There is never a dull moment in Dubai for shoppers
All roads may lead to Rome, but all shopping roads definitely lead to Dubai. The city is a haven for those who swear by acclaimed brands and world-class merchandise.
Though Dubai beckons visitors throughout the year, things heat up even more during the spectacular shopping festivals.
This is when the city is transformed into a massive shopping bazaar with more than 40 themed malls, souqs, well-lit streets, shops and boutiques tempting shoppers with dazzling displays, attractive discounts, bargains, incredible offers and promotions.
The shopping is supported by purchase-related raffles and 'scratch and win' promotions. Additionally, festivals feature music shows, art exhibitions and folk dances.
Summer surprises
Dubai Summer Surprises was created in 1998 under the directive of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.
This unique venture was intended to offer families residing in GCC countries a cost-effective summer holiday.
Most of the activities take place in climate-controlled environments. The event focuses on children, with the slogan, "Big fun for little ones", and a bright yellow mascot, 'Modhesh.'
The huge event is organised by several government departments and an organising committee.
In 2004 the number of visitors to Dubai during DSS increased by 10 per cent to 1.5 million and expenditure reached Dh1.56 billion.
With the growing number of visitors every year, the demand for shopping has also increased. To meet these needs, DSS 2006 has introduced a DSS 2006 summer deals promotion, which creates a new participation category for retailers, restaurants, brand distributors and fast food chains, in which participants may run multiple offers for 72 days.
Each week has a different theme and shopping malls are converted into venues for live entertainment, music, dancing, competitions, workshops and interactive programmes in keeping with that particular week's theme.
As part of DSS 2006, the newest promotion will offer tangible shopping benefits to customers as well as retailers who see it as a means to boost trade during the summer, from June 21 to September 1.
Being associated with this prestigious event provides retailers with exposure and helps them to build a better business base.
Manikandan, Finance Manager, Al Arif Sons Travels says, "As a travel company we see a huge potential by participating in summer deals because summer is the best time of the year when people travel in and out of the country. We will be running two draws for the summer."
Adds Ahmad Redha Al Ansari of Redha Al Ansari Exchange Establishment, "During DSS people visit Dubai from various countries which offers our exchange company an opportunity to generate good revenue. We are organising five draws for this year's event."
Combination of events
Since its inception, the Dubai Shopping Festival (DSF) has grown ? from the first year's figures of Dh2.15 billion and 1.6 million visitors to Dh6.67 billion expenditure and 3.3 million visitors in 2005.
Shopping is the focus but few other festivals offer the combination of events - shopping, entertainment and recreation - that DSF does.
The event has not only kept pace with the past development of Dubai but is geared to move with the times as the country sees the emergence of 28 high-end hotels and serviced apartments, modern shopping malls and recreation and sports facilities.
The festival has played an integral part in the city's growth as it generates huge revenue and is an active partner in helping the emirate reach its target of attracting 15 million visitors by 2010.
DSF 2006-07
This year's festival combines two years in one. The Dubai Shopping Festival 2006-07 will run from December 20, 2006, to February 2, 2007, and will offer retrospective glimpses of the 10 previous editions.
It will also focus on the 'New Dubai,' as the festival extends to more shopping venues such as the Mall of the Emirates and Ibn Battuta Mall.
Dubai fashion will host designer wear by leading international fashion houses, while the night souq will offer bargain night shopping.
Festivities in Dubai will include carnivals, house of talents, Guinness World Record events, desert camps and safari adventures, sports and water shows, street performances and carnivals by international troupes, food festivals, daily fireworks, heritage and cultural activities, exhibitions and music concerts, plays and star shows from around the globe.
Carpet Oasis, the biggest carpet market in the region will bring the work of artisans from Iran, India and the world, giving buyers a chance to choose from more than 100,000 exquisite hand-made carpets with bargain prices. Islands of the World will provide insights into the cultures, dances and cuisine of islands from around the world.
A plethora of children's events will compete for attention with Global Village, where more than 40 countries showcase their food and handicraft.
Raffles will offer prizes such as luxury cars, apartments, gold and diamonds worth millions. Since its inception in 1996, DSF raffles have awarded 542 kilos of gold bars, more than 1,000 luxury cars, including 33 Rolls Royce, Lexus and Nissan models, and millions of cash prizes and gifts.
