The full calendar of events will be announced ahead of the festival, the Dubai Festivals and Retail Establishment confirmed on Monday
The 23rd edition of Dubai Summer Surprises (DSS) will take place across seven weeks from July 9 until August 29, alongside other shopping festivals themed around Eid Al Adha and Back to School (BTS).
The announcement was made by the Dubai Festivals and Retail Establishment (DFRE) on Monday, which added that the full calendar of events will be announced ahead of the festival on the DSS website and via its social media channels.
The announcement comes at a time when malls across the country are reopening post the Covid-19 lockdown that was in place since March.
#Dubai Summer Surprises will soon begin its 23rd edition, starting on 9 July until 29 August 2020, with a rich programme of events, promotions, entertainment and digitally-led experiences and initiatives. @DSSsocial pic.twitter.com/QVlBDmHeRQ
— Dubai Media Office (@DXBMediaOffice) June 29, 2020
“This year, more than ever, we look forward to welcoming back the city’s residents and visitors to Summer in Dubai, while ensuring their health and safety remain our highest priority. Through additional safety measures put in place across malls and retail stores, Dubai will once again be the place to be this summer season, and we look forward to another successful and safe edition of DSS, alongside the other summer festivals,” said Ahmed Al Khaja, CEO of DFRE.
“As the city thrives, we will bring back our popular events and promotions over the course of seven action-packed weeks, and welcome new elements that will allow shoppers everywhere to participate in the festivities,” added Al Khaja.
The Dubai government has already confirmed that it will allow tourists to fly into the emirate starting July 7, two days before DSS begins.
DSS has previously proved a boon to retailers in the UAE. Last year, UAE-based Gulf Marketing Group (GMG) whose retail outlets include Nike, Sun & Sand Sports, and Supercare Pharmacy, recorded double-digit sales growth during the DSS compared to the corresponding period in 2018.
Last week, a spokesperson for the National Emergency Crisis and Disaster Management Authority announced that children under the age of 12 would now be allowed to enter malls and commercial establishments across the country, while also confirming that the National Sterilisation Programme, which had led to curbs on movement of people and a restriction on the operational hours of several establishments in the UAE, had ended.