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Dubai
Summer
Surprises
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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