DFRE to launch 3-month summer celebrations

Dubai Festivals and Retail Establishment (DFRE) celebrations The Dubai Festivals and Retail Establishment (DFRE) will launch three-month long celebrations and promotions for residents and visitors during summer. Summer celebrations will start in June as families and tourists arrive in Dubai in large numbers every day to enjoy the multiple experiences.
DFRE's summer calendar, which features Modhesh World, Ramadan in Dubai, Eid in Dubai, Eid Al Fitr and Dubai Summer Surprises, will complement the global destination marketing drive, titled "Summer is Dubai” that is being undertaken by the Department of Tourism and Commerce Marketing to position Dubai as a summer destination of choice for tourists from around the world.
The summer season that awaits visitors will be packed with an array of entertainment and rewarding shopping options for families and children of all ages, cultures and nationalities.
Spearheading the summer excitement will be Modhesh World which will open at the Dubai World Trade Centre in June. The edutainment feature will run all through summer. Even as Modhesh World continues to receive its loyal visitors, mostly children, DFRE will 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 including the Dubai International Holy Quran Award, Ramadan Forum and the Ramadan Tents, each of which will be a separate hub dedicated to enlightening 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 that will be run by DFRE in conjunction with the Dubai Shopping Malls Group.
From July 28 to August 1 it will be Eid in Dubai-Eid Al Fitr which unites local communities and people from different cultures in celebration of Eid Al Fitr. Among the highlights of Eid in Dubai-Eid Al Fitr will be musical concerts, activities for the entire family and exciting promotions.
Dubai's summer season will reach its pinnacle with the launch of the Dubai Summer Surprises that will run from August 2 to September 5. The 17th edition of DSS will feature a number of world-class events and activities combined with fabulous promotions aimed at making summer shopping an enriching experience.
Laila Mohammed Suhail, CEO of Dubai Festivals and Retail Establishment, 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.”
Source: Khaleej Times