This year’s Dubai Summer Surprises will include concerts, cartoon character performances at malls and a wide range of offers and discounts. Image Credit: COURTESY DSS

Dubai: Dubai Summer Surprises (DSS) will kick off its 20th edition on July 1, promising residents and visitors an exciting six-week calendar of retail promotions and family entertainment, it was announced.

The festival, to run until August 12, 2017 under the slogan ‘Enjoy 6 weeks of sales’, will feature a series of retail promotions offering the best deals and discounts and the opportunity to win prizes at malls run in collaboration with the Dubai Shopping Malls Group.

Thousands of retail outlets will reward visitors with special offers and discounts of up to 75 per cent on a wide range of merchandise, organisers said.

This year’s DSS will include a range of entertainment including Arabic concerts, Modhesh World, the region’s most popular family indoor edutainment centre; and a variety of cartoon character performances and world-class shows (including Transformers, Aladdin, Ghostbusters, Pirates in the Caribbean) taking place at malls across the city.

DSS 2017 is organised by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism).

With a view to attracting as many visitors from around the world, the organisers will launch a marketing campaign in international markets with a focus on digital platforms and social media.