Jumeirah Asora Bay set to open in Dubai by 2029

Jumeirah Asora Bay set to open in Dubai by 2029

Jumeirah Asora Bay set to open in Dubai by 2029

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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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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