The countdown is on: Dubai Summer Surprises (DSS) 2025 is set to take over the city for its epic 28th edition from 27 June to 31 August, transforming the emirate into the ultimate summer destination with exceptional savings, endless excitement, and amazing new adventures.
Organised by Dubai Festivals and Retail Establishment (DFRE), the most value-packed edition of DSS promises a summer well spent for everyone with thousands of offers and things to do, see, shop, and savour for 66 non-stop days.
From life-changing raffles and incredible discounts to world-class gastronomy, hospitality, indoor family fun, and headline concerts, DSS delivers unforgettable moments for everyone, whether a resident, a visitor, or travelling in from across the UAE.
The jam-packed DSS calendar of events was unveiled at a special press preview event held today at the iconic Jumeirah Beach Hotel, the founding property of Jumeirah, characterised by its iconic wave-like architecture and renowned façade.
The preview event showcased a mix of not-to-be-missed, brand-new DSS experiences and returning festival favourites, showcasing summer as the best-value time of year to experience Dubai across every preference and price point, with endless reasons to stay, play, shop and celebrate together.
Three new shopping phases
For the first time ever, DSS brings a brand-new shopping experience with three specially curated retail seasons designed to keep the city buzzing.
Summer Holiday Offers kicks off the celebrations from 27 June to 17 July, brimming with exclusive promotions, family-friendly deals, and the first round of spectacular raffles across Dubai’s top malls.
Then comes the most thrilling shopping moment of the season: the Great Dubai Summer Sale from 18 July to 10 August, featuring three weeks of unbeatable value, citywide excitement, and the biggest-ever prizes. Wrapping up DSS is the Back to School period from 11 to 31 August, giving families and students the chance to save and stock up on everything they need for the new term, plus exciting giveaways and the opportunity to win scholarships to school fees.
Opening weekend: 27–29 June
DSS 2025 kicks off with a spectacular weekend of family fun, cultural celebrations, and show-stopping entertainment across the city. At Dubai Festival City Mall, visitors can expect performances from Japanese dance crew Sabrina, Emirati band Abri & Band, pop artist Reina Khoury, and singer-songwriter Noel Kharman. At City Centre Mirdif, Jordanian indie band Jadal and Syrian vocalist Al Shami headline, along with roaming acts and live shows.
Opening weekend concerts and shows include:
Miami Band and Mutref Al Mutref at Coca-Cola Arena (28 June)
Jazziyat featuring Banah at Dubai Opera (27 June)
A Tribute to Adele at Theatre by QE2 (27–28 June)
Atul Khatri Live at Dubai College
We Call It Ballet at Zabeel Theatre
Adnan Sami live at Coca-Cola Arena
Pinoy Comedy Mixtape at DWTC (29 June)
Citywide promotions and raffles
The DSS sales season starts with Summer Holiday Offers on 27 June, launching 9 weeks of shopping across 800+ brands and 3,000+ stores. Mall activations include:
Slide Into the Summer Surprises – Mercato Mall
SHARE Millionaire – Majid Al Futtaim malls
Spend and Win a Polestar 4 – Dubai Festival City Mall
Shop, Win, Drive – Festival Plaza
Jurassic Café – Mall of the Emirates
DSS Win a Soueast S06 – Dubai Outlet Mall
Lucky Receipt and DSS Win with Tickit – citywide
Major raffles include the DSMG DSS Raffle, Dubai Gold & Jewellery Group Raffle, and the VISA Jewellery Program.
Festival favourites and new launches
Dubai Summer Restaurant Week (4–13 July): Specially priced set menus at 50+ restaurants
DSS Gahwa Beats: High-energy café pop-ups every Saturday (26 July–23 August)
10 Dirham Dish (1–31 August): Signature meals at Dhs 10 across city eateries
Concerts and performances
Look forward to the Beat The Heat DXB concert series at DWTC (4–13 July), featuring Tul8te, Almas, Sharmoofers, Aziz Maraka, Soulja, Mo Ali, and more. Other shows include:
Adonis at Dubai Opera (3 July)
TJ Monterde at Coca-Cola Arena (13 July)
Shreya Ghoshal at DWTC (19 July)
Sagar Bhatia (16 August), Natalie Imbruglia (23 August), and Made in Kuwaiti (29–30 August)
Shopping promotions and rewards
Expect major campaigns including:
Cool Off at The Beach, JBR
Win your School Fees
Beat The Clock with Rivoli Group
Shop For Free Weekend – Al Jaber Optical
Gold & Jewellery Flash Sale – Gold & Jewellery Group
Amber Millionaire, AURA Millionaire, Win 1 Million Skywards Miles
Staycations and family fun
Enjoy exclusive offers at 100+ hotels and 15+ attractions, with perks like family packages, free upgrades, and extras.
DSS Entertainer App: Dhs 195 for 7,500+ BOGO deals valid 3 months
Attractions include Wild Wadi, Motiongate, IMG Worlds of Adventure
Dining spots include STK, At.mosphere, Shake Shack, Le Pain Quotidien
Fitness events and experiences
DSS Run at Dubai Hills Mall – 28 June
RX Run series – City Centre Mirdif (6 July), Mall of the Emirates (3 August)
Fun Runs – Ibn Battuta Mall (13 July), Festival City Mall (31 August)
The Messi Experience – Dubai Festival City Mall (until 31 August)
Modesh and Dana
Beloved mascots Modesh and Dana return with mall appearances, surprise pop-ups, collaborations (DAMAS, Bond Café), and new Modesh merchandise and activities at Modesh Store.
Commenting on the full calendar reveal of DSS 2025, Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “This year’s Dubai Summer Surprises is our most dynamic and value-packed edition to date, with thousands of unbeatable offers, compelling retail promotions, and endless experiences showcasing everything that makes the emirate a truly global, world-class, and diverse family destination. Promising a summer well spent for everyone, DSS 2025 strengthens Dubai’s standing as a city brimming with unbeatable value, seamlessly bringing together every major tourism pillar – be it retail, hospitality, entertainment, gastronomy, or leisure.”
Al Khaja added: “With the introduction of three curated shopping seasons anchoring our citywide calendar this year, the 28th edition of DSS has been specially designed to cater to every age, preference, and price-point. Thanks to the continued support of our valued partners and stakeholders, we’re proud to deliver a summer where every moment has been specially designed to feel exciting, rewarding, and uniquely Dubai – ultimately reflecting the city’s energy, creativity, and commitment to world-class experiences. Together, we aim to deliver unparalleled experiences for residents and visitors in line with the objectives of the D33 agenda to make Dubai one of the best places to live, visit, and work in the world.”
tanvir@dubainewsweek.com
