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Retail · Summer festival
Dubai Summer Surprises 2027
Expected July to August 2027 (dates TBC) · Malls and venues across Dubai. Everything you need to know about Dubai Summer Surprises 2027 — and how to turn your presence there into weeks of content.
In short
Dubai Summer Surprises 2027 is the next edition of Dubai's summer shopping, dining and family entertainment festival, expected in July and August 2027 (dates TBC). It runs across malls, hotels and venues citywide and is organised by Dubai Festivals and Retail Establishment. A2Z Digital offers campaign shoots, event coverage and social media content for retailers, malls, hotels and sponsors.
Dates not yet announced — expected timing based on previous editions · Updated- Dates
- Expected July to August 2027 (dates TBC) Dates TBC
- Venue
- Malls and venues across Dubai, Citywide, Dubai
- Organiser
- Dubai Festivals and Retail Establishment (DFRE), Dubai Department of Economy and Tourism
- Category
- Retail · Summer festival
- Official website
- www.visitdubai.com
60Days (2026 edition)
29thEdition (2026)
Up to 90%Retail discounts (2026)
CitywideMalls, hotels and venues
About the event
What is Dubai Summer Surprises?
Dubai Summer Surprises (DSS) is the city's main summer retail festival, combining sales of up to 90 per cent, raffles, concerts, family activities and hotel and attraction deals. The 29th edition ran for 60 days, from 2 July to 30 August 2026, under the theme 'Make it a Dubai Summer'. The 2027 edition is expected over a similar summer period, but official dates have not yet been published.
Summer is a quieter tourism season, so DSS is designed to drive footfall for malls, restaurants and hotels. Retailers and venues running promotions need a steady flow of fresh content across two months. Short videos, product and lifestyle photography, and event coverage help them stand out in a crowded promotional calendar.
Who takes part
Who you'll meet there
Exhibiting, sponsoring or hosting?01 02 03 04 05 06
We can cover Dubai Summer Surprises for you
A2Z Digital's event photography & videography team covers stands, activations, speakers and side events at Dubai Summer Surprises in Dubai — with same-day content for your social channels and PR.
Night & show video
Low-light video during shows, fireworks and performances.
Content days across the season
Scheduled shoots so your feed stays fresh for weeks.
Seasonal campaigns
Content planned around national days, holidays and peak weekends.
F&B & retail reels
Food, product and crowd reels for vendors and brands.
Influencer visits
Creator invitations and coverage to bring footfall.
Your content plan
Before, during & after
Before
Shot list, VIP and speaker schedule, crew passes and a teaser post announcing your presence at Dubai Summer Surprises.
During
Photos and short clips delivered the same day, posted in English and Arabic while the event is trending.
After
Full edited gallery within 48 hours, a highlight film and cut-downs for ads, newsletters and your website.
All year
Reuse the footage in social media and lead generation campaigns until next year's edition.
Practical tips
Get more from Dubai Summer Surprises
Advice from our event crews for making your presence count online.
- Plan by peak dates. Book coverage for the busiest nights and weekends, not just opening day.
- Shoot at golden hour. Outdoor events look best at sunset and after dark.
- Show the people. Families, performers and craftspeople make more engaging content.
- Respect etiquette. We follow local guidelines when filming visitors and heritage areas.
FAQ
Dubai Summer Surprises questions
When is Dubai Summer Surprises 2027?
Exact dates for Dubai Summer Surprises 2027 have not been announced yet. Based on previous editions it is expected around July 2027. We will update this page when the organiser confirms.
Where is Dubai Summer Surprises held?
Dubai Summer Surprises is held at Malls and venues across Dubai, Citywide, Dubai.
Who organises Dubai Summer Surprises?
Dubai Summer Surprises 2027 is organised by Dubai Festivals and Retail Establishment (DFRE), Dubai Department of Economy and Tourism. Check the official website for tickets, registration and exhibitor information.
What is the difference between DSS and DSF?
Both are run by DFRE. Dubai Summer Surprises is held in July and August, while Dubai Shopping Festival is the larger winter festival from December to January.
Can A2Z Digital cover our brand at Dubai Summer Surprises?
Yes. A2Z Digital provides stall & pavilion photography, night & show video, content days across the season and same-day social content for brands, exhibitors and sponsors at Dubai Summer Surprises.
More Dubai events
Also see: Abu Dhabi events · Saudi Arabia events · Egypt events.
A2Z Digital is an independent agency and is not affiliated with, or endorsed by, the organisers of Dubai Summer Surprises 2027. Event names belong to their owners. Details are taken from official and published sources and may change — always confirm on the official website.
Taking part in Dubai Summer Surprises?
Tell us your dates and stand or venue. We reply within one working day with a coverage plan.