Hosting a gala evening of entertainment and a press conference at a luxury hotel in Mumbai, a contingent of senior officials from Dubai unveiled that Dubai Summer Surprises 2012 is due to be held from June 14 to July 14. This comes in the wake of announcing the financial results of last year's edition of the summer extravaganza, whereby it projected that DSS 2011 received around 4 million visitors, with visitors expenditure reaching a whopping AED 8.8 billion ($2.4 billion).

Dubai Summer Surprises offerings include more than 150 various entertainment events, raffle draws and great shopping discounts. In addition, children can look forward to seeing Modhesh World, one of the largest family edutainment venues in the Middle East, which will run until the end of Eid Al Fitr, expected to be around Aug. 22.

Stressing on the importance of Dubai Summer Surprises as a catalyst in stimulating the economy during the summer months, Farhad Mohammed Siddiq, Marketing & Communications Director, Dubai Events and Promotions Establishment said: "We have come a long way since we launched DSS in 1998. From just 600,000 visitors and AED 850 million in expenditure in its first edition, to an amazing 4 million visitors and AED 8.8 billion in visitor spend in DSS 2011. This is a clear testimony that the summer event has become vital for Dubai's economy, in fact, it has redefined summer in Dubai."

Siddiq unveiled the marketing slogan for the edition, ‘Dubai. Summer Fun and More.' The summer festival will feature various events such as World of Stories, Min Beladi, Sheila and Abaya Fashion and Kids Fashion Week, in addition to international cartoon stage shows such as the Smurfs, Teletubbies, Hello Kitty, Barbie, Ice Age and more.

Dubai Shopping Malls Group, a key sponsor of Dubai Summer Surprises 2012, is also organizing a raffle with a giveaway of 3 million dirhams (Rs. 4.3 crore approximately) as cash and shopping vouchers for all its shoppers. The member malls of Dubai Shopping Malls Group participating in the 15th edition of the summer festival include Al Ghurair Centre, Al Manal Centre, Al Mulla Plaza, Arabian Center, Burjuman Centre, Century Mall, Deira City Centre, Dubai Outlet Mall, Hamarain Centre, Ibn Battuta Mall, Lamcy Plaza, Mall of the Emirates, Mirdiff City Centre, Oasis Center, Palm Strip, Reef Mall, Sunset Mall and Twin Tower.

Dubai Summer Surprises 2012 will, for the first time, stage a puppet festival featuring renowned international companies who will conduct hundreds of fun filled puppet shows and workshops demonstrating how to create and manipulate puppets on stage. The summer festival presents a great opportunity for shopaholics with shopping offers and discounts at more than 6,000 retail outlets in 70 shopping malls. The summer period will also see a return of spa packages.

The summer festival is supported by Emirates Airline, which will offer promotions and deals making it easy for visitors to visit Dubai. Sunil Kallyat, Regional Manager Western India, Emirates Airline, views the association with Dubai Summer Surprises as vital in the airline's marketing strategy. Emirates Airline has introduced the ‘Do More in Dubai' campaign, a bonus offering for families this summer and valid from May 20 to Sept. 30. It offers a 50 per cent discount on the adult fare to Dubai for two children under the age of 12 years, as well as accommodation and meals when travelling with two paying adults.

"This year, in line with DSS, Emirates has developed fabulous deals that we expect will further entice families from India to travel to Dubai. An event like DSS serves as an ideal platform to connect with our passengers. It allows us to share and support their interests and to build a closer relationship with them," said Sunil Kallyat, Regional Manager Western India, Emirates Airline.

Fulfilling its official mandate, Dubai Events and Promotions Establishment launched the ‘Dubai Calendar' in May 2011, the official listing of all events happening in Dubai. The main objective of the Dubai Calendar is to create a comprehensive information pool and an official point of reference for events and promotions in Dubai, and consequently keep business, travel and leisure visitors, and residents informed about the various events organised in Dubai for an enhanced experience in the emirate.

Other tools to promote the Dubai Calendar include a strong marketing campaign across the world, and a monthly guide that highlights the main events of the month. In addition to an overview of what's happening in the events sector in Dubai, the guide is printed in Arabic and English languages and distributed with the main daily newspapers.