go to one department, but rather the cumulative effort of various Dubai Government sections such as the DED, DEWA, DNRD and others who have sponsored and/ or organised many events. The next few events lined up is bound to attract more visitors," adds Saleh.

One such event is the Safari Adventure which is being organised by the Real Estate Department for the first time and expected to attract large number of visitors. The Back to School Exhibition that hosts different edutainment workshops is also betted to be a crowd puller until end of August.

Participant satisfaction is also reported to be higher than other years. While the feedback from visitors has been positive, the Ahlan Dubai Service, is still to report complaints.

Saleh expected that Dubai will receive more visitors during this month and the sales percentage will increase as resident and UAE national families as well as those from neighbouring countries will be back from their vacations.

The ten-week DSS 2005 began with the Flower Surprises on June 22 and continues with the Sweets Surprises, Arts Surprises, Colour Surprises, Ice Surprises, Adventure Surprises, Cartoon Surprises, Heritage Surprises, Knowledge Surprises and concludes with the Back-2-School Surprises on September 2.