Key Takeaways
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Dubai’s Department of Economy and Tourism (DET) has launched the official "Summer in Dubai" 2025 calendar
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The campaign features concerts, family festivals, retail promotions, and dining experiences running from July through early September
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Flagship events include Dubai Summer Surprises, Modhesh World, and live performances by regional and global artists
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Hotels, malls, and attractions are collaborating to boost domestic tourism during the summer months
Citywide Summer Campaign Aims to Energize Residents and Tourists
Dubai has officially kicked off its “Summer in Dubai” 2025 initiative, a citywide entertainment and tourism campaign designed to provide residents and visitors with indoor excitement and cultural engagement during the peak heat months. Spearheaded by the Dubai Festivals and Retail Establishment (DFRE), the campaign builds on the legacy of Dubai Summer Surprises (DSS) and expands with more than 100 events, promotions, and experiences.
Highlights of the Summer 2025 Calendar
The campaign will run from early July through September 1, and includes a dynamic schedule of:
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Dubai Summer Surprises (DSS): Returning with citywide sales, raffles, fireworks, and mall activations
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Modhesh World: One of the region’s largest indoor family edutainment destinations at Dubai World Trade Centre
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Live Performances: Concerts by Arab and international artists at Coca-Cola Arena and Dubai Opera
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Summer Restaurant Week: A curated dining experience offering value menus at top restaurants across the city
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Dubai Sports World: Indoor fitness and sports activities at Dubai World Trade Centre open to all age groups
Retail and Hospitality Collaboration
Major retail partners, including Majid Al Futtaim, Nakheel Malls, and Dubai Holding, are participating in DSS with exclusive offers and rewards. Shoppers can expect:
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Up to 75% discounts across fashion, electronics, and homeware
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Daily raffles for cars, gold, and gift vouchers
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Interactive shows and pop-ups in malls like Mall of the Emirates, Dubai Mall, and City Centre Deira
Hotels are also offering summer deals with added perks such as complimentary stays for children, dining credits, and access to top attractions like IMG Worlds, Museum of the Future, and Dubai Aquarium.
Family and Community Focus
“Summer in Dubai” emphasizes family-friendly experiences that appeal to both residents and tourists staying in the emirate during the hottest part of the year. Indoor edutainment, science camps, themed hotel stays, and kid-focused events are designed to offer safe and enriching alternatives to outdoor activity.
Dubai Municipality, RTA, and Dubai Police are also providing logistical support for the summer campaign through enhanced transport options, public safety measures, and accessibility at key venues.
Domestic Tourism and Economic Impact
Summer campaigns like this play a key role in supporting Dubai’s year-round tourism strategy. By promoting internal travel, shopping, and entertainment, the city continues to diversify its economic base and reduce reliance on seasonal international arrivals.
According to Dubai DET, summer 2024 saw a 15% increase in domestic hotel occupancy during DSS — a trend expected to continue in 2025 with the expanded event calendar and stronger partnerships across public and private sectors.
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