Luxury hospitality giant Jumeirah, a member of Dubai Holding, has unveiled plans for three new significant projects in Dubai, signaling a robust expansion within its home market. The announcement includes a distinctive hotel and branded residences on the highly sought-after La Mer South peninsula, as well as a premium residential tower in the heart of the city’s business district.
Building on the recent successful launch of Jumeirah Marsa Al Arab, these upcoming developments align with Jumeirah’s Mission 2030 strategy, which prioritizes strategic growth and diversification of its portfolio. The introduction of Jumeirah Asora Bay, encompassing both a boutique-style hotel and exclusive residences in the prime coastal setting of La Mer South, underscores the brand’s evolving design vision and commitment to curated, purposeful experiences.
Jumeirah Asora Bay: Luxury Hotel and Residences at La Mer South
The Jumeirah Asora Bay hotel is slated to open in 2029 and will feature 103 rooms and suites, alongside 20 villas. This development reflects Jumeirah’s renewed focus on properties with up to 150 keys, emphasizing suite categories, villas, and branded residences – a strategy also evident in its European expansion, including the upcoming Jumeirah Le Richemond in Geneva and established destinations like Jumeirah Mallorca and Jumeirah Capri Palace. Complementing the hotel, Jumeirah Residences Asora Bay, launched in collaboration with Meraas (a member of Dubai Holding Real Estate), will offer 29 exclusive residences, including four-to-six-bedroom apartments, a seven-bedroom penthouse, and six ocean villas, all boasting uninterrupted views of the Arabian Gulf and Dubai’s skyline from their hillside, terraced location.
Further amplifying its focus on branded residences, Jumeirah is also introducing Jumeirah Residences Emirates Towers. This new development aims to redefine urban living within Dubai’s central business district, offering 754 units ranging from one to four-bedroom apartments. Residents will benefit from a comprehensive array of well-being and lifestyle amenities, including a padel court, fitness studios, a co-working lounge, a private cinema, and a podium pool terrace, promising an elevated residential experience.
CEO Highlights Strategic Importance of New Dubai Projects
According to Thomas B. Meier, CEO of Jumeirah, these new additions are integral to the company’s strategic roadmap for sustainable growth and doubling its portfolio regionally and internationally. He emphasized the importance of maintaining a leadership position in their home market, stating that Jumeirah Asora Bay and Jumeirah Residences Emirates Towers represent the future direction of the brand, characterised by intentional design, mindful living, and holistic well-being.
