The countdown to Dubai Summer Surprises (DSS) 2026 has officially begun, with Dubai Festivals and Retail Establishment (DFRE) encouraging residents and visitors alike to take part in the various events of the city’s favourite summer festival, which returns from 2 July to 30 August.
Under the campaign ‘Make it a Dubai Summer’, across 60 days, the city will come alive with a packed calendar of shopping, entertainment, dining and family-friendly experiences and exceptional offers across hotels, restaurants, attractions and retail destinations, bringing something new to discover throughout the summer.
DSS 2026 will be anchored by a phased retail calendar designed to keep excitement building all season long, featuring major sale moments, limited-time deals and new experiences across the city. The momentum will keep going all summer, with two major retail moments curated to bring shoppers big savings, exciting rewards and limited-time experiences to discover across Dubai.
The Great Dubai Summer Sale, with discounts of up to 90 per cent, will feature exclusive brand offers and flash deals.
