Dubai is encouraging residents to have a chilled summer, launching an agenda of shopping events at Ski Dubai yesterday.
Dubai Events and Promotions Establishment (Depe) unveiled Modhesh, the shopping mascot, and the resident penguins at Ski Dubai to launch Dubai Summer Surprises (DSS), which this year will run for 31 days from June 14.
Laila Suhail, the chief executive of Depe, said she wanted everyone to have a "chilled" summer, even in the stifling desert heat of the Emirates.
"We are determined to continue to develop the activities and events, not just during key festival periods but all through the year, to maintain our leadership in this area," said Ms Suhail. "Dubai Summer Surprises has become undoubtedly the largest summer event in the region."
More than 100 shows will be staged and discounts of up to 75 per cent will be offered on products at participating retail stores.
Depe hopes to exceed the Dh9 billion (US$2.45bn) spent last year by 4 million visitors who come to Dubai from around the world.
DSS started in 1998 with 600,000 visitors and generated Dh850 million of spending for the emirate.
The two major shopping festivals in Dubai, DSS and Dubai Shopping Festival (DSF), bring billions of dirhams to the emirate each year.
Shoppers and tourists spent about Dh15bn in stores, hotels and restaurants during DSF this year. Depe is also marketing Ramadan and Eid Al Fitr as shopping festivals for residents and visitors.
This year, Depe has organised international cartoon shows for performances in major malls over the coming weeks, including The Smurfs, Barbie, Hello Kitty, Ice Age and the Teletubbies.
There will be mall raffles and prizes worth Dh2m. Modhesh World, an entertainment and education centre, will be moved to Dubai World Trade Centre from Airport Expo.
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