Modhesh
Modhesh, the bubbly brand ambassador of DSS embodies everything that the event stands for – fun, excitement, brightness and unlimited joy for children. Meaning 'amazing' in Arabic, Modhesh was launched in the year 2000, and with a wonderful smile, instantly won over the hearts of thousands of children.
Due to its overwhelming popularity, Modhesh now stands as a brand on its own and will have its own line of products and events for fans the whole year round with a majority of Modhesh activities being hosted during DSS.
Modhesh Fun City
Modhesh Fun City is one among the major venues during the two-and-a-half-months of DSS. Open for twelve hours everyday, the venue includes many zones for art, craft, and technology, in addition to a theatre area.
The Modhesh Fun City attracted more than 400,000 visitors during DSS 2007. Considered as the fun spot of DSS, the venue attracts young children who spend hours together on entertainment and educational games. The city is divided into two areas specialising in providing different entertainment activities for children and is a safe place for parents to leave children while they explore the numerous shopping opportunities during DSS.
Dubai Summer Surprises Statistics
| Year |
Visitors |
Spending(AED) |
| 1998 |
600,000 |
850 million |
| 1999 |
750,000 |
961 million |
| 2000 |
959,400 |
1.028 billion |
| 2001 |
1,060,000 |
1.118 billion |
| 2002 |
1,300,000 |
1.3 billion |
| 2003 |
1,500,000 |
1.5 billion |
| 2004 |
1,510,000 |
1.56 billion |
| 2005 |
1,510,000 |
1.72 billion |
| 2006 |
1,875,000 |
2.57 billion |
| 2007 |
2,160,000 |
3.21 billion |
Importance of DSS
Dubai Summer Surprises as a venture has contributed significantly to the economy of Dubai and continues to do so by enhancing different economic sectors during a lean period of economic activity in summer.
An increase in visitor expenditure from AED 850 million in 1998 to AED 3.21 billion in 2007 is a clear indication of the event’s ability to drive economic growth during summer. Into its eleventh year, Dubai Summer Surprises has come a long way by building on the successes of the previous editions and aims to create a benchmark for future years to provide the three most important characteristics of the event - shopping, winning, and entertainment. |
