Dubai Events and Promotions Establishment (DEPE) in collaboration with Emirates Airline today unveiled its summer-long agenda of fun family entertainment and events set to be staged in Dubai. 

Hosting a Gala Evening of Entertainment and a Press Conference at a luxury hotel in Mumbai, a contingent of senior officials from Dubai unveiled the 15th edition of Dubai Summer Surprises (DSS) 2012, due to be held from 14th June to 14th July. This comes on the wake of announcing the financial results of last year’s edition of the summer extravaganza, whereby it projected that DSS 2011 received around 4 million visitors, with visitors expenditure reaching a whopping AED 8.8 Billion ($ 2.4 Billion). 

Dubai Summer Surprises, which was launched in 1998, has gained a lot of popularity as a leading summer event, its offering include more than 150 various entertainment events, raffle draws and great shopping discounts. In addition, Children can look forward to seeing Modhesh World, one of the largest family edutainment venues in the Middle East, which will run until the end of Eid Al Fitr, expected to be around 22nd August, 2012. 

Mr. Farhad Mohammed Siddiq, Marketing & Communications Director, DEPE, stressed on the importance of DSS as a catalyst in stimulating the economy during the long summer months, “we have come a long way since we launched DSS in 1998. From just 600,000 visitors and AED 850m expenditure in its first edition, to an amazing 4 m visitors and AED 8.8b visitor spend in DSS 2011. This is a clear testimony that the summer event has become vital for Dubai’s economy, in fact, it has redefined Summer in Dubai” 

The fifteenth edition of DSS is planned well to ensure that DSS 2012 will maintain the successful streak of previous editions. Ever since DSS was launched in 1998, we have seen an increasing number of visitors from India. Without a doubt, this market has the potential to grow exponentially in the coming years. Dubai’s packed activity calendar and highly mature tourism infrastructure makes touring the city fun and easy to arrange, while the wide variety of events, activities and diversified shopping options – ranging from high-end malls to traditional souks – helps make for a vibrant destination. 

Mr. Siddiq, showcasing highlights of DSS, unveiled the marketing slogan for the edition, “Dubai. Summer Fun and More.” The popular summer festival will feature various events such as World of Stories, Min Beladi, Sheila and Abaya Fashion and Kids Fashion Week, in addition to international cartoon stage shows such as the Smurfs, Teletubbies, Hello Kitty, Barbie, Ice Age and more. 

Dubai Shopping Malls Group (DSMG), a key sponsor of DSS 2012, is also organizing a raffle with a giveaway of three million dirhams (4.3 Crore Rupees approximately) as cash and shopping vouchers for all its shoppers. “To support DSS is to support Dubai's endeavor to maintain its regional leadership and position it as a premier hub for business and leisure. It's a known fact that DSS has managed to become the most awaited summer event in the region. Tourists from around the region consider it as a great holiday destination that offers them all the attractions that they look for; retailers consider it a high season for their sales and shoppers look forward to its promotions and winning schemes. Clearly, it's an event that caters to everyone”, said Majid Al Ghurair, Chairman, Dubai Shopping Malls Group.

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