Economy gets Dh8.8b boost by last year's Summer Surprises

Dubai: More than four million people visited Dubai's summer attractions last year, boosting Dubai's economy by Dh8.8 billion, including Dh5.9 billion spent by regional and international visitors, and Dh2.9 billion spent by UAE residents.

During the Dubai Summer Surprises (DSS) 2011 festival, an estimated four million people enjoyed DSS-related activities and events, with a total of 888,882 regional and international visitors and just over three million UAE residents attending, according to its organiser Dubai Events and Promotions Establishment (DEPE).

Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation and 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 event 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."

YouGov Siraj survey

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). 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 visitors surveyed claiming DSS ‘makes Dubai a much more attractive destination' (73 per cent).

Laila Suhail, CEO of DEPE, said: "Over the last 14 years, DSS 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 14 — 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."