From football to art, parents are increasingly opting for “multi-camps” that offer a mix of activities for their children.
Every year, he starts a small countdown.
Dubai-based Safia Youssef’s 10-year-old son looks forward to football summer camp more than anything else, she says. “He waits to register. He enjoys it so much because he has made more friends at camp than he has at school,” she says.
He returns home with a beaming smile. “It keeps him busy, and I don’t have to worry so much about how he spends his time,” she says. “He won’t be on his phone playing games.”
No endless phone or computer use—what more could parents ask for during the summer months?
Meanwhile, in another part of Dubai, Meenakshi Sinha’s seven-year-old eagerly looks forward to weeks spent on arts and crafts. “There are so many different summer programmes in Dubai—we’re almost spoilt for choice,” she says. “She’s the one who decides what she likes to do, and it’s usually something involving painting.”
The summer is a marketplace
A structured ecosystem of children’s programmes has emerged, each with its own pricing model, philosophy, and idea of what a ‘productive summer’ should look like. Families no longer need to choose a single summer camp—they can piece together a customised mix instead, combining football, art, and science alongside travel plans.
Or perhaps a leadership workshop squeezed into the final days before school resumes?
As summer camps continue to expand, a more complex question emerges: what exactly are families paying for, and what do children truly gain in return?
Football, flexibility, and a long-stay pricing model
Eight weeks of football, one FIFA-standard pitch, and a pricing structure that becomes more economical the longer a child stays—so where do families sign up, and how long do they commit?
At ISD Dubai Sports City, the Real Madrid Foundation Education Program offers a structured, performance-focused football camp with notable flexibility in its pricing model. Technical Director Manuel Lopez says the programme runs over eight consecutive weeks, allowing children to attend for as little as a single day or commit for the full duration. “The longer families book for, the more they save, with discounts of up to 40 per cent for the full eight-week programme.”
Pricing breakdown
- Daily: Dh250
- 1 week: Dh1,000
- 2 weeks: Dh1,800 (10% discount)
- 3 weeks: Dh2,550 (15% discount)
- 4 weeks: Dh3,200 (20% discount)
- 5 weeks: Dh3,750 (25% discount)
- 6 weeks: Dh4,200 (30% discount)
- 7 weeks: Dh4,550 (35% discount)
- 8 weeks: Dh4,800 (40% discount)
This pricing structure is designed to encourage longer commitments while still allowing short-term flexibility, accommodating families who travel or split time between countries.
Lopez notes that many children start with a short trial period. “In most cases, players stay with us for at least a week. A vast majority of our summer camp participants come from other academies. They often join us initially as a ‘test drive,’ enjoy the training methodology, and from there, families tend to renew their bookings week by week.”
Indoor infrastructure, rising costs, and what parents are really funding
While fees have increased, organisers say the changes reflect continued investment in infrastructure rather than pricing pressure alone. “Providing children with year-round opportunities to stay active through sport is a priority for us. Demand for indoor space is extremely high during this period, but we intentionally reserve key time slots so children can continue enjoying sport and recreation in a safe, climate-controlled environment,” he says.
The camp operates entirely indoors at ISD Dubai Sports City, using a FIFA-standard pitch designed to maintain elite training conditions despite extreme summer temperatures.
On whether pricing has changed this year, he adds, “As we offer a wide range of flexible registration options to suit different schedules, we haven’t noticed any significant shifts in consumer behaviour. Booking trends and patterns remain highly consistent with last year.”
Learning through proximity
Football is one way to spend the summer—but what if the classroom is a zoo, where lessons include feeding elephants, observing giraffes up close, and standing just metres away from hippos?
That is the approach at Emirates Park Zoo, where the summer programme takes a different direction by combining education, conservation, and hands-on animal interaction.
Pricing
- Daily: Dh125
- 1 week: Dh625
- 2 weeks: Dh1,250
- 3 weeks: Dh1,875
- 4 weeks: Dh2,500
- 5 weeks: Dh3,125
- Up to 8 weeks: Dh5,000
Most families tend to choose shorter attendance blocks, with many enrolling their children for two to four weeks—making the average spend between Dh1,250 and Dh2,500 over the summer period. “We also have several families who opt for the full eight-week programme for a complete summer experience,” the spokesperson said.
Inside the zoo camp: learning through interaction
The programme is built around animal encounters and feeding sessions featuring elephants, giraffes, hippos, koi fish, and farm animals, along with behind-the-scenes exposure to zoo careers such as veterinarians, keepers, aquarists, and trainers.
- Workshops on animal behaviour, habitats, biodiversity, and conservation
- Sessions on specimens and biofacts
- Habitat exploration and observation activities
- Animal enrichment activities
- Educational games and team challenges
- Zoo school learning modules
- Movie screenings and workshops
As organisers explain, the programme gives children the opportunity to learn about animal behaviour, habitats, wildlife conservation, animal welfare, safety, and health in a fun and interactive environment. Transport and meals are also included, making it a fully managed option for working families.
The emotional curriculum
A smaller but growing entrant in the UAE summer camp landscape is Blah Blah Blah Camp, which focuses on emotional development and soft skills rather than sports or academics. The online camp centres its philosophy on building emotional intelligence through group interaction, discussion, and guided activities, as co-founder Charlotte D’Souza (Building Life’s Attainable Habits) explains.
Pricing is kept intentionally accessible:
- Dh350 per week
- Typical duration: 2–3 weeks
She highlights affordability as a key principle: “We never have a problem with prices, because it’s affordable.” The programme also includes an online learning component, with external experts joining sessions to guide discussions and activities.
In a market increasingly shaped by high-spec facilities and specialist academies, this type of camp reflects growing demand for programmes focused on communication and life skills.
GEMS Education: A shift toward structured enrichment ecosystems
At the more institutional end of the spectrum, GEMS has restructured its summer camps into multi-disciplinary enrichment programmes that resemble short-term academic ecosystems.
Lisa Crausby OBE, Group Chief Education Officer at GEMS Education, describes the approach as one designed to cater to different interests, age groups, locations, and family budgets. The aim is to deliver strong value through experiences that go beyond traditional childcare. “Many of our programmes include specialist coaching, industry partnerships, performances, showcases, and even recognised qualifications or certifications, ensuring students gain meaningful experiences and skills throughout the summer,” she explains.
Booking patterns and attendance
Crausby notes that flexibility remains central to how families engage. Participation varies depending on travel plans and individual preferences. Typically, students attend between one and three weeks, though some enrol in multiple programmes across the summer to explore different specialisations. “We generally see the strongest demand during the first and final weeks of the holiday period, with many families travelling during the middle of the break.”
This reflects a shift toward modular camps, with children moving between programmes rather than staying in a single environment.
Changing parental expectations
Crausby highlights a clear evolution in what families are seeking: more specialist experiences that allow children to develop skills and pursue interests. “There is growing demand for programmes focused on entrepreneurship, robotics, coding, performing arts, leadership, and sport, reflecting parents’ desire for experiences that combine enjoyment with personal growth and learning.”
What’s driving demand?
Demand remains strong across GEMS programmes, particularly in creative and technical areas such as robotics, coding, entrepreneurship, and sports. “Parents value experiences that blend creativity, confidence-building, and skills development with fun and engagement, helping children make the most of their summer while continuing to learn and grow,” she adds.
Behind the scenes, these programmes require significant investment in technology, performances, and end-of-camp showcases where students present their achievements.
Access, pricing flexibility, and inclusion
While GEMS operates at a premium education level, accessibility remains part of the structure. “We also provide a wide range of programmes at different price points and, in some cases, multi-week booking options to offer families greater flexibility and value throughout the summer,” says Crausby.
This reflects a wider trend across UAE camps: tiered pricing, multi-week discounts, and modular booking systems designed to suit travel-heavy family schedules.
Tashkeel Summer Camp: Creativity and play
At the other end of the spectrum, Tashkeel focuses entirely on creative exploration. Its Young Artists Club summer programme runs over two weeks for children aged 4–12.
Pricing
- Dh190
- Dh900
Workshops are held across Nad Al Sheba and Alserkal Avenue, with an emphasis on tangible, take-home creative outcomes.
What families are spending across UAE camps
Across providers, spending patterns remain broadly consistent:
- 1–2 weeks: Dh600 – Dh1,800
- 3–4 weeks: Dh1,800 – Dh3,200
- 6–8 weeks: Dh4,000 – Dh5,000+
However, the bigger shift is behavioural. Families are increasingly building “summer portfolios”—combining sport, education, wildlife, and creative camps rather than committing to a single programme for the entire break.
