Dubai : Dubai Summer Surprises, the region's biggest summer event, last year overcame a challenging economic period to post impressive visitor and consumer spending figures in its 2009 edition, a statement said.
"DSS 2009 attracted 2.2 million visitors, resulting in consumer expenditure of Dh3.37 billion," the statement said.
"The figures show an increase of 4.7 per cent in visitors and a 0.6 per cent increase in spending compared to the previous edition."
Dubai Events and Promotions Establishment Chief Executive Officer Laila Suhail said, "Dubai Summer Surprises was launched in 1998 and from an ambitious beginning, DSS today is an event benchmark for countries around the world as an initiative that has attracted millions of visitors through its offering of shopping, family entertainment.. and lifestyle. This is clearly reflected in the results we have announced today."
Suhail said that events such as DSS and the Dubai Shopping Festival had contributed to Dubai's retail sector and highlighted a study conducted by CB Richard Ellis that puts Dubai as the second most preferred destination for international retailers. While 56 per cent of international retailers and brands chose London as their first preference, Dubai came a close second with 55 per cent of retailers favouring Dubai. Paris, New York, and Hong Kong followed Dubai in the research.
Mohammad Al Kamali, Head of Events Planning and Sponsorship of Dubai Events and Promotions Establishment (DEPE), attributed the success to numerous factors.
"Firstly, the low rates of inflation that had prevailed in 2009 encouraged families to make the most of discounts offered by retailers, entertainment venues, and spas. Citing Modhesh World as an example, Al Kamali said the indoor edutainment venue attracted around 500,000 visitors in 2009."
"Additionally, the H1N1 epidemic was widespread during the middle of 2009 and visitors from the GCC, the strongest market for DSS, chose to travel within the region, especially to Dubai, and expatriate residents in UAE chose not to travel out of the country during that period. Also, DSS provided families an option for repeat visits since it ran for a period of 65 days and GCC visitors stayed longer during DSS and consequently spent more on hotels, food, leisure, and shopping," he said.
About 76 per cent of the visitors were satisfied with DSS, with 89 per cent saying they would recommend DSS to friends and relatives. Some 77 per cent of visitors were satisfied with the DSS promotions.
Additionally, 51 per cent of visitors agreed shopping was the main attraction of DSS followed by entertainment. The spa packages, he said, would promote Dubai as the region's spa destination.
