A $23m summer surprise in Dubai

Dubai's 10-week Summer Surprises (DSS) shopping and entertainment festival started on Thursday with Dubai Festival City sponsoring this year's $23 million event.

An additional $0.54 million is being laid out for the grand opening of the event, which is set to run until August 31.

DSS executive project director Laila Suhail told Emirates Today newspaper that this year's $23 million (AED85 million) budget is the highest ever for the festival.

With 200 events and more than 72 days of entertainment, the festival will see retailers offering sale discounts throughout the ten weeks, and ten entertainment themes are also set to play out in various locations around the city.

Emirates airline is promoting the DSS worldwide and looking forward to a thriving summer season ahead.

"Sales have been increasing significantly every year during summer. The majority of our customers for DSS are from the Gulf and the Middle East, but we are flying in more people from the Subcontinent, Africa and Europe," said Ghaith Al Ghaith, Emirates' Executive Vice-President Commercial Operations Worldwide.

"Our DSS packages are an excellent means for people who have never seen Dubai before to come and enjoy the city and all it offers at extremely reasonable prices," he added.

Dubai Festival City will also be part of the city-wide promotion for the event. And Dubai's malls, under the Dubai Shopping Malls Group (DSMG), will host themed events called Surprises on a rotational basis.

"DSS 2007 will appeal to a wide range of visitors as it offers great family entertainment, amazing shopping promotions and dazzling prizes," said Saeed Al Nabouda, CEO of DSS

Continuous support of the private sector has been pivotal in making it the most anticipated summer event in the region, he added.

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