Jumeirah Reveals 3 New Dubai Projects at ATM 2025
Luxury hospitality brand Jumeirah, part of Dubai Holding, has announced plans to open three new properties in Dubai, continuing its rapid global expansion. The big reveal was made on Day 1 of Arabian Travel Market (ATM) 2025), where the group shared that the developments will include a boutique-style hotel and two residential projects.
This move reinforces Jumeirah’s presence in its home market and supports its ‘Mission 2030’ strategy to double the size of its portfolio. It also follows the successful launch of Jumeirah Marsa Al Arab earlier this year.
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First Look: Jumeirah Asora Bay at La Mer South
One of the most exciting additions is Jumeirah Asora Bay, located on the peninsula of La Mer South. The beachfront property will feature 103 rooms and suites, plus 20 luxury villas, and is set to open in 2029. It falls under the Jumeirah Hotels & Resorts collection and promises a serene coastal escape with high-end service and Arabian-inspired design.
The project is part of Jumeirah’s focus on boutique hotels with fewer than 150 keys, leaning into villas, suites, and branded residences for a more exclusive guest experience.
Two New Residential Projects
Alongside the hotel, Jumeirah is launching two new residential projects:
- Jumeirah Residences Asora Bay (in partnership with Meraas) will sit next to the hotel and offer 29 high-end units, including four-to-six-bedroom apartments, six ocean villas, and a massive seven-bedroom penthouse. Residents can enjoy panoramic views of the Arabian Gulf and Dubai skyline.
- Jumeirah Residences Emirates Towers, located in Dubai’s bustling business district, will offer a massive 754 residential units, ranging from one- to four-bedroom apartments. The development is focused on urban luxury living, with lifestyle and wellness amenities at its core.
A Growing Global Footprint
CEO Thomas B Meier emphasized that Jumeirah’s expansion in Dubai is just one part of a larger strategy.
“Maintaining a leadership position in our home market is integral to that strategy,” he said. “We are firmly on track with our roadmap, and these additions will further cement our global reputation.”
The group has recently expanded into Africa, and is preparing to open Jumeirah Le Richemond in Geneva and Jumeirah The Red Sea in Saudi Arabia. Other properties already operating in Europe include Jumeirah Mallorca and Jumeirah Capri Palace.
Jumeirah’s New Brand Structure
To support its growth, Jumeirah has segmented its portfolio into four distinct offerings:
- Jumeirah Icons
- Jumeirah Privé
- Jumeirah Hotels & Resorts