DUBai’s KEY organisations praise THE success of Dubai Summer Surprises in BOOSTING retail tourism

Dubai Festivals and Retail Establishment’s key industry partners have reflected on the success of Dubai Summer Surprises (DSS) so far, highlighting the key benefits of the festival in driving footfall and spend across the city’s shopping outlets.

DSS is a flagship event of the innovative Retail Calendar, developed by Dubai Festivals and Retail Establishment (DFRE) in conjunction with key retail partners, to help enhance Dubai’s retail offering and make the city an attractive shopping destination.

RAKBANK and MasterCard are the key sponsors of Dubai Summer Surprises 2019. The festival is also supported by strategic partners including Al Futtaim Group (Dubai Festival City), Al Zarooni (Mercato), AW Rostamani Group, Dubai Duty Free, Emaar Malls (The Dubai Mall), Emirates, ENOC, Etisalat, Majid Al Futtaim (City Centres and Mall of the Emirates), Meraas, Nakheel Malls (Ibn Battuta Mall, Dragon Mart 1, Dragon Mart 2, The Pointe).

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Calendar (DFRE), said: “We are committed to driving increased retail growth and a key factor in this is ensuring Dubai is seen as a favourable summer destination option amongst worldwide travellers. Together with our strategic partners, we have evaluated the city’s retail, leisure and entertainment offering and worked hard to create a strong programme of events and sales that we believe will attract visitors to the emirate over the summer. From mall events to theme parks offers, hotel deals, city-wide activities, promotions and chances to win, our partners have made great strides with their summer offerings and we thank them for their ongoing support in making Dubai the ultimate summer vacation. We look forward to making the remaining weeks of Dubai Summer Surprises an even greater success.”

AW Rostamani Group

Michel Ayat, CEO of Arabian Automobiles, the flagship Company of AW Rostamani Group and the exclusive distributor for Nissan, INFINITI and Renault in Dubai, Sharjah and the Northern Emirates, said: “Arabian Automobiles is proud to be contributing to the annual Dubai Summer Surprises (DSS), which provides enhanced retail and brand experiences for customers. In fact, being a customer-centric organisation, we are offering several value-added incentives for our customers that will benefit them with added saving. This has led to positive customer response already this DSS and we invite customers to visit our showrooms and experience the new models of Nissan, INFINITI and Renault vehicle and the incredible offers we have rolled out. We see DSS as an important part of our customer engagement initiatives as it helps turn new and existing customers into brand enthusiasts.”

Emaar Malls

Natalie Bogdanova, Chief Operating Officer, Emaar Malls, said: “The Dubai Summer Surprises continues to be one of the strongest drivers of tourism and retail sector growth for the city, and this year, it is no different. With our ongoing calendar of family-oriented events and one-of-a-kind experiences awaiting them at the mall, we aim to add to the delight of our guests this summer. As a strategic partner of the Dubai Festivals & Retail Establishment, we are committed to supporting such initiatives that position Dubai as a year-round destination.”


Frederic de Melker, Managing Director of Personal Banking at RAKBANK, commented: “I’m pleased to say that the Dubai Summer Surprises (DSS) has been so far a huge success. Our partnership with the Dubai Festivals and Retail Establishment (DFRE) translated into increased footfall at malls and helped to enhance Dubai’s already thriving retail industry. During the first half of the DSS event, a 6% increase in retail spends has been recorded over the previous quarter. RAKBANK stimulated retail spending during this years’ shopping extravaganza by giving RAKBANK cardholders a chance to win their spends back every day throughout the full DSS season. In Fact, the Bank is giving its cardholders the best value for their spends during DSS where 1 winner earns up to AED 1,000 back every day, bringing the total number of winners to 44 by the end of the festival.”

Nakheel Malls

Omar Khoory, Managing Director, Nakheel Malls, said: “Dubai Summer Surprises (DSS) combines superb retail offers with unrivalled, family-friendly entertainment that celebrates Dubai as a world-class shopping and leisure destination and continues to entertain and enthral the city’s residents and tourists. Under the direction of Dubai Festivals & Retail Establishment, DSS continues to boost the business environment in Dubai by driving footfall to retail destinations, benefiting both tenants and shoppers.

“We are delighted with the response at Ibn Battuta Mall, Dragon Mart and The Pointe at Palm Jumeirah so far, and look forward to staging more live shows, family entertainment, shopping offers and prizes as DSS gathers momentum”

Majid Al Futtaim

Hussain Moosa, Director for Mall of the Emirates at Majid Al Futtaim – Properties, said: “As Dubai’s most anticipated shopping and entertainment summer festival grows in scale every year, it has affirmed the Emirate’s position as a must-visit destination for families. Majid Al Futtaim Shopping Malls in Dubai have pulled out all the stops to bring an unparalleled experience and create great moments for visitors this year with an exclusive 12-hour flash sale and exclusive licensed shows, such as the ongoing Justice League entertainment flown in all the way from the United States. Our curated offering has resulted in an increased footfall at the malls and we have received positive feedback from customers looking for unbeatable offers on international brands, amazing prizes and activities and shows that they can enjoy with family and friends. Retailers have also reported high sales results this season and we predict continued success over the coming weeks.” – Hussain Moosa, Director for Mall of the Emirates at Majid Al Futtaim – Properties.

Al-Futtaim Malls

Steven Cleaver, Director of Shopping Centres, Al-Futtaim Malls (Oman, UAE and Bahrain), said: “We always aim to make Dubai Summer Surprises bigger every year to deliver the best possible experience for our shoppers and this year we’ve witnessed unprecedented success. Dubai Festival City Mall has witnessed a 9 per cent increase in footfall from the first two weeks compared to this time last year. Our Spend & Win promotion has seen more entries than ever – an 11% increase compared to DSS 2018. This year we launched a new concept, the ultimate kids play fest that turns Dubai Festival City Mall into a playground for children, with non-stop entertainment for six weeks and popular characters like PJ Masks and Angry Birds. So far over 5,000 children have come down to join the fun. We continue to welcome Dubai residents and tourists alike to experience all the entertainment on offer.”


Abdullah Al Mana, General Manager, Dubai Region – Etisalat, said: “We’re delighted to be partnering with Dubai Festivals and Retail Establishment (DFRE) and to see Dubai Summer Surprises evolve into the region’s most anticipated summer entertainment and shopping extravaganza. Residents and visitors from across the world can enjoy all the special packages and our wide portfolio of services and offers, giving them a memorable experience of the event. With its line-up of spectacular events and activities including the highest number of retail promotions for the summer season, DSS has been a strong contributor to the city’s tourism and retail sector growth. We look forward to continue supporting the long-term vision of Dubai through strategic partnerships and activities such as DSS.”

Mercato Mall

Nisreen Boustani, PR and Corporate Communication Manager, Mercato Mall, said: “The attractive promotions and offers that have been ongoing since Ramadan and through the summer has resulted in a sharp rise in footfall; Mercato is pleased to report an excellent response to the entertainment and activities with our live entertainment and prize promotions proving a huge hit with UAE residents and tourists – and resulting in increased footfall; we are enjoying a 20% increase in the mall footfall and 40% increase in the mall sales compared to the same period last year during DSS 2018; with DSS now in full swing, we look forward to this success continuing as we line up yet more crowd-pleasers at Mercato”.

The 22nd edition of Dubai Summer Surprises (DSS) will continue until 3 August, making Dubai the ultimate destination to make memories this summer. With a calendar bustling with activities for families, couples and kids of all ages, Dubai is the place to be this summer.

Don’t forget to double your chances of winning with key sponsors RAKBANK and MasterCard. To see the full calendar of events, please visit and on @DSSsocial.

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