The Dubai Summer Surprises (DSS) created a new season for tourists by defeating the complex summer climate.
Now hotels report better occupancy rate, retailers register higher sales, holidaying children find climate-controlled venues to use their free time creatively while parents get a chance to go out shopping, informs a DSS official assuring that the summer event has changed the country into a tourist attraction all year round.
Dubai today has become an ideal place for tourists who keep flowing to the city to spend time for shopping and entertainment. Ever since its inception in 1998, the Dubai Summer Surprises (DSS) has been successful in attracting family tourists to Dubai in the middle of the harsh summer months thanks to the exciting summer event hosting entertaining shows, sports and cultural programmes. No wonder the event has proved to be a successful formula to attract tourists. According to the International Tourism Organisation (ITO), about 1.5 million tourists visited Dubai during DSS 2004.
Laila Suhail, DSS Executive Project Director, informs that since its launch some eight years ago, the DSS had managed to change the 'quite' hot summer season into an enlightening period of leisure. 'The successful DSS strategy has turned the UAE into a major summer tourist destination. The event's success in attracting tourists to its fold can be accredited to several factors highlighted by the introduction of new and innovative concepts coupled with intensive road shows inside and outside the country which serve as magnets while pulling in new visitors'.
According to Laila, tourism can be further developed by effectively using old and new concepts. 'The new concepts are based on presenting diverse tourism products in an effective manner to attract tourists and visitors from different parts of the world. Dubai is the first city in the Middle East to organise festivals and entertainment events to attract families. Following the grand success of DSS, this idea started spreading to other Arab capitals in the region,' she asserts
Laila also points out that the efforts made by the Dubai Tourism and Commerce Marketing (DTCM) along with Emirates airline contributed towards better tourism performance and enhanced revenues. She says that the agenda of events is full of activities chosen very cautiously to suit the DSS message of 'Big Fun for Little Ones'. This slogan targets families from both within and outside the country.
A unique achievement
During DSS all shopping malls and hotels in the city are fully packed with tourists. Occupancy rates range from 85 per cent to 100 per cent. Hotels and hotel apartments host a large number of visitors from the GCC and Arabs countries, Asia and Europe.
Says Ahmed Abdul Baker, regional manager, Sheraton Hotels, 'Over the years, the DSS has achieved a remarkable success rate and now we are impatiently waiting for the summer event to start because it helps improve tourism and boost the economic and business activities in the country. The occupancy rates during July and August goes up to 100 per cent. During this period, visitors, mainly families from GCC countries, stay for minimum four to five nights and maximum one week while during the rest of the year our guests are mostly businessmen,' he says adding, 'Additionally, the hotel management offers discounted rates and free nights to visitors who use their credit cards.'
Events tourism
Omar Al Shamey, public relations manager of Burj 1 says, 'DSS was successful in changing the lean summer months into an active season. Now, new exotic hotels are being built to accommodate the tourists who come to Dubai only for the summer season. For sure, the DSS has increased the occupancy rate of hotels to 100 per cent."
Adds Al Shamey, 'All the achievements that we see in the hospitality industry are due to the fast accomplishments by the country and the endless cooperation of the Government departments, especially the DTCM. They advise the management of leading hotels to meet all needs of the visiting tourists. The credit for this also goes to the Dubai Naturalisation and Residency Department (DNRD), which has been doing an amazing job with the visit visas.'
Mohammed Alkahla, sales manager Tag Hotel says, 'DSS plays an important role in watering the roots of the hotel business during the summer and saves the industry from loses." Alkahla feels that the summer event draws tourists to Dubai from around the world. 'Thousands of guests come to Dubai because of the diverse activities, events and sales that the DSS offers. The main target of DSS is kids and visitors come here not because of the packages but due to DSS which is the main attraction of the season, says Alkahla.
Osama Al Refaey, marketing manager of a tourism company informs that the DSS is the main pulling factor for vacationing families. 'Besides, the DSS also enriches the economy in the shopping centers with good profits and ensures full occupancy to the hotel trade and puts the confidence back in the business community that summer is no longer a 'lean' season.
Eisa Adam Ibrahim, president of the Dubai Shopping Malls Group and general manager of BurJuman says the shopping mall's participation as key DSS sponsor is a milestone for the centre as the in-mall events and entertaining shows attract visitors and tourists in their hordes. "The impact of the summer event on the shopping malls is very positive as they register good business due to the teaming crowds popping in to take advantage of the sales and entertainment shows. For us, DSS has made the summer a busy season of work and business."
He pointed out that during DSS the number of visitors to the malls almost doubles and the revenues increase dramatically. DSS has made Dubai one of the popular summer destinations in the region. Furthermore, DSS also attracts local tourists within the emirates through daily and weekly entertainment shows and prizes worth millions of dirhams.
Add us to Favorites 
Refer a Friend
