DSS 2011 brings Dh8.8 billion to Dubai’s economy

Dubai Dubai Events and Promotions Establishment (DEPE) said, more than four million visitors visited Dubai’s summer attractions last year that boosted Dubai’s economy by 8.8 billion including Dh5.9 billion spent by regional and international visitors, and Dh2.9 billion spent by UAE residents.

During the 2011 festival, an estimated four million people participated in DSS-related activities and events, with a total of 888,882 regional and international visitors and just over three million UAE residents participating.

Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation Authority, Chairman and CEO of Emirates Airline and Group, said: “The results of this study clearly demonstrate that nothing is impossible for Dubai. Fifteen years ago, the Dubai Government’s decision to launch a summer tourist event raised questions and doubts; many were sceptical of the weather-related challenges, along with possible competition from events hubs and tourist destinations across the region. However, Dubai managed to transform these challenges into opportunities through developing initiatives and infrastructure that has allowed the Emirate to become the destination that we know and love today.”

The study, commissioned by DEPE and conducted by leading independent global research firm YouGov Siraj, surveyed 1,295 international visitors and UAE residents throughout the festival period (June 22 – July 31, 2011). The survey was designed to identify key spending habits, participant engagement, visitor profile, and the impact of the event on the retail, hospitality and tourism sectors.

In an effort to quantify DSS’s impact on Dubai’s economy, consumer research was used to arrive at estimated expenditure figures for UAE residents and International Visitors in town for the festival. Specifically, visitors to Dubai during DSS were asked to estimate their total expenditure on Accommodation, Shopping, Transportation and Food and Beverage while visiting the Emirate.

For Dubai residents, the focus for the Festival’s economic impact was primarily on Retail Shopping behaviour as impacted by the festival. The number of international visitors to the city during the festival period was calculated based on DNRD visa data from Dubai Airport during this period, while UAE resident (other emirates) traffic was estimated based upon claimed DSS visitation in a survey of UAE residents.

Survey findings demonstrate the role of the festival in boosting Dubai’s retail and tourism industries. Perceptions of DSS among visitors were very positive with around three-quarters of all visitors surveyed claiming DSS ‘makes Dubai a much more attractive destination’ (73 per cent). The vast majority — 98 per cent — of visitors also rated their experience of Dubai as ‘good’ or ‘excellent’ and stated, that based on their experience of DSS 2011, they would consider returning to Dubai in the future (85 per cent).

Laila Mohd Suhail, CEO of Dubai Events and Promotions Establishment, says: “Over the last 14 years, Dubai Summer Surprises has played a central role in establishing Dubai as a leading family destination, creating reasons to visit and shop in the city during the summer months. As we prepare for the opening of the 2012 edition of Dubai Summer Surprises – launching on June 14th – this research demonstrates the positive impact of DSS in enhancing Dubai’s attractiveness as a summer destination, as well as its role in encouraging repeat visits. The notable success of 2011’s event speaks to the significance of the festival, and to the value it holds not just for Dubai’s community, but to people across the world.

“Dubai Summer Surprises has generated considerable growth across the Emirate’s tourism sector since the festival’s inception. The number of visitors has multiplied by six, with total spend increasing tenfold over the past 14 years – both clear indications that this festival has forever altered the face of summer in Dubai.

“The support of the private sector, represented by our strategic partners and sponsors is a key factor in this success. The role of the sector has evolved through the years, transforming from financial contributions, to eventually include planning, marketing and actual participation,” concluded Her Excellency.