Tourism Breaking News
This year’s 28th edition of Dubai Summer Surprises will have over 200 hotels participating with 4000 plus retail outlets. The countdown is on: Dubai Summer Surprises (DSS) 2025 is set to take over the city for its epic edition from 27 June to 31 August, transforming the emirate into the ultimate summer destination with exceptional savings, endless excitement, and amazing new adventures. Organised by Dubai Festivals and Retail Establishment (DFRE), the most value-packed edition of DSS promises a summer well spent for everyone with thousands of offers and things to do, see, shop, and savour for 66 non-stop days. From life-changing raffles and incredible discounts to world-class gastronomy, hospitality, indoor family fun, and headline concerts, DSS delivers unforgettable moments for everyone, whether a resident, a visitor, or travelling in from across the UAE.
The jam-packed DSS calendar of events was unveiled at a special press preview event held today at the iconic Jumeirah Beach Hotel, the founding property of Jumeirah, characterised by its iconic wave-like architecture and renowned façade. The preview event showcased a mix of not-to-be-missed, brand-new DSS experiences and returning festival favourites, showcasing summer as the best-value time of year to experience Dubai across every preference and price point, with endless reasons to stay, play, shop and celebrate together.
For the first-time ever, DSS brings a brand-new shopping experience with three specially curated retail seasons designed to keep the city buzzing. Summer Holiday Offers kicks off the celebrations from 27 June to 17 July, brimming with exclusive promotions, family-friendly deals, and the first round of spectacular raffles across Dubai’s top malls. Then comes the most thrilling shopping moment of the season: the Great Dubai Summer Sale from 18 July to 10 August, featuring three weeks of unbeatable value, citywide excitement, and the biggest-ever prizes. Wrapping up DSS is the Back to School period from 11 to 31 August, giving families and students the chance to save and stock up on everything they need for the new term, plus exciting giveaways and the opportunity to win scholarships to school fees. Each shopping period has been specially curated to match the rhythm of the season, helping shoppers unlock new surprises and unbeatable value across citywide malls, attractions, hotels, as well as star-powered performances, thrilling live entertainment, diverse culinary delights, enchanting experiences with everyone’s favourite Modesh, and so much more.
Commenting on the full calendar reveal of DSS 2025, Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “This year’s Dubai Summer Surprises is our most dynamic and value-packed edition to date, with thousands of unbeatable offers, compelling retail promotions, and endless experiences showcasing everything that makes the emirate a truly global, world-class, and diverse family destination. Promising a summer well spent for everyone, DSS 2025 strengthens Dubai’s standing as a city brimming with unbeatable value, seamlessly bringing together every major tourism pillar – be it retail, hospitality, entertainment, gastronomy, or leisure. Our packed programme offers compelling reasons for residents and visitors alike to stay and explore unique citywide experiences that are accessible, exciting, convenient, and full of unforgettable moments at the best value time of the year.
Al Khaja added: “With the introduction of three curated shopping seasons anchoring our citywide calendar this year, the 28th edition of DSS has been specially designed to cater to every age, preference, and price-point. Thanks to the continued support of our valued partners and stakeholders, we’re proud to deliver a summer where every moment has been specially designed to feel exciting, rewarding, and uniquely Dubai – ultimately reflecting the city’s energy, creativity, and commitment to world-class experiences. Together, we aim to deliver unparalleled experiences for residents and visitors in line with the objectives of the D33 agenda to make Dubai one of the best places to live, visit, and work in the world.”
