The initiative is part of the hospitality group’s Mission 2030 strategy
As part of its long-term growth roadmap, Jumeirah Group has announced a major development initiative aligned with its Mission 2030 strategy, focusing on expansion and portfolio diversification. The group has unveiled plans for a new hotel and two luxury residential projects in Dubai — reinforcing its standing in the global luxury market and deepening its roots in the UAE.
New Launches: Hotel & Two Exclusive Residential Projects 🏨🏡
Thomas B Meier, CEO of Jumeirah, emphasized the brand’s commitment to advancing its strategic goals:
“Aligned with our Mission 2030 strategy, we aim to sustainably scale our operations and double our presence regionally and globally. Holding a dominant position in our home market remains a top priority.”
Following the successful debut of Jumeirah Marsa Al Arab earlier this year, the company is now poised to grow its footprint in Dubai further through the launch of Jumeirah Asora Bay and Jumeirah Residences Emirates Towers. Meier explained that these new developments represent the next chapter for the Jumeirah brand, rooted in intentional design, holistic wellbeing, and purposeful experiences.
He further noted that Jumeirah is making steady progress on its strategic journey, and these additions will enhance its reputation worldwide as a visionary in the luxury hospitality and real estate sectors.
Meraas Partnership: Shaping the Future of Luxury Living in Dubai 🏙️✨
Khalid Al Malik, CEO of Dubai Holding Real Estate, shared his thoughts on the collaboration with Jumeirah:
“Meraas is honored to collaborate with Jumeirah to redefine luxury living in Dubai. These new projects — Jumeirah Residences Asora Bay and Jumeirah Residences Emirates Towers — go beyond just premium housing. They are lifestyle destinations tailored for elite global homeowners and investors.”
Al Malik highlighted that, consistent with Meraas’ philosophy of delivering remarkable urban experiences, the residences fuse high-end architecture, world-class amenities, and Jumeirah’s signature hospitality. Together, these elements establish a new benchmark in residential luxury, further reinforcing Dubai’s position as a global leader in real estate excellence.
Jumeirah Asora Bay: A New Standard in Design and Experience 🌊🏛️
With Jumeirah Asora Bay, the brand is redefining luxury through sophisticated architecture and a thoughtfully curated guest journey. This exceptional development, set on the scenic La Mer South peninsula, will reflect the evolving identity of the Jumeirah brand.
The coastal resort will feature 103 refined rooms and suites, alongside 20 exclusive villas. The project aligns with Jumeirah’s refreshed investment focus on boutique properties housing up to 150 keys, highlighting suites, villas, and branded residences.
This strategic shift is consistent with Jumeirah’s European vision, seen in destinations such as the soon-to-open Jumeirah Le Richemond in Geneva, as well as existing properties like Jumeirah Mallorca and Jumeirah Capri Palace.
Expected to welcome guests by 2029, Jumeirah Asora Bay will elevate the Jumeirah Hotels & Resorts portfolio with its premium offering and one-of-a-kind setting.
Jumeirah Residences Asora Bay: Redefining Coastal Living in Dubai 🌅🏠
Adding to the allure of the hotel is the Jumeirah Residences Asora Bay, developed in collaboration with Meraas, a subsidiary of Dubai Holding Real Estate. This limited-edition residential project includes 29 luxury homes, comprising four-to-six-bedroom apartments, a grand seven-bedroom penthouse, and six ocean-facing villas.
Situated on a picturesque hillside, the development features a terraced design that maximizes panoramic views across the Arabian Gulf and Dubai’s iconic skyline.
Final Thoughts
These bold new additions highlight Jumeirah’s firm commitment to pushing boundaries in hospitality and luxury real estate. With a strategic focus on purpose-driven design and elevated living, the brand continues to shape the future of Dubai’s urban and waterfront landscape.
