Jumeirah Group has announced plans for Jumeirah Asora Bay, a new luxury destination set to open in Dubai by 2029.
Slated for La Mer South peninsula, this boutique hotel and residences project marks the next chapter in Jumeirah’s expansion strategy. The upcoming development will feature 130 hotel rooms and suites, alongside 20 private villas designed for privacy, elegance and tranquility.
Additionally, Jumeirah Asora Bay will include 29 branded residences, such as ocean villas, spacious apartments, and a signature seven-bedroom penthouse. Every unit will offer uninterrupted views of the Arabian Gulf and Dubai skyline, creating an exclusive retreat for residents and guests.
With this project, Jumeirah aims to redefine luxury living through elevated design, bespoke experiences, and integrated coastal lifestyle offerings. Jumeirah Asora Bay will reflect the brand’s signature values while introducing a more intimate, design-forward hospitality concept in a key location.
The development follows the highly anticipated announcement of Jumeirah Marsa Al Arab, part of the brand’s iconic beachfront trilogy in Dubai. Both projects reinforce Jumeirah’s commitment to innovation, pushing boundaries across architecture, guest experience and premium residential living.
While Jumeirah Marsa Al Arab represents grandeur and legacy, Asora Bay introduces a quieter, curated elegance aimed at refined global travelers.
Strategically located, the La Mer South property will attract long-stay guests, residents, and those seeking lifestyle-driven luxury by the sea. With modern design and thoughtful detail, the project promises to deliver serenity, exclusivity and immersive experiences across every touchpoint.
Thomas B. Meier, CEO of Jumeirah Group, emphasized the project’s importance. He said: “These exceptional properties represent the future of the Jumeirah brand and intentional, mindful luxury.” He added: “In line with our Mission 2030 strategy, we aim to double our portfolio and lead in our home market.”
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