Dubai Summer Surprises is an annual event launched in 1998 by the Government of Dubai to promote the city as a family tourist destination. Families fly in every year to participate in the summer activities which all occur indoors. Dubai's 38 air-conditioned shopping malls host a plethora of shows and events designed to entertain and amaze children of all ages. Various road shows are deployed to different countries such as Bahrain, Saudi Arabia, and Kuwait in order to attract more spectators. In honor of the summer events, hotels surprise guests with great deals.