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Wednesday, May 8, 2013

“Summer Is Dubai”: Dubai’s Answer For An Eventful Family Summer Holiday

To communicate its position as the ultimate summer destination, Dubai is launching “Summer is Dubai”, a three month campaign from 7 June to 7 September.

The objective of “Summer is Dubai” is to demonstrate to residents and visitors from around the world the extensive leisure and tourism offer of Dubai, showcasing the city as a summer destination that offers more than any comparable city  in terms of the scope of its events, world class infrastructure, hassle free entry to the country and ease of transportation. With its air conditioned hotels, transportation facilities, shopping malls, water parks, climate controlled indoor entertainment and even indoor skiing, the city has been designed to ensure that visitors have the most comfortable experience compared to many other summer destinations.

The “Summer is Dubai” campaign aims to attract millions of visitors to the emirate during an eventful three month period featuring the festivities, special occasions and celebrations that are a feature of Dubai’s annual summer season including Dubai Summer Surprises and Modhesh World, and a number of other events, before the season moves into Ramadan in Dubai and finally Eid in Dubai. These key phases of Dubai’s summer will blend seamlessly thanks to the combined efforts of the government and private sectors to collectively promote Dubai as a family destination.

His Excellency Helal Saeed Almarri, Director-General, Department of Tourism and Commerce Marketing (DTCM) commented: “Summer Is Dubai” is in line with the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, to position the city as the region’s ultimate family tourism destination throughout the year, and especially during the summer season. The unique attractions, rich diversity and range of events and entertainment, world-class infrastructure, facilities and services, and enticing shopping offers are complemented by the attractive value for money offered by hotels and restaurants, making Dubai the ideal summer destination for visitors from around the region and the world.”

He added: “To realise this goal requires consistent support and coordination between all government departments, in addition to enhanced collaboration between the government and the private entities across the tourism, hospitality and retail sectors. We have seen visitor numbers rise in recent summers and are confident of a record breaking season ahead of us with more events, attractions and value for money than ever before. The “Summer is Dubai” campaign has the support of His Highness Sheikh Mohammed and is part of the strategic measures that are being undertaken to double visitor numbers to Dubai to 20 million by 2020.”
This summer, in addition to the hugely popular Dubai Summer Surprises and Modhesh World, a wide range of world-class events including Dubai Sports World and the Dubai Rock Festival will provide activity and event options. Visitors and residents will also be able to take advantage of many exciting promotions and value for money offers, for example leading hotels in Dubai will reward families who check in for a minimum 3-night stay with an unbeatable offer that gives a maximum of two children under the age of 12 the opportunity to stay at the hotel for free, including complimentary breakfast, lunch and dinner.

Her Excellency Laila Mohammed Suhail, CEO of Dubai Events and Promotions Establishment (DEPE), an agency of DTCM, said: “We are committed to offering events that cater to the aspirations of residents and visitors during the summer and our range of exciting offerings will reflect the campaign line “Summer is Dubai”.

“Furthermore, by utilising the network of DTCM international offices, the marketing and communication activities of DEPE will reach a wider audience and new market. We are gearing up for a campaign that will not only stimulate increase in visitor numbers but also ensures that at the end of their holiday our guests leave the city with many wonderful memories.”

She added: “While we prepare to embark on another exciting summer season, I would like to express our gratitude to all our strategic partners, key sponsors and government organisations for their continued contribution year after year towards the success of all our festivals and events. Without their support, we could not have brought about the dramatic transformation of a once lean summer season to a period that has become a boom time for businesses in Dubai.”

“Summer is Dubai” is being launched through a series of digital marketing initiatives. A new website has been created for this campaign,www.summerisdubai.com  providing the international holidaymakers a suitable platform to plan their trip and stay in Dubai.  In addition to the website, a Facebook competition is being launched on https://www.facebook.com/summerisdubai that will encourage people to give their own interpretation of what summer means to them with the chance to win a trip to Dubai.

Dubai Summer Surprises
The first phase of the “Summer Is Dubai” campaign will be Dubai Summer Surprises, an iconic festival that has helped boost Dubai’s tourism and retail sectors during the summer period. DSS offers the perfect blend of great shopping promotions and fun-packed family “edutainment” that will keep even the most active of children busy. In 2011 four million people from around the world participated in events and activities related to Dubai Summer Surprises, the key festival of that year’s summer season while total spend from retail, travel and hospitality during the five week summer extravaganza totalled AED8.8bn.

Modhesh World
Across the peak summer season, Modhesh World, one of the region’s largest indoor entertainment venues, will be open from 20 June to 28 August, giving added impetus to a campaign that is set to become a game-changer for the region’s tourism, shopping and events sector. 

Ramadan in Dubai
DSS will be followed by Ramadan in Dubai, a period that includes a number of unique events offering visitors the opportunity to absorb and experience the spiritual and serene ambience in Dubai during this important month in the Islamic calendar, as well as giving them a flavour of Emirati hospitality and traditions. “Ramadan in Dubai” will transform the city into a cultural hub with events and activities inspired by values and traditions of the Holy Month such as the Dubai International Holy Quran Award and the Ramadan Forum.

Eid in Dubai
Eid in Dubai, though the shortest period within the “Summer Is Dubai” programme, will have diversified festivities that bring together the different cultural backgrounds of Dubai’s visitors and residents, as they celebrate together in harmony.
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