Dubai is preparing to welcome a distinctive summer season as the 29th edition of Dubai Summer Surprises — the emirate's largest and most celebrated marketing event — gets under way from 2 July to 30 August 2026 under the slogan "Ya Hay Saif Dubai".
This year's prizes exceed 50 million dirhams (AED) across more than 60 days of activities, promotions and entertainment experiences throughout the city.
Dubai Summer Surprises 2026, organised by Dubai Festivals and Retail Establishment, features a comprehensive programme packed with thousands of promotional offers, major draws, shopping opportunities, dining options and diverse family-friendly activities, alongside world-class hospitality experiences and leading tourist attractions. Residents and visitors will be able to enjoy unique shopping experiences with major discounts of up to 90% across numerous brands and stores throughout the city. The season comprises two shopping periods: the first opens with Dubai Summer Surprises' big sales, offering discounted prices on a wide range of brands and stores, while the Back to School season provides discounts on school supplies, clothing and electronics.
Ahmed Al Khaja, Chief Executive Officer of Dubai Festivals and Retail Establishment, said: "Dubai Summer Surprises continues to play its vital role in reinforcing Dubai's position as a leading global destination for tourism, shopping and entertainment. This year's edition brings a rich programme featuring a wide range of exceptional offers, events and experiences that cater to both residents and visitors alike." He added: "We continue to work with our partners to deliver extraordinary experiences across the city — through promotions, major prizes, concerts, entertainment events, food and hospitality experiences — which contribute to supporting economic growth and boosting the retail and tourism sectors. We look forward to welcoming everyone to enjoy a summer full of excitement, entertainment, rewards and memories that will be etched in the minds of Dubai's visitors and residents."
Suhaila Ghobash, Vice President of Festival Planning and Operations at Dubai Festivals and Retail Establishment, said: "The festival this year focuses on meeting the needs of families during the summer holiday by providing diverse options for entertainment, shopping, dining and hotel accommodation, alongside offers and discounts that give visitors comprehensive experiences suited to both families and individuals. The campaign slogan 'Ya Hay Saif Dubai' reflects the spirit of hospitality that distinguishes the emirate, which has cemented its position as a city of festivals since the launch of the first shopping festival in 1996, achieving successive successes year after year — and this is what sets Dubai apart, because it is a city of action."
Ghobash noted that each edition of Dubai Summer Surprises brings new ideas that differ from the previous one, explaining that the development of the event is based on scientific studies and analyses of the results of previous editions, readings of market and partner needs, as well as economic variables, before the vision for each new edition of the festival is approved.
Abdullah Al Ameri, Assistant Vice President of Draws and Promotions at Dubai Festivals and Retail Establishment, said: "This year we present an exceptional edition featuring a diverse package of prizes exceeding 50 million dirhams. Dubai is a city of action and unprecedented surprises, and this year — for the first time — the festival offers prizes that include 12 residential units ready for immediate handover, 35 cars to be distributed throughout the summer season, and 3 kilograms of gold." Regarding visitor numbers, Al Ameri noted that preliminary indicators reflect notable growth, with shopping centres recording a daily rise in the number of shoppers.
He pointed out that consumer behaviour has changed in recent years, with many shoppers now preferring to wait for discount seasons and major draws to make their purchases, which reinforces the importance of promotional campaigns in stimulating commercial activity during the summer season.
Dubai Summer Surprises 2026 kicks off with a distinctive opening weekend programme filled with concerts, live shows, interactive entertainment experiences and activities hosted by a number of prominent participating shopping centres, in an atmosphere featuring memorable entertainment moments for all age groups. Dubai Hills Mall will host a series of free live performances by Emirati artists. The fun is completed by the return of the characters "Modhesh" and "Dana" this season, bringing joy and fun to families across the city. The two characters will appear in a series of interactive activities including school visits, meet-and-greet sessions at shopping centres, and appearances at leading entertainment destinations to spread a festive summer atmosphere and add a special family touch to various events. Families can also enjoy the "Modhesh World" experience at the Dubai World Trade Centre from 3 July to 23 August, which will also host the opening weekend celebrations and family-dedicated events. The Modhesh Grant offers distinctive educational opportunities, giving shoppers the chance to win 10 scholarships, each worth 20,000 dirhams, when shopping at participating centres across Dubai.
Alongside returning favourite events, Dubai Summer Surprises 2026 presents a range of new initiatives and innovative experiences that give shoppers and visitors more opportunities to enjoy, shop and win across the city.
The event includes a diverse programme of premium shopping and modern lifestyle experiences, featuring exclusive offers, personalised services, luxury pop-up stores, distinguished hospitality experiences and brand-specific events. The season will also see the launch of the "Back to School Carnival" on 7 and 8 August, offering a package of entertainment events, live shows and interactive activities dedicated to families, in an atmosphere of excitement ahead of the new academic year.
At City Walk, football fans will be able to enjoy the LEGO FIFA event — an interactive experience inspired by the world of football, featuring skill-based challenges and creative activities using LEGO bricks — available when spending 100 dirhams or more at participating stores.
Celebrating the tenth anniversary of City Walk's opening, the "Eat, Shop and Win" event gives visitors the chance to win 50,000 dirhams every two weeks when spending 100 dirhams, in addition to a grand prize of 500,000 dirhams awarded through draws conducted via the Dream Dubai app until 31 October. The Dubai Summer Surprises Grand Draws, organised in partnership with Enoc, also offer the chance to win a 2026 Dongfeng 007, along with cash prizes totalling 500,000 dirhams, until 20 September. Shoppers at Dubai Festival Plaza can enter a draw for an Exeed LX, while both Mercato Centre and Town Centre Jumeirah offer shoppers the chance to win a Cadillac Lyriq.
In support of local talent, Dubai Summer Surprises backs local brands through SME platforms that showcase the products and offerings of emerging Emirati brands at key shopping destinations. The Dubai Performing Arts Festival delivers an immersive and distinctive entertainment experience at selected shopping centres over three weekends, from 17 July to 2 August, featuring live shows, dance events, acrobatic performances, aerial displays and interactive experiences.
Dubai Summer Surprises 2026 celebrates the emirate's diverse and rich food and restaurant sector, with the return of two of the most anticipated events for food lovers. The expanded edition of "Dubai Restaurant Week" returns from 13 July to 2 August, allowing families and visitors to enjoy carefully curated, exceptional-value menus at some of the city's most renowned restaurants. The "Dish for 10 Dirhams" event also returns from 3 to 30 August, giving food lovers the chance to enjoy selected dishes for just 10 dirhams at a wide range of participating restaurants.
Entertainment occupies a prominent place in Dubai Summer Surprises 2026, with a packed programme of concerts, live shows, interactive experiences and family activities that add vitality and unforgettable moments across the city. "Beat the Heat" returns for its fifth season at the Dubai World Trade Centre with a broader and more diverse music programme, featuring a varied lineup of artists from the region and around the world to deliver favourite vocal and musical performances throughout summer. Visitors will also enjoy artistic performances hosted at various shopping centres featuring local artists, family-friendly entertainment events and distinctive interactive shows.
The "Win Your Home in Dubai" campaign — the first of its kind at city level, launched by Dubai Festivals and Retail Establishment and Dubai Chambers — continues its draws, turning the everyday shopping experience into an extraordinary opportunity to win a home in Dubai. The campaign offers 12 residential units from Binghatti Developers.
Dubai Summer Surprises 2026 gives families and visitors the chance to enjoy a complete summer holiday without leaving the city, through hundreds of exclusive offers on hotels, resorts, tourist attractions, entertainment destinations and family experiences that deliver exceptional value throughout the season. Families and visitors can choose from nearly 100 distinctive offers covering accommodation and visits to tourist attractions in Dubai.