Dubai Summer Surprises 2025: A look inside the 66-day shopping experience
The 28th edition of Dubai Summer Surprises (DSS) officially commenced on June 27, 2025, bringing an impressive array of deals, entertainment, and free activities across the emirate. Organised by the Dubai Festivals and Retail Establishment (DFRE), this year's event spans a solid 66 days, running until 31 August. It promises a summer filled with preeminent shopping discounts, headline concerts, cultural activations, family-focused attractions, and spectacular prizes.
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'DSS 2025 is the most diverse edition to date, anchored around three specially curated shopping seasons,' states Suhaila Ghubash, vice president of Festivals and Events at DFRE (Dubai Festivals and Retail Establishment). 'We've introduced new concepts like the 10 Dirham Dish, DSS Gahwa Beats, and an expanded schedule of indoor mall runs—while bringing back signature experiences such as Beat The Heat, Summer Restaurant Week, Modesh World, DSS Entertainer, citywide concerts, and offers across hotels, attractions, and spas.'
Three-phase shopping strategy sustains momentum
For the first time, DSS adopts a three-season shopping model, dubbed Summer Holiday Offers, the Great Dubai Summer Sale, and Back to School—to maintain shopper engagement throughout the lengthier festival.
The first phase, Summer Holiday Offers, runs until 17 July, featuring up to 75 per cent off across hundreds of brands, exclusive giveaways, surprise pop-ups, enticing dining deals, and engaging entertainment. Shoppers and visitors enjoy continuous activations across shopping malls, hotels, and attractions.
'This segmented shopping model guarantees fresh, high-value offers throughout the festival,' explains Ghubash. 'It ensures residents and tourists have multiple reasons to rediscover Dubai, whether for a staycation, a family outing, or a weekend splurge.'
Free events and cultural entertainment across the city
One of DSS's hallmarks is its complimentary programming, well represented this year through extensive free entertainment and activations.
The festival's grand opening weekend set the tone: Dubai Festival City Mall hosted performances by the Japanese dance collective
Sabrina
and Palestinian-Jordanian pop singer Reina Khoury on June 27. The following day, Abri & the Band, along with singer-songwriter Noel Kharman, took to the stage. City Centre Mirdif hosted Syrian vocalist Al Shami and Jordanian indie-rock band Jadal, while colorful street performers roamed nearby venues. The immersive cultural showcase offered families and visitors a vibrant and accessible way to engage with live arts.
Signature promotions return with bold enhancements
Many of DSS's popular experiences return in amplified form. Foremost is the DSS Entertainer, offering over 7,500 Buy-One-Get-One-Free deals across iconic venues, spanning dining, brunches, delivery services, attractions, spas, fitness outlets, and lifestyle brands. Each purchase grants three-month unlimited access with daily redemptions.
Participating outlets include Wild Wadi, Motiongate Dubai, IMG Worlds of Adventure, Shake Shack, STK, Asia Asia, At.mosphere, Black Tap, Real Madrid World, Bounce, Le Pain Quotidien, Café Bateel, and many more.
Beyond BOGO offers, DSS 2025 introduces fresh concepts: the 10 Dirham Dish delivers budget gastronomic options; DSS Gahwa Beats explores coffee and music culture; and expanded indoor mall runs ensure air-conditioned excitement, essential for summer comfort—and extended entertainment stays.
Expanded of the festival footprint
Suhaila Ghubash highlights that this year's edition is both broader and deeper in scale: 'We've enlisted additional indoor venues, expanded mall programming, and overhauled signature activations to enrich diversity and reach.'
Core DSS staples, including Beat The Heat, Summer Restaurant Week, Modesh World, and a comprehensive live-concert circuit, have been upgraded. The festival now spans more venues and features a broader selection of artists, cuisines, and family programming.
66-day duration: A strategic move
Spanning 66 days, DSS 2025 holds the title of its longest-running edition so far. This extended timeframe is strategically aligned to maintain consumer, tourism, and economic momentum throughout Dubai's summer.
Ghubash underscores its benefits: 'Running DSS over 66 days allows the city to maintain steady retail and tourism momentum and to offer flexible opportunities for families and visitors to engage with the programme at their convenience. Every day brings something new—from retail offers and live entertainment to cultural activities and immersive experiences.'
The extended schedule lets participants stagger visits, plan around school holidays, or revisit favourite offerings without the rush of a condensed schedule.
Massive giveaways and grand prizes
The festival's prize structure escalates this year, with high-value draws fueling excitement. Highlights include:
1 million SHARE points at all Majid Al Futtaim malls.
1 million AURA points across numerous citywide brands.
Dhs10,000 in Tickit points awarded randomly.
A brand-new Polestar 4 LRSM at Dubai Festival City Mall.
A Soueast S06 SUV at Dubai Outlet Mall.
Daily cash prizes via Slide Into Summer Surprises at Mercato and Town Centre Jumeirah.
The Shop. Win. Drive. campaign at Dubai Festival Plaza awards six brand-new SUVs and spot prizes of Dhs5,000 each to twenty winners.
Instant-win activations throughout malls and attractions.
'These initiatives are designed to strengthen visitor engagement and elevate the excitement of DSS 2025,' says Ghubash. 'Combining prizes with value offers sustains interest and underpins consumer participation throughout the summer.'
A powerful loyalty infrastructure complements DSS's attraction-based engagement. Tickit auto-enrolls every spend in lucky draws, while AURA and SHARE Millionaire programs reward point accumulation, culminating in million-point bonanzas. Residents and tourists can thus enjoy immediate gratification through vouchers and long-term rewards via loyalty programs—curating continued interest in DSS activities.
Family-centric camps bring cultural enrichment
In addition to retail and entertainment, DSS 2025 emphasizes creative, educational camps for children:
Burst of Imagination, an arts programme at Al Jalila Cultural Centre.
Heritage-led workshops and leadership development at Etihad Museum and Al Shindagha Museum.
Archaeological and experiential learning sessions at Children's City, hosted by Dubai Municipality.
Regular holiday camps—institutional and boutique—throughout August.
These offerings enable families to combine educational enrichment with entertainment, all within the DSS framework.
Modesh and Dana delight younger fans
Central to DSS's charm are mascots Modesh and Dana, who animate the festival's family zone and beyond. Highlights this year include:
Major attractions like Modesh World and the newly introduced Modesh Splash Park.
Themed cafés, workshops, mall appearances, and surprise flash zones.
Photo opportunities and curated seasonal itineraries.
Family workshops and giveaways, creating interactive festival moments throughout the city.
Ghubash emphasises, 'Modesh and Dana are at the heart of our family experience—spreading smiles and creating unforgettable summer moments for children of all ages.'
Culinary delights across the emirate
Food lovers are also catered to through DSS's Summer Restaurant Week and curated culinary events:
Participating over 100 hotels, 15 attractions, and 10 spas across Dubai.
Featuring discounted multi-course menus or a-la-carte dishes city-wide.
Includes attractions such as At.mosphere, Asia Asia, Black Tap, as well as casual favourites like Shake Shack.
Budget options such as the 10 Dirham Dish further expand accessibility.
These curated menus and experiences encourage both residents and visitors to sample Dubai's diverse hospitality offerings—at reduced cost and elevated presentation.
DSS supports Dubai's economy year-round vision
Aligned with the Dubai Economic Agenda D33, DSS maintains momentum in tourism, retail, and hospitality during summer's off-peak season. By harnessing infrastructure, executing citywide activations, and integrating community-based programming, DSS demonstrates Dubai's ability to sustain vibrant economic activity regardless of seasonal challenges.
'DSS is a showcase of Dubai's world-class infrastructure and service offerings—reinforcing our position as a global hub of tourism, retail, and leisure,' adds Ghubash. 'We want to redefine value-driven summer experiences in a modern international city.'
Outlook: Ongoing innovation ahead
Looking forward, DSS aims to build on its transformative 2025 edition. DFRE plans continue to:
Introduce fresh retail campaigns and headline entertainment.
Roll out specially curated tourism experiences.
Expand signature concepts and value propositions.
Leverage family-friendly initiatives with new cultural and educational collaborations.
Ghubash confirms, 'Each year, we intend to deliver new reasons for residents and tourists to explore Dubai, with creative concepts that reflect the city's innovation and world-class standards.'
Attracting global visitors with year-round value
For international visitors, DSS 2025 offers a compelling summer itinerary:
Headline concerts, shopping discounts, theme park access, family camps, and free cultural entertainment.
Strategic promotions across tourism sectors—retail, gastronomy, attractions, wellbeing, and more—offer a curated taste of Dubai at its most dynamic.
Flexible event formats and loyalty-driven rewards provide added value without financial strain.
'DSS is the ultimate reason to visit Dubai in summer,' concludes Ghubash. 'With headline events, premium deals, family events, and citywide activations, summer becomes synonymous with discovery, affordability, and celebration.'
Summary: Why DSS 2025 stands out
Record 66‑day duration enables sustained engagement.
Three-tiered shopping seasons maintain promotional freshness.
BOGO deals, culinary bargains, and flair strategies elevate everyday experiences.
Extensive prize draws and loyalty programs supercharge participation.
Free cultural events, mascots, and educational camps enrich family journeys.
Aligned with D33, DSS promotes consistent economic momentum.
Strategic programming positions Dubai as a top-tier summer destination.
With architecture built on innovation, scale, and integrated value, Dubai Summer Surprises 2025 sets a new benchmark for global summer festivals.
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