Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE)/Image: Supplied
For decades, summer was considered Dubai’s quiet season—a time when retail slowed and tourists looked elsewhere. But the 2025 edition of Dubai Summer Surprises (DSS) has upended that narrative entirely, cementing the festival as one of the city’s most powerful economic engines.
According to Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), DSS 2025 was “its most dynamic and value-packed edition to date, underscoring the role of DSS as a catalyst for economic growth and global competitiveness while reaffirming Dubai’s position as a city that continues to set benchmarks for economic resilience, innovation, and destination appeal.”
Consumer spending doubles
The numbers highlight just how impactful the festival has become. DSS 2025 drove an increase of 110 per cent in average consumer spending, powered by over 1,050 brands across 3,800 retailers, 4,000 promotions, and prizes worth Dhs20m. More than 180 raffle draws crowned 1,200 winners, while the festival’s scope extended far beyond retail.
Citywide activations included 76 concerts and shows at 35 venues, 746 restaurants participating in the culinary calendar, 183 hotel offers, and family experiences like Modesh World and DSS Entertainer.
“Our packed calendar seamlessly brought together unique citywide experiences spanning every major tourism pillar—be it retail, hospitality, leisure, events, entertainment, or gastronomy—at the best value time of the year,” says Al Khaja.
Turning summer into peak season
One of the most significant achievements of DSS is how it has redefined Dubai’s seasonality. Where summer was once a low point in the calendar, DSS has transformed it into a peak period of economic activity.
“Dubai is a prime example of a destination that has successfully redefined seasonality, powered by a diversified destination proposition, well-defined tourism strategies, and targeted positioning,” explains Al Khaja. “DSS is a cornerstone of this seasonal tourism strategy, showcasing summer as one of the city’s most dynamic and rewarding times of year.”
The results are visible in both retail performance and tourism flows. Between January and July 2025, Dubai welcomed over 11 million overnight visitors, a 5 per cent year-on-year increase. Hotel occupancy also rose to 80.6 per cent from 78.7 per cent in the same period last year.
This year also marked a strategic innovation with the launch of three curated shopping seasons: Summer Holiday Offers, the Great Dubai Summer Sale, and Back to School. The phased structure aligned directly with consumer behaviours and ensured steady engagement throughout the 66-day festival.
“The introduction of three curated shopping seasons was a pivotal innovation for DSS 2025,” says Al Khaja. “This helped to sustain engagement seamlessly across the full 66 days of the festival while diversifying the value proposition for residents and visitors alike.”
This format also enabled DSS to offer more than just retail promotions. Scholarships, life-enhancing prizes, and family-focused activations broadened the festival’s impact.
At the heart of DSS is collaboration. The festival’s scale is only possible because of the combined efforts of malls, global brands, retailers, hotels, and entertainment providers.
“Strategic collaboration with our expansive citywide stakeholder network is the backbone of DSS,” says Al Khaja. “The festival is a reflection of Dubai’s unique business model, where public and private sectors work in lockstep to deliver experiences at a scale unmatched anywhere in the world.”
Looking ahead, DFRE plans to deepen these partnerships, with greater emphasis on co-creation, sustainability, and innovation.
Retail partners also brought new levels of creativity to DSS 2025. From immersive activations and gamified shopping to flash sales, loyalty programmes, and limited-edition pop-ups, this year’s innovations directly influenced spending patterns.
“A defining feature this year was the level of creativity and innovation from our partners,” notes Al Khaja. “These directly shaped consumer behaviour by driving urgency, encouraging repeat visits, and inspiring deeper engagement with brands.”
Looking to DSS 2026
Building on this momentum, DFRE is already planning for next year. Al Khaja says the strategy will continue to expand experiences for both residents and tourists, while catering to next-generation travellers such as Gen Z and digital nomads.
“One of our key goals at DFRE is to continually enhance Dubai’s destination experience in line with the ever-evolving needs of residents and visitors,” he says. “We remain committed to maximising the city’s growth potential with multifaceted, unrivalled, and only-in-Dubai experiences that offer exceptional value, world-class entertainment, and unforgettable moments for all visitors.”
With its ability to unite stakeholders, reimagine retail, and sustain Dubai’s global competitiveness, DSS has become more than just a festival—it is a framework for economic resilience and a model that other cities are beginning to study.
