Dubai Summer Surprises (DSS) 2026 concluded its 29th edition as one of the festival’s biggest and most dynamic seasons, attracting hundreds of thousands of residents and visitors with 60 days of shopping, dining, entertainment and family experiences across Dubai.
Organised by Dubai
Festivals and Retail Establishment (DFRE), the festival featured major retail
promotions, including the Great Dubai Summer Sale, offering discounts of up to
90%, and the Back to School campaign. More than 1,000 brands and 4,000 outlets
participated, with both campaigns contributing to a 110% increase in average
consumer spending.
Ahmed Al Khaja, CEO of
Dubai Festivals and Retail Establishment (DFRE), said: “For more than two
decades, Dubai Summer Surprises has established itself as one of the most
anticipated programmes on Dubai’s annual calendar, and this year was no
different. The festival continued to drive the city’s economy while attracting
hundreds of thousands of residents and visitors to experience all that Dubai
has to offer.
“Over two months,
Dubai Summer Surprises brought the city together through a diverse programme of
accessible, high-energy experiences, from major shopping moments and
life-changing rewards to live concerts, immersive mall activations and family
entertainment. Beyond the festival itself, residents and visitors were
encouraged to explore more of Dubai, from iconic attractions and popular
destinations to hidden gems, while showcasing the emirate’s rich culture and
heritage.
“As Dubai continues to
strengthen its position as a leading global city to visit, live and experience,
Dubai Summer Surprises remains a defining fixture of the city’s calendar and
continues to set the benchmark for summer festivals across the region. More
importantly, it reflects Dubai’s ability to bring people together through
experiences that create lasting memories while reinforcing the emirate as a
truly all-round destination.”
Prizes were another
major draw, with 705 winners receiving rewards worth more than AED 16 million,
including cars, gold, jewellery, cash, electronics, scholarships and loyalty
points. The inaugural ‘Win Your Home in Dubai’ initiative attracted more than 120,000
shoppers and awarded 12 apartments, with participating transactions exceeding
AED 250 million.
Entertainment included
56 events, 20 roaming shows and performances by regional artists including
Rahma Riad, Nassif Zeytoun, Cairokee, Dystinct and Al Shami. Dining promotions
included Summer Restaurant Week and the 10 Dirham Dish activation, involving hundreds
of restaurants and brands.
Family attractions
also remained central, with Modesh World welcoming 59,244 visitors, while
hotel, attraction, spa and summer camp offers added to the festival’s appeal.
Dubai Mallathon runs and FIFA World Cup-themed activations further expanded the
programme across the city. -TradeArabia News Service