15th Edition of Dubai Summer Surprises Unveiled in Mumbai

15th edition of Dubai Summer Surprises (DSS) 2012 unveiled in mumbai

Online PR News – 30-May-2012 – 29th May 2012, Mumbai – • DSS 2011 received 4 million visitors who spent AED 8.8 B
• Emirates Airline offers 50% discount on the adult fare for two children under the age of 12 years
• Exciting offer starts from INR 33,788/-per adult (Inclusive taxes)
• Diverse calendar of events and attractions makes Dubai the perfect family-friendly summer destination

Mumbai, May 29: 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.

Dubai Summer Surprises
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.

The member malls of DSMG participating in the 15th edition of DSS include Al Ghurair Centre, Al Manal Centre, Al Mulla Plaza, Arabian Center, Burjuman Centre, Century Mall, Deira City Centre, Dubai Outlet Mall, Hamarain Centre, Ibn Battuta Mall, Lamcy Plaza, Mall of the Emirates, Mirdiff City Centre, Oasis Center, Palm Strip ,Reef Mall, Sunset Mall & Twin Tower.

In addition to cash prizes and more than three million dirhams worth of shopping vouchers, the summer festival will also stage weekly draws for Nissan Patrol cars, and numerous shopping mall raffles all through the summer.

DSS 2012 will – for the very first time – stage a Puppet Festival featuring renowned international companies who will conduct hundreds of fun filled puppet shows and workshops demonstrating how to create and manipulate puppets on stage.

DSS presents a great opportunity for shopaholics with fantastic shopping offers and discounts at more than 6000 retail outlets in 70 shopping malls. The summer period will also see a return of the ever-popular “Spa Packages” – an exclusive campaign offering unbeatable discounts on treatments at some of Dubai’s most renowned spas all through DSS.

Emirates Airline
DSS is supported by Emirates Airline that will offer best promotions and deals making it easy for visitors to visit Dubai. Mr. Sunil Kallyat, Regional Manager Western India, Emirates Airline, sees the association with DSS as vital in the airline’s marketing strategy. Emirates Airline has introduced the “Do More in Dubai” campaign. A bonus offering for families this summer and valid from 20th May to 30th September, 2012. It offers a 50% discount on the adult fare to Dubai for two children under the age of 12 years, as well as accommodation and meals when travelling with two paying adults. This exciting offer starting from INR 33,788/- per adult (inclusive of all taxes) from Mumbai on twin-share basis includes three night’s accommodation with buffet breakfast, meet and assist on arrival at Dubai International Airport, room tax, service charges and …air travel!

This offer also includes free entry to a wide range of Dubai’s most exciting attractions ensuring an action packed family vacation. Coupled with Dubai’s well-established tourism infrastructure, the offer makes visiting and touring the city fun and easy for families large and small, while the wide variety of events, activities and diversified shopping options-ranging from high-end malls to traditional souks – helps make for a vibrant holiday destination.

“This year, in line with DSS, Emirates has developed fabulous deals that we expect will further entice families from India to travel to Dubai. An event like DSS serves as an ideal platform to connect with our passengers. It allows us to share and support their interests and to build a closer relationship with them,” said Mr. Sunil Kallyat, Regional Manager Western India, Emirates Airline.

Dubai Calendar
Fulfilling its official mandate, DEPE launched “Dubai Calendar” in May 2011, the official listing of all events happening in Dubai. One of its main features is its user-friendly colorful website, www.dubaicalendar.com, highlighting Dubai’s festivals, exhibitions, cultural and sporting events that take place throughout the year. The main objective of Dubai Calendar is to create a comprehensive information pool and an official point of reference on events and promotions in Dubai, and consequently keep business, travel and leisure visitors, and residents informed about the various events organised in Dubai for an enhanced experience in the emirate.

Other tools to promote ‘Dubai Calendar’ include a strong marketing campaign across the world, and a monthly guide that highlights the main events of the month. In addition to an overview of what’s happening in the events sector in Dubai, the guide is printed in Arabic and English languages and distributed with the main daily newspapers.

Modhesh World
Adding to the family-friendly focus of Dubai’s summer activity calendar, Farhad highlighted the return of Modhesh World, the largest indoor edutainment venue in the region, which this year will take place at Dubai International Convention and Exhibition Centre. As always, the exciting venue will play host to numerous games, shows and activities in multiple themed zones, all enclosed in an air-conditioned area to allow families to enjoy a fun day out in complete comfort.

The DSS 2012 targets all age groups with the entertainment attractions and shopping bargains. With unbeatable offers, events and activities, Dubai promises unparalleled surprises this summer for the entire family.


Editor’s Note:
About Dubai Events and Promotions Establishment
Realizing the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of UAE, and Ruler of Dubai, the Dubai Events and Promotions Establishment (DEPE), an agency of the Department of Economic Development, is tasked with promoting Dubai as a year-round destination of events and retail promotions.

The Establishment’s vision is to be the driving force in promoting Dubai as a unique global shopping tourism destination. It has been assigned with a mandate that allows it to work closely with the retail and events sectors to create a stronger platform in this direction. A key aspect of this mandate is the creation of the official Dubai calendar of events, an initiative developed for the Government of Dubai to be used by it and its owned entities as a tool supporting the drive to deliver upon the Dubai promise.

For more information please contact:
Harshala Nayak / Kanchan Kalra
9619700161 / 9619700164
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