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Dubai
Summer Surprises can be described as The Summer
Capital of Fun. In Dubai, Summer heralds a special
time for children, it's when Dubai Summer Surprises
kick off, bringing color, excitement and above
all, loads of surprises to the city.
DSS
was launched in the summer of June 1998 as yet
another pioneering initiative from the Government
of Dubai to boost tourism and shopping in Dubai,
with the long-term objective of turning Dubai
into a year-round tourism destination.
Therefore
it has evolved into a yearly event which children
from all over the world eagerly look forward to.
For ten whole weeks there's never a dull moment
for kids, which is the main concern of DSS, since
the year it was launched.
Dubai
Summer Surprises had a clear mandate to energize
trade and tourism during the relatively lean summer
months by drawing vacationing families to hotels,
shopping malls, entertainment centers and other
climate-controlled venues.
However,
it unfolds weekly surprises from June to August
under different themes, with the involvement of
different Government departments and the support
of Key Sponsors and other companies from the private
sector.
Shopping
malls, under the umbrella of the Dubai Shopping
Malls Group (DSMG), become hubs of entertainment,
providing shows and hosting key events of the
different surprises. On the other hand, hotels
and hotel apartments offer a variety of discounted
packages, enabling families to have a cost-effective,
fun filled holiday.
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