The Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai’s Department of Tourism and Commerce Marketing (DTCM), held a press conference at Al Faisaliah Hotel in Riyadh to highlight its unprecedented “Summer is Dubai” campaign, which will take place from 7th June to 7th September this year.
Held in cooperation with the DFRE’s partners – the Dubai Naturalisation and Residency Department and Emirates, the official carrier of DSS – the press conference highlighted the three-month-long campaign across the city, encompassing Dubai Summer Surprises, Modhesh World, Ramadan in Dubai and Eid in Dubai, which will together showcase Dubai as a summer destination of choice for families from the region that offers more value in terms of the scope of its events, world class infrastructure, hassle free entry to the country and ease of transportation.
The DFRE team also met up with representatives of the Saudi travel and tourism sectors as well as members of prominent media houses, TV stations and publications to promote “Summer is Dubai” and inform them about the activities and tourist offers during the “Summer is Dubai” period.
Tourist inflows into Dubai have been increasing every year, establishing the city as the tourism hub of the region. Dubai is also a favourite destination of tourists from the Kingdom, who formed the bulk of the more than 4 million visitors, who came to Dubai in 2011 with total spend being a whopping AED 8.8 billion. With campaigns such as “Summer is Dubai” the emirate aims to increase visitor numbers to 20 million by 2020 in line with Dubai’s tourism strategy, aided by initiatives such as easier procedures at its entry and exit points.
Saeed Mohammad Mesam Al Falasi, Director, Strategic Alliance Division, Dubai Festivals and Retail Establishment, said: “Dubai Festivals and Retail Establishment is always keen on visiting Saudi Arabia every year to announce and promote to the Saudi families what Dubai has to offer them – from shows to entertainment to unbeatable shopping offers – so that they can spend an unforgettable summer vacation. There is no doubt that Dubai is very well equipped in terms of infrastructure, tourism facilities, services and attractions that makes it the ideal family tourism destination for the three months of “Summer is Dubai”.
Adil Al Ghaith, Emirates Vice President Saudi Arabia said: “Emirates has partnered with Dubai Festivals and Retail Establishment on numerous events over the years and Summer is Dubai marks yet another important collaboration. We are proud to once again be involved with an event which has contributed greatly to the growth of Dubai’s tourism industry”.
“We are pleased to invite people across Saudi Arabia to visit Dubai during the period of Summer is Dubai and take advantage of the attractive activities and great shopping deals offered during its different events, Dubai Summer Surprises, Ramadan in Dubai and Eid in Dubai”.
“Saudi Arabia is one of Emirates’ most important markets and we strive to ensure that we are offering the best service to our customers. The triple daily operation of our flagship Airbus A380 from Jeddah is yet another example of what we have done to provide our customers with an outstanding travel experience,” added, Al Ghaith.
Salim Mohamed Bin Ali, the representative from Dubai Naturalisation and Residency Department, said: “We are happy to be in Saudi Arabia to show the easy facilities we offer people coming to Dubai. These facilities include easy processes and procedures for visitors and tourists to enter and exit in the fastest way possible. DNRD has secured 14 smart gates in Dubai International Airport’s Terminal 3 whereby arriving travelers need to register only for the first time and will not need to stamp their passports the next time they come to Dubai. We also offer 24-hour services all round the year to everyone through the service office at the airport. Our services centres are also available for foreign travelers in most parts of Dubai. Moreover, we offer services electronically and though mobile phones and we are keen to communicate with our customers through social media.
The conference detailed how Dubai will offer its guests the widest array of events and activities in a variety of spheres, such as culture, arts, heritage and history, sports, entertainment and leisure, and family and children’s activities. The inexhaustible line-up of events in the city this summer will ensure that people of all ages, nationalities and inclinations can enjoy and entertain themselves even as they partake of the excellent hospitality offers from the city’s spas and leading hotels including a fabulous family package offering two children Under 12 to stay at the hotel for free. Shopping at Dubai’s iconic malls has also never been better with discounts and offers galore on the best global products and brands.
The conference also highlighted the prizes and offers that the DFRE has planned for “Summer is Dubai” in cooperation with the city’s malls and retail establishments, where as a total of AED 5 million in prizes is up for grabs. Every purchase of AED 200 at the participating malls will entitle shoppers to participate in raffle draws that could see them win fabulous prizes in cash and shopping vouchers.
For just the month-long DSS between June 7 and July 7, eight BMWs 3-series cars will be part of the raffle draws as well as prizes totaling AED 1 million. From August 1 to 14, which covers the Ramadan in Dubai and celebrations marking Eid in Dubai, AED 1 million worth of gold will be given away as prizes in special draws while shoppers will also have the opportunity to win AED 1 million worth of scratch-and-win prizes. Furthermore, from 14th August till the end of the “Summer is Dubai” promotion on 7th September, one shopper stands to win a grand prize of Dhs. 1 million in cash.
The conference also offered detailed information about the Ramadan in Dubai events, which will go on in the city throughout the Holy Month of Ramadan, depicting the heritage and culture of the UAE. Also highlighted were the various concerts, theatrical performances, heritage and folklore shows and myriad cultural events which will make the entire season come alive at “Summer is Dubai”.
Last but by no means the least, the press conference also emphasized the iconic Modhesh World, which attracts kids from around the world and is the cornerstone of Dubai’s status as the favourite family destination in summer. Located under one roof at the Dubai World Trade Centre, Modhesh World will conclude this year with Back to School, ensuring that both children and families have an entertaining and educational time before returning to school and work.