The much-awaited Dubai Summer Surprises (DSS) is returning with a bang after 60 days of non-stop dining, shopping and world-class entertainment. The 29th edition of the annual festival, themed “Make it a Dubai Summer”, is being held from July 2 to August 30, 2026 by the Dubai Festivals and Retail Establishment (DFRE). This year’s programming is filled with many shopping campaigns, hotel offers and sporting events around the emirate, further cementing Dubai’s reputation as a top international destination for tourism and shopping. The festival includes discounts of up to 90 per cent and unique culinary experiences from as little as AED 10. The festival is targeted at all sections of the community and is a huge help to the local retail and tourism businesses.
Festival Important Dates
Here is the full list of events and projects taking place during Dubai Summer Surprises 2026 to help you plan your summer:
| Event | Dates |
| Summer Surprises in Dubai | July 2 – August 30 |
| Dubai The Great Summer Sale | July 2 – August 2 |
| Opening festivities | July 2 – 5 |
| Modesh World | July 3 – August 23 |
| Summer Restaurant Week | July 13 – August 2 |
| 10 Dirham Dish | August 3 – 30 |
| Back-to-School promotion | August 3 – 30 |
| Back-to-School Carnival | August 3 – 30 |
| Miami Band Show | August 29 |
The Ultimate Shopping Experience
The festival’s biggest shopping campaign is the Great Dubai Summer Sale from July 2 to August 2, with huge discounts of up to 90% across hundreds of brands. As summer moves forward, the Back-to-School promotion takes center stage from August 3 to August 30, with smart bargains on school supplies, electronics and apparel and a range of family-focused interactive activities. To further enhance the shopping experience, shoppers who spend AED 500 will be entered into a citywide lottery to win one of 12 homes around the emirate.
A Cooking Expedition Across the City
Dining, the major feature of the 2026 festival, will provide residents and visitors an incredible chance to witness Dubai’s flourishing food industry. The Dubai Summer Restaurant Week will be held from July 13 to August 2, reflecting the eclectic nature of the city’s culinary culture. The popular 10 Dirham Dish promotion is back from August 3 to August 30, with participating restaurants offering a variety of dishes for just AED 10, making great dining more accessible than ever. These food-centric marketing strategies make sure that the festival is not merely a visual and financial feast, but also a genuine gastronomic treat, tempting everyone to go out and savor the native delicacies.
Family activities, concerts, entertainment
The festival starts with a four-day opening celebration, from July 2 to July 5, including theatrical events, family entertainment and live performances by prominent artists in various shopping malls. The summer itinerary is packed with intimate candlelight concerts, the Beat the Heat concert and the much-anticipated Miami Band at the Coca-Cola Arena on August 29. The beloved Modesh World will be returning at the Dubai World Trade Center from July 3 to August 23, taking over a big space with play zones, seminars, live shows and a ton of free activities for children. The mascots Modesh and Dana will also be visiting schools, shopping centres and entertainment venues regularly to keep the festive spirit alive during the two-month celebration.
New Features and Community Involvement
The 2026 edition will offer intriguing new attractions such as the Back-to-School Carnival and the LEGO FIFA interactive experience at City Walk. The UAE’s Year of the Family focuses on community and sports events, such the Dubai Mallathon, indoor running races and other football-inspired activities that encourage physical exercise. The festival also includes lotteries for luxury cars, draws for cash prizes and around 100 staycation and leisure packages, while it promotes local growth via events celebrating Emirati small and medium-sized enterprises. The social focus of the event is further reinforced by the Modesh Scholarship program that provides 10 AED 20,000 scholarships for deserving youngsters.
Enhancing Dubai’s Global Image
“Dubai Summer Surprises remains an important part of Dubai’s ability to maintain its position as the world’s leading shopping and entertainment destination,” said Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment. With a diverse program of prizes, promotions and hospitality experiences, the festival is great at driving economic growth and improving the overall visitor experience. Locals and tourists are gearing up for summer and there’s always something new to discover with a full calendar of activities. The months are filled with fun, community and great discoveries across the city.
