Dubai continues to evolve in response to the changing preferences of modern shoppers and visitors, strengthening consumer confidence and boosting tourism.
The city’s value-driven, world-class offerings cater to the growing demand for affordable retail and exceptional experiences, as seen in the 47% of UAE consumers prioritizing budget-friendly options.
A significant factor in this success is Dubai’s year-round retail events, particularly the ongoing 27th edition of Dubai Summer Surprises (DSS), the largest in its history. Spanning 10 weeks, DSS 2024 features extensive sales across over 800 brands and 3,500 outlets, offering more than 7,000 deals and free activities for residents and visitors alike.
Suhaila Ghubash, Vice President of Events and Festivals at Dubai Festivals and Retail Establishment (DFRE) highlighted DSS’s focus on providing value-driven experiences that appeal to today’s discerning consumers. The event is designed to create memorable and accessible summer experiences, catering to a wide range of preferences and budgets while driving economic growth.
DSS 2024 plays a pivotal role in Dubai’s summer landscape, boosting retail spending through mega raffles, promotions worth AED 50 million, and a vibrant calendar of mall activations and live performances. The event also includes exclusive deals at hotels, resorts, and attractions, featuring the DSS Entertainer edition with over 7,000 buy-one-get-one offers.
Dubai’s diverse dining scene is also a key component of its summer tourism strategy. The inaugural Sizzling Summer Eats and the upcoming Summer Restaurant Week offer exceptional value at top dining destinations, further enhancing Dubai’s reputation as a global culinary hub.
Ghubash emphasized that DSS 2024 is about inclusivity and affordability, ensuring that everyone can enjoy an exciting and accessible summer in Dubai. The event’s success underscores Dubai’s ability to adapt and thrive, offering both residents and visitors unparalleled experiences and value throughout the summer season.
