THIS year's “Summer is Dubai” campaign that will be held from June 7 to Sept. 7, offers three months of unprecedented fun, leisure and entertainment. At a press conference at Al Faisaliah Hotel in Riyadh, the Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai's Department of Tourism and Commerce Marketing (DTCM), highlighted the three-month-long campaign across the city, encompassing Dubai Summer Surprises, Modhesh World, Ramadan in Dubai and Eid in Dubai, which will together showcase Dubai as a summer destination of choice for families from the region that offers more value in terms of the scope of its events, world class infrastructure, hassle free entry to the country and ease of transportation. Dubai is a favorite destination of tourists from the Kingdom, who formed the bulk of the more than 4 million visitors, who came to Dubai in 2011 with total spend being a whopping AED8.8 billion. With campaigns such as “Summer is Dubai” the emirate aims to increase visitor numbers to 20 million by 2020 in line with Dubai's tourism strategy, aided by initiatives such as easier procedures at its entry and exit points. Saeed Mohammad Mesam Al Falasi, Director, Strategic Alliance Division, Dubai Festivals and Retail Establishment, said: “Dubai Festivals and Retail Establishment is always keen on visiting Saudi Arabia every year to announce and promote to the Saudi families what Dubai has to offer them - from shows to entertainment to unbeatable shopping offers - so that they can spend an unforgettable summer vacation. There is no doubt that Dubai is very well equipped in terms of infrastructure, tourism facilities, services and attractions that makes it the ideal family tourism destination for the three months of “Summer is Dubai”. Adil Al Ghaith, Emirates Vice President Saudi Arabia, said: “Emirates has partnered with Dubai Festivals and Retail Establishment on numerous events over the years and Summer is Dubai marks yet another important collaboration. We are proud to once again be involved with an event which has contributed greatly to the growth of Dubai's tourism industry.” “Saudi Arabia is one of Emirates' most important markets and we strive to ensure that we are offering the best service to our customers. The triple daily operation of our flagship Airbus A380 from Jeddah is yet another example of what we have done to provide our customers with an outstanding travel experience,” added Al Ghaith. Salim Mohamed Bin Ali, the representative from Dubai Naturalization and Residency Department, said: “We are happy to be in Saudi Arabia to show the easy facilities we offer people coming to Dubai. These facilities include easy processes and procedures for visitors and tourists to enter and exit in the fastest way possible. DNRD has secured 14 smart gates in Dubai International Airport's Terminal 3 whereby arriving travelers need to register only for the first time and will not need to stamp their passports the next time they come to Dubai. We also offer 24-hour services all round the year to everyone through the service office at the airport. Our services centers are also available for foreign travelers in most parts of Dubai. Moreover, we offer services electronically and though mobile phones and we are keen to communicate with our customers through social media. The conference also highlighted the prizes and offers that the DFRE has planned for “Summer is Dubai” in cooperation with the city's malls and retail establishments, where as a total of AED5 million in prizes is up for grabs. Every purchase of AED 200 at the participating malls will entitle shoppers to participate in raffle draws that could see them win fabulous prizes in cash and shopping vouchers. Eight BMWs 3-series cars will be part of the raffle draws as well as prizes totaling AED 1 million. From Aug.1 to 14, which covers the Ramadan in Dubai and celebrations marking Eid in Dubai, AED 1 million worth of gold will be given away as prizes in special draws while shoppers will also have the opportunity to win AED 1 million worth of scratch-and-win prizes. Furthermore, from August 14 till the end of the “Summer is Dubai” promotion on Sept. 7, one shopper stands to win a grand prize of AED1 million in cash. — SG
