The organiser of Dubai Summer Surprises (DSS) has said it expects the number of GCC visitors to rise this year, and has invited the families of 20 journalists in a bid to boost media coverage.
The annual shopping and entertainment event is organised by the Dubai Shopping Festival (DSF), who would not say how many visitors it is expecting this year.
However, DSF predicted that the number of guests from the GCC would rise.
Last year 2.1m visitors spent AED3.35bn at DSS, according to data provided by DSF.
“The twelfth edition of DSS is a challenge for not only the DSF office but for all those behind promoting Dubai as a destination, but let me assure you that we have planned and planned well to ensure that DSS 2009 will maintain the successful streak of previous editions,” said Rania Al Mughrabi, director of events strategy.
Part of that plan is to make sure visiting journalists like what they see, she added.
DSS, which has previously flown in around 60 journalists to cover the event, has cut that number to 20, but will allow each reporter to bring his or her spouse and two children this year.
Activities during the event are traditionally geared at families, and will include a children’s Olympic Games competition and a fashion show this year.
The invited journalists will mainly come from the GCC, reflecting an increased focus on the region as consumers in long haul destinations such as the UK cut back on travel amid the global recession.
A spokesperson declined to say whether the overall marketing budget had been increased.
Around 4,000 retail outlets are expected to participate this year and will offer discounts of up to 80 percent on a variety of consumer goods and leading brands, the organisers said.
Discounts at this year’s DSF and during the recent mid season sale were unusually steep, as Dubai retailers were hit by sliding consumer confidence.
The Dubai Mall, which claims to be the world’s largest shopping mall, is currently hosting its own shopping festival in order to boost sales following a lukewarm reception by shoppers after the November opening.
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