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Dubai is gearing up to welcome visitors with eventful summer of celebrations and promotions [Mid-East.Info](Mid-East.Info Via Acquire Media NewsEdge) • Dubai Festivals and Retail Establishment to launch season of festivals and special occasions to position Dubai as summer destination of choice • Summer season will feature Modhesh World, Ramadan in Dubai, Eid in Dubai and Dubai Summer Surprises • Eventful summer designed to cater to all age groups, cultures and nationalities The Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), is aiming to further enhance the emirate's internationally renowned image as a top summer destination by launching a sustained period of celebrations and promotions, lasting for almost three months, for the benefit of residents and visitors. DFRE will set off the summer celebrations with the start of the summer vacation in June, as families and tourists arrive in Dubai in large numbers every day to enjoy the multiple experiences in a city that is built for summer with state-of-the-art infrastructure and world-class facilities. 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. DFRE's line-up of events and unbeatable shopping deals and promotions during the summer will further enhance Dubai's international image as a tourism destination that offers unique shopping experiences. The eventful 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. Retail excitement will reach a new high with various promotions that will be launched in collaboration with DFRE's Strategic Partners and the Dubai Shopping Malls Group, offering amazing prizes throughout the summer period. Spearheading the summer excitement will be Modhesh World, the best indoor family edutainment destination in the Middle East, which will open at the Dubai World Trade Centre in June. The edutainment feature will run all through the summer, continuing to entertain families and children until September. Even as Modhesh World continues to receive its loyal visitors, mostly children, DFRE will launch Ramadan in Dubai, from 29 June to 27 July, 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 28 July to 1 August 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 in grand style with the launch of the iconic summer extravaganza, the Dubai Summer Surprises that will run from 2 August to 5 September. 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 Unveiling DFRE's 2014 summer calendar, HE Laila Mohammed Suhail, CEO of Dubai Festivals and Retail Establishment, said: "We are pleased to announce this new calendar of festivals, celebrations and special occasions. 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. "Our summer celebrations will also keep open our continuous channel of communications with the private sector to help us understand their needs and challenges and come up with mutually beneficial strategies for launching future festivals that are designed to revitalise the retail sector, which along with the tourism sector, plays a pivotal role in Dubai's economic growth. "Our commitment to developing the festivals and retail sector has helped establish Dubai as one of the most popular tourism destinations in the world, and inject billions of dirhams into the emirate's economy. As such, the summer season is as equally important for us as the winter season for tourism, and we are gearing up to make this year's summer period a resounding success for all our partners and visitors through Modhesh World, Ramadan in Dubai, Eid in Dubai and Dubai Summer Surprises," Ms Suhail added. DFRE's 2014 Summer Calendar: Modhesh World, June – September Modhesh World is one of the region's largest indoor entertainment facilities, offering a multitude of activities catering mostly to families and children. The family-themed event, which becomes operational every year during the summer months, is based on the huge success achieved by Modhesh, the ubiquitous, sunny-faced summer mascot. Established in 2000, Modhesh World is now the star summer attraction for families and children. It has evolved from a mere concept into a major event presenting numerous business opportunities in terms of partnerships and strategic alliances. On average, Modhesh World welcomes over 500,000 visitors every year. During the summer, in addition to Modhesh World, the Dubai World Trade Centre will also play host to Dubai Sports World, one of the Middle East’s largest indoor sports events. Ramadan in Dubai, 29 June – 27 July Inspired by the spirit and values of the Holy Month of Ramadan, DFRE joined hands with government departments and official institutions to launch a cultural initiative, the 'Ramadan in Dubai' campaign. This latest season in DFRE's calendar encourages participation by local communities to provide valuable insights into the month of reflection and self-restraint through various activities based on Islamic values, heritage and tradition. With Dubai being home to people from different cultural backgrounds and faiths, 'Ramadan in Dubai' has become an opportunity to promote cross-cultural understanding and enlighten residents and visitors from non-Muslim communities on the Islamic and Emirati way of life through events and activities such as the Dubai International Holy Quran Award, Ramadan Forum and Ramadan Tents. Eid in Dubai – Eid Al Fitr, 28 July – 1 August 'Eid in Dubai' is a social initiative launched by DFRE in 2008, aimed at reviving the true Islamic values, and Emirati traditions during the Eid al Fitr and Eid Al Adha. The 'Eid in Dubai' festivities are meant to spread the true spirit of giving and sharing in Dubai's multicultural environment. It also gives visitors an opportunity to explore Arabic customs, cuisine, and culture. Social and cultural events are the highlights of each edition, with plays, musical concerts, cartoon character and theatrical shows providing entertainment for families. The festivities also feature retail promotions at malls and in the souks, as well as special holiday packages offered by hotels across the city. Dubai Summer Surprises, 2 Aug – 5 Sept In the years prior to 1998, the hot summer season was a lean period for the retail sector. But in June 1998 the Government of Dubai took a bold step that changed the way people did their summer shopping in the region. A unique summer event, the Dubai Summer Surprises (DSS) was launched with its slogan "Big Fun For Little Ones", aimed at making it a fun experience for families and imparting knowledge to children through edutainment. And, just like the Dubai Shopping Festival that was introduced in 1996, DSS soon turned into a resounding success, positioning Dubai as the summer destination of choice for families and tourists. Today, there are more reasons for people to remain in Dubai than take off overseas during this period, and even more attractive for families from around the world to visit the city during the summer, thanks to the DSS initiative that has succeeding in making the city as lively and vibrant as it is during any other time of the year with numerous events and activities for families and children. About Dubai Festivals and Retail Establishment (DFRE): DFRE is an agency of Dubai's Department of Tourism and Commerce Marketing and, as the pioneer organiser of events and festivals, is responsible for positioning Dubai as a world-class shopping and tourism destination. Each year it works with its retail and leisure partners to organise the internationally renowned Dubai Shopping Festival and Dubai Summer Surprises, as well as annual events such as Ramadan in Dubai, Eid in Dubai, Modhesh World, Dubai Motor Festival and Dubai Food Festival. 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