The chief attraction in the emirate is of course the Dubai Summer Surprises, the 10-week long summer extravaganza that promises big fun for little ones. Not just the kids, the adults too get to enjoy discounts and attractive prizes and community programmes, theatres and be a part of a host of other activities that help break the monotony of the scorching summer days.

In the words of Shaikh Ahmed bin Saeed Al Maktoum, President of Dubai Civil Aviation and Chairman Emirates, "In this ambitious city of ours, we offer events and activities all year round, targeting various age-groups and fields. These events are no longer restricted to one season. With proactive sectors like tourism and business backing us, the progress witnessed in Dubai in such a short span of time speaks for itself. The six Dubai Summer Surprises, till date, have all been unique in their own right. And one factor has remained constant - they have all been very true to the DSS theme - 'Big Fun for Little Ones' in the UAE."

DSS has transformed Dubai into a bustling business hub, especially during the traditionally lean summer months. This unique transformation is the result of the wise leadership and the resolve of the people working behind it. It fills me with immense pride that with our creativity and determination, we have been able to transform the lean summer period into something so exciting, which goes a long way in augmenting the tourism potential of the country," he added.

Evidently Dubai has matured to be a destination that is high on the list of holiday travellers the world over. From 1998 onwards, Dubai has become a place where families, particularly from the AGCC states, flock to Dubai even during the summer months. Citizens and residents find no reason to leave because of the many opportunities for enjoyment and education.

Over the past six years, DSS has added new events and activities, making the summers so special, both for the residents and visitors alike. This unique destination promises to fulfill all the demands of the children and the families, enrich the knowledge of our little ones, while giving families a different experience year after year, through the ever-improving choice of events and programmes.

Says Linda Park, Senior Manager, Books Division, Magrudy's at the Deira City Centre, "As we have seen in the last few years, Dubai is becoming a popular destination for tourists all over the world. Expatriate Europeans are no longer staying out of the country for the entire summer. There was a time when Europeans used to go for the whole summer but leave arrangements have changed, and there is a lot more to do here. It's a fun time for children and parents. The DSS have great surprises in store for the children. Hotels too have activities for these days. We have also lined up special promotions for summer where people can get a third book free when they buy the first two. This is to encourage people who are here, spend some time reading during summer.

Rosario Tigno a Dubai-based Filipino doctor believes that Dubai being a global business hub brings in a lot of people from different parts of the world. "People come here not only for tourism purposes but also for shopping. "Besides the DSS these days really offers a great deal for children who can play, learn and have fun all at the same time.

Sunil Grover, Managing Director Signature Events Dubai, who is known for organising hi-profile events throughout the year, says that there is no off-season during summer. "Dubai is a popular destination throughout the year and summer is no exception. These days with DSS offering power-packed surprises for children and adults alike, there are families who prefer to stay here and make the best of the opportunities available here. As regarding events,

Mr Grover, an events specialist, underlines that any indoor entertaining event is a success during summer, because apart from the weather which can act spoilsport, there is no lack of enthusiasm among the people here."

Tara, an Indian housewife is of the opinion that the DSS has come as a boon in disguise for many families who are unable to afford expensive vacations abroad during summer. I have three kids who are happy to visit the Modhesh Fun City during the summer. Although the tickets are expensive, but nevertheless, we spend less money than what we would to go back to India or to any other country."

Numbers tell the story

In its first year, DSS received more than 600,000 visitors and generated business of over Dh850 million which showed a spurt in the business figures of the previous summers. DSS began with five surprises and has now grown to 10, catering to tastes and preferences of children of different age groups and backgrounds. DSS 2003 was the sixth, and most successful till date, shattering all previous records. The number of visitors in Dubai for DSS 2003 crossed 1.560 million, recording a 20 per cent increase over visitor numbers of the previous year. The number of visitors to the Modhesh Fun City itself crossed 377,817, a staggering increase of 46 per cent over DSS 2002 visitors. The total sales figures generated by 10 weeks of intensive commercial and entertainment activity crossed Dh1.38 billion, signifying a 20 per cent increase over DSS 2002.

Surprises aplenty

This year, the DSS 2004 will begin with Arts Surprises presented by the Department of Naturalisation and Residency in Dubai on June 17, goes on to Ice Surprises by Dubai Electricity and Water Authority, Sweets Surprises by Department of Tourism and Commerce Marketing, Cartoon Surprises by Dubai Ports Authority, Flower Surprises by Dubai Municipality, Heritage Surprises by Dubai Customs, Adventure Surprises by Dubai Police, Knowledge Surprises by Dubai Chamber of Commerce and Industry, Back-2-School Surprises by the Department of Economic Development and Colour Surprises, by the Department of Health and Medical Sciences, to end on August 27.