High Highness also anticipated that expenditure during DSS 2007 to cross the 3 Billion Dirham mark with an expected increase of 20%.
The gathering that was held at Mudhesh Fun City, a main DSS 2007 attraction located at the Dubai Airport Expo, was also attended by the Organizing Committee members, DSS 2007 sponsors, local and international media representatives and the DSS office.

His Highness stated at the gathering that During the past nine years, Dubai Summer Surprises has managed to embark on great achievements and was instrumental in positioning Dubai as a world class summer tourist destination.

'Today, as we celebrate a decade of its achievements, we acknowledge the remarkable escalation in the quality and magnitude of DSS since its inception in 1998 under the directives of HH Shaikh Mohd Bin Rashed Al Maktoum, UAE Vice president, Prime Minister ruler of Dubai'. HH said

'While the event was initially launched to help stir the retail and hospitality sectors during the slow summer season, thus providing a combination of family entertainment and child oriented attractions, it has turned into an annual extravaganza awaited by millions around the world. placing in the process the city of Dubai as a leading summer destination and catering for all ages and tastes'. High Highness added.

High Highness stressed on the growth of the event by saying: 'From its first year figures of 600,000 visitors and Dh850 million spend, the Dubai Summer Surprises has grown steadily in the past decade with visitor numbers soaring to 1.9 million in 2006 and the expenditure figures skyrocketing to more than Dh 2.5 billion. And with the 10th edition around the corner, the summer event is expected to achieve an all time record of AED 3.08 billion in spend, constituting a 20 per cent high, and 2.16 million arrivals with a 15 per cent increase from last year'.

'We are very confident that Dubai Summer Surprises will further enhance its global position in the festival industry, capitalizing on the gigantic leaps of the various sectors in the city of Dubai. With the state-of-the-art leisure projects that will materialize during the coming few years, DSS will have a bigger and wider spectrum of locations to extend its reach'.



Shaikh Ahmad also hailed the role played by the government departments towards the success of the event by stating: 'It is a very well known fact that DSS would not have reached as far if it weren't for the relentless support of the government departments from the beginning. These Departments have always played a pivotal role in the huge accomplishments of the event, and we will always rely on their support and assistance in the future'.

HH Sheikh Ahmad concluded by extending his appreciation to DSS sponsors from the private sector, and highlighted the fact that the Dubai Summer Surprises office, with all its extensive experience and local talents, will further prolong the journey of success and incorporate the new ambitious strategy to achieve its positive impact and targets

Following his speech, HH Sheikh Ahmad Bin Saeed presented trophies to all DSS 2007 sponsors, namely Al Futtaim Group - Dubai Festival City, BurJuman, Dubai Duty Free, Dubai Refreshments (P.S.C.) - Mirinda, Dubai Shopping Malls Group, Dubai World Trade Centre, Emarat, Emirates Airline, Etisalat, Ibn Battuta Mall, MAF Shopping Malls, and MasterCard Worldwide. Al Ghurair City, AL Hai Group and Dubai Chamber of Commerce & Industry (DCCI) are the three new sponsors.

On his part, Saeed Al Naboudah, CEO, DSS office said: 'on June 21st , Modhesh fun city will be the stage of the grandest opening ceremony yet in the history of the event. This ceremony will commemorate the DSS 10th year celebrations, and the beginning of a new era for the event as it will witness vital changes in accordance with the new strategy announced by HH sheikh Ahmad Bin saeed Chairman of DSF & DSS Supreme Committee'.

'In addition to the diversified fun and entertainment events, DSS 2007, with the support of its key sponsors and participating retail outlets, will offer its visitors and shoppers the greatest promotional experience of all times, thus guarantying larger shoppers footfall and confirming the standing of the city of Dubai as a leading shopping destination in the world'. He added

The DSS 2007 calendar of events as announced by DSS office comprises of more than 200 sub events descending of 7 main attractions as follows: