The evolution of the city’s favourite summer festival over 26 editions  

In its journey across more than a quarter of a century, what started out as a bold ambition to attract tourists into Dubai during the summer months of the year has evolved into one of the most anticipated annual festivals in the city’s events calendar - Dubai Summer Surprises (DSS). 
As Dubai has grown to become the mega-city of today, the festival has also grown, with a huge array of shopping offers, entertainment, events, hotel deals, culinary surprises and countless opportunities to win bumper prizes. 
 
There have been many twists and turns along the way that have seen DSS evolve over that time, but there remains one constant that has run through the festival since its inception 26 editions ago. At its core, DSS has maintained a gold-plated ambition to keep people hungry for more and ensure the festival exceeds expectations year on year.  
 
In 2023, that has never been more apparent according to Suhaila Saqer Obaid Ghubash, Executive Director, Festival & Events, at Dubai Festivals and Retail Establishment (DFRE), the organisers of Dubai Summer Surprises.  
 
Ghubash, who has been involved with the hugely successful enterprise for 23 years, says the idea of DSS was first floated at a majlis, with the idea of attracting people to the emirate during the summer. 
 
“Most of the people who were there at the time were asking, who would come to Dubai in the summer?” she commented. “But, last year we celebrated the 25th edition - and this year, we're in the 26th edition of the festival, and it's a proven success,” she said. “Dubai at that time only had a handful of hotels. Now we have hundreds of them in the city - and this summer, they seem busier than ever.” 
 
Ghubash started out working as a volunteer with Dubai Summer Surprises, but was asked to stay on as a full time staff member due to the festival’s success. It is a decision she has never regretted. 
 
“At the beginning of DSS we had one or two malls as part of the event - now we have more than 35,” she said. “The festival has hundreds of attractions and entertainment offers, so we have proven that people will and do come to Dubai in the summer, which is a great success story for this festival. 
 
“And, we have achieved a lot during these 26 editions. The festival’s content has evolved from being just a small part of the annual calendar to something with much bigger attractions that draws people to visit or stay in Dubai - including incredible concerts, unmissable retail offers and prizes, mall activations and hotel deals. There is so much more citywide engagement than there used to be.” 
 
Each year, months go into the planning of the event, to make sure the festival is bigger, better and fresher than ever before, “That is the challenge,” Ghubash said.  
 
Since this year’s 67-day festival began, visitors and residents have been taking advantage of a huge number of retail sales in Dubai, with up to 75 per cent across over more than 3,000 outlets. Retail promotions have been a firm fixture since the early days of the festival, and the 2023 season is no different with promotions such as the DSS Amber Millionaire and DSS Beat the Clock with Rivoli Group among many more. 
 
DSS means the perfect opportunity for tourists to visit Dubai to grab a luxury bargain as well as experience some of the huge number of summer attractions - many with special rates and deals. Kids Go Free hotel stays and free entry to family attractions for children have become a popular feature of DSS, said Ghubash. “Families are the core of the festival,” she told us.  
 
“We want families to be focused on all the content relevant to them, whether it's the parents or the children. You know, we've been blessed to host some incredible entertainment across the years. From Disney to Marvel - all of the characters that the kids love, we were the first to bring them to the region. Even for teenagers, we try to see how we can accommodate what they most enjoy into the festival, and bring them something they’ll remember.” 
 
This is as true for residents as it is for visitors, but drawing tourists to Dubai is a critical part of the festival’s success, which is why significant efforts are invested in making sure their experiences of summer in the city are exceptional.  
 
“From the time visitors make their booking to come to Dubai until they arrive here, from their experience in their hotel until they go and shop and enjoy their time in the city - we want to make it special,” said Ghubash.  
 
“We look into those details and make sure that the whole journey and the entire experience is memorable, so that we know when they go home, they leave with a lot of magical memories. That is what makes them come back again and again.” 
 
The planning involves making sure new retail activations, prizes and entertainment offerings – like new acts and shows – are put on throughout the festival. It also means retaining and evolving much-loved elements, including the iconic Modesh and his friend Dana and their summer destination, Modesh World - and staging roadshows across the GCC ahead of DSS to generate buzz and entertainment in the final weeks before opening. 
 
“When we do our roadshows, people always recognize Modesh,” she says. “A lot of people have grown up with him. They have special memories - and now they bring their kids to see him, so that emotional attachment is really important. I think that's what keeps bringing people back again and again to the festival.’ 
 
Ghubash mirrors the growth of DSS to the overall growth of Dubai. “So much has changed. DSS has evolved as the city has evolved,” she said. “Dubai as a destination, of course, has contributed immensely to the content of the festival. That’s why we hope DSS will continue to grow for another 25 years and more. But for this year, my message is: DSS means an exceptional summer, a summer to remember, so come and create more magical memories with us in Dubai.” 
Enjoy the ultimate summer extravaganza filled with incredible surprises, unmissable retail offers, diverse culinary delights and endless entertainment this Dubai Summer Surprises, running from 29 June to 3 September. For more information, visit @CelebrateDubai and @StyledByDubai on social media channels, and www.DubaiSummerSurprises.com.  
Dubai Summer Surprises is supported by key sponsor RAKBANK MasterCard and Strategic partners which include: Al Futtaim Malls (Dubai Festival City Mall & Festival Plaza), Al Seef, Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Bluewaters, Citywalk, Emirates Airline, Enoc, Etisalat, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Nakheel Malls (Ibn Battuta Mall, Nakheel Mall, Dragon Mart 2, Palm West Beach and The View), The Beach and The Outlet Village.