With the announcement on Wednesday of this year's Dubai Summer Surprises (DSS) calendar, the countdown to fun has begun.
The two-month shopping and family entertainment extravaganza has incorporated numerous new additions and performances to its programme this year.
Thousands of tourists are expected to descend on the city from June 19 to August 22 and there is plenty on offer to keep local residents amused throughout the long, hot summer months.
Ebrahim Saleh, General Coordinator of the Dubai Shopping Festival Office (DSF), said: "We have ensured the events are diversified, innovative and appealing to every visitor segment."
"Visitors and residents in Dubai will definitely feel the change as we have planned something new every other day. We are embracing new international events in addition to developing our signature events to enhance the festivities this summer.”
DSS takes place across the whole of Dubai with some of the main events including a recycled art exhibition at Reef Mall, a photography exhibition at Deira City Centre and Dubai Fashion Fiesta at Dubai World Trade Centre.
Modhesh Fun City — named after DSS' smiley, yellow mascot — will be the focal point for all the entertainment events.
Spanning thousands of square metres, the venue is divided into several areas such as arts and crafts zone, sports zone, lego zone and heritage zone.
Laila Suhail, Chief Executive Officer of the DSF Office, said this year's DSS was going to be "revolutionary”.
"Ten years ago Dubai was empty during the summer months and hotels used to allow their staff to go on holiday. But the situation has changed dramatically and the city is now busy all year round.”
Since the first edition of the DSS, the number of visitors has increased drastically. The forecasted figures for DSS 2007 placed visitor numbers at 2.16 million with a consumer spending of Dh3.08 billion.
Suhail added: "It is important to stress that DSS is for tourists and residents. There is something for everyone at this year's event.”
Some of the events:
World of Stories (June 21-28 at Al Ghurair City) brings actors to the stage to recreate the fantasy world of fairytales and fables. Reenactments of tales such as Cinderella and Jack and the Beanstalk will be held in English and Arabic.
Kids Fashion (July 3-9) at Dubai Festival City) sees some of the latest trends in kids fashion.
Kids Olympic Games (July 11-17 at Ibn Battuta Mall) with National Federation of Olympics in the UAE. Additionally, a torch will be carried by children though various shopping malls to express solidarity with the Beijing Olympics being held this year.
Sheila and Abaya Fashion (August 7-11) will feature the hottest designs in the world of abaya fashion. Event organisers will also hand out the best designer award in association with co-sponsors Swarovski, through the Swarovski Arab Creation Award.
Oliver! The Musical (June 21-23) at the Madinat Theatre. The performance will also feature a competition of sorts when school children from Dubai are trained to act in the musical.
Junior Chefs Award (June 26-July 2 at Times Square Centre) is among the most prestigious awards in the Middle East's hotel industry. The jury for the awards will include master chefs from across the globe.
Recycled Art Exhibition (July 3-17 at Reef Mall) will display sculptures and fixtures using various recycled materials.
Dubai Fashion Fiesta (July 24-27 at Dubai World Trade Centre) brings together designers, buyers and fashion enthusiasts from all over the world.
