DUBAI, United Arab Emirates, September 15, 2026: Dubai Summer Surprises ended its 29th edition after 60 days of shopping, entertainment and family activities, with organisers reporting a 110 percent rise in average consumer spending during its two main retail campaigns.
The festival, organised by the Dubai Festivals and Retail Establishment (DFRE), ran from July 3 to August 30, bringing together retail promotions, raffles, concerts, dining offers, hotel deals and family attractions across the emirate.
More than 1,000 brands and 4,000 retail outlets participated in the event, while the Great Dubai Summer Sale offered discounts of up to 90 percent. The Back to School campaign focused on clothing, technology and other essentials ahead of the new academic year.
DFRE said the two campaigns together recorded an average 110 percent increase in consumer spending between July 2 and August 30.
“Dubai Summer Surprises has established itself as one of the most anticipated programmes on Dubai’s annual calendar,” said Ahmed Al Khaja, chief executive of DFRE.
“Over two months, Dubai Summer Surprises brought the city together through a diverse programme of accessible, high-energy experiences, from major shopping moments and life-changing rewards to live concerts, immersive mall activations and family entertainment,” he said.
AED16 million in prizes
Raffles remained a major attraction, with 705 people winning prizes worth more than AED16 million, including cars, gold and jewellery, cash, electronics, scholarships and loyalty points.
A new initiative, “Win Your Home in Dubai”, also offered a major draw for shoppers. Twelve winners received homes, including 11 studio apartments and one two-bedroom apartment, supplied by Binghatti Developers.
The initiative, jointly led by DFRE and Dubai Chambers, attracted more than 120,000 participants, with transactions linked to the competition exceeding AED250 million.
Concerts and citywide entertainment
Entertainment formed another major part of the summer programme, with 56 events held across Dubai.
The opening weekend featured Emirati and regional performers including Saif Al Ali, Arqam Al Abri, Rahma Riad and Nassif Zeytoun. The Beat the Heat series later featured Cairokee, Dystinct and Issam Najjar, Sultan Murshed and Talal Sam, Rasha Rizk and Al Shami.
Twenty roaming entertainment shows were also staged at 11 locations, bringing performances into public spaces and shopping destinations.
The festival’s dining programme included Summer Restaurant Week, which involved 60 restaurants, while the 10 Dirham Dish promotion brought together 789 restaurants and 165 brands.
Hotels, attractions and spas also offered seasonal deals, with 104 hotel, 30 attraction and 13 spa offers available during the festival. Thirteen summer camps were also part of the programme.
Family attractions
Modesh and Dana, the festival’s familiar characters, returned for another season, with Modesh World at Dubai World Trade Centre attracting 59,244 visitors.
The venue hosted 18 shows across 333 sessions, as well as six workshops.
Dubai Mallathon runs turned shopping centres into indoor running tracks, combining fitness activities with music and family entertainment. FIFA World Cup-themed activations also added football-related events and activities during the summer.
Al Khaja said the festival also encouraged visitors to explore Dubai beyond its major attractions.
“As Dubai continues to strengthen its position as a leading global city to visit, live and experience, Dubai Summer Surprises remains a defining fixture of the city’s calendar,” he said.
The festival was supported by Commercial Bank of Dubai as key sponsor, alongside strategic partners including Al Futtaim Malls, Al Zarooni Group, AW Rostamani Group, DHAM, Emirates Airline, ENOC, e&, Majid Al Futtaim and talabat.
Dubai Summer Surprises is organised by DFRE, part of the Dubai Department of Economy and Tourism, which oversees the emirate’s retail and festival sectors.
The annual event is designed to support Dubai’s retail and tourism sectors through a citywide programme of promotions, entertainment, dining, hospitality offers and family activities.
