By Staff Reporter
Dubai is set to transform into a vibrant hub of retail, entertainment, and family fun as the 28th edition of Dubai Summer Surprises (DSS) returns from 27 June to 31 August 2025.
Spanning 66 days, the citywide festival promises thousands of unbeatable deals, thrilling experiences, and live events across the emirate.
Organised by Dubai Festivals and Retail Establishment (DFRE), this year’s DSS is billed as the most value-packed yet. The summer-long celebration will feature more than 800 brands and 3,000 retailers offering exclusive promotions, along with raffles, concerts, dining experiences, and family-friendly attractions.
The full calendar was unveiled at a press preview held at the iconic Jumeirah Beach Hotel. Attendees were given a first look at new activations and returning favourites designed to cater to every age, budget, and interest.
Ahmed Al Khaja, CEO of DFRE, said DSS 2025 strengthens Dubai’s position as a leading global destination by uniting the city’s key tourism pillars—retail, hospitality, gastronomy, and entertainment—into one immersive season.
The DSS Sales Season kicks off on the opening weekend with Summer Holiday Offers, launching citywide discounts and mall activations. With three themed shopping seasons introduced this year, the festival offers something for every shopper and visitor.
Now in its 28th year, DSS continues to support Dubai’s D33 economic agenda, reinforcing the city’s reputation as one of the world’s best places to live, work, and visit.
News Source: Emirates News Agency
