DSS's role in the growth of Dubai is immense

This model of economic diversification has led to the birth of numerous shopping festivals in the region. And Dubai has taken the lead. In 1998, the Dubai Summer Surprises was launched under the directives of HH Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to stimulate trade especially in the lean summer months.

The DSS in its eight years of existence has grown to become one of the biggest fiestas in the Middle East. With the support of Key Sponsors, comprising local corporations and multinationals, the DSS creates unique activities spread throughout the summer season. Each DSS week has a different theme and shopping malls are converted into venues for live entertainment, music, dancing, competitions, workshops and numerous interactive programmes in keeping with that particular week's theme.

From 1998 through to 2005, DSS has continued to attract more and more tourists every year. Their overall spend at the event has also shown remarkable growth and this festival has stimulated every level and grade of industry and trade.

Says HH Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Civil Aviation, Chairman and Chief Executive of Emirates Group and Chairman of DSS Supreme Committee, "The importance of the Dubai Summer Surprises as an economic activity both from the point of view of trade and tourism is significant. Today, 20 per cent of Dubai's income comes directly from tourism apart from an indirect contribution of 32 per cent which is three times that of its oil revenue. And a large part of the credit for diversifying Dubai's economy should go to the DSS. This year too, DSS is expected to build on its previous success. Dubai is growing at a fast pace and keeping its momentum is vital. I am sure in years to come, DSS's role will continue to expand as a major economic indicator in the region."

Tracking the growth of DSS and its contribution towards trade in the region offers a thought provoking dimension on the ability of one large scale national event to turn around the trade dynamics of a city.

Visitors and Expenditure

The number of visitors and their expenditure levels are clear indicators of the popularity of any event. Going by that standard, DSS is a runaway success.

From its inception in 1998 the Dubai Summer Surprises has consistently grown to attract more and more tourists to the city. In 1998, 600,000 people came for DSS. In consecutive years, from 1999 to 2005 this number has grown from 750,000 to 1.51 million people!

In 1999 the number of visitors went up to 750,000 with an increase of 13 per cent in the spending, which went up to 961 million dirham. In 2000 the number of visitors went up to 959,400visitors and with spending of 1.028 billion dirham. In 2001 the number of visitors was 1,060,000 with spending of 1.118billion dirham. In 2002 it had 1.3 million visitors with spending of 1.3 billion dirham. In 2003, 1.5 million visitors, spent Dh1.5 billion dirham. In 2004 and 2005, the number of visitors was constant at 1.51 million; in 2004 spending was 1.56 billion dirham. In 2005 it went up by 10.25 per cent to 1.72 billion dirham.

Shopping Malls promote DSS growth

Shopping malls in the region have continued to stimulate interest in the DSS. Each year, new additions have propelled more avid interest in the fiesta as tourist interest is sustained through their unique offerings. It is fair to attribute the increase in the number of visitors and also in the sales thanks to the keen interest businessmen have paid to growing and developing both the hotels and the shopping malls profile in the region.

In 2004, the mall space has risen to cover over 630,000 square meters. Studies have shown that by 2009 Dubai will have a third of all the shopping malls in the Gulf. And the spending on this industry will go up to 7.6 billion dollars.

Hotels see occupancy levels rising

By 2020, over 1.65 billion visitors are expected to travel to Dubai according to figures released by the international tourism organization. Accommodating this number would demand the construction of many more hotel properties. Last year Dubai had a total of 300 multi-star properties as compared to 276 in 2004. On the other hand residence complexes had burgeoned from 95 in 2004 to 107 in 2005. The Hotel industry too registered a growth in income levels. It grew from Dh6.2 billion in 2004 to Dh8.8 billion in 2005. Needless to say, related tourism activities like restaurants and car rental and inbound tourism firms too have benefited from this influx of tourists.

DSS results in greater demand for gold

A big feature of every shopping event in Dubai is the fabulous promotion devised by the Dubai Gold and Jewellery Group to prompt demand. Thanks to this consistent interest by the industry, annual consumption of gold has risen by 21 per cent as compared to 2004. Correspondingly, the sales of jewellery have risen from 5.1 billion dirham in 2004 to 6.2 billion dirham in 2005.

DSS will continue to grow over the years and in time is slated to become an important economic activity for the region. Already, the annual summer event is attracting keen interest in the region andt holds great potential to kickstart a whole new chain of retail and business activity in the region which is the key to growth on all frontiers.