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The three-month ‘Summer is Dubai‘ campaign has moved to the next phase — Ramadan in Dubai and Eid in Dubai — after the grand success of the Dubai Summer Surprises (DSS) which ended on Sunday.
This phase will also offer visitors a unique cultural experience after the hugely successful first month — that is DSS. Modhesh World will remain the star attraction till August 28.
In this phase, the organisers plan a different experience for the residents and visitors, focusing on the cultural, traditional and spiritual events inspired by the values of the holy month.
‘Summer is Dubai’, the new campaign aimed at positioning Dubai as the summer destination of choice, is planned in such a way that it gives residents and families from the region and around the world the perfect blend of great shopping promotions and fun-packed family “edutainment” across the city — in malls, hotels, tourism facilities and many other locations, said chief organiser Dubai Festivals and Retail Establishment (DFRE) .
According to it, DSS posted excellent growth boosted by the arrival of tens of thousands of visitors to Dubai that led to high occupancy levels at hotels and a sharp increase in footfall and sales at over 70 malls and more than 6,000 retail outlets across the emirate.
Laila Suhail, CEO of the DFRE, an agency of the Department of Tourism and Commerce Marketing (DTCM), said that establishment’s strategic partners, key sponsors and other players in the private sector had expressed immense satisfaction with the way the DSS was organised this year and had reiterated their continued support to it in its efforts to make it one of the best summer ever.
“The ‘Summer is Dubai’ campaign has reaffirmed the leadership of Dubai’s commitment to pioneering special tourism initiatives that attract tourists and families from around the region,” Suhail said.
“The initial feedback we have from our partners and the tourism sector in the first month of the campaign — which featured Dubai Summer Surprises — is that the colourful festivities brought smiles and happiness to our visitors. All indications are that the DSS is on its way to recording another achievement in terms of visitor numbers and expenditure, thus further contributing towards Dubai’s economy and enhancing its status as a top global tourism destination. We are especially buoyed by the fact that customer satisfaction rates are increasing every year and we keep seeing our guests returning for more.”
Helal Saeed Almarri, Director-General of DTCM, said, “We are very pleased with the response from tourists and families, especially from the GCC countries, in the first month of our “Summer is Dubai” campaign. Feedback from our stakeholders in the private and government sectors indicate that the first month of the “Summer is Dubai” campaign was incredibly successful with the increase in footfall and sales. The overall contribution it has made so far to the emirate’s economy has vindicated our decision to launch a full campaign for the summer this year, encompassing different themed phases.”
“Summer is Dubai” is indicative of the initiatives we will put into place as part of our drive to position Dubai as the primary destination for families, part of our overall vision for tourism for 2020. This positioning is in line with the vision of His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to make the UAE the number one tourism destination for families. We look forward now to a very different season in Ramadan in Dubai, the next stage of our summer campaign focusing on cultural, traditional and spiritual events inspired by the values of the Holy Month.”
(c)2013 the Khaleej Times (Dubai, United Arab Emirates). Distributed by MCT Information Services.