"DSS is firmly etched in the minds of Saudi vacationers and we expect many more of them to enjoy the surprises this year than in the last few years," Mohammed Ali Al-Kamali, acting marketing director of DSS, said on the sidelines of a road show held at Laylaty Hall. Many hotels and tour and travel operators showcased travel packages and discounted hotel tariffs during the workshop.

DSS is the hot weather counterpart of the Dubai Shopping Festival. For ten weeks, there are special events in many of the shopping malls with themes changing weekly. It has a family emphasis, focusing on both fun and education. It is the major tourist attraction in Dubai during summer. Modesh Fun City is a play and educational area for kids, open during the duration of the festival.

Dubai Events and Promotions Establishment (DEPE), (formally Dubai Shopping Festival Office), officially launched the 13th edition of DSS on Thursday (June 17) ushering in 52 days of "unbeatable summer celebrations" until Aug. 7. With over 150 participating retail outlets this year, DSS is set to reward UAE residents and visitors with "unbeatable bargains, daily raffle draws, family entertainment shows, spa discounts and signature events during the Middle East's biggest summer extravaganza."

The 2009 edition of DSS successfully attracted 2.2 million visitors to Dubai, which resulted in consumer expenditure totaling AED3.37 billion, an increase of around five percent compared to DSS 2008, Al-Kamali said, adding that since DSS was launched in 1998, an increasing number of visitors from Saudi Arabia and elsewhere in the GCC have been visiting it. "DSS is all about shopping, winning and family entertainment, and this year we also aim to highlight the lifestyle element of DSS through the spa packages," he added.

Talal Al-Suwaidi, head of region, Middle East, North Africa and India, overseas promotions and inward missions department at Dubai Department of Tourism and Commerce Marketing (DTCM), hosted the workshop with the Dubai Events and Promotions Establishment. "DSS is an integral part of Dubai's calendar and this GCC tour, along with travel and tour companies, gives us an opportunity to welcome Saudi and other GCC visitors to Dubai for an exciting summer vacation for the whole family," Al-Suwaidi added.