Spending on DSS reached Dh1.3b in '02

Spending on Dubai Summer Surprises (DSS) has grown from Dh850 million in 1998 to Dh. 1.1 billion in 2001 and Dh1.3 billion in 2002, DSS CEO Saeed Mohammed Al Nabouda said yesterday.

Speaking to members of the British Business Group at a luncheon yesterday, Nabouda added, "We've seen a 26 per cent rise in mall traffic, a 50 per cent increase in retail sales, 12 per cent jump in hotel occupancy, eight per cent for hotel apartments, and 10 to 14 per cent increase in business for restaurants over the same summer period in previous years.

The 10-week DSS and the month-long Dubai Shopping Festival are only part of the Dubai Government's vision to enhance year-round business opportunities in the city, the Dubai Summer Surprises chief stressed.

"The two festivals were created to enhance Dubai's position as a year-round trade and tourism destination. In recent years, he said, less than eight per cent of government revenue came from oil, and city leaders are determined to continue diversifying.

"Both Dubai Summer Surprises and DSF have emerged from a strategic vision to boost the economy, and we have seen only a small percentage of that vision so far," he said.

"There is much more to come. Whatever is not here in Dubai yet is being studied, and when it comes it will come in a mega way."

Even the Shopping Festival, created as a means of extending the tourist season for a month, became a proving ground for Summer Surprises, which hopes to keep business momentum going across the community throughout the traditionally lean summer months.

Thus far, the success of the 10-week package has surprised even its creators. DSS 2002, for example, drew 1.3 million visitors, an increase of 18 per cent over the previous year.

Involving government departments with each of the theme weeks was also part of the master plan to instil the importance of tourism and public services in each sector. "If the whole city has to move towards tourism, then it's a good idea to get everyone involved at this early stage," he added.

In the private sector, market segmentation has proved successful for both individual companies and industries as a whole, he said.

The Dubai Shopping Malls Group, for instance, has been able to boost the profile of the city's 18 large and small malls by working collectively to offer promotions and campaigns such as the ongoing Win-a-Land Cruiser sweetener.

The focus on children and variety is similarly part of the strategy. "If you target the kids, then you have the whole family," said Nabouda.

"Until Summer Surprises came along, there were very few options for families here, and they would almost have to leave on vacation."