What’s in store for Dubai Summer Surprises 2022?

In Dubai, summer not only brings soaring temperatures, it also marks the return of Dubai Summer Surprises, the annual shopping festival also popularly known as DSS. Currently in its 25th edition and organised by the Dubai Festivals and Retail Establishment (DFRE), DSS is scheduled to run for ten weeks from Friday, July 1 to Thursday, September 4.

This year’s festival is specially curated – from featuring a “25-hour” sale to mark its anniversary, to offering discounts of up to 90 per cent at major retail outlets across the city. As is tradition, there’s also a mega raffle prize to be won.

“Dubai Summer Surprises has been at the heart of Dubai’s summer season for a quarter of a century, shaping memories and creating unforgettable experiences for everyone in our great city. This year is no exception, with a programme that showcases the very best that Dubai has to offer across our malls, restaurants, hotels and more,” says Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE)

Dubai’s diverse retail footprint
The popular shopping festival underpins Dubai’s dynamic retail sector. “Retail as we know is a major driver of the growth of Dubai’s economy and contributes to one third of its GDP. In fact, Dubai is seen as a launchpad for regional expansion by local, regional and international retail brands. It ranks as number one in overall international retailer presence, with more than 62 per cent of the world’s brands having some sort of footprint here,” says Mohammed Feras, director, Retail Registration DFRE. Feras attributes DSS’ continuing success to the great partnership between DFRE and major retailers in the region.

The shopping festival will attract more international visitors, with Dubai’s malls being major tourist attractions. “Shopping malls are part of the social fabric of the city, where people go not just to shop, but also to socialise. This factor – in addition to  fantastic retail and entertainment offerings – has seen the city’s malls welcome more than 80 million visitors annually,” says Feras.

Visitor numbers will swell further boosted by the global recovery of tourism and Dubai’s reputation as a safe travel destination in the face of the Covid-19 pandemic. This is clearly evident by the number of visitors the emirate welcomed in the first quarter of the year.

Read: Dubai Summer Surprises 2022: Discounts of up to 90% on offer

The 22nd edition of Modesh World, the largest indoor seasonal edutainment theme park in the region, kicked off with the launch of the 25th edition of #Dubai Summer Surprises, and will run until 28 August at @DWTCOfficial https://t.co/7EGvXRAkc7@MyModesh @CelebrateDubai pic.twitter.com/QNTK1yKen3

— Dubai Tourism (DET) (@dubaitourism) July 4, 2022

According to the latest data released by Dubai’s Department of Economy and Tourism at its first ‘City Briefing’ for 2022, Dubai welcomed 6.17 million international overnight visitors from January to May. This is a 197 per cent year-on-year increase from the same five-month period in 2021, which saw the city attracting over two million international travellers.

Feras, who shares that DFRE’s retail calendar includes a total of 18 events throughout the year, is looking forward to welcoming more visitors this summer. “The number of activations we have during DSS showcases Dubai as a major shopping destination for tourists, visitors and residents,” he adds.

The shopping festival will attract more international visitors, with Dubai’s malls being major tourist attractions. “Shopping malls are part of the social fabric of Dubai, where people go not just to shop, but also socialise. This factor – in addition to  diverse retail and entertainment offerings – has seen the city’s malls welcome more than 80 million visitors annually,” says Feras.

Visitor numbers will swell further boosted by the global recovery of tourism and Dubai’s reputation as a safe travel destination in the face of the Covid-19 pandemic. This is clearly evident by the number of visitors the emirate welcomed in the first quarter of the year.

According to the latest data released by Dubai’s Department of Economy and Tourism at its first ‘City Briefing’ for 2022, Dubai welcomed 6.17 million international overnight visitors from January to May. This is a 197 per cent year-on-year increase from the same five-month period in 2021, which saw the city attracting over two million international travellers.

Feras, who shares that DFRE’s retail calendar includes a total of 18 events throughout the year, is looking forward to welcoming more visitors this summer. “The number of activations we have during DSS showcases Dubai as a major shopping destination for tourists, visitors and residents,” he adds.

So what’s in store
During the shopping extravaganza, people can enjoy offers across 800 brands in 3,500 outlets and avail discounts of up to 25 to 75 per cent. Offers will be unveiled daily, 24 hours ahead of time and valid from 10am until stocks last. There will also be an exclusive, specially curated flash sale on hotel stays, which will only be available for 24 hours. Expect live concerts, music events, live performances and decorative lighting installations throughout the city.

Visitors can also take part in colourful parades across various malls such as the 25th Anniversary Silver Parade and carnival parade. Official mascots Modhesh and Dana will also make their presence felt at malls and venues across the city.

And last but the least, food lovers can look forward to Summer Restaurant Week, which returns from August 12 to 28. For a limited time, visitors and residents can explore 50 of Dubai’s best restaurants, with special breakfast, lunch and dinner deals at discounted prices.

25 years of surprises!
Get ready for 10 weeks of unmissable offers and all-round summer entertainment with the 25th edition of Dubai Summer Surprises.
📅July 1 – Sept 4 pic.twitter.com/5VEX478HzD

— Celebrate Dubai (@CelebrateDubai) June 10, 2022