Look: Jumeirah reveals 3 new properties in Dubai at ATM 2025

Dubai: Luxury hospitality group Jumeirah, a member of Dubai Holding, has revealed plans to develop 3 new properties in Dubai as part of its global expansion strategy.

The hotel group announced on Day 1 of Arabian Travel Market (ATM) 2025 that the new developments will include a hotel and two residential projects, reinforcing Jumeirah's presence in its home market. The expansion also aligns with the group's 'Mission 2030' strategy to double the size of its portfolio. The announcements follow the successful opening of Jumeirah Marsa Al Arab earlier this year.

One of the key projects is Jumeirah Asora Bay, located on the peninsula of La Mer South. This development will feature a hotel with 103 rooms, suites, and 20 villas. It is scheduled to open in 2029 and will be part of the Jumeirah Hotels & Resorts collection.

As part of its strategy to diversify its portfolio and drive expansion through both acquisitions and hotel management agreements, Jumeirah has segmented its portfolio into four key offerings rooted in luxury Arabian hospitality: Jumeirah Icons, Jumeirah Privé, Jumeirah Hotels and Resorts, and Jumeirah Residences.

Jumeirah Residences Asora Bay, which was developed in partnership with Meraas, a Dubai Holding Real Estate member, is complementing the hotel component at La Mer South. This residential enclave will offer 29 units, including apartments and villas, designed to provide views of the Arabian Gulf and Dubai's skyline. The enclave includes four-to-six-bedroom apartments, one seven-bedroom penthouse, and six ocean villas.

Jumeirah is also introducing Jumeirah Residences Emirates Towers. Located in Dubai's business district, this development will comprise 754 units, offering a range of apartments. The project aims to provide residents with an elevated urban living experience with various well-being and lifestyle facilities.

The hotel, which aligns with Jumeirah’s renewed vision and investment strategy, focuses on boutique-style properties with up to 150 keys and emphasises suite categories, villas, and branded residences.

This approach is also reflected in Jumeirah’s European portfolio, including the upcoming opening of Jumeirah Le Richemond in Geneva and established destinations such as Jumeirah Mallorca and Jumeirah Capri Palace.

The Jumeirah Residences Emirates Towers will be home to 754 units, ranging from one-to-four-bedroom apartments.

Thomas B Meier, CEO of Jumeirah, said, “Maintaining a leadership position in our home market is integral to that strategy and, following the successful opening of Jumeirah Marsa Al Arab earlier this year, we will further extend our footprint in Dubai with Jumeirah Asora Bay and Jumeirah Residences Emirates Towers.”

The recently appointed CEO said that these properties represent the future of the Jumeirah brand. Meier added, “We remain firmly on track with the delivery of our strategic roadmap, and these additions to our portfolio will further strengthen our global reputation as an industry pioneer and brand of influence.”

The announcement follows recent Jumeirah expansions in Africa and upcoming openings in Saudi Arabia and Switzerland.