DSS proves to be a massive hit once again

Dubai: Dubai Summer Surprises (DSS) boosted sales at shopping malls and occupancy at hotels by bringing in extra visitors to the city during the summer.

The 11th edition of DSS concluded yesterday as families, children and retailers in the city looked back on more than two months of excitement that spanned from shopping malls to Modhesh Fun City, the largest edutainment venue in the region.

The extravaganza witnessed huge response for its shopping promotions, entertainment events, fashion shows, performances by artists and cash prizes.

Since DSS started, it has changed the way Dubai's shopping malls and streets look during summer, said Laila Suhail, chief executive officer of the Dubai Shopping Festival (DSF) Office.

"When we started, we did not imagine DSS could become so successful," she said.

Hotels offered reduced room rates as they welcomed visitors from several key regions, including the Gulf, Europe and Southeast Asia.

Ebrahim Saleh, co-ordinator general of DSF Office, said various government departments extended their cooperation in ensuring high standard of services needed to conduct DSS in a smooth and efficient manner. "Organising an event with a magnitude such as DSS requires cooperation from all quarters," he said.

The DSF Office laid down stringent quality standards while choosing events and the entire process of organising 65 days of events required a great deal of coordination with regard to time and logistics, chief operating officer Yousuf Mubarak said.

He also pointed out that DSF Office made visitors feel the festive spirit of DSS not only in shopping malls and Modhesh Fun City, but from the very moment they landed in Dubai.