The results of the 2006 edition of the Dubai Summer Surprise (DSS) has been announced along with the announcement unveiling the new long term strategy for the DSS. The new strategy starts off with exciting plans for the DSS tenth edition celebrations that will be held from June 21 to August 31 this year and identifies the role of the government departments in DSS 2007. Dubai Summer Surprises 2006 received 1.875 million visitors, registering an increase of 25 per cent compared to the year 2005. An expenditure figure of AED 2.57 billion was recorded in DSS 2006, marking a sharp increase of 50 per cent compared to DSS 2005.
The new plans for DSS would include significant changes this year. The events will last the whole ten weeks, unlike in the past editions where one week was dedicated to one event. DSS activities would be organized to cater for all age groups and different segments of the society. Dubai had become a leading tourist destination that attracts a diversified range of age groups, and that studies had revealed the need to include dedicated events for two visitor segments - teenagers and adults.
DSS Office would be entirely responsible for organizing all DSS events this year and different government bodies would play an important supporting role, similar to its successful role at the previous editions of the Dubai Shopping Festival.
The new ambitious strategy for DSS will be instrumental in enhancing the position of Dubai as a leading summer destination and in elevating the event to new dimensions that will be parallel to the ever growing global flavour of the city.
Statistics of DSS 2006 have revealed a huge increase in the number of local and global visitors. DSS 2006 witnessed 1.5 million local visitors registering an increase of 7 per cent compared to DSS 2005. The number of global visitors reached 530,000, the majority of them coming from GCC, regional and Arab countries, and the West. The statistics also revealed that shopping promotional offers in the form of discounts were the major attraction in DSS 2006 and that the total expenditure figure for local and global visitors was AED 2.57 billion, including spending on shopping, food, accommodation and transportation.
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