The Dubai Summer Surprises (DSS) was first launched in 1998 and has since, become one of the major shopping and entertainment events in the region. Consisting of numerous exciting activities, DSS is key to positioning Dubai as a summer holiday destination.
Dubai Summer Surprises, in its fifteenth edition in 2012, is the largest summer event in the region. This annual event has helped change the concept of summer in Dubai and put the emirate on the map as an international summer holiday destination. The first edition of the DSS was launched in 1998, welcoming 600,000 visitors while last yearís edition welcomed around four million visitors with a total visitor spend of nearly nine billion dirhams, compared to 850 million dirhams in the first edition of DSS. Over the years, Dubai Summer Surprises has built a reputation as a summer festival making the city of Dubai synonymous with entertainment, shopping rewards, and fun for the whole family during summer. The event has contributed significantly to Dubaiís economy with billions of dirhams being generated through consumer spending.