Dubai-Residents and visitors will be called on to Make it a Dubai Summer during the 60-day event this summer. Dubai Summer Surprises (DSS) 2026 will run from July 2 to August 30. Organisers call this year the greatest value yet. Holidaymakers can expect to see a celebration of shopping, entertainment, dining, family fun and incredible value across hotels, attractions, and shopping locations in a bid to make the most sweltering months one of the best possible to visit.

Organised by Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism, DSS 2026 aims to reinforce the city’s position as a leading summer destination by connecting shoppers, families, businesses and visitors through a diverse calendar of events and promotions. Officials indicated that this year’s festival would place an even stronger emphasis on added value across hotels and restaurants, making extended stays and multi‑generational trips more attractive for international guests.