The city of Dubai is all set to become the world's most prolific shopping destination. The endeavors from city's malls and Dubai Shopping Festival office to promote Dubai as finest shopping and entertainment center has received the much needed hike, as explained by Fareed Abdel Rahman, Vice-President of Deira City Centre. According to Rahman, the mall's in Dubai Summer Surprises (DSS) 2007 and the Dubai shopping festival had a tremendous impact on Dubai's shopping trends. One of the most popular shopping centers in the region - Deira City Centre is a perfect destination for leisure and entertainment. Throughout the year, the center brags for its footfall generation and sales figures. Established in 1998, the Dubai Summer Surprises is a booming season for the malls extending across 10 weeks. DSS is known to have boosted the footfall figures enormously. Deira City Centre has received a significant growth in footfall that has reciprocated the sales figures. The figures depict expected footfall growth to be 8 per cent, complemented by 10 per cent sales growth. The Centre witnessed around 8% increase in the footfall traffic as compared to the same time last year. This summer Deira City Centre on its entertainment schedule is expected to host the Superheroes in the City - the first of its kind in Dubai, until 20th July. It has been predicted to be a rib tickler, incorporating the acrobatics, action and humor. Scheduled between 21st and 25th July, is the juggling, clowning, and magic show ''Carrot and Pickle the Clowns''. For kids ''The Musical Kitchen'' impersonating health benefits and nutrition facts of fruits and vegetables through song and dance would be held from August 9th to 22nd. However, the major attraction is DSS Mega Event entitled Photography Exhibition to be held from 12th to 19th of August. Deira City Centre is expected to host around five million shoppers this year and continues to attract people from diverse nationalities.