Children at Modhesh World, an indoor family edutainment destination, in Dubai last year. Image Credit: Zarina Fernandes/Gulf News Archi

Dubai: Popular summer mascot Modhesh will be spotted again in Dubai in two months’ time as the emirate gears up for the three-month ‘Summer is Dubai’ celebrations beginning in June.

The Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), on Saturday unveiled Dubai’s summer calendar of celebrations and promotions to enhance the emirate’s internationally renowned image as a top summer destination.

Modhesh World, an indoor family edutainment destination in the Middle East, will kick off the celebrations at the Dubai World Trade Centre in mid-June at the start of the summer break. The edutainment feature will run until September.

Ramadan in Dubai and Eid in Dubai - Eid Al Fitr will be marked earlier this year from June 29 to July 27 and July 28 to August 1, respectively. The 17th season of the Dubai Summer Surprises (DSS) will start right after the Eid celebrations on August 2 until September 5.

Laila Mohammad Suhail, CEO of DFRE, said the summer calendar this year will be a big boost to the festivals sector and retail industry during summer, which is key in driving tourism growth.

“While keeping up the city-wide momentum through a number of events and activities that will allow residents and visitors to enjoy summer their own way, our summer line-up will serve a dual purpose of positioning Dubai as a summer destination of choice and a year-round family tourism destination, in line with Dubai’s 2020 Tourism Vision of attracting 20 million tourists to the city by 2020,” Laila said.

“Our commitment to developing the festivals and retail sector has helped establish Dubai as one of the most popular tourism destinations in the world, and inject billions of dirhams into the emirate’s economy,” she added.

For Ramadan in Dubai, organisers will showcase activities reflecting the importance of the Islamic month including the Dubai International Holy Quran Award, Ramadan Forum and Ramadan Tents.

During the last two weeks of Ramadan, leading up to Eid Al Fitr, shoppers will have the opportunity to participate in the “Eidiyat Dubai” promotion that DFRE will run together with the Dubai Shopping Malls Group.

Concerts, activities for the entire family and exciting promotions await residents and tourists for Eid in Dubai – Eid Al Fitr celebrations.

DSS will close the season and feature a number of world-class events and activities combined with shopping promotions.