Dubai gears up for summer tourism drive

The Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing, is to launch a three month marketing drive aimed at enhancing the emirate’s status as a summer destination.

‘Summer is Dubai’ will feature celebrations and promotions – aimed at both residents and visitors – and will kick off with the start of the summer vacation in June.

The marketing drive will be complemented by a number of events, including Modhesh World, Ramadan in Dubai, Eid in Dubai-Eid Al Fitr and Dubai Summer Surprises.

There will also be various retail promotions, launched in collaboration with DFRE’s strategic partners and the Dubai Shopping Malls Group.

DFRE chief executive HE Laila Mohammed Suhail said: “This fits well into our strategy of boosting the festivals sector and retail industry in the summer, which, in turn, becomes key drivers of tourism growth.

“While keeping up the citywide momentum through a number of events and activities that will allow residents and visitors to enjoy summer their own way, our summer line-up will serve a dual purpose of positioning Dubai as a summer destination of choice and a year-round family tourism destination, in line with Dubai’s 2020 Tourism Vision of attracting 20 million tourists to the city by 2020.”

Spearheading the campaign will be indoor family edutainment destination Modhesh World, which will open at the Dubai World Trade Centre in June and run until September.

DFRE will then launch Ramadan in Dubai, from June 29 to July 27, which will showcase a number of cultural activities reflecting the importance of the Islamic month. This will include the Dubai International Holy Quran Award, Ramadan Forum and the Ramadan Tents, each of which will be a separate hub dedicated to educating visitors on Islamic traditions.

In the last two weeks of Ramadan, leading up to Eid Al Fitr, shoppers will also have the opportunity to participate in the ‘Eidiyat Dubai’ promotion DFRE will run in conjunction with the Dubai Shopping Malls Group.

From July 28 to August 1 Eid Al Fitr will be marked with a series musical concerts and activities for the entire family.

The season will conclude with Dubai Summer Surprises, running from August 2 to September 5. It will feature a number of events and activities combined with promotions aimed at making summer shopping an enriching experience.