The Dubai Events and Promotions Establishment announced the holding of a campaign called "Summer Deals 2010" from June 1 to September 30, 2010, which will last for the period of the festival "Dubai-summer surprises" (June 17 - August 7), during the holy month of Ramadan and the holiday of Eid Al Fitr. At the same time, the organizers plan to attract about 6000 retail stores to participate.

According to His Highness Sheikh Ahmed bin Said Al Maktoum, President of the Dubai Civil Aviation Administration, President of the Dubai Airports Company and President of the Supreme Committee of the Dubai Trade Festival, the Dubai Festival Industry ceased be simply entertaining and turned into one of the key sectors of the economy.

In 2009, the festival "Dubai-summer surprises" was visited by 2.2 million people (+ 4.7% compared to 2008), which spent on purchases and entertainment about 917 million dollars. At the same time, 55% of visitors noted that shopping was an important part of the festival for them. During the twelve years of its existence, the festival attracted 17 million visitors, spending 22 billion dirhams (about 6 billion dollars)

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